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Read more commentsHow we engage with brands online
By Mark Walker
FEED is Razorfish’s annual study charting how technology is changing the way consumers engage with brands.
The advertising industry has had some legendary ad wars over the past decades: Coke versus Pepsi and Apple versus Microsoft, 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.
FEED comes up with some interesting and eye-opening results which anyone building a web site should read about. Just a few taster snippets of this information are.....
"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."
"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 Twitter."
"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."
The report reinforces the message we have been giving out to clients for some time, that Social Networking works, but only if you are prepared to work at it and to use offers or rewards to build relationships with potential customers.
Talk to us today about how you can use the likes of Facebook and Twitter to help build your business.
Read the full report online here.
