Paris, France (September 12, 2017)- The digital transformation has profoundly changed brands, leading many of them to reinvent their customer experience, communications, and even their business.
By multiplying touchpoints between a brand and its audiences, digital directly impacts the fundamentals of a brand’s competitiveness, strength, and its ability to generate growth.
In order to observe digital’s potential impact on French brands, Interbrand Paris developed its first digital attractiveness index.
Unlike most existing tools, this index relies on processing multiple quantitative data sources, enabling an evaluation of the brand’s digital appeal in relation to other brands in its competitive environment.
For this first edition, eight sectors were studied: food, automotive, banking, and insurance, cosmetics, general logistics, energy, clothing, and telecommunications.
Ranking by sector:
Food : Orangina, Coca-Cola and Nutella.
Energy : EDF, Engie and TOTAL
Automotive : Volkswagen, Renault and Ford
Clothing : H&M, IKKS and Celio
Banking & Insurancy : CIC, Crédit Agricole and Caisse d’Epargne
Telecommunications : Samsung, Netflix and SFR
Cosmetics : L’Oréal Paris, Maybelline and Garnier
Retail : Carrefour, LIDL and Monoprix
All sectors combined, Samsung leads the index, followed by L’Oréal Paris, Lidl, Carrefour and Orangina. Apple ranks 10th place.
“Digital performance today is synonymous with relational and experiential brand performance. The more digital is integrated into the value proposition, the more it must be placed at the service of a brand’s strategy,” explains Véronique Rheims, Executive Strategy Director with Interbrand Paris.
Interbrand collects raw data from the APIs of various digital platforms to determine a brand’s level of social reach, engagement, and digital visibility. These variables are then aggregated to calculate its digital attractiveness score.
This is the audience for the content produced on the main social networks – Facebook, Twitter, YouTube, Google+, Instagram, Pinterest, and Tumblr. This is the potential audience capable of being stimulated by the brand, not deduplicated.
The measure of the number of interactions between the brand and its audiences on social networks represented by shares, comments, etc.
The measure of the brand’s presence within the Google search engine, the number of visits to the brand’s website, and the number of links that point to it.
The index is comparative.
To calculate a score, each brand is compared to the other brands in its environment. By definition, the average in a given environment is a score of 100. Therefore, a brand that scores over 100 outperforms its benchmark sector.
The study will be revealed during a keynote on September 12 at 8:30 AM at Facebook France.