Razorfish：2015年全球数字营销报告.pdf

DIGITAL DOPAMINE 2015 GLOBAL DIGITAL MARKETING REPORT FROM RAZORFISH TABLE OF CONTENTS CHAPTER 1: A GENERATIONAL CHASM 4 Marketers are underestimating the digital divide between Millennials and Gen Xers in the United States. CHAPTER 2: THE DIGITAL EXPERIENCE ECONOMY 11 Brands need to focus more on being useful than on being interesting. CHAPTER 3: SEAMLESS COMMERCE 17 Omni-channel customers still encounter a number of friction points as they dip between online and offline platforms in search of cross-channel convenience. CHAPTER 4: DIGITAL CONDITIONING 25 While we usually focus on the rational benefits of technology, digital interactions also affect us on a biological and emotional level. CHAPTER 5: EMERGING MARKETS IN THE FAST LANE 31 Consumers in Brazil and China have higher expectations of tech-enabled experiences than other regions, making them important markets to watch. EXECUTIVE SUMMARY The Internet, that endless environment for creation and obsolescence, is a strange place. Ideas that were once dominant now face irrelevance, as new digital developments displace them. This transformation occurs rapidly, and marketers are constantly struggling to keep up. Therefore, in preparation for tomorrow, Razorfish took a deep dive into the qualitative and quantitative data of four international markets (the United States, the United Kingdom, China, Brazil) to examine the ways in which digital technology is shifting traditional brand-consumer relationships. From uncovering global co