Garrick SchmittGroup Vice President, Experience Planning
FEED: The RazorfshConsumer Experience Report
with a relativelysimple mission: to gain a better understanding ohow technology aects today’s digital consumerexperience and explore the emerging trends thatwill shape those experiences or years to come.Though our mission may have beenstraightorward, our fndings were anything but.The rise o search as a primary mode onavigation, the widespread adoption o Web 2.0eatures and technologies and the noticeableuptick in mainstream social media usage haveundamentally altered the consumer landscape—racturing it in ways that we couldn’t haveimagined just a ew years ago. As our design teamexplains in our Razorfsh Digital ConsumerBehavior Study, today’s consumer is moretechnically adept, open or experimentationand—most importantly—active than ever beore.For brands to remain relevant in this environment,they will need to adapt to both emergingtechnologies and shiting consumer behaviorwithout delay. Those who will succeed need to actmore like publishers, entertainment companies oreven party planners, than advertisers, such asNike who recently scored a major coup by hostinga global “Human Race.”Brands will need to create content that engagesand “reaches” consumers across channels,provide valuable services over mere advertisingand master an increasingly complicated andexpansive content distribution model. And, ocourse, they will need to rethink the way theycreate relationships (or conversations) withconsumers beore it’s too late.Based on our fndings, the second hal o
FEED:The Razorfsh Consumer Experience Report
isexplicitly concerned with examining the trends,companies and services that are shaping theconsumer landscape o the uture. For example,in “Mad Widgetry,” I discuss the impact owidgets and RSS eeds on the advertising andmedia landscape. In “Advertising As a Service,”Brandon Geary examines how smart marketerslike Nike and Visa are taking a dramaticallydierent approach to reaching consumers.In addition, there are a host o other thoughtprovoking pieces, including “Let’s Talk About It”and “Twitterifc,” by Marisa Gallagher and ShivSingh respectively, that weigh the impact o socialmedia participation and “micro-interactions” onthe marketplace. And, in a bit o delightulprovocation, Tim Richards challenges usabilityguru Jakob Nielsen’s canon in “Putting JakobBack on the Shel,” arguing a whole new set odesign standards or digital experiences. As always, we invite you to read, consider anddiscuss on our Razorfsh Digital Design Blog(http://www.digitaldesignblog.com). In addition toa lively conversation, you will also fnd a variety odownloads related to the report, including the ullquestions and responses to the Digital ConsumerBehavior Study, plus charts and graphs.See you there.
Feeds. Widgets. Social media. Search. You read about themall the time and use them in your work. And according to thisyear’s
report, consumers are adopting thesenew technologies aster than the industry pundits would leadyou to believe. Are you ready?
The Razorsh Consumer Experience Report / 2008
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