Monthly Archives: August 2012

The Flout-able, Doubt-able Klout

Image from: Doubtful Image / Shutterstock Can Klout be used to gauge the potential of a human being? It can if you’re a Florida State professor Todd Bacile, who wants to grade his students based on their social media influence. Lots of people are wondering if Klout has any merit, and even the Klout developers recently revamped their scoring system to enable a “more accurate, transparent Klout.” Was the revamp

5 Things Every Marketer Should Know About The Consumer Path to Purchase

Image from: Online Purchase / Shutterstock The introduction of new devices, platforms, content and all around new ways to engage consumers has fundamentally changed the way consumers build relationships with and become customers of brands. In order to meaningfully engage with consumers at moments when they are most receptive to brand messaging, understanding the consumer’s path to purchase has become a need to know rather than a nice to know.

With a Billion Dollars, Why Can’t Instagram Make a Better Site?

Image from: Rich Kids of Instagram / New Media Rockstars Back in April we wrote about how Facebook’s “mini” purchase of photo-sharing app Instagram might not end well for the San Francisco start-up. Based on Facebook’s purchase history, most start-ups didn’t last much longer after the big buy out. And while the Rich Kids of Instagram aren’t protesting, we figured it was high time to see how Instagram was performing

Hooters, All Grown Up and Ready To Rebrand

Image from: Hooters Girls / My DIY Angels If you haven’t been to Hooters then you’ve at least heard about it. You’ve passed it on the highways, you’ve seen it referenced in pop culture, you’re familiar with the campy uniforms on the waitresses. The point? Even if this is not a place you see yourself dining, you still have an explicitly designed idea of what the chain has to offer.

What People Want with Wikipedia

Image from: Bright Idea / Shutterstock I don’t care what anyone says. Wikipedia is the best tool ever. It’s the providence of the learning online, the bastion of knowledge in a world of digital riffraff and, incidentally, it’s been my not-so-secret best friend since I discovered you could read the entire plots of movies and books you didn’t want to necessarily see or read. Some call me lazy, but who has time

Google’s Growing Travel Arsenal

Image from: Frommer’s Books / Phandroid Google recently announced it will acquire all the assets of Frommer’s for $23 million from John Wiley & Sons, which acquired it in 2001.  Frommer’s bills itself as “the most trusted name in travel today” and notes that its website, Frommers.com, is “an essential online destination for those planning the perfect travel excursion” (Frommers.com).  The Frommer’s buy comes after a failed attempt to buy

Sunday Series: Where Are People Sharing All Those Summer Photos?

Image from: Summer Photo / Shutterstock What do people do in the summer? They take pictures of themselves. That’s what. At the beach, eating ice cream, at theme parks, going for hikes. And what do people do with these photos? Print them out and hide them in scrapbooks? Maybe some do, but for the most part photos have gone digital, and with that has come the human propensity to share

The Weekly Compete Pulse

Marketing is about standing out. Sometimes. Mostly it’s about translating a message across a medium in a promotional fashion, but what happens when marketing gets in its own way? This is often the case in brand extensions, where quixotic gimmicks like Cheetos Lipgloss are created to draw attention back to a brand but actually cause a consumer to simply shudder. AdAge’s John Parham recently put out a guide to extending

How Shopcade.com Is Drafting You Into Its Fashionable Army

Image from: Shopping Craze / Shutterstock “I love your shirt! Where did you get it?” Sounds familiar, right? It’s a natural tendency to associate style with a place of purchase, and slowly online retailers are learning that perhaps their best advertisers are the very same people they sell to. Shopcade.com knows this, and it’s about to make a killing by gamifying this trend, all based on the online phenomenon of

Which Household Care Brands Clean Up With Consumers?

Image from: Cleaning / Shutterstock Last week, I looked at consumer attitudes for health and beauty products.  This week, with the help of the Summer 2012 Online Shopper Intelligence survey, I tackle household care products.  Consumers spend billions of dollars on household items every year, so understanding consumer opinion is important for marketers.  Here are my findings. Brand awareness for household brands is highest among older consumers Brand awareness for

Quora Gives You Answers You Actually Want

Image from: Asking Questions / Shutterstock At the beginning of the internet, if you needed to know something you also needed to know where to look for it. Nowadays finding information is a totally different game; you just need to know how to ask. You say to yourself, “Hmm. How would someone knowledgeable about this information phrase a title? What words would they use? What jumble of words do I