The Digital Dominance Benchmark

The Digital Dominance Benchmark

This year the Digital Dominance Benchmark has been executed for the third consecutive year. The benchmark shows the digital competitiveness of a brand among different digital channels. Compared to the previous benchmark in 2017, Dutch companies and brands improved themselves slightly with regards to their digital visibility and strength of their brands. However, a significant part of brands has shown a decreased digital performance.

This year there is still a large gap visible between customer expectation and experience of a brand in today’s digital world. Many brands are struggling to maintain their digital competitiveness compared to previous years. The drive to be more digitally dominant than the competitor remains challenging for most brands. If the digitally strong brands do not keep priority to their digital development, they might be surpassed by the competition.

The Benchmark Pool 2018

In the benchmark, companies are assessed on five different categories: website, social channels, online video, SEO (search engine optimisation), and apps. Within these categories, more than 50 performance indicators have been measured that aggregate into a total score.

The following figure shows the 179 benchmarked brands across the 16 industries.

Key findings for this year:

  • The dispersion of the telco industry and the energy industry has shifted to the left compared to last year. Because these industries mainly consist of the same group of brands we can conclude that the digital dominance of these industries deteriorated;
  • The insurance industry has an increased dispersion compared to last year and shifted to the right. The reason for this is the fact that the highest scoring brands scored lower and the benchmark includes new brands that score lower;
  • The kitchen appliances industry and the health insurance industry are among the few industries that show a positive development. The highest scoring brands, as well as the lowest scoring brands, show improvement of their digital dominance. We can conclude that both industries make a move forward. Although the industries take a step forward, there is still room for improvement;
  • Within the food retail industry and the banking industry, the lowest scoring brands show improvement whereas the highest scoring brands show a decline in score. The top of the industry needs to give priority to their digital strategy to stay ahead of the competition;
  • Apart from a couple of outliers, the average results are close in line. The difference between the highest scoring brand and the lowest scoring brand is substantial. The airline industry scores on
    average the highest and the kitchen appliances industry scores on average the lowest, even though the leap forward;
  • The e-commerce industry contains the highest scoring brand. The highest scoring brand in the cosmetics & personal care industry scores slightly above the average of all industries. The difference between both industries is significant.

This year we award those brands that stand out in digital dominance in the eyes of the consumer through digital channels. We benchmarked the key brands in the Netherlands we will reward the winners during the Digital Innovation Summit 2019.

Please click on the following link if you want to know if your brand is in the top 3 or if you want to know more about the benchmark. If you want to know more about the score of your brand, feel free to contact us. We can tell you if your brands position within the benchmark industry group and what the more detailed results are. If required we can provide you with a deep dive into the results, the impact of them and possible actions to be taken to gain digital dominance.

Contact: khalid.elbachraoui@sia-partners.com.

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