Digital can make or break a brand?
By at November 9, 2009 | 9:04 pm | Print
According to Razorfish ,its report says 64% of consumers surveyed made their first purchase from a brand because of a digital experience – either with a website, microsite, mobile coupon or email.
Razorfish surveyed 1,000 “connected consumers” about how Internet technologies and services affect the way they engage with brands and make purchasing decisions. This group, which is defined as having access to broadband and spending a specified amount of time and money online, used to be the digitally-savvy minority, but in the past year has become the new mainstream. Today, roughly 200 million U.S. consumers fall into this category.
Some Unique Findings:
The digital language of love – deals, deals, deals. Consumers are largely engaging with brands to receive exclusive promotions or discounts. Of those who follow a brand on Twitter, 44% say that access to good deals is the main reason.
Digital can make or break a brand. 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased that brand.
Actions speak louder than advertising. People who actively engage with a brand digitally–from participating in a contest to downloading a mobile application–are substantially more inclined to purchase and recommend that brand to others.