Already a client? Login to download
Gartner L2 Digital IQ Index
The Digital IQ Index: Spirits study benchmarks the digital competence of 68 Spirits brands on more than 675 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile.
March 11, 2014
· 267 views
The Digital IQ Index: Spirits study benchmarks the digital competence of 68 Spirits brands on more than 675 data points across four dimensions: Site, Digital Marketing, Social Media, and Mobile. - In the past 15 years, the resurgence of a cocktail culture reshaped the alcoholic beverage industry. – Advertising budgets have shifted to late night television, where brands benefit from relaxed regulations. Digital plays a supporting role. Only 13% of brands ended their television ads with a hashtag and only 31% linked to a brand site. – A limited number of brands direct consumers to a point of purchase online. Just 33% of U.S. brands provide direct e-commerce and only 12% link to online retailers. – On Twitter, brands have on average 1% the following on Facebook, but certain brand ambassadors (Nas, Dita Von Teese) can dramatically increase that. – TV has driven views to YouTube, with the top ten brand channels growing 52% in 2013. – In L2’s second annual Index for the Spirits industry, eight brands maintained their status in the top ten. The Macallan joined the group after relaunching a simplified tablet site. – Malibu and Bacardi’s marketing efforts were featured as Flashes of Genius in the report. Malibu combined targeted Spotify ads with a Facebook campaign asking fans to enter their city in a competition for Maroon 5’s next performance stop. Bacardi has aggressive online marketing campaign that also promotes offline events. Top 10 Ranking out of 68 brands 1. Bacardi - Genius 2. Jack Daniel's - Gifted 3. Absolut Vodka - Gifted 4. Hennessy - Gifted 4. Johnnie Walker - Gifted 6. Jim Beam - Gifted 7. The Macallan - Gifted 8. Sailor Jerry - Gifted 9. Smirnoff - Gifted 10. Malibu - Gifted 10. Grey Goose - Gifted Download an excerpt of the report: http://www.l2inc.com/download.php?e=spirits-2014 View More: http://goo.gl/IIk6LV Signup for updates: http://goo.gl/kVJTQ3 Follow us on LinkedIn: https://www.linkedin.com/company/l2-inc- Follow us on Twitter: https://twitter.com/L2_Digital Follow us on Facebook: https://www.facebook.com/l2inc