I'm a Black Widow ... What Spider Are You?
Over the last couple of months, I've noticed a growing Facebook trend—an increase in those annoyingly stupid quizzes.
What flower are you? What actress would play you in the movie version of your life? What Rolling Stones song describes you? Are we so bored with our lives that we have to take a quiz to help us with self-actualization?
It always surprises me how many of my seemingly intelligent friends participate in these time-wasters. And I'm not sure I care that if my neighbor were a flower, she'd be a Lily ... or if my sister were a dog, she'd be a lab.
What else is surprising is that there is a marketing method behind this madness.
As Americans, we love games, trivia, puzzles, quizzes—anything where we can demonstrate our superiority or prowess. I'll admit that The New York Times Crossword puzzle is sometimes the sole reason I purchase a newsstand copy of the Times (and if you're a regular reader of my blog, you already know that I'm obsessed with Words With Friends).
It should come as no surprise that smart brands have figured out how to turn this obsession into a marketing opportunity. Long before Facebook came into our lives, magazines used quizzes to entice readers to purchase—right from the front cover that screamed to us in the grocery check-out lane: "Are you a good kisser? Take this quiz and find out!" Cosmo turned the quizzes into an art form starting in the early 1960's.
Online quizzes are simply a means to a financial end for popular quiz-maker Buzzfeed. They've figured out how to use the data to help brands market things to you.
When you take a quiz about "American Idol," for example, you're not just telling the network that you're a viewer. By connecting the dots to your profile data, now the network knows your age range, gender, marital status and other habits like favorite alcohol, or food—and that can be a goldmine.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.