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Word of Mouth

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Did you see the Pollara research report on influencers that came out yesterday? I read about it on MediaPost and saw this great follow-up post on ReadWriteWeb. To summarize, Pollara reported that bloggers and other online “influencers” may not hold as much sway as marketers believe they do. The data point that keeps popping up is this one: …nearly 80% [of respondents] said they were very or somewhat more likely to consider buying products recommended by real-world friends and family, while Read more [...]

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I confess I have never been to South by Southwest. However, the beauty of any conference attended by obsessive bloggers is that you can follow the fun online wherever you are. Yesterday afternoon, I noticed a few tweets regarding Sarah Lacy’s keynote interview with Facebook founder Mark Zuckerberg. Sarah, a tech reporter for BusinessWeek, was universally panned — not necessarily for the content of the questions she asked, or for the answers she was able to squeeze out of the notoriously hard-to-read Read more [...]

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For a meme-junkie such as myself, there is no better time of year to catch up on microtrends than the New York Times Magazine’s annual Year in Ideas. Reading year-end pieces such as this one, and GOOD Magazine’s, feels like an naughty idea binge. While they’re good for reading up on trends you may have missed — like Left-Hand Turn Elimination, genius! — they are equally good for a gloating over the memes you have already embraced and thrown to the curb. Lite-Brite Fashion? No big surprise to Read more [...]

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My mom alerted me to a data breach involving the Louisiana Office of Student Financial Assistance (LOFSA) and their back-up provider, Iron Mountain. While news of the breach is quickly being spread in state and local news outlets, the story is not getting widespread pickup. According to the AP story: The case was lost Sept. 19 when a driver for a Boston-based contractor failed to follow company procedures when loading it onto his vehicle, according to a statement e-mailed Wednesday by Laura Sudnik, Read more [...]

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I think all marketers pay special attention to the ways they are marketed to. I personally get a huge thrill out of polls, focus groups and guerrilla marketing. (Just ask anyone in this office who endured by my play-by-play recap of the Microsoft AdCenter focus group I recently participated in.) I often find myself a member of someone else’s target audience just walking the streets of Brooklyn. This morning, for the second time this month, I found Zipcar set up near the F train passing out postcards. Zipcar Read more [...]

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One of my favorite Word of Mouth-related blogs is Church of the Customer. It’s written by Ben McConnell and Jackie Huba, authors of the book Citizen Marketers. I was glad to read Church of the Customer’s response to the weekend New York Times story The High Price of Creating Ads. They remind us that the big agencies have a lot to lose when it comes to “decentralizing” their creative power: Don’t be too surprised if the pitch for this particular story came from the ad agency owner who’s quoted Read more [...]

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