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 by Avenue A | Razorfish. 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.
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.
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.
Originally posted on October 2, 2007 @ 10:45 am
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