Only a fifth of Americans do not own smartphones, suggesting that the mobile revolution that began in 2007 with the launch of the first iPhone may be giving way to a new era. As Amazon, Google, and other tech companies focus on the Internet of Things as the next frontier of growth, L2’s Digital IQ Index: Consumer Electronics reveals which brands have what it takes to thrive in the rapidly evolving sector.
Digital IQ: 153
Given Apple’s massive physical store footprint and status as a household name, it’s no surprise that the brand dominates the U.S. smartphone market. Despite maintaining less than 50% brand share, Apple garners over 90% of the profits. The brand’s vast site traffic, excellent site investments, and omnichannel strengths put it firmly in the Index’s top spot, which last year was held by Samsung.
Digital IQ: 140
Unlike Apple, Samsung opts to forego brand-owned retail locations and invest in brand-controlled store-within-a-store capabilities on Best Buy and Walmart. This could be a good strategy for the Genius brand, which also boasts the highest visibility across e-tailer platforms and leads the way on YouTube with 80% ownership of brand search listings.
Digital IQ: 137
In this constantly innovating industry, how do you teach consumers about new technologies – and convince them that those products are worth buying? LG’s brand site accomplishes this for ultra-HD 4K TVs by featuring an array of educational and interactive content, such as a tutorial asking “What is HDR?” and an interactive visualization letting consumers view a TV screen with and without the technology. Crucially, the brand also closes the purchase loop by tying this content to a shoppable list of LG TVs.
Digital IQ: 132
Nikon continues to demonstrate leadership in the Camera category with sophisticated product pages that let customers sort reviews to find users similar to themselves. The brand also boasts a highly engaged Instagram audience providing a consistent flow of UGC.
Digital IQ: 130
Sony uses mobile advertising, complemented by highly personalized emails, to encourage recipients to register their products and download compatible software. The brand also dominates e-tailer visibility in the TV category on Best Buy.
Digital IQ: 125
Snapchat-savvy HP showcases best practices on the platform. The brand’s weekly “What the Tech?” series explains concepts like lithium batteries and hard drive technology in a casual manner, while simultaneously driving commerce by including product page links inside stories.
Digital IQ: 123
Dell’s unique ads help the brand achieve the Index’s most desktop impressions, and the computer maker also spends copiously on digital marketing. Dell buys the most PLAs of all Index brands, owning 10% of all PLAs served.
Digital IQ: 123
With the largest and most engaged Instagram and YouTube communities, GoPro is one of the Index’s most social brands. Go Pro garners an average 222,000 interactions per Instagram post – nearly triple that of the next highest index brand – and dominates so powerfully on YouTube that L2 had to quantify their lead on a logarithmic scale.
Digital IQ: 122
Acer’s paid videos on YouTube draw a large number of viewers. Additionally, sophisticated product pages on the brand site include e-tailer prices.
Digital IQ: 121
Asus sees high engagement on Facebook thanks to the bustling Republic of Gamers community. The brand also produces engaging marketing emails, resulting in high open and read rates. Given these promising signs, the study suggests that Asus could even afford to increase output.
Digital IQ: 121
Bose owns the most PLAs in the Digital Audio category, complementing its spend on paid ads. The brand produces nearly 1,400 times as many impressions as Bowers & Wilkins but creates only 40 times as many unique mobile ads – illustrating the platform’s vast incremental bang-for-your-buck.
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