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Razorfish recently released their invaluable FEED report, you can download it here.

Below are some quotes I’ll keep in mind for 2010 – for those who don’t have time to read it:
- Digital brand experiences create customers and in today’s increasingly digital world, the experience is the message.
- 65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand.
- Brands that use digital to drive awareness also drive sales: 64% of consumers report making a first purchase from a brand because of a digital experience.
- 40% of consumers reported having “friended” a brand on Facebook and/or MySpace and 26% have followed a brand on Twitter

- But 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.
33% of consumers who “friend” a brand on Facebook or MySpace report doing so because they are a current customer, as do 24% on Twitter.

- Forrester’s 2009 North American Technographics Benchmark Survey, consumers spend 34% of their total media time online and 35% watching television

- Advertising isn’t failing— it’s adapting. Beyond just social media, consumers are deeply
engaged with brands across the entire digital channel—and it’s by choice.
- Clearly these interactions are more than casual encounters with a brand—they’re uniquely digital.
- Digital enabling the behavior of a deeply engaged consumer whose actions more closely resemble those of a “fan.”
- Consumer preference isn’t formed in reaction to a message, but through a series of experiences over time.

As Jeff Bezos, Amazon’s CEO, has been known to say: “Your brand is formed primarily, not by what your company says about itself, but what the company does.”

Post by Isabelle Quevilly, Nov 25th

Tags: digital branding, feed, razorfish