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The Changing Consumer Experience

Guy Kawasaki Co-Founder, Alltop Recent Posts

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October 28, 2008

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Business Forecasting 2012

Our special feature on forecasting sheds light on how to choose the right model, offers advice from Jack Stack and more.

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As a small business owner, you need to understand how technology is changing the customer experience. The folks at Razorfish wrote a report called "FEED: The Razorfish Consumer Experience Report" to help people understand these change and to explore the coming trends.

According to Razorfish, "...today's consumer is more technically adept, open for experimentation and, most importantly, active than ever before." Its recommendations include:

"Act more like publishers, entertainment companies, or even party planners, than advertisers."

"Create content that engages and 'reaches' consumers across channels, provide valuable services over mere advertising, and master an increasingly complicated and expansive content distribution model."

"Rethink the way they create relationships (or conversations) with consumers before it's too late."

The report also examines the impact of widgets, RSS feeds, "advertising as a service," Twitter, online video, iPhones, and new design standards. In short, this is something you should read to stay on top of Web technology and digital content.