Brand experience in a digital world – Research

Razorfish, famous for their excellent standing in digital marketing, but also their extensive, always insightful research in this field (the latter is probably the reason for the first) recently published FEED: The 2009 Razorfish Digital Brand Experience Report.
They surveyed 1000 so called ‘connected consumers’  analyzing their online engagement and behaviour, especially their buying decisions.The ‘connected consumer’:

 

  • Appears across all ages
  • Spends $150 per month online
  • Visits community sites and consumes digital media
  • 65% of consumers ever had a digital experience that changed their opinion about a brand (this, then, had a influence on the buying decision of 97% of these guys)
  • 76% welcome brand advertising on community sites & 40% friended a brand on Facebook /  Myspace


More facts and striking figures in the presentation. Even more in the PDF report, but foremost: the ‘connected consumer’ is increasingly becoming the new mainstream:
‘FEED’ presentation:

More sources:
Website: http://feed.razorfish.com/
Full PDF: http://feed.razorfish.com/downloads/Razorfish_FEED08.pdf

 

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3 Gedanken zu „Brand experience in a digital world – Research

  1. Ralph Mueller & Associates sagt:

    People of all ages have their own bias brands. And brand preference tend to change overtime, depending on the consumer experience. Consumers who spend time online might see a specification in a certain brand that he is looking for, that might not be present in his present bias. That might be the reason why consumers change gear and adore a new set of brands. Friending a brand in Facebook can enhance digital experience, as the consumer can have constant updates regarding the brand.
    VURIA™ Creative Technology

  2. VURIA™ Creative Technology sagt:

    People of all ages have their own bias brands. And brand preference tend to change overtime, depending on the consumer experience. Consumers who spend time online might see a specification in a certain brand that he is looking for, that might not be present in his present bias. That might be the reason why consumers change gear and adore a new set of brands. Friending a brand in Facebook can enhance digital experience, as the consumer can have constant updates regarding the brand.
    VURIA™ Creative Technology

  3. People of all ages have their own favorite brands, but brand preference does tend to change over time. Consumers who spend time online might be persuaded by social media and other online marketing campaigns, which is why having an effective Internet marketing strategy is crucial to success in today’s digital marketplace. Find out more at http://vuria.com/services/interactive-marketing/social-media-marketing/. Great post!

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