Discovered Book
Online Search Behavior Chapter Sources

How to use this page:

1

Look for the footnote number in the book

2

Click the footnote number below

Find Sources on Google Assistant:

Talk to Discovered Book

Look for the footnote number in the book

Talk to Discovered Book

Say Talk to Discovered Book & say the phrase

Talk to Discovered Book Black Buying Power
Online Search Behavior

31. Black Buying Power

Talk to Discovered Book Black Buying Power

Tell Google Assistant - Talk to Discovered Book
Say Black Buying Power

Black culture influences culture around the world. According to Nielsen’s Report: "Black Girl Magic" and Brand Loyalty Is Propelling Total Black Buying Power Toward $1.5 Trillion by 2021.

Nielsen Report

Talk to Discovered Book Black Girl Magic
Online Search Behavior

32. Black Girl Magic

Talk to Discovered Book Black Girl Magic

Tell Google Assistant - Talk to Discovered Book
Say Black Girl Magic

Every brand should take the time to understand the psychology behind the Black Girl Magic demographic and read this report. There is a more comprehensive, science-based report about the psychology and behaviors of black women in Nielsen’s African American Women: Our Science, Her Magic

Nielsen Report: African-American Women: Our Science, Her Magic

Talk to Discovered Book Effie's Paper
Online Search Behavior

33. Effie's Paper - Black Girl Magic Swag

Talk to Discovered Book Effie's Paper

Tell Google Assistant - Talk to Discovered Book
Say Effie's Paper

Please check out my friend, Kalyn Johnson Chandler's company Effie's Paper. While Effie's Paper is well known for her Black Girl Magic products, her brand is inclusive and focuses on female empowerment, she’s got a great tagline: “We believe the future is female and is being fueled by Black Girl Magic!”

Talk to Discovered Book All Hair Matters
Online Search Behavior

34. All Hair Matters

Talk to Discovered Book All Hair Matters

Tell Google Assistant - Talk to Discovered Book
Say All Hair Matters

When black owned brand Shea Moisture was acquired by Dove, they launched a campaign #AllHairMatters. Dove may not have anticipated the upset a picture of White women in an authentic Black brand would cause. It took months to try to repair the damage from one poorly messaged campaign.

Amber Payne and Chandelis R. Duster, Shea Moisture Ad Falls Flat Under Backlash, NBC News

Talk to Discovered Book Selling to Baby Boomers
Online Search Behavior

35. Selling to Baby Boomers

Talk to Discovered Book Selling to Baby Boomers

Tell Google Assistant - Talk to Discovered Book
Say Selling to Baby Boomers

Many brands are worried about them “aging out” and have completely shifted away from marketing to them at all beyond 55. This could be a misstep for some brands where Boomers are still a clear fit and have the problems, will pay to solve them, and have the discretionary income to do so.

Forget Millennials. 7 Reasons Why Baby Boomers Are the Ideal Target Market, QuickSprout

Talk to Discovered Book Emotional Selling
Online Search Behavior

36. Emotional Selling

Talk to Discovered Book Emotional Selling

Tell Google Assistant - Talk to Discovered Book
Say Emotional Selling

According to Harvard Business School professor Gerald Zaltman says that 95% of purchasing decisions happen with the subconscious mind.

Manda Mahoney, The Subconscious Mind of the Consumer (And How To Reach It), Harvard Business School

Talk to Discovered Book How Customers Think
Online Search Behavior

37. How Customers Think

Talk to Discovered Book How Customers Think

Tell Google Assistant - Talk to Discovered Book
Say How Customers Think

In Zaltman’s latest book, “How Customers Think: Essential Insights into the Mind of the Market,” he delves into the subconscious mind of the consumer—the place where most purchasing decisions are made.

Gerald Zaltman, How Customers Think: Essential Insights into the Mind of the Market

Talk to Discovered Book Millennials and Brands
Online Search Behavior

38. Millennials and Brands

Talk to Discovered Book Millennials and Brands

Tell Google Assistant - Talk to Discovered Book
Say Millennials and Brands

If your brand decides to shift from an older demographic to a younger demographic, like Millennials, then you must begin to understand how EQ, emotion, and psychology affects your connection with Millennials and future generations. Millennials would prefer to interact with brands that have a certain level of emotional quotient. Emotional Quotient is defined as the ability to recognize and respond to their emotional state.

Adobe/Invoca Study, Emotions Win: What Customers Expect in the Age of AI, Open full report (no opt-in)

Talk to Discovered Book REI
Online Search Behavior

39. REI

Talk to Discovered Book REI

Tell Google Assistant - Talk to Discovered Book
Say REI

At REI, the outdoor recreational equipment retailer, every decision, including which products to sell, are based on the customer buying journey. Everything focuses on the moment to moment journey with their brand and the specific needs to be met in that moment. 

National Retail Federation, REI's Brad Brown on mapping customer journey

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