4.1 Digital Dominance Benchmark 2016 v2

#DIS2016NL

Titel presentatie en sprekerWelcome

The Digital DominanceBenchmark

Copyright © 2016 Dicitas Consulting. All Rights Reserved. 1

#DIS2016NL 2Copyright © 2016 Dicitas Consulting. All Rights Reserved.

The Digital Dominance Benchmark

The Digital Dominance Benchmark

• Research period July 2016

• Over 160 brands benchmarked

in Netherlands, Belgium,

Asia/Pacific and Australia

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The Digital Performance Gap became a serious

challenge for most brands

Digital services offered by brands

Digital Needs & Wants of consumers

∆

Inspiration Orientation Purchase UseExtend

relationshipRetainService

Dig

ita

l In

tera

cti

on

In

ten

sity

• Online and mobile

access• Recommendations

• Social Media

• Product comparison

• Aggregator comparison

• Real-time support through customer

chat

• Online

registration• Instant

activ ation

• Multi-channel, real-

time alerts• Single v iew of all

products and benefits• Secure message

centre

• Customer

help/support through social

media• Account lev el

chat support

• Personalised offers

v ia preferred channel

• Single v iew of offers

• Proactiv e retention offers

• Loyalty offers• Benefits reinforcement

• Continued access to serv icing ev en with closed account

• Social media communications

Inspiration


How to Achieve Digital Dominance?

A strong web presence, inviting, quick to load, searchable with clear navigation and calls

to action for the customer

Mobile optimization beyond responsive design; also succinct, uncluttered and with a

clearly visible value proposition

Emotional engagement with the customer via relevant content, curation and story telling

delivered by an compelling customer experience

A proactive social media strategy to engage with customers and their communities on the

social web where they turn to for information, counsel and decision making

Paid media advertising to ensure brand visibility, awareness, consideration and customer

activation

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The Digital Dominance Index benchmarks the digital

strength of brands

Branded and non-brandedwebsites

SEO & keywordusage

Social Media

Online video

Apps

Number of web visits, time consumers spend on website, number of pages visited per visit and how many people leave after seeing one page?

How does company score on the mobile readiness and other SEO components such as speed? What is the company’s score against keywords used by customers?

How many fans does the company have and how is the fan base growing, how much does the company interact with customers and how effective is the content (and advertising) on Facebook, LinkedIn and posts?

How many videos does the company have on its YouTube channel, how many customers have watched them, and how many subscribers does the company have?

How does the company creatively use digital to get close to the consumer and how do consumers rate the company’s effort?


KPIs are analyzed in 5 areas

DigitalDominance

Index %

Web

Total v isits last 6 months

Average time on site

Average page v iews per v isit

Bounce Rate

Social Media (Facebook)

Total page likes [date]

Fangrowth YTD

Total interactions YTD (likes, shares)

# posts YTD

Average engagement per post YTD

# of interactions per 1000 fans YTD

Online V ideo

Subscribers

Video v iews

Total interactions YTD (likes, shares)

SEOSEO score

Mobile readiness

Apps (mobile)App rev iew score

App ranking

KPI Samples / CategoriesBenchmark areas

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Banking (Health) Insurance Telco Utility Food Retail Retail Products

7Copyright © 2016 Dicitas Consulting All rights reserved.

Benchmark pool in the Netherlands

80%

20%

http://www.zalando.nl/


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0 10 20 30 40 50 60 70 80 90 100

Utilities

Telco

Retail

Products

Insurance

Food Retail

Banking

8Copyright © 2016 Dicitas Consulting All rights reserved.

The benchmark variation of the industries varies per

sector

Dispersion and average of total DDI index per industry (Netherlands)

Dispersion Average


There is no company that has the best score on all

different categories (1/2)

Branded (and non-

branded websites)

Facebook, LinkedIn,

Instagram

Online video

SEO & keyword

dominance

Apps

Insurance Banking Utilities

<20%Poorscore

20-40%Lowscore

40-60%Fairscore

60-80%Goodscore

<100%Bestscore

Industry average

*Companies represent the best/lowest performing in industry

Telco


There is no company that has the best score on all

different categories (2/2)

Branded (and non-

branded websites)

Facebook, LinkedIn,

Instagram

Online video

SEO & keyword

dominance

Apps

Food Retail Retail Products


Digital Dominance Performance Groups

Super star Star Good Guy Average Joe Digital Wannabe Nowhere but up

% of companies in segment#

06.243.149.21.50

Distribution of cross-industry companies across performance groups

Strong Performers Average Performers Poor Performers




Mastering your channels drives digital dominance

PAID CHANNELSSOCIAL (EARNED)

CHANNELSOWNED CHANNELS NON-OWNED CHANNELS

TV.

Ra

dio

Co

mm

erc

ials

SEO

/SEA

(G

oo

gle

)

On

line

ba

nn

ers

(A

ffili

ate

ne

two

rk)

Soc

ial A

dv

ert

isin

g

Fin

an

cia

lIn

form

ati

on

We

bsi

tes,

Info

sit

es

Yo

uTu

be

, Fa

ce

bo

ok,

Twit

ter,

Lin

ke

dIn

We

b c

om

mu

nit

ies,

blo

gs

Ev

en

ts

My

DLL

DLL

We

bsi

te

Cu

sto

me

r N

ew

sle

tte

r

E-m

ail

/ D

ire

ct

Me

ssa

gin

g

Ca

ll

Ka

pit

ale

Vra

ge

nIn

fo b

log

Ele

ctr

on

ic C

lien

t Fi

le,

Cu

sto

me

r

En

viro

nm

en

t

Ac

co

un

tan

ts,

Fin

an

cia

l a

dv

iso

rs

Co

mp

ariso

n W

eb

site

s

Tru

ste

d P

art

ne

rs

Bro

ke

rs

Ind

ep

en

de

nt

bro

ad

ca

st

Digital Advertising Social Media Management Marketing Automation, CRM, Channel Management Partner Relationship Management

Unknown Customer Database and DMP Known

Customer Segmentation and Analytics

Content creation, curation and publishing

- Digital Channel and Touchpoint Map -


Conclusions

1. The overall leading industries are Retail and Banking, where the scores are close. If banks optimize their channels, they could head up the benchmark next year.

2. Surprisingly, the Telco industry is leading in separate categories; i.e. online video and SEO.

3. Even the Award nominees have weak spots, for one it is their website for another the use of apps – stil l room for improvement

4. To engage consumers, brands need to perform on all 5 dimensions of the benchmark.

5. To create engagement, content is king.


Top 3 brands per sector

Top 3 Brands Netherlands per sector Top 3 Brands Belgium per sector


The losers

Banking Insurance Utilities Telco Food

Retail

Retail Products

FMCG

Website

65.3% 36.9% 34.2% 27.2% 33.7% 37.8% 18.6%

Social

32.3% 4.4% 35.2% 43.5% 0.8% 45.6% 12.0%

Online

video 14.3% 0% 5.9% 38.3% 0% 10.2% 18.4%

SEO

60.0% 51.3% 55.4% 70.3% 62.9% 59.9% 53.9%

Apps

15.1% 0% 0% 15.8% 0% 0% 0%

Overall

49.6% 31.6% 37.1% 51.5% 32.4% 46.2% 27.9%


The Winners

Banking Insurance Utilities Telco Food

Retail

Retail Products

FMCG

Website

75.1% 60.7% 51.1% 60.4% 50.2% 79.4% 39.8%

Social

53.3% 63.7% 43.4% 55.8% 61.5% 59.8% 60.4%

Online

video 74.7% 80.3% 42.7% 72.4% 61.2% 96.5% 77.5%

SEO

78.5% 85.8% 86.3% 83.7% 82.8% 88.0% 81.1%

Apps

70.8% 36.1% 39.9% 42.7% 31.8% 50.7% 24.4%

Overall

65.2% 59.7% 53.6% 60.3% 60.7% 68.5% 54.7%

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The Digital Innovation Summit Team

4.1 Digital Dominance Benchmark 2016 v2

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