As I understand them, the goals of advertising are to create excitement around a product, connect the product to customers, and hopefully create new customers. If I’m right, I have a great job. The digital brand experience does create new customers, according to November’s FEED: The Razorfish Digital Brand Experience Report. Fully 64% of consumers surveyed made their first purchase from a brand because of a digital experience - either with a website, microsite, mobile coupon or email. The agency and publisher surveyed 1,000 "connected consumers" about how Internet technologies and services affect the way they engage with brands and make purchasing decisions. This group, which is defined as having access to broadband and spending a specified amount of time and money online, used to be the digitally-savvy minority, but in the past year it has become the new mainstream. Today, roughly 200 million U.S. consumers fall into this category.
Some key findings include an obsession with discounts, which can call into question the overall value of the customers you’re attracting. But targeting technology allows you to see that value by some the analytics metrics that show much more than click-thrus. Consumers are largely engaging with brands to receive exclusive promotions or discounts. Of those who follow a brand on Twitter, 44% say that access to good deals is the main reason. The survey also found that digital can make or break a brand. 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased that brand. These numbers are hard to argue with.
Some key findings include an obsession with discounts, which can call into question the overall value of the customers you’re attracting. But targeting technology allows you to see that value by some the analytics metrics that show much more than click-thrus. Consumers are largely engaging with brands to receive exclusive promotions or discounts. Of those who follow a brand on Twitter, 44% say that access to good deals is the main reason. The survey also found that digital can make or break a brand. 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased that brand. These numbers are hard to argue with.
