According to the 2009 Razorfish study, 65% of consumers report that a digital brand experience has changed their opinion—either positively or negatively—about a brand. Even more significant is the fact that 97% report that a digital brand experience has influenced their decision to buy, or not to buy.
Consumers can move from awareness to purchase to recommendation—in a very short time. Engagement creates customers not just through social media but across the entire digital channel. Instead of focusing on clicks and impressions, conversations and brand engagement should be the focus of your digital media strategies.
Even if you're in an industry that's still in its infancy when it comes to using digital media, consumers are apt to judge their experience based on their experiences with other industries. Which leads me to my question of the day: What kind of on-line experiences are your customers having with your brand?
Source: The Razorfish Digital Brand Experience Report 2009, page 38