Marketers in the B-to-B world and especially in the industrial or construction sectors are reluctant to try new things. One of the reasons is that in some cases their companies have been doing the same type of marketing for years, if not for decades.
Obviously over the last year or so they have been forced to think “outside the box.” Recent research from Forrester states that consumers (yes, professional tradesmen are consumers too) now nearly spend as much time online as they do watching TV.
Razorfish “Digital Brand Experience Survey” shows that even though consumers are more empowered than ever before, they still desire a relationship with a brand, and a brand has a major say in that relationship. It’s just that brands need to shift their thinking from one-way advertising to two-way consumer experiences if they want to take advantage of the attributes of the digital world.
I’m grateful to my good friend and mentor Michael Gass who passed on this Razorfish research and some key takeaways:
- Consumers are not shutting out brands – they’re interacting with them. 77% of consumers surveyed have watched a commercial or video advertisement on YouTube with some frequency; 69% have provided feedback to a brand, either through a web site or a third-party service like GetSatisfaction.com; 65% have played a branded browser-based game. Moreover, 70% have participated in a brand-sponsored contest or sweepstakes.
- Digital experiences create customers. The overwhelming majority of consumers who actively engage with a brand in digital fashion are much more inclined to purchase products and recommend the brand to others.
- Digital can make or break a brand. 65% of consumers say that a digital experience, either positive or negative, changed their opinion of a brand. Of those, 97% said that their experience influenced whether they eventually purchased from the brand.
- This is the year of the brand fan. According to this study, 40% of consumers have friended a Facebook brand page, and 26 % have followed a brand on Twitter.
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