《Gartner:2022-2023年数字智商指数天才品牌报告(英文版)(15页).pdf》由会员分享,可在线阅读,更多相关《Gartner:2022-2023年数字智商指数天才品牌报告(英文版)(15页).pdf(15页珍藏版)》请在三个皮匠报告上搜索。
1、GeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGartner Digital IQ Index Genius Brands 2022-23GeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusAnatomy of a Genius Brand Gartner uses the Digital IQ Index to measure a brands digital marketing performance across more than a thousand data poi
2、nts to quantify aptitude and maturity relative to industry peers.The best of the best are Genius Brands.Understanding what these brands collectively do better than their competitors can help CMOs improve their own brands digital performance.Here,we highlight the winning brands across sectors to prov
3、ide inspiration and insights to apply to your organization.The Digital IQ Index chart highlights the relative performance of a given brand versus the index average parsed across 12 critical components of digital marketing within the four primary dimensions of analysis.Source:GartnerTransactMobile an
4、alyticsSite speedTraffic and engagementEmailNonbranded SEOFacebookDisplay advertisingInstagramYouTubeGuided sellingContent and product pagesGartner for Marketers Follow Us on LinkedIn Become a Client 3Gartner Digital IQ Index Genius BrandsWhat is the Digital IQ Index?Gartner clients use the Digital
5、IQ Index to measure and improve digital performance.The tool helps marketing leaders:Compare digital maturity against the industry and competitors Contextualize brand health and investmentsVisualize areas of opportunityInform the strategic roadmap See where best-in-class brands invest in digital Ide
6、ntify areas for channel optimizationGartner Digital IQ Index Genius BrandsData that powers the Digital IQ Index Manual Data CollectionA global team gathers observational data from brand sites and mobile apps.Proprietary ToolsGartner-designed crawlers capture daily data from multiple platforms.The da
7、ta that powers the Gartner Digital IQ Index is collected from publicly available sources.No first-party data from ranked or unranked brands serves as inputs to the Gartner Digital IQ Index.We use three types of data to produce the rankings:Gartner for Marketers Follow Us on LinkedIn Become a Client
8、Third-Party Data ProvidersData organizations provide insights and benchmarks related to digital marketing channels.4Gartner for Marketers Follow Us on LinkedIn Become a Client 5Gartner Digital IQ Index Genius BrandsRanking the Genius BrandsGartner indexed 1,402 brands across 15 industries for the Di
9、gital IQ studies.Total scores fall into one of five classes:Genius,Gifted,Average,Challenged and Feeble.Only 45 brands earned the Genius rank just 3%of analyzed brands.On average,these Genius Brands achieved 10.9x more site traffic than their peers in 2022 and grew their revenue by 8.6%.They have a
10、variety of business models and profiles:82%are publicly listed,and the age of these brands ranges from 185 years old(John Deere)to five years old(DUPIXENT).Twenty-two brands were incumbent Geniuses in 2022,with the remaining 23 overtaking peers to rise into the top class.#Genius Brands45#Industries1
11、5Total number of brands1,402Gartner for Marketers Follow Us on LinkedIn Become a Client 6Gartner Digital IQ Index Genius BrandsGenius Brands operate in every major industryCPGLuxuryAutoInsurancePharmaIndustrials and chemicalsFood and beverageMonobrand retailTravel and hospitalityRetail bankingHealth
12、 and hospital systemsAerospace and defenseBeauty and personal careMultibrand retailWealth and asset managementGartner for Marketers Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsMeet the Genius BrandsAmazonBaylor Scott&White Health Benjamin MooreCapital OneCaterpillarCe
13、raVe Charles SchwabCloroxCoca-Cola Cosentyx DellDexcom Dior Discover Bank DominosDUPIXENTE*TRADE Fidelity InvestmentsFinish FordFreeStyle Gatorade GEICOHagen-DazsHonda Invisalign John DeereLiberty Mutual Insurance Louis VuittonMaybellineNavy Federal Credit Union NewYork-Presbyterian NikeOzempic Pamp
14、ersRalph Lauren Samsung Scotts Starbucks State Farm Sutter Health Target The Home DepotToyotaVrbo New Genius Brands7Gartner for Marketers Follow Us on LinkedIn Become a Client 8Gartner Digital IQ Index Genius Brands3 strategic pillars of Genius Brands To meet shifting consumer behaviors and market t
15、rends,Genius Brands built success on three pillars of digital performance:These three efforts help Genius Brands find greater efficiency than competitors in their advertising efforts.Adjusting tactics allowed them to:Align media and content plans with evolving audience interests faster than their pe
16、ers Prioritize marketing efforts based on the impact to their own business Deliver intuitive next steps to orchestrate audience journeys across channelsEmbracing new media channels and formatsUpdating marketing strategy to target audiencesOrchestrating journeys for key segments123Gartner for Markete
17、rs Follow Us on LinkedIn Become a Client 9Gartner Digital IQ Index Genius BrandsNewYork-Presbyterian“Newsroom”enables content agility To increase search visibility and engagement,NewYork-Presbyterian(NYP)produces content for stakeholders by leveraging a“newsroom”concept.This allows NYP to highlight
18、its expertise in clinical treatments on trending healthcare topics.For example,when Canadian singer Celine Dion told her fans that she is suffering from a rare condition called“stiff-person syndrome,”NYP tracked the online chatter around this story and quickly published relevant content.NYP captures
19、 evolving interest on trending topics by:1.Diving deep into customer search data and social media trends to understand customer interest2.Developing marketing strategy for each channel based on customer interest data3.Tapping subject matter experts(i.e.,NYP doctors)to write and publish relevant cont
20、ent across multiple channels(e.g.,social media,blogs,website)Over the last year,NYP has seen a steady increase in its social media follower count and has received feedback from customers who are happy to note that NYP has the content ready for them even before they could ask.Brand Profiles10Gartner
21、Digital IQ Index Genius BrandsGartner for Marketers Follow Us on LinkedIn Become a Client Clorox leverages first-party data to improve digital transformation strategyTo scale personalization efforts,Clorox collaborates with commercial and IT leaders to build a business case for enterprisewide invest
22、ments in technology and data systems that enable digital transformation.Marketing leaders also created execution-focused liaison roles who transfer knowledge from the digital transformation center of excellence to brand teams.One of these roles is the data expert who works with a personalization/con
23、sumer experience specialist to:1.Identify and collect customer data required to achieve business objectives2.Build a first-party database and augment customer profiles with new data3.Design and execute steps to personalize marketing initiatives at the brand level 4.Prioritize and assess best places
24、to personalize for largest returnsThe new role,structure and teamwork enable first-party data to be used to personalize content across channels,resulting in a 30%increase in its paid media returns.Gartner Digital IQ Index Genius BrandsGartner for Marketers Follow Us on LinkedIn Become a Client Navy
25、Federal Credit Union combines explicit and implicit data for effective personalizationTo deliver tailored content that matches current customer preferences,Navy Federal Credit Union(NFCU)employs a personalization strategy that combines information explicitly shared by customers with behavioral data
26、to recommend the next best interaction for each of its members.By asking new members to identify their top financial goals,NFCU serves members personalized content.But as members behaviors change from these previously stated goals,first-party click data helps keep member profiles up to date to deliv
27、er content aligned to members current interests.NFCU has realized a 40%increase over its communication engagement goal with these relevant and timely interactions.With this strategy,NFCU is able to predict and respond to each members moments of need.1112Gartner Digital IQ Index Genius BrandsLouis Vu
28、itton delivers varied video content to support engagement and conversionTo capture customer appetite for brand video content,Louis Vuitton developed,produced and uploaded video for use across customer touchpoints on its brand website.This cascade of different video elements across the site experienc
29、e captures audience interest and builds engagement in both the brand and products with:Videos on the homepage to garner interest in a product or category Fashion show video previews in blogs to engage the audience Video tutorials to guide product use Videos on product detail page to give more featur
30、es of the productLouis Vuittons extra efforts in video pay off for the brand,with users spending 80%more time on the Louis Vuitton website as compared against the Luxury Digital IQ Index average.The brand also has the highest average monthly traffic in the luxury industry,standing at 15 million in t
31、he scoring period.Gartner for Marketers Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius Brands13Gartner for Marketers Follow Us on LinkedIn Become a Client ClosingCMOs are more committed than ever to driving greater value with digital channels.And this years Genius Brands provi
32、de inspiration to do just that.Ranked by the Gartner Digital IQ Index,Genius Brands outperformed their peers across varied dimensions of digital marketing.From prioritizing content,to work across touchpoints,to targeting customer interests to acquire data or orchestrating tailored purchase journeys,
33、Genius Brands demonstrate how smart digital investments can enable breakout growth.Wherever your organization is on the journey to digital high performance,the Digital IQ Index can help you accelerate.Gartner experts regularly discuss with clients how the actions and strategies that differentiate Ge
34、nius Brands can be applied to drive success.Schedule an inquiry today with us to see how you can apply this inspiration to your brand.Gartner for Marketers Follow Us on LinkedIn Become a Client 14Gartner Digital IQ Index Genius BrandsExplore these additional complimentary resources and tools for mar
35、keting leaders:Podcast#Hashtags:The Gartner Marketing&Communications PodcastGet insight into the latest marketing trends(available on Spotify,Apple or Google).Listen NowActionable,objective insightConferenceGartner Marketing Symposium/XpoAttend the worlds most important gathering of CMOs and marketi
36、ng executives.View AgendaAlready a client?Get access to even more resources in your client portal.Log InToolGartner Digital IQ IndexBenchmark your brand against industry competitors across critical components of digital performance.Learn MoreWebinarThe Annual Gartner Genius Brands:Achievement in Dig
37、ital Marketing ExcellenceLearn from those who achieved digital marketing excellence to apply best practices to your brand.Watch NowConnect With UsGet actionable,objective insight to deliver on your mission-critical priorities.Our expert guidance and tools enable faster,smarter decisions and stronger performance.Contact us to become a client:U.S.:1 855 811 7593 International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Marketing Leaders connected to the latest insightsAttend a Gartner conference View Conference 2023 Gartner,Inc.All rights reserved.CM_GBS_2063660