Razor Fish Digital Brand Experience Report

Digital Primacy is a concept whereby consumers are turning first to digital media to help navigate, connect and make sense of their world. This is making them a more "connected consumer" of which 34% of total media spend is online. Consumers want phones that rival PCs, and therefore it's important for brands to invest in new technologies; location based services and AR browsers.

Digital communications enable a two way conversation with consumers. We can't talk back to a billboard or TV ad. Online we can comment on a brand, share content, watch YouTube and read corporate blogs.

Consumers are becoming fans on social media because it's all about deals and coupons, customer service (solving problems in real time and building loyalty through special offers) and interesting/entertaining content (brands to become content providers).