I stumbled across this awesome presentation earlier today, produced by well know digital agency Razorfish.
The Digital Brand Experience report, which you can view below, highlights some extremely useful statistics which any marketer worth their salt should be considering during their upcoming digital campaigns. The report also reveals a couple of the international brands who have successfully promoted their brands using digital channels. The report is written entirely from the perspective that for a brand to be successful in the modern age, it must be experiential in nature.
One of the highlights of the report for me, is the statistics surrounding Facebook users welcoming brand advertising within this popular social networking platform, provided their is some sort of experiential incentive to do so. Personally, I was beginning to think that plastering your brand into a Facebook group was a waste of time, but the statistics in this report show that Facebook can be used to benefit your brand, provided you put some thought into your strategy and objectives.
Another key point I gleaned from this report, was that 97% of internet users have searched for a brand online. So it’s a no-brainer that every brand should have an online presence!
One final important point that I noted from the presentation, is that digital channels should be used as contributors in creating your ‘experiential brand’, and should be tied in with offline campaigns such as events (like Red Bull’s extreme sporting events), or with tangible response-based incentives, such as a Facebook poll to choose the next flavour of Baskin Robbins ice cream. I guess the point I am trying to make here, is that digital channels will never be the be-all-and-end-all of your marketing campaigns, there still must be some ‘real world’ tangibility to any online campaign you undertake.
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