Numbers and research to bolster your position during your next client talk about ROI and that wacky, never-done-before digital idea your creative team desperately wants to do.
Click on this, “Digital Brand Experience Study” to see the full data which Razorfish has made available to all.
Users who engage with brands in digital experiences of almost any kind are more likely than not to turn into actual customers of those brands, according to new research from digital agency Razorfish.
And what’s most persuasive in getting them to turn from friend to buyer? Special deals.Fully 64% of 1,000 “connected consumers” surveyed in August 2009 by the agency for its Digital Brand Experience Study said that they made their first purchase from a brand because of a digital experience, either with a Web site, a microsite, and mobile coupon or an e-mail communication.
For the study’s purposes, “connected consumers” were defined as those with certain characteristics:
– Broadband access
– Spent $150 online in the previous six months on travel, tickets, shopping, entertainment, etc.
– Visited a community site from Facebook or MySpace to YouTube or Yelp
– Consumed or created some form of digital media, including photos, videos, music or newsThe Razorfish research finds high proportions of this group are very social online. For example, nearly 40% say they have friended a brand on a social network and 26% say they have followed one on Twitter.
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