digital dominance in 2017 · 4. a proactive social media strategy to engage with customers and...
TRANSCRIPT
Digital dominance in 2017
How digital dominance can help your
company become the industry leader
Martin Hermsen
Paul Marselis
July 2017
Dicitas Consulting
Being digital and embracing
technology are some of the
most important factors in
becoming future-proof
Technology helps your business
to stay ahead of the
competition and be the winner
in your industry
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Dicitas Consulting
That most companies are increasing their digital budget is no secret, but the question is, how far are digital initiatives taking companies in the strive for digital excellence? In the age we live in, companies need to create a competitive advantage by being a digital authority.
Winning is not easy but our research and experience in the digital world has taught us that companies need to invest in the following things to create digital differentiation and win:
1. A strong web presence, inviting, quick to load, searchable with clear navigation and calls to action for the customer
2. Mobile optimization beyond responsive design; also succinct, uncluttered and with a clearly visible value proposition
3. Emotional engagement with the customer, utilizing and curating relevant stories and content delivered by a compelling customer experience
4. A proactive social media strategy to engage with customers and communities on social where they turn to for information, counsel and decision making
5. Paid media advertising to ensure brand visibility, awareness, consideration and customer activation
Many companies are struggling to get it‘right’ with their digital efforts, andtherefore, brands face the challenge tobridge the gap between customerexpectations and the experience theydeliver as a brand. Luckily, it is possible todetermine who owns the digital space ineach sector and what your companycan do to get or stay ahead of yourclosest competitors.
The Digital Dominance Benchmark
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About Dicitas Consulting
Dicitas Consulting helps organizations
to transform and become digital
leaders in their market. Helping you
get there is what we do best.
Together with our business partners,
we guide your organization through
sustainable business performance
improvement and growth.
About Martin Hermsen
Martin Hermsen is partner
at Dicitas Consulting and
is responsible for the
Customer & Channel
practice. He has over 20
years of consulting
experience in growth &
competitive strategy,
product innovation,
marketing and customer
management. Prior to
Dicitas, Martin worked for
Accenture and Deloitte.
Dicitas Consulting
We have developed a methodology to keep track of companies’ digital performance, but also benchmark against both their own industry, as well as a cross-industry benchmark, to see where digital activities are performing in the wider spectrum.
Know your digital strength with theDigital Dominance Benchmark
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The Digital Dominance Index is an indicator that describes how strong each company or brand performs in the digital sphere. Companies need to create a competitive advantage by being a digital authority.
Our benchmark will determine the digital positioning in each sector. What is also noteworthy is that different aspects of the benchmark speak more or less to different industries. Online video might for example be of more importance to certain, more consumer-focused industries than others.
We measure digital dominance within key digital areas: websites, SEO, social media, online video and apps. With the data we collect about the brands we measure, we are able to rank these brands within each of the Digital pillars
The pillars consist of various KPIs that allow for deeper investigation into what exactly has affected a specific company’s performance and what can be done to improve performance. It can also be used to match with your current strategy and efforts to indicate what has worked well and what has not.
Branded and
non-branded
websites
SEO &
keyword
usage
Social Media
Online video
Apps
Number of web visits, time customers spend on website, number of
pages visited per visit and how many people leave after seeing
one page?
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 score on the mobile readiness and other
SEO components such as speed? What is the company’s score
against keywords used by customers?
How does the company creatively use APPs to get close to the
customer and how do customers rate the company’s effort?
The 5 Pillars of Digital Dominance
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“Companies that invest strongly
in their digital capabilities not
only get ahead of competition
in the digital sphere, but also
improve their overall business
performance”
- Martin Hermsen
Dicitas Consulting
Why is it important to measure your
digital strength?
1. To gain insights into how direct and non-direct competitors are performing on all digital channels
2. To compare to and learn from companies in other industries how to improve own performance
Our current diagnostic peer group contains 8 industry sectors, 11 countries and over 120 brands. We perform the digital benchmark research in Netherlands, Belgium, UK, Germany, Italy, Spain, France, Japan, Australia, Canada and USA
What are the benefits of conducting
the Digital Dominance Benchmark
1. Being able to see whether your previous efforts have paid off and which have been less effective the ability to steer and improve
2. Define a digital strategy to ensure that you become the dominant player in the digital world and be able to keep monitoring performance and steering to stay ahead of competition
The Digital Dominance Benchmark allows you to benchmark your brand to competitors in- and outside your industry. International comparison is also possible since we currently conduct this research in 11 countries.
Measure your strength within and outside your industry
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Dicitas Consulting
The Digital Dominance Benchmarkprovides participating brands with athorough deep dive into their ownindustry, but also the top and bottomperformers in the overall benchmark.For industry deep dives, we take alook at all the digital pillars, andcompare how scores are held upagainst each other. The winner aswell as the poorest performer arematched against your brand andother industry players.
We also measure cross-industryperformance, to see who outperformseither their own industry, or the overallbenchmark. By doing this exercise, weallow lacking industries to learn fromthe best and frontrunners, as well as itgets us a view on how differentindustries perform overall when itcomes to digital. Thus, if there arebrands that your organization wishesto learn from, regardless if they areconsidered direct competitors or not,we can customize the research to fityour needs and brand ambition.
You will be able to see the dispersionof both industries (both weakest tostrongest brands), including theindustry averages, as well as theaverage of all brands measured in thebenchmark. You will also have adetailed look into the performance ofyour own brand within each of thedigital pillars, and their respectivedigital KPI’s.
Our experience is that the DigitalDominance Benchmark bringssometimes unexpected insights, andmany organizations learn about theirown efforts, as well as those of others,and these can sometimes mean achange of digital focus to improveperformance in unexpected ways.
What you will learn about your brand
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Digital Dominance Benchmark ranks your brand in countries in which it operates and compares it to competitors within or outside the industry. Extensive reporting and detailed insights will enrich your knowledge about your company in the digital world and how to get and stay ahead of competition.
Dicitas Consulting
The client was a dominant player in it’s market throughout Europe, the US, Australia and Japan.
Dicitas helped the client by:
For each of the countries in which the client was active, Dicitas conducted a Digital Dominance Benchmark of the client compared to it’s local peers as well as cross-industry leading companies.
The value we provided:
The client gained an objective view into how dominant their Digital presence was in each of its markets, as well as concrete insights for future improvements. These insights provide the client with handrails for further Digital developments to become and remain the Digital leader in the industry.
Digital Dominance Benchmark in the employment agency industry
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Our client was one of the leading employment agencies. As it recognized the importance of a strong digital presence, the company asked Dicitas to conduct a detailed Digital Dominance Benchmark study for the employment agency industry in 11 countries.
Dicitas case study
Dicitas Consulting
Digital Dominance Benchmark in the press and awards
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Our extensive research has been covered on various news websites. In addition to wide coverage we also reward the best performing brands in their categories with a Digital Dominance award. Will you be the next brand in your category to win this award?
Nuon: Inge Mur, Esther Kuiper Heineken: Janina Vriesekoop
Digital Dominance Benchmark news coverage:
Digital Dominance awards:
Dicitas Consulting
Companies need to be very aware of their customers, who they are and what their digital behaviour is.
When you understand your customers it is possible to allocate the right resources in the right way to optimize business performance attained through the digital channel
The digital dominance benchmark will help you in gaining these insights and knowing whether you are doing the right things. In case you are not, we can help you gain grip on your digital channels and outperform competitors.
Key take aways
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Being digitally dominant is important for your brand since more and more consumers use digital in their daily lives. Being relevant, present and dominant on digital channels is what determines your success for the future.
Clients we work for
Dicitas Consulting
Martin Hermsen
+31 6 46 82 87 85
www.dicitas.com
Paul Marselis
+31 6 15 58 19 08
www.dicitas.com