Cosmedia Consulting - Online Marketing Company

Technology has and continues to change the way consumers engage with brands.

One of our favourite presentations on this subject is by Razorfish. The Digital Brand Experience Report, Razorfish’s annual study into consumer behavior online, examines how todays consumers are actively engaging with brands digitally – be it via a website, mobile application, microsite, Facebook Page, or email.

Some interesting statistics from the 1,000 Internet users surveyed include:

• 65% said they their first purchase from a brand was the result of one of the brand’s digital tactics
• 97% are influenced by a brand’s online experience
• 98% have searched for a specific brand on the Internet
• Approximately 70% have never clicked on a mobile banner ad
• 20% usually read company blogs. Only 30% would never read them.
• 75% don’t follow brands on Twitter, meanwhile 40% have friended a brand on Facebook

What is clear from this and many similar studies is that a digital campaign and strategic online strategy does indeed have a positive effect on real business outcomes, and can be utilised for an array of brand activities and campaigns, with social media playing a fundamental role in the consumer engagement process.