Anecdotal evidence didn’t work in your middle school science fair, so it shouldn’t be expected to hold up in the high stakes world of marketing. We must be able to provide measurable results in order to justify shifts in budget and overall priorities.

You could hire an expensive consulting company to conduct extensive market research, or you could start with the “FEED” Digital Brand Experience Study.

Razorfish, an industry leader in market and technology research and implementation, “surveyed 1,000 U.S. consumers (50.5% female, 49.5% male) in four major age groups to understand how their adoption of Internet technology and services impacted the way that they engaged with brands.”

The overriding message in the (very stylishly presented) report and the data, both provided online at no charge or in book form from Blurb:

“Simply put, ‘connected consumers’ are the new mainstream.”

Brand engagement in the digital space–and the accompanying shift in marketing dollars–is more than just a game of “Everyone else is doing it, so we should too.” In fact, it would be more apt to say “All of our customers and potential customers expect it, so we need to do it to survive.”

According to study results:

“65% of consumers report that a digital brand experience has changed their opinion (either positively or negatively) about a brand or the products and services a brand offers.”

The report outlines these new habits of the highly connected consumer base in a section called “digital primacy.” According to Forrester’s 2009 North American Technographics Benchmark Survey cited in the report, “consumers spend 34% of their total media time online and 35% watching television.” These numbers shift dramatically toward the online realm for those 45 years old and under.

Consumers are becoming increasingly fluent in the use and adaptation of digital technology, augmenting the opportunities for increasing brand awareness and engagement. Of those surveyed, 84% “rely on the web to get current news or information,” among other significant statistics.

What this means is that companies ignore or underutilize the digital space at their own peril. The audience and its expectations are shifting to the online world, and reasoned, measured efforts must be made in order to keep up.

This Had Better Be Good

Building brand affinity online goes beyond creating a Facebook “fan page” or tweeting about new products. Customers want special offers and deals.

Of those surveyed who follow a brand on Twitter, “44% say access to exclusive deals” is their primary motivator for doing so. Similar results (37%) are found among those who “friended” a brand on Facebook or MySpace.

These numbers suggest not only that companies should be offering incentives for new and loyal customers, but point toward the overarching expectation for customer service in the digital space.

It is the totality of user experience that builds the brand. Among the 70% of surveyed consumers who have participated in a brand-sponsored contest or sweepstakes:

• “96% are more aware of the brand
• “96% are more likely to consider that brand when in the market for a product or service
• “96% are more likely to purchase a product or service from that brand; and
• “92% are more likely to recommend that brand to others.”

An unsatisfactory experience with a completely voluntary exercise such as a giveaway or other interactive promotion does not yield this level of affinity. Beyond the stunningly high number who end up more likely to make a purchase, the 92% who would recommend the brand to others should be enough to get anyone’s attention.

Show Me Some Numbers

In the days of static websites, possibly with ecommerce capabilities, measurement of consumer purchasing decisions was an fairly straightforward matter of spending a modicum of quality time with site analytics.

The digital world has changed with social media, allowing for a longer tail of engagement with brands and corporate entities. Digital experience is more than building a brand: it can now determine that brand’s success or failure for a large and ever-growing segment of the market.

While it’s one matter to sway consumer opinion based on digital brand experience, it’s quite another to drive sales. Nearly two-thirds of those surveyed reported that an online experience has affected (either positively or negatively) their opinion about a brand or product, it’s the numbers on the resulting call to action that show a direct correlation between those opinions and buying habits:

“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.”

For first-time purchasers, the results are equally staggering:

“64% of consumers have made a first purchase from a brand because of a digital experience such as a web site, microsite, mobile coupon, or email.”

What we see here is that online–more so than any other media–has a direct, measurable impact on the marketing funnel. We don’t need to rely solely on surveys and market research; we can correlate those survey findings with real, hard data collected via technology.

What It All Means

Billboards and TV commercials aren’t customized to an individual’s personal tastes and habits. The digital space, however, is built to be a two-way interaction, and marketing must adapt.

Each and every medium–display, broadcast, print, digital–is related and can affect consumer opinion and purchasing. Multi-channel marketing must be coordinated and branded appropriately, and deliver a high level of customer experience and engagement.

Consumers expect interaction, incentives, and consistency of service across digital platforms. Companies must respond to this immediate, explosive impact or suffer.

• Read the report
• Download the PDF
• Order the book

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• Marketers must adapt: Google’s Jonathan Lister (financialpost.com)
• Lessons for brands and media of the 21st Century (smlxtralarge.com)

or: How I Learned to Stop Worrying and Love the Internet

The only entity the public tends to regard with less trust than government is the corporation.

As the age of open and instantaneous communication and 24-hour information availability progresses, consumers become increasingly pragmatic/realistic/suspicious of the companies selling the goods we use.

Humans Helping Humans

Trying to avoid the fact that you’re selling something is stupid and pointless. It’s better to treat people as just that–people–and relate on a human level to help foster relationships.

Speaking to and with customers with a human tone is key here. People expect to have complaints answered with a form letter and perhaps a gift card, and have compliments go off into the aether without acknowledgement.

Surprise people with a real, human response; thank them for their compliments or for giving your products word-of-mouth endorsement, and respond with compassion and care to peeves.

Brand Voice and Conscience

Think for a moment about the Lord of the Rings trilogy: how difficult was it for Frodo and Sam to trust Gollem, when he was constantly talking to his own reflection, debating good actions versus evil ones, and constantly sending mixed message? Why couldn’t Gollem earn their trust and respect when he was leading them to their destination and protecting the ring?

No one can relate effectively when they have multiple personalities and no conscience. A clear, consistent message is essential to establishing trust.

It’s the political tactic of staying “on message,” even in the face of adversity. When you as a company are open and honest about your intentions, and communicate how you turn those intentions into actions, you help to establish a consistent voice and conscience.

Help People, Don’t Sell Them Stuff

You’ve just finished a meal and dessert at your favorite restaurant. You’re ready to pay the check when the waiter brings another, different meal to your table.

When you protest, the waiter says “But I already brought it out, and you really liked the first one so much. C’mon, just eat it and I’ll add it to your check.”

Social media shouldn’t be used to cram your widgets down people’s gullets. If you’re being discussed on Facebook and Twitter, respond by sharing insights. If folks are complaining, offer to correct the problem as best you can.

Further Reading

Here are some other Twitter-specific nuts-and-bolts techniques that can help bring you closer to your customers and them to you.

• Five Habits of Successful Executives on Twitter
• Best Practices for Corporate Twittering
• Finding the Right “Brand Voice” on Twitter