Feed: The 2009 Razorfish Digital Brand Experience Report
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FEED: The 2009 Razorfish Digital Brand Experience Report
Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected] Twitter: @gschmitt
Experience Matters.
2
HELLO
3
How Do Consumers Engage With Brands In An Increasingly Digital World?
THE DETAILS
5
Meet The “Connected Consumer” WHAT IS YOUR AGE?
In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:
• Broadband access • Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.) WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD INCOME?
• Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.) • Consumed or created some form of digital media such as photos, videos, music or news
*
This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project. 6
READ THIS
Yes, You Can Build A Brand Online. You Have No Choice 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?
Marketers have never thought of digital as a wonderful place to build a brand, but they should:
• 65% of consumers have had a digital experience change their opinion about a brand
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?
• 97% of them report that experience influencing whether or not they purchased a product or service from that brand
8
Actions Speak Louder Than Advertising PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so:
• 97% have searched for a brand online • 77% have watched a commercial on YouTube • 69% have read a corporate blog • 65% have played a branded, browser-based game. • 73% have posted a product or brand review on a site like Amazon, Facebook or Twitter
9
Brand Culture Or Fan Culture? HAVE YOU EVER “ FRIENDED ” A BRAND ON FACEBOOK OR MYSPACE?
Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true:
• 76% of consumers welcomed brand advertising on social networks (FEED, 2008) HAVE YOU EVER FOLLOWED A BRAND ON TWITTER?
• 40% of consumers “friended” a brand on Facebook and/or MySpace • 26% of consumers have “followed” a brand on Twitter
10
The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter 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.
WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER?
44% of consumers who follow a brand on Twitter do so for deals 37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals
11
Bottom Line: Digital Brand Experiences Create Customers 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 :
WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE FOLLOWING :
97% report increased brand awareness 98% show increased consideration 97% will more likely purchase a product 96% may recommend the brand to their friends
12
DIGITAL PRIMACY
13
Consumers Turning First, Foremost To Digital PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
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:
• 57% of consumers actively customize their homepages • 84% share links or bookmarks • 55% subscribe to RSS feeds • 33% get their news from Facebook • 20% get their news from Twitter *Forrester 2009 North American Technographics Survey
14
Mobile Internet Service Use Skyrocketing Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively.
WHAT TYPE OF SMARTPHONE DO YOU HAVE?
57% access the Internet from their phone 50% have downloaded an app for their phone 30% have interacted with an ad banner on their phone
15
Connected Consumers Are The New Mainstream THE TECHNOLOGY ADOPTION CURVE
16
BRAND CULTURE
17
Are Consumers Really In Control? PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
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.
• 40% have “friended” a brand on Facebook and/or MySpace • 26% have “followed” a brand on Twitter • 77% have watch an advert on YouTube • 69% have read a corporate blog post • 73% have posted a review of a brand on a site like Amazon or Yelp • 52% have blogged about brand’s product or service 18
Facebook And Twitter Creating Fan Culture For Brands WHEN YOU “ FRIEND ” A BRAND ON FACEBOOK OR MYSPACE , DOES IT GENERALLY DO THE FOLLOWING?
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.
• 33% friend a brand on Facebook/ MySpace because they are a customer WHEN YOU FOLLOW A BRAND ON TWITTER , DOES IT GENERALLY DO THE FOLLOWING?
• 24% follow a brand on Twitter because they are a current customer • 23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship 19
Fans And The Future Of The Marketing Funnel HAVE YOU EVER PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES?
Brand 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 contest WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE FOLLOWING?
• 24% have produced content to participate in a contest • 26% have attended a brand sponsored event, such as Nike’s Human Race • 24% have downloaded a branded application for their mobile phone
20
Experiences Not Only Build Brands, They Make Or Break Them 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:
• 97% report increased brand awareness • 98% show increased consideration • 97% will more likely purchase a product • 96% may recommend the brand to their friends 21
THE BOTTOM LINE
22
Getting To The Bottom Of Brand Engagement 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.
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.
23
Digital Experience Create Customers 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
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?
HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE ( E . G ., A WEB SITE , MICROSITE , MOBILE COUPON , EMAIL ) ?
The answer was a resounding “yes”. Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated:
• 65% of consumers have had a digital experience change their opinion about a brand. • 97% of those report that experience influencing whether or not they purchased a product or service from that brand. • 64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.) 24
Five Brands That Are Excelling In An ExperienceDriven World…
se Retailer Surprises And Delights Audiences W 26
ed Experiential Marketing With Subversive Eve 27
d An American Icon For The Pop Sugar Set An 28
“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” – Trevor Edwards, Nike
Chalkbot. Nike Is Setting A New Standard For 29
and Built By Breakthrough Experiences – And 30
complishing The Impossible By Putting Experie 31
31
Thank You
Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected] Twitter: @gschmitt
Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected] Twitter: @gschmitt
Experience Matters.
2
HELLO
3
How Do Consumers Engage With Brands In An Increasingly Digital World?
THE DETAILS
5
Meet The “Connected Consumer” WHAT IS YOUR AGE?
In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:
• Broadband access • Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.) WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD INCOME?
• Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.) • Consumed or created some form of digital media such as photos, videos, music or news
*
This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project. 6
READ THIS
Yes, You Can Build A Brand Online. You Have No Choice 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?
Marketers have never thought of digital as a wonderful place to build a brand, but they should:
• 65% of consumers have had a digital experience change their opinion about a brand
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?
• 97% of them report that experience influencing whether or not they purchased a product or service from that brand
8
Actions Speak Louder Than Advertising PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so:
• 97% have searched for a brand online • 77% have watched a commercial on YouTube • 69% have read a corporate blog • 65% have played a branded, browser-based game. • 73% have posted a product or brand review on a site like Amazon, Facebook or Twitter
9
Brand Culture Or Fan Culture? HAVE YOU EVER “ FRIENDED ” A BRAND ON FACEBOOK OR MYSPACE?
Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true:
• 76% of consumers welcomed brand advertising on social networks (FEED, 2008) HAVE YOU EVER FOLLOWED A BRAND ON TWITTER?
• 40% of consumers “friended” a brand on Facebook and/or MySpace • 26% of consumers have “followed” a brand on Twitter
10
The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter 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.
WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER?
44% of consumers who follow a brand on Twitter do so for deals 37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals
11
Bottom Line: Digital Brand Experiences Create Customers 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 :
WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE FOLLOWING :
97% report increased brand awareness 98% show increased consideration 97% will more likely purchase a product 96% may recommend the brand to their friends
12
DIGITAL PRIMACY
13
Consumers Turning First, Foremost To Digital PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
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:
• 57% of consumers actively customize their homepages • 84% share links or bookmarks • 55% subscribe to RSS feeds • 33% get their news from Facebook • 20% get their news from Twitter *Forrester 2009 North American Technographics Survey
14
Mobile Internet Service Use Skyrocketing Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively.
WHAT TYPE OF SMARTPHONE DO YOU HAVE?
57% access the Internet from their phone 50% have downloaded an app for their phone 30% have interacted with an ad banner on their phone
15
Connected Consumers Are The New Mainstream THE TECHNOLOGY ADOPTION CURVE
16
BRAND CULTURE
17
Are Consumers Really In Control? PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING :
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.
• 40% have “friended” a brand on Facebook and/or MySpace • 26% have “followed” a brand on Twitter • 77% have watch an advert on YouTube • 69% have read a corporate blog post • 73% have posted a review of a brand on a site like Amazon or Yelp • 52% have blogged about brand’s product or service 18
Facebook And Twitter Creating Fan Culture For Brands WHEN YOU “ FRIEND ” A BRAND ON FACEBOOK OR MYSPACE , DOES IT GENERALLY DO THE FOLLOWING?
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.
• 33% friend a brand on Facebook/ MySpace because they are a customer WHEN YOU FOLLOW A BRAND ON TWITTER , DOES IT GENERALLY DO THE FOLLOWING?
• 24% follow a brand on Twitter because they are a current customer • 23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship 19
Fans And The Future Of The Marketing Funnel HAVE YOU EVER PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES?
Brand 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 contest WHEN YOU HAVE PARTICIPATED IN A BRAND - SPONSORED CONTEST OR SWEEPSTAKES , DOES IT GENERALLY DO THE FOLLOWING?
• 24% have produced content to participate in a contest • 26% have attended a brand sponsored event, such as Nike’s Human Race • 24% have downloaded a branded application for their mobile phone
20
Experiences Not Only Build Brands, They Make Or Break Them 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:
• 97% report increased brand awareness • 98% show increased consideration • 97% will more likely purchase a product • 96% may recommend the brand to their friends 21
THE BOTTOM LINE
22
Getting To The Bottom Of Brand Engagement 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.
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.
23
Digital Experience Create Customers 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
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?
HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE ( E . G ., A WEB SITE , MICROSITE , MOBILE COUPON , EMAIL ) ?
The answer was a resounding “yes”. Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated:
• 65% of consumers have had a digital experience change their opinion about a brand. • 97% of those report that experience influencing whether or not they purchased a product or service from that brand. • 64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.) 24
Five Brands That Are Excelling In An ExperienceDriven World…
se Retailer Surprises And Delights Audiences W 26
ed Experiential Marketing With Subversive Eve 27
d An American Icon For The Pop Sugar Set An 28
“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” – Trevor Edwards, Nike
Chalkbot. Nike Is Setting A New Standard For 29
and Built By Breakthrough Experiences – And 30
complishing The Impossible By Putting Experie 31
31
Thank You
Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected] Twitter: @gschmitt
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