From awareness to consideration, purchase and recommendation
The power of online brand interaction is not to be denied: A solid majority of connected consumers have had their opinion of a brand swayed, either positively or negatively, by an online experience. And more than 97% said that experience influenced whether they purchased a product or service from that brand.
Razorfish’s “2009 FEED” survey polled US broadband users who had visited a community site, consumed or created digital media, and spent at least $150 online in the past six months.
These connected consumers were also connected to brands. About one-quarter had produced content to participate in a contest held by a brand, and close to the same amount had followed a brand on Twitter. Two-fifths had friended a brand on Facebook or MySpace.
The main reason to follow or friend a brand was to get exclusive deals or offers, followed by general fandom—because the user was a current customer, or because of interesting or entertaining content.
An impressive 64% of connected consumers told Razorfish they had made their first purchase from a brand because of a digital experience—be it a Website, microsite, mobile coupon or e-mail. And friending, following and content creation spurred upticks across the marketing funnel—from raising awareness to consideration, purchase and recommendations to friends.
“Digital experiences not only build a brand, they can also make or break it. For those brand marketers still neglecting (or underestimating) digital, it’s as if they’ve shown up to a cocktail party in sweatpants,” according to the report. “Invariably, consumers will choose to converse with a savvier—and hopefully more stylish—partner.”
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Check out today’s other article, “Newspapers Hold Out Hope for Paid Models.”