How a campaign brings multiscreen couples together

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Many families, and especially couples, experience new formats of evening togetherness. Couples are not leaning back any longer and simply watching TV, or having relaxed chats next to it. With most couples, both partners are using their smartphones, tablets or notebooks to chat with friends, to update their status for their fans and keep in touch with their digital fellows while the TV sceen is fighting for viewing figures.

Did you realize that TV gets the former status of the radio in our digital world? People listen to TV but are actively engaged in something else, in another screen conversation, in a multiscreen reality. Mobile becomes the new prime time. Radio always was the number two from a user attention perspective. So is singlescreen attention today, it is out, digital leads. Multichannel is the big future, and the looser is… the personal relationship. We all know how relaxing it is to lean back, and how TV reduces our „most emotional relationship activities“ to a minimum, multiscreen usage could become a limitation catalyst.

But there is hope…

CP+B has thought about this development, maybe not… Still, they tell us in a new campaign how couples most commonly book trips. They have created a 2 for 1 campaign for Scandinavian Airlines. The campaign called „Couple Up to Buckle Up“ was launched in banners, emails, facebook app, or print ads, and used two unique QR codes to bring people closer together again, i.e. to book a flight to Paris together.

In the campaign approach, couples need to scan the QR code assigned to them. Then, they would sync their half of a video based offer and reveal the discount code split across both screens. Bit of a challenge to scan/play at the same time but still a nice idea on a critical relationship topic.

And maybe this will help to… Well, you decide!

Couple Up to Buckle Up from Tobias Carlson on Vimeo.

The Top Christmas Gadgets for 2011

05.12.2011 von  
Kategorie Daily Top 3

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Every Christmas season, I am looking out for the latest gadgets that I think my readers might find cool as well. And, you can win one of those in a draw on 20th of December 2011. That’s cool, right…?!

The last time around Christmas, I focused on the 7 brand gadgets. This Christmas season, we will keep it more general on freaky, funny and fantastic gadgets which I think were the coolest gadgets in 2011. Yes, we are not talking about the 5 best toys for boys, women will love these gadgets as well. So, please find my 5 coolest gadgets in the second half of 2011…

Always Run!NIKE GPS Sportwatch mit TomTom

This Nike+ Sensor enabled sports watch with GPS system from TomTom lets you find out how you can start tracking your run instantly, and how to get accurate speed and distance information, indoors or out. It tracks your time, distance, pace, heart rate and calories burned. Can you imagine it mapped route, with pace data, and changes in elevation on And it can do so much more for your fitness…

Always Air!Philips Fidelio SoundRing

What I like about the Philips AirPlay technology? It lets me stream my entire iTunes music collection to the Fidelio docking stations – wireless music from the iTunes program on the computer, iPhone, iPad or iPod Touch to any AirPlay-enabled speaker at home. Just make sure the speakers are connected to the Wi-Fi network. And AirPlay lets you play simultaneously on every speaker in every room. So your favorite tunes will follow you into the rooms you go.

Always on!Innergie Adapter

One of the best conversations I have seen this year: Wikipedia „I know everything!“ – Google „I have everything!“ – Facebook „I know everything!“ – Internet „With me you all are nothing!“ – Electricity „Keep talking b*itches!“ This loading unit might help us in what what we need most for our modern lives: energy. Innergie’s mCubePro got a sleek design and unique features that will surely make us and our devices reload again. Get your device charged from every device everywhere you go. Reload your batteries!

Always live!Vivitek Qumi

If you want to get a projector with 300 lumens that is weighing more or less nothing (1.1 pounds), maybe consider the Qumi by Vivitek. It is a very innovative pocket LED pocket projector that is 3D-ready via DLP Link™. And what is so freaky about it? The Qumi connectivity can be used with a variety of devices like smartphones, laptops, netbooks and tablets, digital and video cameras. The Qumi is the perfect device for sharing digital content at work and play.

Always wake up!Logitech Clock Radio Dock S400i

Is it something special to wake up and fall asleep to your favorite songs while charging your iPod or iPhone in 2011? No! If an audio system does it with speakers that produce rich, full, stereo sound? Well, it might be! This black systems is small, smart and stereo. Not like in old times where the systems were massive and mono. Thus, this system will recharge your personal energy. I just like it. It looks cool, geeky (big silver control knob) and it had the chance to listen to it on Heathrow airport. The right push, the right music… at the right time.

Always iStereo!Hohrizontal 51

Can a functional shelf on the wall play music, images and videos from the iPod® or iPhone®? Honestly, I could not believe the sound of the HOHRIZONTAL 51 when I listened to it in Zurich. It has got some powerful bass and room filling sound which comes from the integrated soundsystem. And the system can even be connected to your TV or plug your computer in. Remote control gives you the right flexibility and relaxing opportunities in great Hi-Fi quality. You can even choose from different designs and colours. Like it!

How to enter the competition?
Most companies have given us one product for a draw. Just write a Retweet (RT), comment, send us an email, and tell us which product you like most and why. Then you will get a ticket for the competition to win one of the products!

End of participation and date of draw: 20.12.2011. There is no right of appeal. Good luck!

The Top Summer Gadgets for 2011

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Every six months, I am looking out for the latest gadgets in the world that I think my readers might like as well – and I combine them with a draw. Of all products that I present below you will be able to win one of them. Cool, right…!?

The last time around christmas, I focussed on the 7 brand gadgets. This time, I will keep it more general on holiday gadgets which have a special design or technology feature that caught my attention. And like in December, every product reminds me of one post that I have written in the last six months…

Time is the new ROICasio G-Shock

Our days seem to be getting shorter and shorter… Time will become the new ROI. The reason is not that our time system has changed. Our days are challenged by speed of the internet which sometimes is like on an airjet that travels on high G forces in a race to be the first to know and to spread. We want to do much more than only ten years ago. In my eyes, we need to watch out for our own personal resources as well as the environment in order not to waste more energy than necessary.

I like… It’s fresh summer colour, the tough solar power, the multi-band 6 atomic timekeeping and the centrifugal force resistance surpassing 12G. Just an eye-catching gadget…

Gamify the beachAngry Birds (Rovio)

The success story from Angry Birds is probably comparable to the Tamagotchi hype in 1996-1998 (until 2010 over 76 Tamagotchis were sold globally). If we look at Angry Birds today, there were 300 Mio. downloads for the app, 120 Mio. active users so far according to one of the latest interviews with founder Peter Vesterbecka. And one in seven people in the world seem to be fans of the brand. So, why not win an exclusive The Strategy Web package of their coolest merchandising products?!

I like… It’s easy to play, you can jump to and fro, just the way you manage to play and you are a kid again when you are playing, immediately. Just the game of the year – and not only for kids…

Relax in 3DSamsung HT-D7200

People think our world will become more 3D with the evolution of screen technology around us. However, although Augmented Reality and barcodes are a fantastic mobile technology as well as an extension for print and TV that connects boths world, offline and online, the technology is more 2D barcode based than 3D. Television has moved ahead in technology and companies like Samsung are heading ino a new era by transforming 2D films in stunning 3D ones.

I like… The white design and built in Wi-Fi technology that makes it easier for our „Homo Buzz“ generation“ to watch and share on bigger screens. Just a stylish gadget…

Colour your living roomSitting Bull Sitzsack Candy

Lounging in a nice bean back, listening to great music and enjoying the pictures and videos you have taken throughout your holiday in… Well, how can I know where you are traveling to. ;-)

I like… The colourful Union-Jack spirit, and I think this is a fashion statement – not white and black. Just a relaxing gadget…

Capture your lifeCasio Tryx EX-TR-100

Years ago, Europeans and Americans have laughed about people from Asian countries capturing every little piece of their sight-seeing trips. Today, our young generation shares their lives through cameras like the Casio Exilim Ex TR 100, upload parts of events, or even apply for jobs by using cameras like these to describe their lives. Displays will organize our future and are a great tool to describe situations at work, to illustrate products and services without perfect product orchestration. Think about how you could make use of such cameras…

I like… It’s a stylish tech product with an easy twistable 360 degree frame body. Just an innovative gadget…

Stream every song in the worldSONOS Play:3

In the past, we had black stereo systems as big as cupboards. Times are changing. Today, SONOS streams up our lives. Their latest product Play:3 gives the option to use the speaker in a horizontal and vertical position. Thus, the system will fit exactly where it needs to go. Internal motion sensors detect the speaker’s orientation, adjusting the output so that you get the ideal sound wherever you are in the room.

I like…The amazing sound and the smartphone app which allow to use the system whichout another remote control in my dining room. Just a cool sound system…

C3PO saves your dataMIMOCO

This last gadget of this series found my son. As you might imagine from the picture: He is a real Star Wars® fan. When Volkswagen produced the funny commercial video for the Super Bowl, I had to give him my iPhone every time I saw him. He just loved the video. Yesterday, some promotion flyer came into our house and guess what he found… These funny USB MIMOCO flash drives. I had to promise him to write about them. That’s what you do for your kids…

I like…USB drives in most cases are just uncool. Tese are not! Just a geek’s gadget…

How to enter the competition?
Most companies have given me one product for a draw. Just write a Retweet (RT), comment, send us an email, and tell us which product you like most and why. Then you will get a ticket for the competition to win one of the products!

End of participation and date of draw: 31.08.2011. Good luck!

Some great comparisons… Twitter vs. Facebook vs. Google+

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A lot has been said about Twitter versus Facebook versus the rising star Google+ the last fourteen days. And sometimes you are just glad that great people are challenging the effort to compare stuff in (info)graphics, you have had no time for yet…

Stefano Epifani generated a wonderful infographic comparison of the three competitors in the social networking industry…

Another graphic by Hutch Carpenter, VP of Product at Spigit, did an even more detailed version in terms of highlighting where Google+ comes closer to Twitter or Facebook. And it is starting from one of the main differences in my eyes. The symmetry strategy of Facebook (but here we could also add XING or LinkedIn) versus asymmetry strategy of Twitter and Google+ in allowing the connection between people…

And if you ever wondered who really is the leader of the three platforms in the world of tomorrow, we should start understanding these number. How long did it take the platforms to reach 10 million users (according to Paul Allen’s Google+ Account):
Facebook 852 days, Twitter 780 days and Google+…? 16 days!

Any more questions…?

Personal Scoring Index = The future of digital identity?

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Credits: Peter Kirchhoff /

Three years ago, I was sitting together with a colleague in a coffee shop. It was snowing. We were watching the snowflakes falling down. We were talking some philosophy on how the future of individuality will look like ten years ahead, refering to the snow flakes and how their „individual dna“ changes the world around us into a new one we have never seen before.

Sure, we were not sure what the future will bring. However, that day we were realizing some critical development that people define themselves through blog posts (like our fathers did with books), reviews (Amazon and the likes), ratings (in communities and networks, not only social ones…), and comments on articles and posts on websites all over the world. We saw that CV’s might loose their relevance for job search as there was an option to recommend a person’s capabillities and intelligence just by checking their digital engagement, output – their digital DNA. The feeling that humanity and ethic values will have a massive effect on how people might be defined from the outside world was obvious to us. Just like „perfect“ snow flakes have somehow perfect formats than others. They have scored and thus indexed themselves as superior to the others.

Today, I know, see and read that scoring and indexing becomes a crucial part of our lives, our individuality, and our identity. Although it might just affect those who are really active social web users… for now. Still, the trend is alive. Platforms are tracking our digital footprints, our shopping behaviour like Blippy, our deepest desires, and try to predict our future purchase decision. The question is not whether we will continue to score value to our index, and/or if others will follow. It is more like… Will social pofiles, writing status updates, and sharing brain value enhance our individuality, and thus how will this influence our credibility? And who or which organization or association will be judging upon it? Or even more important, who will secure the validity of such an index process?

Just imagine we had some kind of trusted source or association that knows our scoring index on the personal likelihood of sharing some piece of information, the potential of reach and relevance? Ideas, news, rumors, and visions around brands, products and services would be addressed to that person via a newly-created trust agency. Agencies and brands would be much more interested in the long-tail ad market, in bloggers or in social medians in general. Artifical user reach would be shifting to real personal relevance. Brand intensity could be enlarged by user credibility. If the users voluntarily share their believe in brands, products and companies. But is this realistic? It must be, or how could Facebook pages have become so important for some of us? We love to score, define and index ourselves via the social web. And personal search engines like 123people or yasni are just two examples of possible scoring index platforms that undermine our aasumptions.

Obviously the social web will be changing into a pervasive web which people need to be aware of (and understand). Semantic impact needs to evolve, become a trustworty basis for credible metric which people could rely upon. And how does the amout of time invested in web engagement pay into the credit of our professional individuality? Is less more, or more less? How will Google change it’s algorithm and thereby the impact on our personal scoring index? Should we invest in Facebook, Diaspora or on Path (which by its definition may become the real base for our personal brandvangelism). And just think about the possibilities if you can match the personal index in a room via mobile and augmented reality tools? There will be no way around a personal web manager controling, checking and optimizing your personal branding in the future. Don’t you think?

“Like Larry Page and Sergey Brin changed the way websites are measured with their Pagerank, reputation scores will change the way people will be treated in the future. Reputation scores will change the classical customer relationship management as it was done bei companies in the past and will enable them to identify opinion leaders within their customers and attract them with special offers and treatment in order to use them as evangelists for their products. Knowing who the most valuable peers are provides marketing experts a complete new angle of doing campaigns – offline and online,” says Marcel Hollerbach, CEO of SiRANK (…a company that is working on a business model on indexing people’s reputation).

I am just waiting that there will be a platform that aggregates all the data that we leave as score data on the web, and that this platform then indexes us. Or is that a threat? Already becoming reality when we look at Klout, the first personal scoring index? Or is it just an assessment of social media influence?

Today, the snow flakes keep falling down…. Many of us have built an intense relationship on the basis of sharing and matching our most inner brain credentials. We work on our personal scoring index and hope whenever we need to differentiate ourselves from others, our social graph can enrich our digital identity.

Definition „Personal Scoring Index“: Unique individual selling proposition based on scores humans achieve during their lifetime via i.e. school, university, business, hard knowledge skills & qualification, soft personal identification skills & personal network.

Do you still wonder if and in which way some format of Personal Scoring Index (PSI) could become alive…?

The new ROI – If I only had time…

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Sometimes I am asking myself where the social web world, tries to take us… Companies want to have us as personal social advocates, want us to spread and share their latest marketing message, or that we engage in their digital embassy. They create offline virtual and online fitting rooms (here and here) to take our time for brand passion and fashion sharing. Time is becoming the main ROI figure of the future, the gold companies try to get from their customers in the future.

Have we ever talked to companies in the past? Have you started communication with them without any purchase intent or customer service issue? in the last ten years before we started getting engaged in the social web maniac, I have not… The social web, clever smartphone capabilities and new search technology make us doing these things. In the past, I was playing football and golf, going out in bars, meeting friends, seeing TV shows and reading books and magazines. And I still love doing this… though I am always chasing time to accommodate a number the things I like doing.

My magazine rack is full of issues from Business Punk, GQ, Brand Eins, company brochures and other fashion materials. Yes, I stll see much value in print reading. On my bedside table, nearly 8 books to review try to fight for the pool position (and I just found another one I would like to read). And in my car, I have found the latest program for LeWeb10 where I will be going and know how much material to review, read and learn about I will find in these two days.

I read my list of RSS-feeds, check my Facebook updates or try to follow the main news and social influencers on twitter. I try to share as much information as possible on Delicious. I do networking on LinkedIn or on XING. Many companies and brands call me their fan on Facebook. And yes, there are some more social topics I try to get engaged in. And in the centre of this social activity stands this blog…

Have I mentioned that I am living a traditional father’s life. I do have a job to do (with quite some traveling) plus look after my family, my lovely boys and my wife. They want to talk to me, have their „airtime“. They like to get some decent minutes of awareness on the playground of life. I remember when my father was at home and we had time to talk to him. And then, he had forgotten everything we said after some minutes. I see some danger to fall into his patterns of family communication as well…

Life is becoming more and more challenging these days with the evolution of the social web, social media and all formats of social networking next to our common daily habits. Although I am trying to live the 36-hours day with respect to trying what is possible as a human being. One sentence jumps to my mind and keeps repeating itself every hours I am awake…

If I only had time… If I only had time. If I only… If…

No, the social web has not yet conquered the last corner of my sleeping soul although there are companies that already envision the extreme world of social media in the future. Still, there is evidence how less efficiency could create a better work-life-balance. At some stage, in order to remain successful business people we probably need a personal web manager in the future. This person could become the master of the new ROI calclation in employment output.

If anyone feels like me, share your view and let’s discuss. Tell us how you manage your business time today…

News Update – Best of the Day – 250

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Let’s celebrate…! This is News Update number 250! The plan was to write it every working-day. To be honest… A day has only 24-hours (it’s shame it hasn’t 36…!). Sometimes I do need some sleep. And I have the plan to write one post a day as it is a weblog and not a publishers magazine… ;-)!

We will be celebrating this special edition focussing solely on the future of social networks… AND…
I will be drawing an excellent bottle of Italian wine and 3 specially designed The Strategy Web aluminium keyring bottle openers for everybody answering one of the following question!

Location Based Services Social Networks
Foursquare, Gowalla, Brightkite were the first mobile location-based service social networks. Now, Facebook starts with their Places.
The question is… Who will survive and why…?

Business Networks
LinkedIn, Bebo, XING, Facebook, hi5, orkut.
The question is… Are „private social networks“ winning against real business networks…?

Private Social Networks
Facebook, MySpace, friendster, Perfspot, Zorpia, Netlog
The question is… Will private and business networks merge in the future…?

Outstanding Countires – Social Networks
Tuenti (Spain), Bebo (India, Portugal, Brasil), Lokalisten and VZ Networks (Germany), Nasza-klasa (Poland), Vkontakte (Russia)
The question is… Will these networks survive against the global networks in the long-run…?

Looking forward to your feedback and Good luck for the draw on September 01st, 2010!

Social Media oder die Qual der Wahl

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Wir haben gestern einen Ausflug gemacht. An den Tegernsee, denn wir lieben die Bergregion um München. Schöne Berge, traumhafte Natur und auf den Almen immer nette Menschen und leckeres Essen. Aber eine Sache macht uns immer wieder zu schaffen. Die Qual der Wahl… Die Qual der Wahl, welche Hütte wir diese Wochenende „bewandern“. Welchen Weg wir nehmen sollen. Oder, welches Essen uns wohl am meisten ansprechen wird, wenn wir oben auf dem Berg angekommen sind. Und selbst wenn wir es wissen, lesen wir die Karte und sehen immernoch vor der Entscheidung … oder haben weiterhin die Qual der Wahl.

Eine große Auswahl zu haben, ist eine schöne Sache. Man könnte sagen, ein Luxusproblem… Aber wie auch schon Miriam Meckel in ihrem Buch Das Glück der Unerreichbarkeit klar macht, ist die Qual der Wahl eine unserer größten Herausforderungen der Zukunft. Viele Sachen stimulieren uns, viele Sinne rühren uns, viel Auswahl verwirrt uns. Ohne Filter wird alles zu einem einzigen Chaos.

Wir lieben es Karten zu lesen, die eine große Auswahl bieten und soind enttäuscht, wenn die Karte nur klassische Breotzeit offeriert. Es sei denn auf der Hütte, wo die Brotzeit zu einem kulinarischen Highlight avenziert. Und wie es immer so ist, scheint der Hunger und die Begeisterung größer als das Bedürfnis. Die Qual der Wahl wächst…

Warum erzähle ich das alles?

Manchmal möchte ich nicht in der Haut von den Leuten stecken, die ich so berate oder beraten habe in den letzten Wochen und Monaten. Social Media Marketing scheint einen ähnlichen Effekt auf Marketing-, PR-, HR- und Customer Service Manager zu haben.

Die Qual der Wahl stapelt sich für sie in Form von zahlreichen Fragen…

– Nutze ich Social Media überhaupt? Eine Wahl, die eigentlich keine mehr sein sollte…
– Bleibe ich besser bei meinen Leisten und erklimme nicht die Höhen und Tiefen der modernen Medien?
– Welche Kommunikationmedien nutzt meine Zielgruppe (am liebsten und in 5 Jahren noch)?
– Welche Plattform schmeckt mir (Benutzerfreundlichekeit, Usability, Technik) am besten?
– Welche Plattform oder welche sozialen Medien ist/sind für mich zielführend?
– Kann ich eine Strategie, die meisten meinen eher eine taktisches Vorgehen, eines Mitbewerbes adaptieren?
– Geht die Geschäftsführung d’accord mit einer unstrategisch wirkenden Trial-and-Error Phase?
– Welche Tools, Taktiken und Trends nutze ich um meine Botschaften anzubringen?
– Wie und womit hört man eigentlich am besten in die Zielgruppe rein?
– Wie kommunizire ich und mache die Marke menschlich?
– Mit welchen Techniken oder Apps erhöhe ich meinen ROI-Output?

Die Qual der Wahl ist wie ein unbewanderter gebirgiger Waldweg. Man muß sich ab des Weges der Konformität wandern und testen, wenn man dann doch mal mit Ruhe einen klaren und zielführenden Gedanken fassen will.

Ein paar grundsätzliche Fragen, die man sich machen sollte…

– Wer ist meine Zielgruppe und wie ist sie im Social Web heute und morgen unterwegs (Baby Boomers, Gen X, Gen Y, Gen Z)?
– Wann soll mein Auswahl Erfolg zeigen? Deklinieren Sie vom kleinsten gemeinsamen Nenner der Unternehmensziele (Markenbildung, Engagement, Leads, Umsatzzahlen…
– Was schränkt mein Vorgehen (One-Voice Policy, Kunden Status Updates, Kommentare oder Posts) mit den sozialen Medien aufgrund business-strategischer Vorgaben ein?
– Warum scheinen soziale Medien für meine Zielgruppe am aussichtsreichsten? Eine gute Analyse der Erfolgssäulen gehört vorangeschaltet, um Kosten, Personalaufwand und sonstige Resourcen abschätzen zu können…
– Wie setze ich die sozialen Kommunikationskanäle Blog, Twitter, Faceboook, Youtube oder XING/LinkedIn zukunftsträchtig als Informationsmedien auf, wer testet und wer optimiert? Wie kann hieraus ein steter Prozess entstehen?

Vielleicht bietet der Post eine Leilinie zur Entscheidungshilfe. Falls nicht, sagen Sie mir, wie sie mit der Qual der Wahl umgehen oder umgegangen sind. Die Diskussion ist eröffnet…

Direct Messaging export – a missing feature in social networks?

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Some days ago, a Nielsen study said that in the US social network usage is more popular than email. This does not surprise me, when I think about Luis Suarez speech at the Web 2.0 Expo 2008 „Thinking outside the Inbox“. If we agree with him, then there is one feature definitely missing in social network…

How I came across this missing feature…
In my new job role I do a lot of business socializing which is quite normal when the business is done 90% with international business contacts. A lot of business brainstorming is being kicked off or happening on the fly and you don’t think where you communicate. Many of these conversations start via the direct messaging functionality -comparable to email communication- in social networks. Some of them end in nothing. Some turn out to be brilliant contacts which become interesting prospects. And suddenly these end up being leads or potential revenue drivers. And then there comes the problem…

Where is the direct messaging extraction functionality? Some kind of external saving or export module to save the content and communication? Not speaking of an „email archiving“ technology?

If your business, or the business of the company you are working for, is meant to be compliant (and which is not today…?) how can you export a conversation that already started in a social network? OK, you could copy it, and send it via email again. Quite uncomfortable though, right…? Or you save all the emails that you get from the social network providers. A lot of redundant data saving…

In business networks like Bebo, XING or LinkedIn users are possible to export the database of their contacts in one go – … but not an email communication threat. Meaning, if you have had a good conversation and mentioned some kind of business critical data, pricing, or offering than you have to have the proof for tax or auditing service reasons – and ideally you can extract it in one go.

In my eyes, this is a missing feature that at least all social business networks should be offering. Don’t you think?

News Update – Best of the Day

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Have you ever heard of the X-treme shopper? Well, the amopunt of people that fit in this personalized power shoppers category increases. A new study by GFK research shows that already 31% of Americans find themselves in this category. They use all emerging technologies and information resources available in order to take control of their shopping and purchase experience.

„By mixing and matching information and shopping resources to meet their specific needs, consumers are now continuously creating unique pathways to purchase. This presents an unprecedented challenge for marketers who must take special care to ensure their various touchpoints work together seamlessly to help guide XTreme shoppers on their quest for the best values.“

Mike Kassab, senior vice president of Innovation and director of the Future Buy study, GFK

Did you know that the world population according to the United Nations is 6.8 billion people? And how many have a mobile phone? A new study by Ericsson says 5 billion…!

And what would people do if Facebook was closed tomorrow? A recent study by Andreas Weigend, former chief scientist of Amazon at Stanford, suggests that 40% of respondents would backup photos and 38.7% said they would backup contacts.

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