Consumers are personalizing their own Web content and are snacking on interactive videos and blogs as a way to interact with brands, according to research released today by Avenue A | Razorfish, one of the world’s largest interactive agencies. In its first Digital Design Outlook: Fast Forward – Design for Constant Change report, the agency shares findings from a consumer behavior study that suggests marketers should think beyond isolated Web sites and banner ads as a way to build a better online brand. The report, study findings and design blog can be found at http://www.digitaldesignblog.com/.
In July 2007, Avenue A | Razorfish surveyed nearly 500 consumers across many demographics, salary classes and geographies in the United States to determine how consumers adapt to a rapidly changing online world. The qualitative findings concluded that consumers are remarkably savvy. In fact, more than 70 percent of consumers read blogs on a regular basis and more than 85 percent of consumers have watched a movie preview online before going to the theater.
"Our clients always ask us how they can transcend their offline brand online and make it more appealing and relevant to consumers," said Garrick Schmitt, vice president for User Experience at Avenue A | Razorfish and editor of the report. "Our study helps us understand what people desire, what frustrates them, how they feel about social media, and ultimately what drives them to purchase online or not."
An underlying theme of the report is the importance of designing online experiences, rather than Web sites alone. To illustrate that point, the 100- page report provides recommendations from the study and explains how marketers can engage with consumers through a variety of emerging technologies such as RSS feeds, widgets, interactive video, mobile media, 3-D functionality and social shopping.
Through various chapters, the report asserts that consumers are increasingly living their lives online. Therefore, designers need new tools to adapt and marketers need a new digital scorecard to evaluate brand effectiveness. The report provides predictions as well as advice on what marketers can do now, including measuring audience engagement through RSS feeds and widget subscriptions and creating options for sharing and social browsing.
"It’s clear that new Web technologies have put consumers in control," Schmitt said. "We want this report to help marketers navigate through all this innovation so they are connecting with consumers to make a thoughtful impact, or else they risk becoming irrelevant."
About Avenue A | Razorfish
Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as Starwood Hotels, Kraft, Ford Motor Company and Carnival Cruise Lines use digital channels to acquire and service customers. Avenue A | Razorfish’s full suite of digital offerings includes online advertising, Web site design and development, e-mail and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include analytics, strategy, technology, media, creative design and user experience. Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom. Visit http://www.avenuea-razorfish.com/ for more information.