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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 />
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Fans And The Future Of The Marketing FunnelBrand culture and fan culture are dramatically reshaping the traditional funnel as consumers leap from experience to advocacy (or the inverse) almost instantly.70% have participated in a brand-sponsored contest24% have produced content to participate in a contest26% have attended a brand sponsored event, such as Nike’s Human Race24% have downloaded a branded application for their mobile phoneHAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES?WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING?20

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