The digital revolution started with websites, then algorithms, followed by social, mobile and cloud. Now, we are in the midst of artificial intelligence, machine learning and quantum computing. Consequently, marketing engagement has evolved in a piecemeal format.
In conversations with executives from around the world, we found that all too often they cannot get a true picture of their marketing mix. Many are unable to benchmark against peers and industry leaders. Most said they receive individual reports on PR, social, email, website, events, and demand generation. No context. Just more silos.
In today’s always-on world where consumers expect a website or app to load in less than three seconds or they move on, there is no place for siloed marketing anymore. Customers will not let you get away with a disjointed front.
That’s why we created the LEWIS Marketing Engagement Tracker (LEWIS MET). For the first time, using our proprietary methodology, we can measure the impact of the marketing ecosystem. We can now reveal the performance of many factors across the marketing spectrum from websites, paid search copy, and social media, to personalisation, analytics, and security.
We have been conducting LEWIS MET’s on groups of companies from sectors such as Fintech, healthtech and automotive in many of our markets around the world. These studies have been incredibly well received, and it has sparked a lot of conversation and debate.
That’s why we wanted to do something ground breaking and on a global scale. So, we deployed the LEWIS MET against the top 300 from the ‘Forbes Global 2000: The World’s Largest Public Companies’ list. The result is the LEWIS Global Marketing Engagement Index 2018. We can see where brands are both strong and weak, challenged or exposed in their marketing engagement. For the first time, companies can quantitatively compare marketing engagement, both within their industry and with players in other sectors.
The report outlines who is winning the engagement battle, as well where brands have opportunities to engage with their customers wherever they are. It provides marketers with the ability to both look across the entire marketing engagement spectrum (the parenthesis) and drill down at specific marketing touch points (the analytical). By taking this approach, we believe the LEWIS MET brokers a new era of marketing – Quantified Engagement.
What do we mean by Quantified Engagement? We mean the ability to have a full spectrum of insights from across the entire marketing mix and have quantifiable data on the quality of that channel. In a similar way as a fitness tracker has helped runners improve their performance levels across different criteria, so too does the LEWIS MET for marketing.
In the report, you will find that Microsoft came out top followed by Bank of America and Intel. Financial services firms did very well as did technology companies. The Americas and EMEA had similar average scores, while APAC lagged behind albeit due to very different marketing approaches, especially in China. However, there were some basic marketing principles not in place such as lack of schema mark-ups, poor tag management deployments and a lack of personalisation on paid search copy. Telephone remained the best performing response channel despite the digital transformation we are the midst of, and we found some glaring issues when it came to security.
So, take a look at our report and welcome to the age of Quantified Engagement.