Do people want a “conversation” with brands or do they want deals? The answer to that question was one of the most talked-about parts of our FEED report. This week eMarketer and Marketing Sherpa are out with a new study that indicates learning about specials and sales was the top motivation of those who friended or followed a brand online.
Due to all of the interest in the presentation version of this year’s FEED (thanks!), we’ve posted a PDF version of the presentation freely available for download here:
You can also find the data for the entire study, including reusable .JPGs of all of the charts here:
By request, here’s the presentation that I’ve been giving outlining the highlights of this year’s FEED report. It’s the same one that I used in last week’s webinar and the one I plan to use this week as well. Enjoy:
Welcome to the digital presence and blog for FEED: The 2009 Razorfish Digital Brand Experience Report.
As you may or may not know, FEED is Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services. This year we changed tack and focused our efforts on understanding how digital is changing the way that consumers interact with brands.
What did we find out? Experience matters. A lot. So much so that experiences are becoming the new advertising or marketing. And these experiences are having an inordinate amount of impact on how consumers perceive a brand and ultimately purchase products. Moreover, we also found that consumers are actively engaged with brands across the entire digital spectrum. Consumers may be in control but so are brands which are so deeply embedded in the culture that consumers can’t imagine not making them a part of their world — on Facebook, Twitter or even their own blogs.
Here, at feed.razorfish.com, you will find our report in glorious HTML, plus a new FEED blog that I will be writing on a much more frequent basis (great comfort to those of you who followed my musings on the now retired Digital Design Blog, I’m sure). The sections of the blog correspond to this year’s report and include a PDF for download, a pack of charts for download and a link to Blurb in case you would like a professionally printed version of the study.
In the spirit of Stewart Brand, who famously proclaimed that “information wants to be free,” we are including the full data set, including charts, from our study for your review and use. Of course we should also add that Brand also said—less famously—that “information wants to be expensive.” Given that, please use freely but attribute appropriately. We hope you find it useful and look forward to carrying on the conversation both here and on Twitter with the hashtags #FEED09.
Looking forward to it!