New Global Study Reveals Gaps In Digital Engagement In The Largest Companies

New Global Study Reveals Gaps In Digital Engagement In The Largest Companies
SHARE
THIS



LEWIS, the global integrated communications agency, has launched the inaugural LEWIS Global Marketing Engagement Index.

The Index is a marketing analysis of the world’s 300 largest public companies1 and reveals that the majority of the world’s largest 300 public companies are failing to look at their marketing mix as one cohesive function.

The study postulates that to deliver more integrated customer experiences, we must herald a new era in marketing: Quantified Engagement.

The analysis is based on a proprietary methodology across 10 categories including security, personalization, social media, response time, and user experience, called the LEWIS Marketing Engagement Tracker (LEWIS MET).

The report reveals significant marketing inconsistencies across many of those profiles, especially on a regional level.

Despite differences in category strengths and weaknesses, the average scores for companies in the Americas and EMEA were close.

Companies in APAC scored less than Americas and EMEA peers across the marketing mix.

The LEWIS Global Marketing Engagement Index takes into account the significant differences in marketing in APAC, especially in China where Weibo, WeChat and e-commerce are key channels.

Despite demand for a more joined-up level of engagement across channels, brands continue to operate in silos, creating a disjointed customer experience.

Many companies are not using simple mechanisms for optimization such as schemas, tag management, and personalization of paid content.

Social media remains a megaphone rather than a channel to engage and interact with customers.

The hackability of websites was much higher than expected, including within industries where security is paramount, and HTTPS was not used by nearly one fifth of companies in the Americas.

LEWIS SVP EMEA Giles Peddy said: “Winning the engagement battle is the new frontier for marketers, and measuring it is more critical than ever.

“We believe that companies must accelerate their integration of the marketing ecosystem and begin measuring it as a collective, not as a series of islands.

“This is why we believe we are on the cusp of a new era in marketing called Quantified Engagement.

The LEWIS MET provides marketers with the ability to look across the entire marketing engagement spectrum and drill down at specific marketing touchpoints.

“We want this to help and empower businesses to make their brands standout, reach customers at every point of interaction and become the global leaders of tomorrow.”

Based on the analysis, the Global Top 10 was headed by Microsoft, followed by Bank of America and Intel.

Of the Top 10, five were from financial services and only three companies were from outside the US.

Diversification of sectors grew outside of the Americas with the EMEA and APAC Top 10 consisting of companies from FMCG, pharmaceuticals, automotive, electronics, telecoms, oil & gas, and mining.

Key findings:

  • Globally, Microsoft is #1, nearly two points higher than the #2 company
  • In APAC, BHP Billiton is #1 followed by Sony which came in a close second. In fact, four Japanese companies made the APAC top 10
  • The top company in APAC would not make the Top 50 in the Americas and would just make the Top 50 in EMEA
  • A near-global failure to use schema mark-up impacts searchability, despite 93% of online activities starting with a search
  • Tag management deployment is uneven at best and companies have the potential to find further opportunities for optimization
  • Companies are not responding to customer enquiries at a level that would be expected to deliver a positive experience
  • Brands continue to use social media as a megaphone rather than engagement
  • Video content is one of the few digital marketing categories where APAC companies outpace their EMEA and America counterparts

UTS School of Communication and Visiting Professor at the London School of Economics (LSE) Professor Jim Macnamara said: “In the hyper-connected, multi-channel world of today, it is important that organizations look beyond simple, single metrics to evaluate their engagement, audience responses, and reputation.

“Organizations need to look at multiple factors that collectively provide deep insights into the journey of customers and other stakeholders.

“Engagement is more than likes and click-throughs – it is a combination of a multitude of interdependent factors ranging from access and relevance, to trust and value.”

Please login with linkedin to comment

Bank of America emea lewis Microsoft

Latest News

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics
  • Media

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics

Bank of Queensland Group has announced that following an extensive review of their existing media agency roster, the Group will split media across two agencies, being Performics and Initiative. As part of the acquisition of ME Bank by the BOQ Group in 2021, the marketing teams from across the Group were consolidated into one central […]

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers
  • Opinion

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers

Luisa Dalli (lead image) is a senior strategist at Havas Media Group. In this guest post, Dalli says Australia didn’t merely  elect the Albanese government but it also shone a bright light on where we are and what we want as a nation… It’s been two months since Australia’s federal election, yet the underling feeling […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]

BARCELONA, SPAIN - NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)
  • Media

Optus Sport Becomes Official Aussie Broadcaster Of Spanish LaLiga

Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative
  • Campaigns

TVNZ+ Launches With A Warning About The Perils Of Free Streaming Via Dentsu Creative

In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals
  • Campaigns

Nikki Van Dijk And Surfing Australia Team Up With Ruffie Rustic Foods To Promote Plant-Based Meals

Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]

Nestlé Australia Launches First Nations Creative Program Tuck In!
  • Campaigns

Nestlé Australia Launches First Nations Creative Program Tuck In!

Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers
  • Technology

British Army’s YouTube And Twitter Accounts Get Hacked By Crypto Scammers

The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]