New Yahoo Study of “Brand Advocates” Needs a Name

Share this content:
"A lot of retailers are now talking about their most important customers," explained Diane Rinaldo, Yahoo's Senior Director, Retail Category. Her comments were offered last night during the opening reception at shop.org's First Look show at the Gaylord Palms Resort in Kissimmee, Florida. In December, Yahoo released the results of a study called "Engaging Advocates Through Search and Social Media," which focused on a group of important customers identified as Brand Advocates -- shoppers who think a brand is important and want to talk about it.

"We were so excited about what we were learning about Advocates that we wanted to do a deeper dive for retailers," said Ms. Rinaldo. "We worked with BIG Research, who also works with Walmart and P&G, and who does monthly CIA studies (Consumer Intentions and Actions)."

Yahoo plans to release the results of the new study next week at the RAC show in Chicago (Retail Advertising Conference). According to Ms. Rinaldo, the earlier study identified Brand Advocates, and the new study has identified seven traits of the breed, revolving around how they use search in the purchasing process.

"They are leaders," she said. "They are socially connected. People listen to their opinions."

Attendees at the RAC Convention will find out the rest of their traits next week in Chicago. In the meanwhile, Ms. Rinaldo is still pondering what to name the new study. "Engaging Advocates Through Search and Social Media II" is currently under consideration.

Other suggestions are welcome.

--Posted by Adrian Courtenay

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here