Razorfish, "marketing agency, design and entrepreneurial experience to the digital world", has just published the paper FEED: The Razorfish Consumer Experience Report, available in pdf, a complete report of over eighty page report intended to facilitate better understanding of how today's digital technology affects the experiences and behavior of consumers, and with the mission to explore new trends that will shape those experiences in the future.
In this version of FEED, which discloses the results of a survey in which 2008 to more than one "connected users" (people with broadband access who spent at least $ 200 a year online, visit or belong to a community-YouTube, Facebook, MySpace, Wikipedia, and consuming digital media), the report highlights the very rapid Razorship incorporation being made of new technologies, increased use of search engines as the primary mode of navigation (91% of respondents use Google, Yahoo, MSN, AOL and Ask.com homepage), the widespread adoption of Web 2.0 and the significant increase in the use of media and social networks. It also emphasizes that the user is now more technically skillful, is more open to experimentation and-most importantly-is more active than ever.
Thus, referring to the challenge posed to the above marks, which must adapt promptly to changes in customer behavior. Companies wishing to succeed must generate content that engage the audience, and reach it through their own channels of communication in addition to providing services that add value (according to an expansive and increasingly complicated delivery model information), beyond the simple advertising messages with the traditional marks are used to reach your audience. They must rethink the way we build relationships with consumers before it's too late.
In that vein, the report aims to answer questions FEED as: Are widgets the TV of the future? Do the media and social networks influence the purchasing decisions of users? How does one "live" online today? How Web 2.0 has changed the behavior? What is the use that people are actually giving to Twitter?
About the latter, from Razorfish speaks of the implications of the users are "always ready", "everywhere" and "communicating at all times", and the emergence of a new form for this communication, the "micro-interactions "greater weight of opinion and degree of influence, both socially and commercially. For marketing professionals and entrepreneurs on the Internet means a huge opportunity, but also an ongoing challenge and demanding when it is finding the monetization model for a site or service, it is likely that users will already be changed or interest the way people consume and interact.
No comments:
Post a Comment