Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
FEED:The 2009 Razorfish Digital Brand Experience Report<br />Garrick Schmitt, Group Vice President, Experience Planning<br...
Experience Matters.<br />2<br />
HELLO<br />3<br />
How Do Consumers Engage With Brands In An Increasingly Digital World?<br />
THE DETAILS<br />5<br />
Meet The “Connected Consumer”<br />In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:<br />Broadband acc...
READ THIS<br />
Yes, You Can Build A Brand Online. You Have No Choice<br />Marketers have never thought of digital as a wonderful place to...
Actions Speak Louder Than Advertising<br />Branded experience are the new advertising. And consumers are increasingly hung...
Brand Culture Or Fan Culture?<br />Conventional wisdom holds that consumers don’t want brands encroaching on their social ...
The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter<br />Marketers shouldn’t assume that consumers are as passionate...
37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals</li></ul>WHAT IS THE PRIMARY REASON YOU...
Bottom Line: Digital Brand Experiences Create Customers<br />Digital is not simply an “awareness” or CRM play, it’s a cust...
98% show increased consideration
97% will more likely purchase a product
96% may recommend the brand to their friends</li></ul>WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAK...
DIGITAL PRIMACY<br />13<br />
Consumers Turning First, Foremost To Digital<br />According to Forrester consumers now spend nearly as much time online as...
Mobile Internet Service Use Skyrocketing<br />Mobile Internet services are being consumed broadly. Majority of consumers o...
50% have downloaded an app for their phone
30% have interacted with an ad banner on their phone</li></ul>WHAT TYPE OF SMARTPHONE DO YOU HAVE?<br />
Connected Consumers Are The New Mainstream<br />16<br />THE TECHNOLOGY ADOPTION CURVE<br />
BRANDCULTURE<br />17<br />
Are Consumers Really In Control?<br />Conventional wisdom says that every generation of consumer grows smarter, shrewder a...
Facebook And Twitter Creating Fan Culture For Brands<br />After deals, the main reason consumers “friend” a brand? Because...
Fans And The Future Of The Marketing Funnel<br />Brand culture and fan culture are dramatically reshaping the traditional ...
Experiences Not Only Build Brands, They Make Or Break Them<br />Amazon, Google, Facebook, Apple and Nike are all experient...
THE<br />BOTTOM <br />LINE<br />22<br />
Getting To The Bottom Of Brand Engagement<br />Everyone is chasing after a metric to define brand engagement. Millward Bro...
Digital Experience Create Customers<br />The answer was a resounding “yes”. Experiences have a much greater influence over...
Five Brands That Are Excelling In An Experience-Driven World…<br />
1. UNIQLO: Japanese Retailer Surprises And Delights Audiences With Every Interaction<br />26<br />
Upcoming SlideShare
Loading in …5
×

FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings

98,306 views

Published on

How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.

Published in: Technology, Business
  • My personal experience with research paper writing services was highly positive. I sent a request to ⇒ www.HelpWriting.net ⇐ and found a writer within a few minutes. Because I had to move house and I literally didn’t have any time to sit on a computer for many hours every evening. Thankfully, the writer I chose followed my instructions to the letter. I know we can all write essays ourselves. For those in the same situation I was in, I recommend ⇒ www.HelpWriting.net ⇐.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I'd advise you to use this service: ⇒ www.HelpWriting.net ⇐ The price of your order will depend on the deadline and type of paper (e.g. bachelor, undergraduate etc). The more time you have before the deadline - the less price of the order you will have. Thus, this service offers high-quality essays at the optimal price.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings

  1. FEED:The 2009 Razorfish Digital Brand Experience Report<br />Garrick Schmitt, Group Vice President, Experience Planning<br />Email: garrick.schmitt@razorfish.com<br />Twitter: @gschmitt<br />
  2. Experience Matters.<br />2<br />
  3. HELLO<br />3<br />
  4. How Do Consumers Engage With Brands In An Increasingly Digital World?<br />
  5. THE DETAILS<br />5<br />
  6. Meet The “Connected Consumer”<br />In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:<br />Broadband access<br />Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.)<br />Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.)<br />Consumed or created some form of digital media such as photos, videos, music or news<br />WHAT IS YOUR AGE?<br />WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD INCOME?<br />6<br />* This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project.<br />
  7. READ THIS<br />
  8. Yes, You Can Build A Brand Online. You Have No Choice<br />Marketers have never thought of digital as a wonderful place to build a brand, but they should:<br />65% of consumers have had a digital experience change their opinion about a brand<br />97% of them report that experience influencing whether or not they purchased a product or service from that brand<br />HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS AND SERVICES IT OFFERS?<br />HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?<br />8<br />
  9. Actions Speak Louder Than Advertising<br />Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so:<br />97% have searched for a brand online<br />77% have watched a commercial on YouTube<br />69% have read a corporate blog<br />65% have played a branded, browser-based game.<br />73% have posted a product or brand review on a site like Amazon, Facebook or Twitter<br />PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING:<br />9<br />
  10. Brand Culture Or Fan Culture?<br />Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true:<br />76% of consumers welcomed brand advertising on social networks (FEED, 2008)<br />40% of consumers “friended” a brand on Facebook and/or MySpace<br />26% of consumers have “followed” a brand on Twitter<br />HAVE YOU EVER “FRIENDED” A BRAND ON FACEBOOK OR MYSPACE?<br />HAVE YOU EVER FOLLOWED A BRAND ON TWITTER?<br />10<br />
  11. The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter<br />Marketers shouldn’t assume that consumers are as passionate about their brands as they are: Consumers don’t want a conversation with brands – they want deals.<br />11<br /><ul><li>44% of consumers who follow a brand on Twitter do so for deals
  12. 37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals</li></ul>WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER?<br />
  13. Bottom Line: Digital Brand Experiences Create Customers<br />Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly :<br />12<br /><ul><li>97% report increased brand awareness
  14. 98% show increased consideration
  15. 97% will more likely purchase a product
  16. 96% may recommend the brand to their friends</li></ul>WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING:<br />
  17. DIGITAL PRIMACY<br />13<br />
  18. Consumers Turning First, Foremost To Digital<br />According to Forrester consumers now spend nearly as much time online as they do watching TV*. We found that their technical fluency is far greater than most believe:<br />57% of consumers actively customize their homepages<br />84% share links or bookmarks<br />55% subscribe to RSS feeds<br />33% get their news from Facebook<br />20% get their news from Twitter<br />PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING:<br />14<br />*Forrester 2009 North American Technographics Survey<br />
  19. Mobile Internet Service Use Skyrocketing<br />Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively.<br />15<br /><ul><li>57% access the Internet from their phone
  20. 50% have downloaded an app for their phone
  21. 30% have interacted with an ad banner on their phone</li></ul>WHAT TYPE OF SMARTPHONE DO YOU HAVE?<br />
  22. Connected Consumers Are The New Mainstream<br />16<br />THE TECHNOLOGY ADOPTION CURVE<br />
  23. BRANDCULTURE<br />17<br />
  24. Are Consumers Really In Control?<br />Conventional wisdom says that every generation of consumer grows smarter, shrewder and more immune to marketing. But that’s not true – consumers are actively choosing to engage with brands, everywhere.<br />40% have “friended” a brand on Facebook and/or MySpace<br />26% have “followed” a brand on Twitter<br />77% have watch an advert on YouTube<br />69% have read a corporate blog post<br />73% have posted a review of a brand on a site like Amazon or Yelp<br />52% have blogged about brand’s product or service<br />PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING:<br />18<br />
  25. Facebook And Twitter Creating Fan Culture For Brands<br />After deals, the main reason consumers “friend” a brand? Because they *really* are a fan (or a customer, at least). Social media platforms are proving to be customer service platforms.<br />33% friend a brand on Facebook/ MySpace because they are a customer<br />24% follow a brand on Twitter because they are a current customer<br />23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship<br />WHEN YOU “FRIEND” A BRAND ON FACEBOOK OR MYSPACE, DOES IT GENERALLY DO THE FOLLOWING?<br />WHEN YOU FOLLOW A BRAND ON TWITTER, DOES IT GENERALLY DO THE FOLLOWING?<br />19<br />
  26. Fans And The Future Of The Marketing Funnel<br />Brand culture and fan culture are dramatically reshaping the traditional funnel as consumers leap from experience to advocacy (or the inverse) almost instantly.<br />70% have participated in a brand-sponsored contest<br />24% have produced content to participate in a contest<br />26% have attended a brand sponsored event, such as Nike’s Human Race<br />24% have downloaded a branded application for their mobile phone<br />HAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES?<br />WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING?<br />20<br />
  27. Experiences Not Only Build Brands, They Make Or Break Them<br />Amazon, Google, Facebook, Apple and Nike are all experiential brands that know consumer preference isn’t formed in reaction to a message, but to a series of experiences over time. There’s good reason. Of consumers who interact:<br />97% report increased brand awareness<br />98% show increased consideration<br />97% will more likely purchase a product<br />96% may recommend the brand to their friends<br />21<br />
  28. THE<br />BOTTOM <br />LINE<br />22<br />
  29. Getting To The Bottom Of Brand Engagement<br />Everyone is chasing after a metric to define brand engagement. Millward Brown says “digital consumers” have 15% stronger relationships with brands. The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders.<br />We at Razorfish took a different tack: we simply wanted to know if there was any direct correlation between a consumer’s digital interaction with a brand and their likelihood to purchase a specific product or service.<br />23<br />
  30. Digital Experience Create Customers<br />The answer was a resounding “yes”. Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated:<br />65%of consumers have had a digital experience change their opinion about a brand. <br />97%of those report that experience influencing whether or not they purchased a product or service from that brand.<br />64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.) <br />HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS AND SERVICES IT OFFERS<br />24<br />HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?<br />HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE (E.G., A WEB SITE, MICROSITE, MOBILE COUPON, EMAIL)?<br />
  31. Five Brands That Are Excelling In An Experience-Driven World…<br />
  32. 1. UNIQLO: Japanese Retailer Surprises And Delights Audiences With Every Interaction<br />26<br />
  33. 27<br />2. Red Bull: Pioneered Experiential Marketing With Subversive Events And Sponsorships<br />
  34. 28<br />3. Barbie: Reinvented An American Icon For The Pop Sugar Set And Broke Sales Records<br />
  35. 29<br />“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” – Trevor Edwards, Nike<br />4. Nike: Human Race. Chalkbot. Nike Is Setting A New Standard For Experiential Marketing<br />
  36. 30<br />4. Virgin America: Brand Built By Breakthrough Experiences – And The Marketing Of Them<br />
  37. 31<br />5. Microsoft’s Bing: Accomplishing The Impossible By Putting Experience First And In Every Ad<br />31<br />
  38. Thank You<br />Garrick Schmitt, Group Vice President, Experience Planning<br />Email: garrick.schmitt@razorfish.com<br />Twitter: @gschmitt<br />

×