1LEWIS Global Marketing Engagement Index 2018MARKETING ANALYSIS OF THE WORLD’S 300 LARGEST PUBLIC COMPANIES每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）4LEWIS Global Marketing Engagement Index 2018All revolutions happen in retrospect. At the time, it just appears as rapid, piecemeal change. It’s only later that you can see it for what it was.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. It’s been like building an orchestra one instrument at a time. Until now, there’s been no way of listening to the entire symphony.That’s why we created the LEWIS Marketing Engagement Tracker (LEWIS METTM). For the first time, using our proprietary LEWIS methodology, we can measure the impact of the marketing mix. We can now reveal the performance of many factors across the digital marketing spectrum from websites, paid search copy, and social media, to personalization, analytics, and security. In conversations with many CEOs, CMOs, and senior business leaders, 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. There is no place for that anymore. Customers will not accept a disjointed experience.The development of the LEWIS MET provides business leaders and marketers with the information necessary to make changes to their marketing programs. To compare and contrast. To benchmark and evaluate. To enhance and optimize. What fitness devices and “quantified self” did for individual performance enhancements, is what the LEWIS MET does for brands. Deploying the LEWIS MET against the top 300 from “Forbes Global 2000: The World’s Largest Public Companies” list, we have created the LEWIS Global Marketing Engagement Index. In doing so, we believe it brokers a new era of marketing – Quantified Engagement.By providing the ability to measure and manage marketing engagement in a new way, we hope this report contributes towards business leaders and marketers being better able to make their brands the global leaders of tomorrow. Chris LewisCEOLEWISForeword4LEWIS Global Marketing Engagement Index 2018The LEWIS MET brokers a new era of marketing– Quantified Engagement6LEWIS Global Marketing Engagement Index 2018Key findings from the LEWIS Global Marketing Engagement Index TM• #1 company in the LEWIS Global Marketing Engagement Index: Microsoft• Global Top 10 by location: seven (7) are from America and three (3) from Europe• Global Top 10 by sector: five (5) in finance, three (3) are in tech, and two (2) are in FMCG• Companies in the Americas have so thoroughly maximized their use of most tools that it only takes one flaw or omission to knock them down the scale• APAC companies have far more space to expand their use of digital marketing tools, as the top marketing brand in APAC wouldn’t crack the top 50 in the Americas and would just make the top 50 in EMEA• Companies around the world are failing to respond to potential customers within 24 hours across a variety of platforms. The Americas has the best average response, and telephone still remains best form of response• Despite the spate of high-profile hackings, many large companies still run vulnerable websites. 17% of firms in the Americas still run on HTTP6LEWIS Global Marketing Engagement Index 20188LEWIS Global Marketing Engagement Index 2018Top 10: GLOBAL12569347810Microsoft comes first in the LEWIS Global Marketing Engagement Index 2018 report. It scores 97.8 on the LEWIS MET - nearly two points higher than the second-placed company, Bank of America. The revitalization of the Microsoft brand under CEO Satya Nadella is one for an MBA case study. Just a few years ago, it was seen as an old-fashioned technology company stuck in the PC era, with many commentators and experts talking about its failure to catch the mobile wave. Yet today the company embodies innovation, modernity, and vision, having made an early move to the cloud. It’s praised across the world and, from a marketing engagement perspective, quite rightly. The top seven companies in the LEWIS Global Marketing Engagement Index are all based in the United States, with the other three from Europe. Despite great economic success, especially in China, no APAC company cracked the top 10. In fact, as we’ll discuss later, the top APAC company would place only 48th in EMEA and just 60th in the Americas lists. Five of the top 10 are U.S. financial services firms, while two of the three European companies making the top 10 are FMCG brands in Unilever and Danone respectively. There are three technology brands in the top 10 with...
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