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1、GenGenGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusThe 2022 Gartner Digital IQ Index Genius BrandsGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusAnatomy of a Genius BrandThe Gartner Digital IQ Index is an annual ranking of brands within a given industry based on digital i
2、nvestments and performance.For each brand,Gartner measures hundreds of data points across four dimensions of digital in a quest to quantify a brands digital aptitude and digital maturity relative to its industry peers.The best of the best are Genius Brands.Though each industry has its own set of cha
3、racteristics that influences operations and competition,Genius Brands share some common attributes.Here,we highlight some winning brands and the common features they share so you can apply them to your organization.The Digital IQ Index chart highlights the relative performance of a given brand versu
4、s the index average parsed across 12 critical components of digital marketing within the four primary dimensions of analysis.Source:GartnerFacebookTransactProduct pagesGuided sellingTraffic and engagementMobile app analyticsEmailSite speedDisplay advertisingNonbranded SEOYouTubeInstagramThe 2022 Gar
5、tner Digital IQ Index Genius Brands3Gartner for Marketers Follow Us on LinkedIn Become a Client Ranking the Genius BrandsGartner indexed 1,360 brands for the Digital IQ studies.Total scores fall into one of five classes:Genius,Gifted,Average,Challenged and Feeble.Only 45 of brands earn the Genius ra
6、nk just 3%of analyzed brands.#Genius brands45#studies15vs.total number brands1,360The 2022 Gartner Digital IQ Index Genius Brands4Gartner for Marketers Follow Us on LinkedIn Become a Client Data That Powers the Digital IQ IndexManual Data CollectionA global team gathers observational data from brand
7、 sites and mobile apps.Proprietary ToolsGartner-designed crawlers capture daily data from multiple platforms.Third-Party Data ProvidersData organizations provide insights and benchmarks related to digital marketing channels.4The 2022 Gartner Digital IQ Index Genius Brands5Gartner for Marketers Follo
8、w Us on LinkedIn Become a Client Genius Brands Operate in Every Major IndustryCPGLuxuryAutoInsurancePharmaIndustrials and chemicalsFood and beverageMonobrand retailTravel and hospitalityRetail bankingHealth and hospital systemsAerospace and defenseBeauty and personal careMultibrand retailWealth and
9、asset managementThe 2022 Gartner Digital IQ Index Genius Brands6Gartner for Marketers Follow Us on LinkedIn Become a Client Meet the Genius BrandsAmazonBellBen&JerrysBenjamin MooreCapital OneCATCharles SchwabChase BankCloroxDellDominosDUPIXENTFidelity InvestmentsFolgersFordGEICOHoneywell AerospaceJo
10、hn DeereKaiser PermanenteKate SpadeLOral ParisLenovoLeonardoLouis VuittonMaybellineMayo ClinicMercedes-BenzMiracle-GroNikePampersProgressive Insurance Red BullState FarmTaco BellThe Home DepotTIAATideTiffany&Co.ToyotaTRELEGYTrulicityUCLA HealthVrboWalmartWells FargoThe 2022 Gartner Digital IQ Index
11、Genius Brands7Gartner for Marketers Follow Us on LinkedIn Become a Client Mercedes-Benz rose to the top of the Genius ranks based on its skill in digital marketing.Using keywords specific to vans(e.g.,4X4 van and van life)gave the brand high visibility on organic and paid search for both desktop and
12、 mobile.On Instagram,Mercedes-Benz drove interactions that are 10 times above the industry average and grew its community by 21%year over year.Its second-place Digital IQ Index ranking on Twitter is based on community size and engagement,including its 87%year-over-year increase in per-tweet interact
13、ions.Brand ProfilesThe 2022 Gartner Digital IQ Index Genius Brands8Gartner for Marketers Follow Us on LinkedIn Become a Client Ben&Jerrys thrived in the social sphere.It dominated Twitter with the second-highest number of interactions per proactive Tweet for the food and beverage industry,and earned
14、 nearly 30K interactions per post on Instagram,placing it among the top 4 brands on that platform.Guided selling,content and product pages,and transact scores helped to lift Ben&Jerrys into the realm of Genius Brands.Ben&Jerrys brings its own unique flavor to social campaigns through compelling cont
15、ent focused on political and social justice issues a hallmark of its brand identity.In one recent video designed to promote a new flavor,“Change Is Brewing,”the brand highlighted the need for public safety agencies to engage more with community needs.The video earned nearly 4.5 interactions per 1,00
16、0 subscribers nearly four times the average for its product videos.The brand is committing 5%of the profits from sales of“Change Is Brewing”to community initiatives supporting youths.What we hear from Genius Brands“We have a monthly planning meeting with all the stakeholders to make sure people are
17、invested and involved and perspectives are heard.We hired photographers so we worked directly with photographers;instead of hiring an agency,we were kind of doing the concepting,the ideation and working directly with them.”The 2022 Gartner Digital IQ Index Genius Brands9Gartner for Marketers Follow
18、Us on LinkedIn Become a Client Clorox is best-in-class across the social and digital marketing dimensions.Its surface care products led the Index across social media with YouTube videos about disinfecting and sanitizing that garnered the highest video view count and drove a 30%year-over-year increas
19、e in channel subscriptions.For digital marketing,Clorox achieved the second-highest score with nonbranded paid search that increased brand visibility.Clorox also capitalized on the rising trend in consumer at-home,DIY projects,with educational content on its website that tapped into consumer aspirat
20、ions to learn new skills while spending more time at home.The brand leveraged relevant,useful content that included long-tail keywords to grab attention in a crowded search landscape.What we hear from Genius Brands“We put in place a very robust capability agenda and it was pretty end to end.We belie
21、ve there is first-mover advantage to figuring this personalization thing out.”The 2022 Gartner Digital IQ Index Genius Brands10Gartner for Marketers Follow Us on LinkedIn Become a Client ScottsMiracle-Gro leaned in across path to purchase and digital marketing to achieve a top 10 rank in each dimens
22、ion.Consumers in quarantine spent more on their homes and gardens,which helped drive a 147%increase in U.S.sales in 2020.Robust pages showcased product attributes and functionality,earning Miracle-Gro the second-highest score across website content and product pages.As the Index leader in e-tail(a s
23、ubcategory of the path to purchase dimension of the Index)the brand maintained visibility by making key investments in branded and nonbranded sponsored search.They also promote guided selling tools and educational content and bundles to differentiate their brand site experiences from retail partners
24、.For digital marketing in 2020,the brand took a two-pronged approach of focusing on display awareness through the spring before shifting to paid search in July.Several Scotts brands also use direct-to-consumer and subscription plans to drive recurring revenue.What we hear from Genius Brands“The firs
25、t step is to start from the end,so what is the end goal our customers want to accomplish?Then,back off from that to understand customers barriers and understand the knowledge gaps they may have.And then within that,decide if youre going to make something new.Do we have to build something from scratc
26、h?Is there something out there that exists that we can license that we can partner with somebody on?”The 2022 Gartner Digital IQ Index Genius Brands11Gartner for Marketers Follow Us on LinkedIn Become a Client Capital One achieved strong cross-channel performance and ranked in the top 8 across all f
27、our Genius Brand dimensions.Capital One also topped the J.D.Power 2021 U.S.National Banking Satisfaction Study.Capital Ones success is grounded in strong performance in multiple arenas.It thrives in mobile app analytics,where it earned an average iOS rating of 4.84,and it had the second-highest numb
28、er of iOS app downloads,with five times the average downloads for its industry on the Index.Capital One also boasts 2.5 times the monthly average users compared to other Index brands.Finally,Capital One is a top performer in email,with an estimated average open rate of 81%and the highest average mon
29、thly website visits from email.As an incumbent going head-to-head with segment-focused neobanks,Capital One should also inspire peers with its strategy of being in the right place at the right time on social platforms.In one campaign,the bank partnered with Twitch,the video game streaming platform,t
30、o sponsor its annual“SUBtember”program that provides incentives for subscribers to engage with streamers.Capital One also partnered with Twitch Rivals to sponsor Community Quest,where people go head-to-head to play games and win prizes.Display Advertising:Total Impressions Oct.2020 to Sep.2021Source
31、:Gartner analysis of Pathmatics data,Twitch.tv18M09MTotal ImpressionsTwitch ranks third among the top publishers after Google and Yahoo,resulting in 2.8%share of referral traffic to CapitalO.Oct 20Dec 20Mar 21May 21Jul 21Sep 21Display Advertising ImpressionsThe 2022 Gartner Digital IQ Index Genius B
32、rands12Gartner for Marketers Follow Us on LinkedIn Become a Client ClosingCMOs have gone to heroic ends over the past two years to keep their organizations delivering strong experiences to customers across digital channels and the heat remains high.Whether youre in retail or banking,banking,CPGs or
33、automotive,your organization is still dealing with disruption.This years Genius Brands provide inspiration for how early and ongoing digital investments can enable growth in an uncertain environment.The Index is way more than just a list its a tool that helps marketing leaders contextualize brand he
34、alth and investments,imagine new opportunities and inform their strategic roadmap.Ultimately,you can use it to catalyze more strategic conversations.Gartner experts engage regularly with clients to talk about the actions and strategies that differentiate Genius Brands.Schedule an inquiry today with
35、our industry experts to contextualize the results for your brand.The 2022 Gartner Digital IQ Index Genius Brands13Gartner for Marketers Follow Us on LinkedIn Become a Client Explore these additional complimentary resources and tools for marketing leaders:ResearchDigital IQ:Advertising BenchmarksEnha
36、nce your digital advertising strategy and execution.WebinarThe Gartner 2021-2022 Genius Brands:Achievement in Digital Marketing ExcellenceLearn from those who achieved digital marketing excellence to apply best practices to your brand.Download ResearchWatch WebinarPodcast#Hashtags:The Gartner Market
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