FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
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.
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
What’s the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
“Why Pint? We all take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power. That oversight could be fatal to marketing campaign, a product launch, or a branding initiative this is trying to connect with people. People trust print. They feel comfortable using it. And they can’t fast forward past it. This guide to the persuasive power of print provides the top ten reasons why you should consider using print in your next campaign. It doesn’t have to be the only medium you use. But, you most definitely should consider print whenever you want to persuade, inform or entertain. Here are your reasons why…” -The Print Council www.theprintcouncil.org
Top Ten Reasons Why
*Print is for keeps.
*Print is portable.
*Print is interactive.
*Print drives a high ROI.
*Print is beautiful.
*Print plays well with others.
*Print is credible.
*Print puts them in control.
*Print is personable.
*Print is everywhere.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
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.
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
What’s the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
“Why Pint? We all take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power. That oversight could be fatal to marketing campaign, a product launch, or a branding initiative this is trying to connect with people. People trust print. They feel comfortable using it. And they can’t fast forward past it. This guide to the persuasive power of print provides the top ten reasons why you should consider using print in your next campaign. It doesn’t have to be the only medium you use. But, you most definitely should consider print whenever you want to persuade, inform or entertain. Here are your reasons why…” -The Print Council www.theprintcouncil.org
Top Ten Reasons Why
*Print is for keeps.
*Print is portable.
*Print is interactive.
*Print drives a high ROI.
*Print is beautiful.
*Print plays well with others.
*Print is credible.
*Print puts them in control.
*Print is personable.
*Print is everywhere.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
How to Use Social Media for Your Brand - Social Media Week New York TakeawaysScreenburn
All digital marketers worth their salt are well aware that
content is important to any effective digital strategy
today, but making that content emotionally engaging
and shareable for your target audience was one of the main
topics discussed at Social Media Week in New
York 2014.
We've put together some takeaways from key panels including insight from industry leaders such as Buzzfeed, Upworthy and a number of international entertainment brands.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers are part of the target audience for your email, Facebook, and Twitter marketing efforts, this detailed look at their habits and preferences will offer invaluable insights.
In this report, we explore three main themes:
• When and how Canadian consumers use email, Facebook, and Twitter
• What motivates consumer interactions within each of these channels
• How digital marketers can communicate more effectively with Canadians
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
How to Use Social Media for Your Brand - Social Media Week New York TakeawaysScreenburn
All digital marketers worth their salt are well aware that
content is important to any effective digital strategy
today, but making that content emotionally engaging
and shareable for your target audience was one of the main
topics discussed at Social Media Week in New
York 2014.
We've put together some takeaways from key panels including insight from industry leaders such as Buzzfeed, Upworthy and a number of international entertainment brands.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers are part of the target audience for your email, Facebook, and Twitter marketing efforts, this detailed look at their habits and preferences will offer invaluable insights.
In this report, we explore three main themes:
• When and how Canadian consumers use email, Facebook, and Twitter
• What motivates consumer interactions within each of these channels
• How digital marketers can communicate more effectively with Canadians
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
A presentation I gave at MIMA Summit 2009. I also posted a list of Content Strategy resources on my blog. Some articles and sites that provide detailed information and tips on several of the content best practices that I mentioned in the presentation. http://bit.ly/15wtNI
This presentation is a contribution to the definition of the New Media concept. Prepared by Ismail H. Polat. (Instructor in New Media Department @ Kadir Has University, Istanbul.
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
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.
An impactful approach to the Seven Deadly Sins you and your Brand should avoid on Social Media! From a humoristic approach to a modern-life analogy for Social Media and including everything in between, this deck is a compelling resource that will provide you with more than a few take-aways for your Brand!
How People Really Hold and Touch (their Phones)Steven Hoober
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
Presented at ConveyUX in Seattle, 7 Feb 2014
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
We are finally starting to think about how touchscreen devices really work, and design proper sized targets, think about touch as different from mouse selection, and to create common gesture libraries.
But despite this we still forget the user. Fingers and thumbs take up space, and cover the screen. Corners of screens have different accuracy than the center. It's time to re-evaluate what we think we know.
Steven reviews his ongoing research into how people actually interact with mobile devices, presents some new ideas on how we can design to avoid errors and take advantage of this new knowledge, and leaves you with 10 (relatively) simple steps to improve your touchscreen designs tomorrow.
You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.
What 33 Successful Entrepreneurs Learned From FailureReferralCandy
Entrepreneurs encounter failure often. Successful entrepreneurs overcome failure and emerge wiser. We've taken 33 lessons about failure from Brian Honigman's article "33 Entrepreneurs Share Their Biggest Lessons Learned from Failure", illustrated them with statistics and a little story about entrepreneurship... in space!
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
iCitizen 2010: Adaptive Brand Marketing with David Cooperstein from Forrester...Resource/Ammirati
David will present highlights of Adaptive Brand Marketing: Rethinking Your Approach to Brands in the Digital Age. He will also address the challenge of aligning an organization around the new goals of real-time marketing.
Brands and their stories are now in motion at a greater velocity than ever before…across devices, platforms and channels. This means brands must move away from static messages and single-platform content and create, co-create and amplify real-time, living Stories in Motion.
Articles Include:
The Facebook Marketer's Guide To Advertising On Instagram
Customer Spotlight: Southeast Toyota Case Study
4 key Lessons From This Year's Grammys
And More!
Following Uncle Sam: National Social Media MarketingLiam Dowd
Best practice report on the uptake
and integration of social media
Conclusions drawn from over 300 surveyed
USM community members – comparing Europe
to that of their North America counterparts.
23 page briefing on social media uptake both sides of the pondharry-rollason
A a new briefing we have just put together here at USM that delves in and compares the level of social media integration for big brands both sides of the Atlantic. It features insights, answers and conclusions drawn from over 300 surveyed USM community members.
Social media research of the future is here right nowThinkNow Research
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.
Clients and agencies need to find robust ways to prove the business value of Social. #IPASocialWorks aims to provide definitive guidance as to the roles that social media can play, and how to measure its effectiveness and ROI. This came from the IPA Eff Fest in October 2013.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
DoubleClick benchmarks are derived from a robust data set of metrics across DoubleClick for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. This data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.
Data shown here represent activity of a wide range of ad formats for DFA advertisers in the EMEA Region from January to December 2009.
Middle East and North Africa, the fastest growing region in the world.
IT spending in the MENA Region is forecast to grow 12% in 2010, faster than any other region. Only India, taken outside of its neighbours, is set to grow more rapidly.
Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet U...United Interactive™
Key Findings:
- 32% of MENA Internet users buy products or services online
- GCC internet users lead online shopping in MENA region
- Male and female online shoppers have different purchasing profiles
- Consumption of media by MENA Internet users during the Muslim holy month of Ramadan varied only slightly compared to July
Effective Measure & Spot On PR: Media Consumption & Habits of MENA Internet U...United Interactive™
Key Findings:
- MENA internet users spend more time online than watching TV
- The internet retains a substantial audience throughout the day and night, while traditional media show peak periods for consumption
- eMail and social networking are the most popular activities for MENA internet users.
Click 4.0: Digital Marketing Professionals of the Middle East Survey 2010United Interactive™
Click 4.0 – The Digital Marketing Event for the Middle East
Survey asked 1,048 marketing professionals across the MENA and GCC region 8 key questions about their role and their organisation’s strategy when it comes to digital marketing and its implementation.
Jazarah.net: Saudi Arabia Facebook Fact Sheet – April 2010United Interactive™
As of April 2010, number of facebook users in Saudi Arabia exceeded the 2 million users, which makes the kingdom the second largest Arab population on the largest social networking hub.
Among the significant findings, the survey found the participants highly adept at using new media. They spent considerable time consuming new and traditional media, but much less time producing media content. For instance, the vast majority of participants indicated that they had never blogged. In addition, those who did produce media content, through blogging or otherwise, tended to do it in a language other than their native language.
Indeed, with the exception of news, the majority of surveyed youth consumed and produced media in English, rather than Arabic. In addition, the participants used media predominantly for entertainment, for connecting with others, and for work or schoolwork, but less often for current affairs, for expressing their opinions, or for political activism.
- Islam, a growing Ideology
- Marketing to Muslims
- Using varied research techniques
- What we set out to do?
- Understanding values - how?
- Similarities across the Muslim world
- Differences across the Muslim world
- Segment size by market
- Insights can be used...
This report clearly details the complex challenges facing young people across the Arab world. Among these great challenges is employment — or the lack of it.
The MENA region faces one of the highest rates of youth unemployment and underemployment in the world. Creating the required number of new jobs over the next two decades will be monumentally difficult. Even more young people have been forced into unemployment, low-quality jobs, and living “on the margins” as a result of the weakened global economic climate.
The global economic crisis hits the MENA region at a time when the youth share of the total population is at a high point, with nearly one-third of MENA residents between the ages of 15 and 29.
The Telecommunications Regulatory Authority (TRA) has undertaken the most intensive survey of ICT in the history of the UAE. The survey focuses primarily on ICT access (i.e. internet connections) and ICT use (i.e. utilization of internet). The survey was conducted over 6 months and covered 7 sectors: Households, Private Sector, Education Establishments, Higher Education Establishments, Government, ICT Business Sector, and Public Internet Access Center (PIAC) Establishments (e.g., internet cafes and public libraries).
By TNS' Global Rapid Growth & Emerging Markets Insights team
- Digital in rapid growth & emerging Markets
- Keys to succeeding in the traditional trade
- View from the Trenches: 10 things you won’t learn on Google
By TNS' Global Rapid Growth & Emerging Markets Insights team
- Yes we can!
- The social dynamics of microfinance and entrepreneurship at the BOP
- Evaluating social mission projects in emerging and BOP markets
- Are you digitally awake to Asia?
- Letter from China
Based on, and including, interviews with a global panel of experts from world-leading institutions, Capitalising on the Digital Age outlines future revenue models and strategies that media and telecoms firms should consider adopting in order to prosper in a world where the value of traditional business models is slowly being eroded.
Jonckers: Choosing A Srategic Sourcing Model For LocalisationUnited Interactive™
By Ian T. Butler
Most often, the decision on which model works for you is a hybrid—part internally resourced and part external. Identifying where your needs place you in each decision space helps determine the best model for your organization.
Looking to organizations that have faced similar needs in the past can help confirm which models may be suitable. Organizations evolve over time and so must localization strategies.
Whether you are just beginning on the road to international expansion with time-to-market as your key driver, or whether you are a mature buyer with cost management on your mind, defining and evolving your long-term strategy is the key to success.
By Peggy Anne Salz
Ms. Salz is the Chief Analyst and publisher of MSearchGroove, an online source of analysis and commentary on mobile search, mobile advertising and social media.
The internet ecosystem is a complex and involves multiple activities and players. Study breaks down the internet value chain into five main markets: Content Rights, Online Services, Enabling Technology/Services, Connectivity and User Interface (devices and applications).
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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If you enjoy this report, please share it with your friends and
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4. hello
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.
FEED: Past, Present, and Future
This marks a significant shift in focus for our research. Our
past studies have been almost exclusively concerned with
charting how consumer behavior adapts to advances in Internet
technology and web services. This still fascinates us, of course,
but this year we are broadening our attention toward exploring
how consumers interact with brands online. What does the
future hold for brands when everything is just a click away? If
consumers really are in control, what can we learn from their
interaction with brands today?
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 3
5. Digital Brand Experiences Create Customers
The answer we found is that digital brand experiences are not
just “awareness” or “conversion” plays, but customer-creation
plays. According to our research, the overwhelming majority of
consumers who actively engage with a brand digitally—whether
by entering a contest, “friending” a brand on Facebook, or
even watching an advert on YouTube—show dramatic upticks
across the entire marketing funnel. Simply put, digital brand
experiences create customers.
Goodbye Ad Wars, Hello Engagement Wars
Our findings lead us to believe that marketers need to dramatic-
ally rethink their future strategies, shifting the majority of their
efforts toward actively engaging consumers—whether online or
offline—and not simply settling for awareness or impressions.
The advertising industry has had some legendary ad wars over
the past decades: Coke versus Pepsi and Apple versus Microsoft,
4
6. for example. But the arena for those battles will change as the
era of the 30-second spot makes way for the era of digital brand
experiences. In today’s increasingly digital world, the experience
is the message.
We believe that our findings provide a new perspective on how
technology is fundamentally altering the evolving relationship
between brands and consumers, mostly for the better. We hope
you’ll agree.
Cheers,
Garrick Schmitt
Group Vice President, Experience Planning
Razorfish
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 5
8. read thiS
Yes, You Can Build a Brand Online. You Have No Choice.
Most marketers have never thought of digital as a wonderful place
to build a brand. But that must change if their brands are to stay
relevant in our digital era. Based on our 2009 Razorfish Digital
Brand Experience Study, 65% of consumers report having had
a digital experience that either positively or negatively changed
their opinion about a brand. Of that group, a nearly unanimous
97% say that their digital experience influenced whether or not
they eventually purchased a product or service from that brand.
Digital is not only a place to build a brand: it can also make or
break it.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 7
9. Actions Speak Louder Than Advertising
Digital is an experiential medium. For brands to digitally engage
consumers today, they must not only stand for something but
also do something. Branded experiences (or actions) are the new
advertising. And consumers are increasingly hungry for them,
sometimes ravenously so. To simply extend brand messaging
misses the point. According to our study, 97% of consumers report
having searched for a brand online; 70% have read a corporate
blog; 67% have watched a commercial or video advertisement on
YouTube; and 65% have played a branded, browser-based game
like Got Milk’s “Get The Glass.” And consumers want to interact,
regardless of whether brands are willing participants: 73% have
posted a product or brand review on a web site like Amazon, Yelp,
Facebook, or Twitter.
Brand Culture or Fan Culture?
While conventional wisdom holds that consumers don’t want
brands encroaching on their social or personal lives, this is far
from the truth. In our 2008 study, we found that an overwhelming
majority of consumers (76%) welcomed brand advertising on social
networks. 2009 is the year of the “fan.” According to our study,
nearly 40% of consumers reported having “friended” a brand on
Facebook and/or MySpace and 26% have followed a brand on
8
10. Twitter. The myth of marketing-free social spaces
is just that. The “dialogue” between brands and
consumers is not only frequent, but also welcome.
The Outlet Malls of Tomorrow?
Twitter, Facebook, and MySpace
But what’s the substance of that dialogue
between brands and consumers?
Marketers are nothing if not passion-
ate about their brands. Most assume
that consumers are equally enthused.
Twitter, Facebook, and MySpace
seem like the ideal platforms to engage
consumers around those “shared”
passions. But, according to our study,
consumers don’t want a conversation
with brands—they want deals. Of those
who follow a brand on Twitter, 44% say access to
exclusive deals is the main reason. The same holds
true for those who “friended” a brand on Facebook
or MySpace, where 37% cite access to exclusive
deals or offers as their main reason.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 9
12. Bottom Line: Digital Brand Experiences Create Customers
There is no online equivalent of the Super Bowl for marketers—
and with good reason. Digital is not simply an “awareness”
play; it’s a customer-creation play. According to our study, the
overwhelming majority of consumers who actively engage with
a brand (e.g., follow a brand on Twitter or enter a contest) can
evolve from passive reactors to advocates almost instantaneously.
On average, 97% report increased brand awareness; 98% show
increased consideration; 97% will likely purchase a product from
the brand; and 96% may recommend the brand to their friends.
Engagement equals affinity. Moreover, brands that use digital to
drive awareness also drive sales: 64% of consumers report making
a first purchase from a brand because of a digital experience.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 11
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In August 2009, Razorfish surveyed 1,000 U.S. consumers (50.5%
female, 49.5% male) in four major age groups to understand how
their adoption of Internet technology and services impacted the
way that they engaged with brands.
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15. To avoid duplicating the more broad-based work of Pew, Forrester,
and other research firms, our goal was to survey what we call
“connected consumers.” These are the people whom our clients
are most interested in both understanding and reaching.
Key characteristics include:
• Broadband access
• Spent $150 online in the past six months (travel,
Netflix, tickets, Amazon, gifts, etc.)
• Visited a “community site” (MySpace, YouTube,
Facebook, Yelp, etc.)
• Consumed or created some form of digital media,
such as photos, videos, music, or news
Based on previous Razorfish consumer research, we have
found that these “connected consumers” roughly mirror the
U.S. population with broadband access. According to the Pew
Internet & American Life Project, about 63% of all Americans
today have a high-speed Internet connection, up from only
55% in 2008. This translates to roughly 200 million people,
based on a July 2009 population estimate from the CIA World
Factbook (total population 307,212,123, July 2009 estimate).
14
16. FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 15
18. digital
Primacy
Over the past decade, we’ve watched firsthand as consumers
have increasingly turned first and foremost to digital media. In
a relatively short amount of time, U.S. consumers now spend,
on average, about the same amount of time online as they do
watching television.
Turning to Digital First, Foremost
According to Forrester’s 2009 North American Technographics
Benchmark Survey, consumers spend 34% of their total media
time online and 35% watching television. In fact, according to
Forrester, if you are 45 years old or younger, you spend signi-
ficantly more time using the Internet than watching television.
We believe that this trend signifies the rise of “digital primacy,”
where consumers are turning first and foremost to digital to help
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 17
19. them navigate, connect, and make sense of the
world—and we are only beginning to understand the
impact of this shift in consumer behavior.
Our findings in the 2009 Razorfish Digital Brand
Experience Study not only underscore the shift
to “digital primacy” but also point to a “connected
consumer” who is far more digitally sophisticated
and venturesome than commonly believed.
Digital Fluency
According to our study, 57% of consumers have
actively customized their homepages with specific
content feeds, scheduled updates, or used other
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20. news from social media sites like Facebook and
Twitter—more so than from popular blogs like the
Huffington Post or Gawker.
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significant gains,
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consumers engage
with brands. According
to our study, 84% of
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consumers rely on the
web to get current news
or information; 76% regularly watch online video
on sites like YouTube and Hulu; 73% regularly visit
social networking sites like Facebook, MySpace,
and LinkedIn; and 62% listen to music online
through services like iTunes and Pandora.
The rise of digital primacy is also changing the
way consumers interact on-the-go and their
expectations for mobile devices. Fifty-six percent
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21. of “connected consumers” own a smartphone.
BlackBerry and Apple, to no great surprise, are the
most popular—and overwhelmingly so.
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experiences that rival
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We can get a sense of
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phenomenal rise of
Apple’s iTunes App Store. As of October 2009,
Apple reports iPhone and iPod touch owners
have downloaded more than 2 billion “apps” from
an inventory of over 85,000. This area holds great
promise for marketers, as 24% of consumers in our
study report have already downloaded a branded
application for their mobile devices.
Given these statistics, plus the rapid rise of new
technologies like location-based services and
��
22. augmented reality browsers, it makes more financial
sense for brands to invest in the development of
mobile applications—especially useful ones—than
in display advertising if they want to take advantage
of this emerging consumer trend.
The New Mainstream
Based on this data, we believe that “connected
consumers”—mirroring other industry research
studies and the general broadband population in
the United States—are shooting the adoption curve
when it comes to Internet technologies.
Th E TEchnology a Dop Tion cu R vE “Connected consumers” are actively
Connected Consumers engaged with digital media, both at
home and on the go, and are personal-
izing their experiences whenever
Innovators Early Early Late
possible. This type of behavior may
Laggards
2.5% Adopters
13.5%
Majority
34%
Majority
34% sound a lot like your own, actually.
16%
That’s not a surprise—but the speed
Adoption Gap
and scale at which such digital fluency is occur-
ring across the U.S. population is. Simply put,
“connected consumers” are the new mainstream.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 21
24. Brand
culture
Is today’s consumer really in control? As far as conventional
advertising industry wisdom is concerned, every generation
of consumer grows smarter, shrewder, and more immune to
marketing. Today it’s fashionable to proclaim that advertising
and marketing no longer work; that trust in brands is eroding as
consumers turn to their peers for everything from purchasing
recommendations to the latest news.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 23
25. All of this would be fine
h avE you EvER FolloWED a BR an D on T WiT TER ?
and good, if it were true.
But according to our
findings, consumers are
25.5% no
74.5% actually more receptive
and actively engaged
yEs with brands than ever
before. According to
our study, nearly 40%
of consumers report having “friended” a brand on
Facebook and/or MySpace and 26% have followed a
brand on Twitter. Advertising isn’t failing—
it’s adapting.
Beyond just social media, consumers are deeply
engaged with brands across the entire digital
channel—and it’s by choice. According to our
study, 77% have watched a commercial or video
advertisement on YouTube with some frequency;
69% have read a corporate blog post with some
frequency; 73% have posted a product or brand
review on a web site like Amazon, Yelp, Facebook,
or Twitter; and 52% have blogged about a brand’s
product or service.
24
26. Consumers clearly don’t
h avE you EvER “ FRiEn DED” a BR anD on Fac EB ook o R mys pacE?
believe that digital is a
one-way medium, either.
A surprising 69% of them
40.1% 59.9% have provided feedback
to a brand, either through
no
yEs
its web site or a third-
party service like
GetSatisfaction.com.
Clearly these interactions are more than casual
encounters with a brand—they’re uniquely digital.
It’s not like you can “friend” a billboard or have a
conversation with a television spot, after all. No,
our findings point to digital enabling the behavior
of a deeply engaged consumer whose actions more
closely resemble those of a “fan.”
The Language of Love for Brands? Deals.
Clearly consumers are doing more with brands
today than simply “receiving messages.” Many
social pundits would say that this is a new form of
“dialogue” with brands. But if that’s so, the subject
of that “dialogue” surprises. Based on our research,
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 25
27. it’s not so much about some type of “shared passion”
for a brand’s values. Largely, it’s about deals—pure
and simple.
Of those who follow a brand on Twitter, 44% say
access to exclusive deals is the main reason. This
is also true for those who “friended” a brand on
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where 37% cite access to
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makes perfect sense.
Dell has earned kudos
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from social media
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from its Dell Outlet through Twitter. Starbucks
has soared to the top of Facebook brand pages,
with nearly 4 million friends, by offering fans
coupons for free pastries and ice cream. And Whole
Foods tops Twitter with 1.5 million followers by
broadcasting weekly specials and shopping tips.
��
28. Fan Culture
Not surprisingly, the other significant driver of
brand engagement in social media is customer
service. Thirty-three percent of consumers who
“friend” a brand on Facebook or MySpace report
doing so because they are a current customer, as
WhaT is ThE p Rima Ry REason you “ FR iEn D”
do 24% on Twitter.
a BR an D on Fac EBook o R myspac E ? These consumers,
I am a current customer 32.9%
already customers,
clearly are fans—
there’s little reason to
Exclusive deals or offers 36.9%
Other people I know are fans of the brand 6.2%
“friend” a brand you’re
Interesting or entertaining content 18.2% indifferent about,
Service, support, or product news 5.0%
after all. For example,
Comcast, Zappos, and
Virgin have all earned
Other 0.7%
high marks by using
Twitter as a customer relationship management
(CRM) tool, solving customer problems in real
time and building loyalty through special offers.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 27
29. The Promise of Twitter
Interestingly enough, Twitter may turn out to be a game-changer
in the ongoing relationship between brands and consumers.
According to our findings, those who follow a brand on Twitter
seem to be engaged beyond deals or customer service: 23% cite
“interesting or entertaining” content as their main reason.
Perhaps this points to the emerging trend of brands needing to
become content providers to better connect with consumers.
Given a recent report from Penn State’s College of Information
Sciences and Technology (IST) published in the Journal of
the American Society for Information Science and Technology,
which found that 20% of all “tweets” mention specific brands or
products, Twitter may play a larger (and more intriguing) role in
moving the brand marketing mix forward.
Fans and the Future of the Funnel
Facebook and Twitter may be the darlings of the social web today,
but fan culture spreads far beyond these platforms and well
beyond social media in general. Consumers are engaged broadly
with brands, both online and offline; those interactions are having
a profound effect on the traditional purchase funnel. Beyond
social activity, 70% have participated in a brand-sponsored
contest or sweepstakes; 24% have produced content (photo,
28
30. video, story, etc.) in order to participate in a contest
held by a brand; 26% of consumers have attended a
brand-sponsored event such as Nike’s Human Race
or Red Bull’s Flugtag; and 24% have downloaded a
branded application for their mobile phone.
h avE you EvER pa RT icipaTED in a BRan D- Those numbers in
and of themselves are
sponso RED conTE sT oR sWEE psTak E s?
surprising. But the
figures have even
70% no
30% more impact when you
correlate consumer
yEs
brand engagement
with activity across
the marketing funnel.
Adding it all up, it quickly becomes obvious that
consumer brand engagement creates customers.
On average, 97% report increased brand awareness;
98% show increased consideration; 97% will likely
purchase a product from the brand; and 96% may
recommend the brand to their friends.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 29
31. � ����
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a staggering 96% are
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to consider that brand
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a product or service;
96% are more likely to purchase a product or
service from that brand; and 92% are more likely to
recommend that brand to others.
Experiences Build Brands
The best companies of our generation understand
how engagement and positive experiences create
customers. Google and Facebook are experiential
brands, as are Zappos, Twitter, Netflix, Amazon,
Apple, Starbucks, and Nike. These companies
understand that we are living in a world where
consumer preference isn’t formed in reaction
��
32. to a message, but through a series of experiences over time.
Ultimately, it’s a dialogue of interactions that’s stunningly
effective when done right.
As Jeff Bezos, Amazon’s CEO, has been known to say: “Your brand
is formed primarily, not by what your company says about itself,
but what the company does.” Experience, as we will see, not only
matters—it drives results to the bottom line.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 31
34. the
Bottom line
Digital brand experiences create customers. As we’ve found in
our study, the overwhelming majority of consumers who actively
engage with a brand digitally—whether by creating content for a
contest or by “friending” a brand on Facebook—show a propensity
to both purchase products and recommend those products or that
brand to others.
But what does brand engagement mean for the future of
marketing and sales?
Quite a lot, actually, particularly given the projected growth rate
of interactive advertising in the coming years. GroupM predicts
that, in 2010, digital will represent 17% of the U.S. advertising
marketplace, making it the third largest medium in the United
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 33
35. States, behind television and magazines.* The outlook is even
rosier over the next five years, according to Forrester’s April 2009
Interactive Advertising Models, which predict digital to hit
$55 billion by 2014.
Of that increasingly large digital pie, much will be allocated
toward “measured” categories like search, display, email, and
social media marketing. But “unmeasured” spending on “brand
engagement” should soar, given the outsized influence it will have
over customer creation in the coming years.
Measuring Brand Engagement
No wonder, then, that so many are trying to gauge the financial
impact of brand engagement. Millward Brown, in its annual
BrandZ Digital Consumer Report, found that “digital consumers”
have a 15% stronger relationship with a typical brand across all
categories and countries. The Altimeter Group, led by former
Forrester analysts Charlene Li and Jeremiah Owyang, produced a
study called the ENGAGEMENTdb 2009 Report that attempted
to correlate brand engagement via social media activity to a
company’s financial performance. The group cited Starbucks,
Dell, and eBay as the most engaged brands based on the breadth of
* “GroupM: Interactive Overtakes Newspaper Ad Spending,” Online Media Daily, 6/25/2009
34
36. h as an E xp ERi Enc E you hav E ha D onlin E E vER chang E D social tools that those
brands use to engage
you R opinion ( EiThER posi TivEly oR n EgaTivEly) a Bou T
a BR an D o R Th E pR oDucTs an D sER vicEs i T oFFER s?
users, as well as the
depth of their interac-
65.3% 34.7%
no
tions (e.g., responding to
blog comments).
yEs In our Razorfish Digital
Brand Experience Study,
we took a different tack.
Simply, we wanted to know if there were any direct
correlation between consumers’ online interaction
with a brand and their likelihood to purchase a given
product or service.
The answer was a resounding “yes.” According to
our findings, 65% of consumers report that a digital
brand experience has changed their opinion (either
positively or negatively) about a brand or the
products and services a brand offers.
That’s a significant figure that bears pondering
for a moment: A clear majority of consumers’
affinity for a brand is swayed, either positively or
negatively, by their digital experience with that
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 35
37. brand. We’ve always
h as ThaT Exp ERi EncE in FluE ncED Wh EThER o R noT you
believed, largely through
p uR chas ED a pR oD ucT o R s ERvic E FRom ThE BRan D?
anecdotal research,
that consumers make
97.1% no
2.9% purchasing decisions—
in part—because of the
yEs
quality of a brand’s web
site. This is obvious in
industries like banking,
e-commerce, and search, where the quality of
service and the ability to complete transactions
are paramount. But this is less obvious in other
industries, such as consumer packaged goods and
fast food. However, it’s now clear that consumers
are expecting equivalent superior experiences from
all of their digital interactions with brands.
Digital Drives Sales
Furthermore, these digital brand experiences
directly correlate to purchasing behavior for
these consumers. According to our study, 97%—a
near-unanimous majority—report that a digital
brand experience has influenced whether or not
36
38. h avE you EvER ma DE you R F iRsT pu Rchas E FRomthey then went on to
purchase a product or
a BR an D BEcausE oF a Digi Tal Exp ERiEncE (E.g.,
a WEB si TE, mic Rosi TE, mo BilE coupon, Email)?
service from a brand.
Digital experiences
64.1% 35.9% not only build a brand,
they can also make
yEs
no
or break it. For those
brand marketers
still neglecting (or
underestimating)
digital, it’s as if they’ve shown up to a cocktail party
in sweatpants. Invariably, consumers will choose
to converse with a savvier—and hopefully more
stylish—partner.
Based on these findings, we believe that marketers
will have to think much more broadly about how
they are connecting with consumers across the
digital channel. From search, to web site, to display
ad, to microsite, to mobile application, to Facebook
page, every interaction has the power to shift a
consumer’s affinity for a brand. Certain brands
already live this. For example, CNN has crafted an
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 37
39. integrated approach to connecting with consumers, whether
they watch its cable programming, receive headline updates via
Twitter, or watch video segments on their iPhones.
As “digital primacy” has risen, so has the way consumers learn
about and purchase a brand’s products and services. Because
of the interactive nature of the medium, one brand experience
can lead a consumer from “awareness” through “purchase” and
“recommendation” almost instantly. According to our study, 64%
of consumers have made a first purchase from a brand because of
a digital experience such as a web site, microsite, mobile coupon,
or email. No other medium has so impacted—or altered—the
traditional marketing funnel this way.
Perhaps one day, when interactive TV becomes a reality, consumers
may make a purchase via remote control after watching a
30-second spot from a comfy seat on the couch. But it’s doubtful
that in this scenario consumers would also instantly tweet about
it, review it on Yelp, or share it with a friend on Facebook. Only
digital seems to have such immediate and expansive impact.
38
40. The Net Effect
It never hurts to make
a good impression, but
for brands to remain
relevant in this new
digital era, it’s much
better to find a way
to engage consumers
than to talk at them.
Based on our findings,
we are even more
convinced that digital
brand experiences
matter. Engagement
creates customers—not just through social media,
but across the entire digital channel. And, more
importantly, it drives returns to the bottom line. As
a result, marketers will need to rethink not only how
they reach potential consumers but also what type
of experiences they are creating to engage them.
Now “clicks” and “impressions” mean far less than
conversations and brand behaviors. In our opinion,
it’s about time.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 39
42. the data
In the spirit of Stewart Brand, who famously proclaimed that
“information wants to be free,” we are including the full data set from
our 2009 Razorfish Digital Brand Experience Study for your
review. The interviews were conducted in August 2009 using an
online automated survey tool and were given to a panel of con-
sumers whom we screened for certain behaviors and attributes
(see The DeTails). Brand, we should add, also said—less famously—
that “information wants to be expensive.” Given that, please use
freely but attribute appropriately. We hope you find it useful.
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 41
43. Question 1: What is your age?
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44. Question 3: Which of the following best describes
your combined household income?
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San Francisco Bay Area 50 5.00%
Seattle 43 4.30%
Dallas 50 5.00%
Atlanta 50 5.00%
New York City 48 4.80%
Chicago 51 5.10%
Miami 42 4.20%
Boston 50 5.00%
Washington, D.C. 50 5.00%
Los Angeles 50 5.00%
Other 516 51.60%
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45. Question 5: Which of the following best describes
your Internet connection at home?
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Question 6: Which of the following best describes
your online shopping behavior?
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47. Question 9: Which of the following is the homepage in your browser?
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48. Question 11: Please rate the frequency of which you do the following:
15.70%
Share links or 49.50%
bookmarks with a friend 20.90%
13.90%
44.90%
Subscribe to RSS feeds 34.30%
12.60%
8.20%
Read “most popular” or 17.50%
“most emailed” links on 40.90%
28.20%
web sites
13.40%
59.80%
Use tag clouds 22.80%
12.00%
5.40%
17.20%
Play games in your 38.90%
browser 21.60%
22.30%
49.60%
Download an app for 27.90%
your phone 13.60%
8.90%
42.50%
Access an Internet 24.10%
service from your phone 15.50%
17.90%
71.70%
Try an augmented reality 17.10%
experience 7.50%
3.70%
Never Sometimes Usually Always
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 47
49. Question 12: Do you own a smartphone (i.e., one
that has email and web capabilities)?
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50. Question 14: Where do you get your news online? Mark all that apply.
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Question 15: When visiting a microsite, which is typically
a smaller site or a separate page built off of a company’s
general web site, do you typically visit those that are:
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51. Question 16: Please rate the frequency of which you do the following:
23.20%
Watch commercials or video 50.70%
advertisements on YouTube 15.70%
10.40%
30.90%
Read blogs produced by products or 42.20%
brands (e.g., Nintendo) 18.20%
8.70%
3.00%
30.00%
Search for a brand online (e.g., Nike)
40.60%
26.40%
35.40%
Play browser-based games 39.30%
produced by a brand (e.g., Got Milk?) 15.80%
9.50%
26.80%
Post product or brand reviews on
38.00%
web sites (e.g., Amazon, Yelp, 22.50%
Facebook, Twitter, etc.) 12.70%
Provide feedback to a brand, either 31.00%
41.30%
through its web site or a third-party
18.40%
service (e.g., Get Satisfaction) 9.30%
69.30%
Interact with a banner ad on your 17.30%
mobile phone 8.50%
4.90%
47.50%
Blog about a brand, product, 31.30%
or service 13.00%
8.20%
Never Sometimes Usually Always
50
52. Question 17: 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?
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Question 18: Has that experience influenced whether or not
you purchased a product or service from the brand?
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53. Question 19: Have you ever attended a brand-sponsored
event? As an example, Nike’s Human Race,
Red Bull’s Flugtag, or a Burt’s Bees Mobile Tour.
Yes
26.10%
No
73.90%
Question 20: When you have attended a brand-sponsored
event, does it generally do the following?
23.20%
50.70%
Raise your awareness of the brand
15.70%
10.40%
30.90%
Consider the brand when you are in
42.20%
the market for
18.20%
that product or service
8.70%
3.00%
Purchase a product or service from 30.00%
that brand 40.60%
26.40%
35.40%
39.30%
Recommend the brand to others
15.80%
9.50%
Never Sometimes Usually Always
52
54. Question 21: Have you ever participated in a brand-
sponsored contest or sweepstakes?
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Question 22: When you have participated in a brand-sponsored
contest or sweepstakes, does it generally do the following?
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55. Question 23: Have you ever produced content (photo, video, story,
etc.) in order to participate in a contest held by a brand?
Yes
24.00%
No
76.00%
Question 24: When you have produced content in order to
participate in a contest, does it generally do the following?
2.08%
30.83%
Raise your awareness of the brand
41.67%
25.42%
2.08%
Consider the brand when you are in
27.08%
the market for
51.67%
that product or service 19.17%
1.67%
Purchase a product or service from 36.67%
that brand 44.17%
17.50%
2.92%
33.75%
Recommend the brand to others
37.92%
25.42%
Never Sometimes Usually Always
54
56. Question 25: Have you ever followed a brand on Twitter?
Yes
25.50%
No
74.50%
Question 26: When you follow a brand on Twitter,
does it generally do the following?
3.14%
25.49%
Raise your awareness of the brand
42.35%
29.02%
1.96%
Consider the brand when you are in
26.67%
the market for
47.45%
that product or service 23.92%
3.14%
Purchase a product or service from 31.37%
that brand 45.88%
19.61%
2.75%
30.98%
Recommend the brand to others
36.86%
29.41%
Never Sometimes Usually Always
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57. Question 27: What is the primary reason you follow a brand on Twitter?
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Question 28: Have you ever “friended” a
brand on Facebook or MySpace?
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58. Question 29: When you “friend” a brand on Facebook
or MySpace, does it generally do the following?
3.24%
36.66%
Raise your awareness of the brand
38.65%
21.45%
2.00%
Consider the brand when you are in
34.41%
the market for
40.90%
that product or service 22.69%
2.99%
Purchase a product or service from 36.66%
that brand 42.89%
17.46%
3.99%
33.92%
Recommend the brand to others
39.15%
22.94%
Never Sometimes Usually Always
Question 30: What is the primary reason you “friend” a brand?
I am a current customer 32.9%
Exclusive deals or offers 36.9%
Other people I know are fans of the brand 6.2%
Interesting or entertaining content 18.2%
Service, support, or product news 5.0%
Other 0.7%
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 57
59. Question 31: Have you ever downloaded a branded
application for your mobile device?
Yes
23.60%
No
76.40%
Question 32: Have you ever made your first purchase
from a brand because of a digital experience (e.g., a
web site, microsite, mobile coupon, email)?
No
35.90%
Yes
64.10%
58
60. FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 59
61. ������ �
���
If you enjoyed this report, please share it with your friends and
colleagues by using one of the links below.
Share on Twitter Follow @gschmitt
Share on LinkedIn Follow @razorfish
Share on Facebook
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��
62. thank you
This report would not exist without the help of a supportive and
diverse group of creative thinkers across the Razorfish agency
network. They have my deepest gratitude for helping me shape
this report.
Conspirators Collaborators
Malia Supe Justin Cox
Helen Chan Tim Richards
Roger Wong Marisa Gallagher
Christian Juhl
Colin Kinsella
Propagandists Christopher Follett
Lauren Nguyen Brandon Geary
David Deal Joe Crump
Crystal Higgins-Peterson Elliot Trice
Katie Lamkin Shiv Singh
Carrice Delo
John Alderman
Jeff Lanctot
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 61
63. About Razorfish
Razorfish is one of the largest interactive marketing and technology companies in
the world. With a demonstrated commitment to innovation, Razorfish counsels its
clients on how to leverage digital channels such as the web, mobile devices, in-store
technologies, and other emerging media to engage people, build brand loyalty, and
provide excellent customer service. The company is increasingly advising marketers
on Social Influence Marketing, its approach for employing social media and social
influencers to achieve the marketing and business needs of an organization. Its
award-winning client teams provide solutions through their strategic counsel, digital
advertising and content creation, media buying, analytics, technology, and user
experience. Razorfish has offices in markets across the United States and in Australia,
China, France, Germany, Japan, Spain, and the United Kingdom. Clients include
Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s, and Starwood
Hotels. Visit www.razorfish.com for more information or follow us on
Twitter @razorfish.
For additional information: Our thought leadership:
Garrick Schmitt Lauren Nguyen
Group VP, Experience Planning Marketing Communications
+1 415.369.6416 +1 415.369.6454
garrick.schmitt@razorfish.com lauren.nguyen@razorfish.com
@gschmitt @ltnguyen
Illustrations:
Media inquiries:
David Fullarton
Katie Lamkin
davidfullarton.com
Public Relations
+1 312.696.5241 Creative direction and design:
katie.lamkin@razorfish.com Roger Wong
@ktlamkin @lunarboy
62
64. Razorfish Locations
United States Asia/Pacific
@razorfish
Hong Kong +852 3102 4512
Atlanta +1 678.538.6000 Shanghai +86 21 5237 8811
Austin +1 512.532.2000
amnesia.com.au
Chicago +1 312.696.5000
@amnesiafish
Los Angeles +1 310.846.5400
Sydney +61 2 9380 9317
New York +1 212.798.6600
Philadelphia +1 267.295.7100 dentsu-razorfish.com
Portland +1 503.423.2900 Tokyo +81 3 5551 9885
San Francisco +1 415.369.6300 Osaka +81 6 6360 1461
Seattle +1 206.816.8800
Europe
neue-digitale.com
@neuedigitale
Berlin +49 (0) 30 2936388 0
Frankfurt +49 (0) 69 704030
London +44 020 7907 4545
@razorfishlondon
wysiwyg.net
Madrid +34 91 308 11 30
duke-interactive.com
@dukerazorfish
Paris +33 (0) 1 53 44 19 00
FEED: Th E Razo RF ish Digi Tal B Ran D E x pE Ri En cE RE p oR T / 2 0 0 9 63