Automakers' response to the changing mobile landscape, evolution of third-party reference sites, and the influx connected-car services will separate winners from losers in the post-crisis years
New York, NY (PRWEB) May 17, 2013
Today, L2 released its Digital IQ Index®: Auto 2013, a comprehensive assessment of 42 Auto brands’ digital performance over the past year. Despite a decade of financial setbacks and reputational woes, the U.S. Auto industry is in comeback mode, led in part by a successful commitment to digital. In this year’s Index, Detroit-based Ford, Jeep and Chevrolet took the top three spots, respectively, beating out strong competition from Toyota, Nissan, BMW, Mercedes-Benz and others.
In addition to the rankings—which are determined by a methodology that quantifies brands’ Site, Digital Marketing, Social Media and Mobile efforts—this report also offers analysis of industry trends and best practices and features several in-depth ‘Flash of Genius’ case studies. Authored by Scott Galloway, L2 Founder and NYU Stern Clinical Professor of Marketing, this new Digital IQ Index®: Auto study provides a data-driven picture of how brands are (and aren’t) effectively using online channels to reach, assist, and cater to digitally-native car buyers across the world.
"Auto is entering a new phase of disruption traced to digital platforms. Automakers' response to the changing mobile landscape, evolution of third-party reference sites, and the influx connected-car services will separate winners from losers in the post-crisis years."
–Scott Galloway, Author, Digital IQ Index®: Auto 2013
To download an excerpt of the new report, use the link below: http://www.l2thinktank.com/research/auto-2013/
- Automakers with high Digital IQs are increasing new vehicle sales at 11 percent annually, versus 3 percent among lower-performing brands.
- Automakers are nearly four times more likely to engage in paid mobile search than paid desktop search, indicating a desire to influence prospective buyers with local intent.
- While 86 percent of brands maintain sites optimized for smartphones, nearly one in four brand sites has missing or broken components when accessed by a tablet.
- A one-point increase in a brand’s Customer Service score results in a 20-second increase in time spent on-site.
L2 is a think tank for digital innovation that helps prestige brands navigate the digital marketing landscape through education, research, and advisory services. The L2 Digital IQ Index® is the global, seminal benchmark for digital performance of brands and the largest and most robust study of its kind. Rankings are published annually across numerous industries, including: Luxury, Beauty, Retail, Travel, Spirits, Auto, and consumer packaged goods. For more information, visit: http://www.l2thinktank.com.