In Search of Brand Advocates
Friday, December 22 2006
Published on AllBusiness.com
The most influential consumers are more likely to use new media to find out about new brands. A new study by Yahoo! and online market intelligence firm comScore Networks finds these desirable consumers, called Brand Advocates, are often tapping new technology to learn of new products and services, and to spread the word about what they like.
"The art, science and humanity required to create great brands has not changed," says Anne Frisbie, vice president of category for Yahoo! Search Marketing. "But search and social media are new tools for brand marketers that allow them to target, listen and authentically engage key opinion leaders to create even deeper and more personal brand relationships."”
Among the trends:
* Brand Advocates conduct 48 searches per month, versus 39 searches for average consumers.
* Half of Brand Advocates use search engines prior to purchasing, compared to one-third of average consumers.
* About half of all Brand Advocates speak to family and friends about their purchases through online channels.
* Brand Advocates are 40 percent more likely to use instant messaging, 119 percent more likely to use podcasts, twice as likely to e-mail a friend for an opinion and twice as likely to post or ask a question online than average consumers.
"The art, science and humanity required to create great brands has not changed," says Anne Frisbie, vice president of category for Yahoo! Search Marketing. "But search and social media are new tools for brand marketers that allow them to target, listen and authentically engage key opinion leaders to create even deeper and more personal brand relationships."”
Among the trends:
* Brand Advocates conduct 48 searches per month, versus 39 searches for average consumers.
* Half of Brand Advocates use search engines prior to purchasing, compared to one-third of average consumers.
* About half of all Brand Advocates speak to family and friends about their purchases through online channels.
* Brand Advocates are 40 percent more likely to use instant messaging, 119 percent more likely to use podcasts, twice as likely to e-mail a friend for an opinion and twice as likely to post or ask a question online than average consumers.