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Razorfish has released their 2009 Digital Brand Experience Report and it’s chock full of branding insights for the digital age. The 64-page report is based on comprehensive research and is well worth the read for anyone involved in marketing. Here are some interesting quotes from the report:

• “Our findings lead us to believe that marketers need to dramatically rethink their future strategies, shifting the majority of their efforts toward actively engaging consumers—whether online or offline—and not simply settling for awareness or impressions.”

• “Yes, you can build a brand online. You have no choice.”

• “Digital is an experiential medium. For brands to digitally engage consumers today, they must not only stand for something but also do something. Branded experiences (or actions) are the new advertising.”

• “Bottom line: Digital brand experiences create customers. There is no online equivalent of the Super Bowl for marketers — and with good reason. Digital is not simply an “awareness” play; it’s a customer-creation play. According to our study, the overwhelming majority of consumers who actively engage with a brand (e.g., follow a brand on Twitter or enter a contest) can evolve from passive reactors to advocates almost instantaneously. On average, 97% report increased brand awareness; 98% show increased consideration; 97% will likely purchase a product from the brand; and 96% may recommend the brand to their friends.”

• “According to Forrester, if you are 45 years old or younger, you spend significantly more time using the Internet than watching television. We believe that this trend signifies the rise of “digital primacy,” where consumers are turning first and foremost to digital to help them navigate, connect, and make sense of the world — and we are only beginning to understand the impact of this shift in consumer behavior.”

• “Given…statistics, plus the rapid rise of new technologies like location-based services and augmented reality browsers, it makes more financial sense for brands to invest in the development of mobile applications— especially useful ones — than in display advertising if they want to take advantage of this emerging consumer trend.”

• “According to our study, 97%—a near-unanimous majority—report that a digital brand experience has influenced whether or not they then went on to purchase a product or service from a brand. Digital experiences
not only build a brand, they can also make or break it.”