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FEED: The Razorfish Consumer Experience Report 2008

FEED: The Razorfish Consumer Experience Report 2008



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Published by Razorfish
The 2008 Razorfish Consumer Experience Report:
Gain better understanding of how technology affects today's digital consumer experience and explore the emerging trends shaping those experiences.
The 2008 Razorfish Consumer Experience Report:
Gain better understanding of how technology affects today's digital consumer experience and explore the emerging trends shaping those experiences.

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Published by: Razorfish on Oct 29, 2008
Copyright:Attribution Non-commercial


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 The Razorfish
Consumer Experience Report2008
Garrick SchmittGroup Vice President, Experience Planning
Razorfsh created
 FEED: The RazorfshConsumer Experience Report
with a relativelysimple mission: to gain a better understanding ohow technology aects today’s digital consumerexperience and explore the emerging trends thatwill shape those experiences or years to come.Though our mission may have beenstraightorward, our fndings were anything but.The rise o search as a primary mode onavigation, the widespread adoption o Web 2.0eatures and technologies and the noticeableuptick in mainstream social media usage haveundamentally 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 beore.For brands to remain relevant in this environment,they will need to adapt to both emergingtechnologies and shiting 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, ocourse, they will need to rethink the way theycreate relationships (or conversations) withconsumers beore 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 owidgets 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 dramaticallydierent 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 delightulprovocation, Tim Richards challenges usabilityguru Jakob Nielsen’s canon in “Putting JakobBack on the Shel,” arguing a whole new set odesign 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 odownloads 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
Razorsh FEED
report, consumers are adopting thesenew technologies aster than the industry pundits would leadyou to believe. Are you ready?
The Razorsh Consumer Experience Report / 2008
© Razorfsh
LLC. All rights reserved.
“The concept o social networking is evolvingand morphing. It’s now about making theentire Web social instead o just creating aghetto o destination sites where people have togo to socialize.”
Let’s Talk About It, page 24
The Razorsh Consumer Experience Report / 2008

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