The Razorfish Consumer Experience Report   2008
Feeds. Widgets. Social media. Search. You read about them
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  1. 1. The Razorfish Consumer Experience Report 2008
  2. 2. Feeds. Widgets. Social media. Search. You read about them all the time and use them in your work. And according to this year’s Razorfish FEED report, consumers are adopting these new technologies faster than the industry pundits would lead you to believe. Are you ready? Razorfish created FEED: The Razorfish Based on our findings, the second half of FEED: Consumer Experience Report with a relatively The Razorfish Consumer Experience Report is simple mission: to gain a better understanding of explicitly concerned with examining the trends, how technology affects today’s digital consumer companies and services that are shaping the experience and explore the emerging trends that consumer landscape of the future. For example, will shape those experiences for years to come. in “Mad Widgetry,” I discuss the impact of widgets and RSS feeds on the advertising and Though our mission may have been media landscape. In “Advertising As a Service,” straightforward, our findings were anything but. Brandon Geary examines how smart marketers The rise of search as a primary mode of like Nike and Visa are taking a dramatically navigation, the widespread adoption of Web 2.0 different approach to reaching consumers. features and technologies and the noticeable In addition, there are a host of other thought uptick in mainstream social media usage have provoking pieces, including “Let’s Talk About It” fundamentally altered the consumer landscape— and “Twitterific,” by Marisa Gallagher and Shiv fracturing it in ways that we couldn’t have Singh respectively, that weigh the impact of social imagined just a few years ago. As our design team media participation and “micro-interactions” on explains in our Razorfish Digital Consumer the marketplace. And, in a bit of delightful Behavior Study, today’s consumer is more provocation, Tim Richards challenges usability technically adept, open for experimentation guru Jakob Nielsen’s canon in “Putting Jakob and—most importantly—active than ever before. Back on the Shelf,” arguing a whole new set of For brands to remain relevant in this environment, design standards for digital experiences. they will need to adapt to both emerging As always, we invite you to read, consider and technologies and shifting consumer behavior discuss on our Razorfish Digital Design Blog without delay. Those who will succeed need to act (http://www.digitaldesignblog.com). In addition to more like publishers, entertainment companies or a lively conversation, you will also find a variety of even party planners, than advertisers, such as downloads related to the report, including the full Nike who recently scored a major coup by hosting questions and responses to the Digital Consumer a global “Human Race.” Behavior Study, plus charts and graphs. Brands will need to create content that engages and “reaches” consumers across channels, provide valuable services over mere advertising See you there. and master an increasingly complicated and expansive content distribution model. And, of course, they will need to rethink the way they create relationships (or conversations) with consumers before it’s too late. Garrick Schmitt Group Vice President,

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