Big Brands Fail To Connect with Consumers Online
By Anna Johnson on November 4th, 2009Digital marketing agency iCrossing reckons that the best global brands – as ranked by Interbrand – are not necessarily the most ‘connected’ brands online.
Based on its ‘Connected Brands Index’, which aims to gauge the quality and performance of a brand’s presence in online social networks, iCrossing’s findings are that:
- Of the top 10 Interbrand companies analyzed, only three (Google, Disney, Intel) had a score of five or better (out of 10). The average for all 10 companies was 4.83.
- Brands are not engaging users, with the average score for ‘engaged’ being 2.11, and only Google scoring above 5.
- The two areas where brands do score well are the categories relating to search and website design: the 10 companies analyzed scored highest in ‘visible,’ ‘usable’, ‘desirable’ categories, likely reflecting their experience in web development.
