Research: November 2009 Archives
FEED, The Razorfish Digital Brand Experience Report was just published. Primarily authored by @gschmitt who shares the credit for it generously, FEED focuses on how consumers are engaging with brands in an increasingly digital world. Here are my favorite findings. The full report is available here.
- 65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand. Yes, we all talk about social monitoring but I'd argue maybe not even enough as yet. You need to understand your consumers beyond the perspectives that they share publicly but as they interact with you digitally.
- 73% of consumers have posted a product or brand review on a website like Amazon, Yelp, Facebook or Twitter. Talk about social influence marketing being real! The reality is that no website can exist now without enabling product reviews. Customers share their opinions and learn from each other.
- 44% of those that follow twitter do so for exclusive deals. They're not looking for conversations from those brands. This is similar to the Fluent research and isn't surprising at all. It shows that brands have a lot of work to do.
- And finally, 64% of consumers report making a first purchase from a brand because of a digital experience. Wow that's a huge percentage. Are you paying enough attention to your digital experience?
I'll be speaking next Monday (11/16) at 9:00am at the Web 2.0 Conference in NY. I'm on a panel with Jennifer Zeszut (Scout Labs), Peter Kim (Dachis Group), James M Smith (Disney Online), Randy Ksar (Motorola) and Aaron Dignan (Undercurrent). Here's the panel description.Social media isn't just for community managers anymore. The rise of Web 2.0 content and community is changing marketing operations - making marketers more efficient, customer-centric and prepared to make strategic decisions like product and service enhancements, feature prioritization, pricing and customer segmentation. And, the best part? It's free and available in real-time so any size company with any size budget can leverage it.
Real-time marketing means understanding and responding to the movements of the market on both individual and strategic levels. This session will show you how to apply the instant, unprompted customer feedback from Web 2.0 to media buying, campaign optimization, creative development, customer community management, CRM, PR and promotions.
Hear from companies that are operationalizing their use of social media feedback as a source of strategic advantage, and walk away with 6 new ways to integrate real-time marketing practices into your organization.
