Razorfish recently released Feed, our digital brand experience report for 2009. You can find it here:
There’s lots of important new data in the document, but the most important paragraph is this one:
“…digital brand experiences are not just “awareness” or “conversion” plays, but customer-creation plays. According to our research, the overwhelming majority of consumers who actively engage with a brand digitally — whether by entering a contest, “friending” a brand on Facebook, or even watching an advert on YouTube — show dramatic uptics across the entire marketing funnel. Simply put digital brand experiences create customers.”
This doesn’t mean that traditional push advertising is dead. It’s just insufficient. People expect more, and when you give it to them in the form of an engaging digital experience, they become customers.
The data is all in the report.