Avenue A | Razorfish gives insight for creating online experience of Flufacts.com

Avenue A | Razorfish gives insight for creating online experience of Flufacts.com

Marketers should focus on building better online brands by thinking beyond isolated Web sites and banner ads, according to a new study from Avenue A | Razorfish. Through a survey of 500 U.S. consumers across demographics, the agency found that marketers should design entire online experiences rather than Web sites alone. "When we worked with Roche on Flufacts.com, we took the entire consumer 'knowledge-cycle' into account instead of focusing on a specific task that consumers had," Brian Crooks, executive creative director with the Philadelphia office of Avenue A | Razorfish, tells ePharm5.

"This helped us not only see the need for Flufacts.com to exist as a resource that helps educate consumers about the flu, but to map out an entire experience that starts before they visit that site and lasts long after. This journey includes multiple Web sites, searches, and alerts."

The study findings are available in Digital Design Outlook: Fast Forward–Design for Constant Change, a 100-page report featuring recommendations for engaging with consumers through emerging technologies.