New Yahoo Study of “Brand Advocates” Needs a Name

Share this article:
"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
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

What (Truly) Matters to Millennials

What (Truly) Matters to Millennials

A recent study reveals the things that millennials really care about—and what moves them to make a purchase.

The Long, Hard Road to Marketing Sophistication

The Long, Hard Road to Marketing Sophistication

If there are times when you feel like you're way behind on the customer journey, well, you probably are. But so is nearly everyone else.

What Top Marketers Read to Get Inspired

What Top Marketers Read to Get Inspired

DMN's 2014 40 Under 40 Award winners have a bevy of business books on their must-read lists.