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1、GeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGenius3 digital marketing lessons from the worlds leading brandsGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGenius Brands outperform their peers and achieve growthGartner Genius Brands is an annual ranking of the worlds top digital marketing

2、brands.Understanding what these brands collectively do better than their competitors can help CMOs improve their own brands digital strategy.CMOs and their teams use the Digital IQ peer and industry benchmarks to develop roadmaps and leverage best practices to improve digital marketing performance.H

3、ere,we highlight the Genius Brands across industries to provide inspiration and insights to apply to your organization.Source:Gartner The Digital IQ Index chart highlights the relative performance of a given brand versus the index average parsed across 12 critical components of digital marketing wit

4、hin the four primary dimensions of analysis.ImpressionsTransactProduct or service pagesGuided sellingSearch&navigationContact&accountEmailTraffic&analyticsDisplay&OTT advertisingGoogle searchEngagementInfluencersHow does your brands digital performance stack up?Request a demo of the Gartner Digital

5、IQ Index.Food&BeverageGatoradeHagen-DazsCampbells Industrials&ChemicalsJohn DeereSherwin-WilliamsCaterpillar Monobrand RetailSamsungNikeBosePharma RxSkyriziDupixentOCREVUSHomecare&OTCCloroxCharminDowny InsuranceProgressiveState FarmGeicoMultibrand RetailAmazonSephoraThe Home DepotRetail BankingChase

6、Capital OneTruistHospital&Health SystemsAdventHealthMayo ClinicBaylor Scott&White HealthLuxury RetailRalph LaurenDiorGucciPersonal CareMaybellineLOral ParisCeraVeWealth&Asset ManagementFidelity InvestmentsCharles SchwabTD AmeritradeAnnouncing this years Genius Brands3Gartner for Marketing Follow Us

7、on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsImprove your brands digital performance with inspiration from this years Genius BrandsDigital marketing performance is key to achieving growth,but challenges make a best-in-class strategy elusive for most CMOs.Customers move in nonlin

8、ear journeys across channels.Large organizations are slow to react to market shifts.GenAI is ready to unleash a deluge of commoditized content.Genius Brands turn these challenges into opportunities.Theyre more adept at supporting multiple journeys to cover customer needs.They design their organizati

9、ons for agility with novel approaches to org design,tech and talent.They use data to test and differentiate with creative and build unique digital brand experiences.Explore 3 digital marketing lessons from this years Genius BrandsThese brands make greater investment in campaigns and content assets t

10、o drive action at moments that make a difference.They invest more in data science and data management talent to improve campaign execution and effectiveness.They strengthen focus on brand strategy to achieve higher engagement and brand resonance with their customers.By learning how these brands exce

11、l,CMOs can develop roadmaps and leverage best practices to accelerate their own brands digital marketing maturity and performance.1LessonEnsure message resonance with robust brand governance.Lesson2Drive action at key moments in the customer journey.Lesson3Increase agility by investing in people and

12、 processes,not just technology.Gartner for Marketing Follow Us on LinkedIn Become a Client 4Gartner Digital IQ Index Genius BrandsGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusLessonEnsure message resonance with robust brand governance.16Gartner for Marketing Follow Us on LinkedIn Become a Client

13、Gartner Digital IQ Index Genius BrandsGenius Brands use GenAI to target differentiated content,not just volumeActivewear brand Nike broke all its organic view records on YouTube for its“Never Done Evolving”campaign.This was promoted as a YouTube Live event,showing matches between a younger Serena Wi

14、lliams playing against her older self,generated using archival footage and AI.Genius example NikeGenius Brands have 6.4x more followers and garner 119%higher engagement rates on Instagram than non-Genius Brands.While GenAI can make it faster to produce more marketing content,customers have not gaine

15、d more time to consume content.Genius Brands are already deploying campaigns using GenAI to emphasize the innovative positioning of their brand.These allow the brands to stand out from the crowd and will be increasingly important as content creation becomes democratized by GenAI technologies.Gartner

16、 for Marketing Clients Take Action Use Consumer Confidence in GenAI to Guide Brand ManagementSource:AKQA7Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsGenius Brands provide guidance on how to apply the brand for various use casesGenius example LOra

17、l Paris80%of brand leaders agreed that a strong brand requires that all employees strictly and consistently follow brand guidelines.Genius Brands establish and maintain“brand resource centers”or provide marketing teams detailed frameworks that enable them to apply and adapt the brand to different ci

18、rcumstances.Genius Brands do not typically restrict regional or executional teams for activating the brand but do review campaign performance regularly.Gartner for Marketing Clients Take ActionImprove Your Brand Resource Center Using This Maturity FrameworkLOral Paris maintains a consistent brand vo

19、ice while staying agile,by using a strong governance structure driven by an“advocacy framework.”This framework outlines guidelines to create content for each of LOrals brands and includes information across topics like:Type of content and brand positioning Content creator and influencer selection Me

20、dia investment Countrywise resourcesThis framework helps ensure a shared brand understanding with solid implementation tips to quickly plan and publish content that is aligned to their overall brand promise.8Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius

21、BrandsGenius Brands curate partnerships that extend brand reach and cement positioning63%of customers rely on information from other people rather than the brand when they consider purchasing a product.Genius Brands garner higher engagement on influencer posts mentioning them than on those mentionin

22、g their peers(see chart).Genius Brands use robust brand frameworks to establish partnerships confidently,associating with influencers that align with and boost their brand positioning.They also design programs to make it easier for smaller-scale influencers to associate with the brand to generate gr

23、eater organic buzz.Gartner for Marketing Clients Take Action Build an Influencer Social Marketing Program That Delivers ResultsTikTok influencer video interactionsn=562 Digital IQ brands across 12 industries and 296,126 influencer posts with 10,000 or more followersSource:Gartner Analysis of Traakr

24、DataMicro(+25K followers)Mid(+50K followers)Macro(+500K followers)Top(+1M followers)64 124 230414 257227 3217951K2K1K2K3K5K8K3K6K14K15K19KTikTok:Median interactions per influencer videoBeginnerNoviceAverageGiftedGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusLessonDrive action at key moments

25、in the customer journey.210Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsGenius Brands use breadth of creatives to find resonant adsGenius Brands use customer insights and campaign data to establish performance benchmarks before campaigns are launc

26、hed.This allows them to measure the relative performance of campaigns based on early results.Winning ads are quickly amplified to target audiences,while less successful campaigns are swiftly culled.This approach has helped Genius Brands to achieve objectives across various stages of their customers

27、life cycle.John Deere delivered campaigns with different creative treatments across a wide variety of stages of the customer life cycle.These ads targeted specific audiences based on their previous engagement with the brand.By doing this,John Deere was able to establish which were more or less reson

28、ant and then shifted spend accordingly.Genius example John DeereGartner for Marketing Clients Take Action The CMOs Guide to Multichannel Marketing Channel StrategySource:Gartner Analysis of Pathmatics DataCustomer-centric stories&experiencesService&supportFinancial offersParts&maintenanceProduct hig

29、hlights11Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsGenius Brands direct customers to high-value owned touchpoints to maximize ROISource:Truist,Gartner Analysis of Pathmatics DataTruist drove site visitors to its app via a QR code on its homepag

30、e,as well as promoted the app in social ad campaigns.Truist also provided customers with an interactive tool on its website showing different functionalities of the app and how to access them.Genius example Truist70%of Genius Brands offer an interactive guided-selling tool(e.g.,a pricing tool,a prod

31、uct finder)compared to just 36%of non-Genius Brands.However,Genius Brands do not simply invest wherever they can;they focus on tools that will drive the greatest impact on conversions,such as directing users to high-value touchpoints across channels,creating intentional cross-channel experiences tha

32、t move customers down the funnel,and improving the ROI of tool investments.Adequate promotion of these interactive tools drives a flywheel of first-party data collection,which Genius Brands use to optimize digital customer experiences.Gartner for Marketing Clients Take Action How to Deliver Commerci

33、ally Productive Digital EngagementWebsiteSocial ad campaign12Overall email open ratesTriggered email open ratesNon-Genius BrandsNon-Genius BrandsGenius BrandsGenius Brandspp6.4pp8.9ppGartner for Marketing Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsGenius Brands use a

34、utomation to send resonant messages in customer journeys88%of Genius Brands use triggered emails compared to only 67%of non-Genius Brands.Genius Brands automate“push”channels(such as email)to scale messages to customers in the form of timely help.They take a step further than basic triggers,such as

35、days after an action is taken,and also combine datasets and platform integrations to provide tailored support.Gartner for Marketing Clients Take Action Market Guide for Email MarketingEmail open rates by Genius and non-Genius BrandsJanuary 2023 December 2023n=432,492 email campaigns by 307 Digital I

36、Q brandsSource:Gartner Analysis of eDataSource Data*pp denotes percentage points22%0%15%30%12.5%18.9%0%15%30%12.7%GeniusGeniusGeniusGeniusGeniusGeniusGeniusGeniusLessonIncrease agility by investing in people and processes,not just technology.3Gartner for Marketing Follow Us on LinkedIn Become a Clie

37、nt 14Gartner Digital IQ Index Genius BrandsGenius Brands hire talent to unlock actionable insights and AIGenius Brands hire for advanced analytics roles to maximize their martech stack usage,resulting in more mature digital marketing.These roles use advanced models to surface insights,creating effec

38、tive orchestration of first-party data for targeting and capitalizing on new AI opportunities.Genius Brands job posts for marketing roles were 4.7x more likely to contain“data science”or“machine learning”than other brands job posts in 2023.81%of Genius Brands hire for roles that require“customer ins

39、ights”and“customer understanding”versus only 47%of their peers.Gartner for Marketing Clients Take Action What CMOs Should Hire and Upskill Their Teams On23%of Capital Ones job postings contained data science keywords in the 12 months ending June 2023.*Genius Brands are unafraid to place firm bets wh

40、ere they see shifts in the political,economic,societal or technological landscape.Genius example Capital One“You might build machine learning models to solve problems we havent even discovered yet.”ApplyData Science*n=2,596 LinkedIn job postings,Gartner analysis of CoreSignal data15Gartner for Marke

41、ting Follow Us on LinkedIn Become a Client Gartner Digital IQ Index Genius BrandsGenius Brands develop customer understanding to quickly adjust for audience needsTo stay ahead of consumer trends,Sephora uses“Agility Lanes,”a set of weekly meetings to discuss new problems,identify solutions and prior

42、itize projects.Agility Lanes enable Sephora to successfully execute its major yearly plans,while simultaneously taking advantage of new opportunities that can give the brand a competitive edge.For example,Sephoras merchandising team used the Agility Lane process to update in-store tower shelves to f

43、eature smaller,trending fragrance brands.While fixture turnover times are normally very structured and planned months in advance,Sephora was able to pivot to feature brands that were surging in popularity.Genius example SephoraBrands that identify shifts in customer needs more quickly than competito

44、rs can reach audiences in trending places and satisfy unmet needs.Genius Brands typically use a combination of weekly meetings,ad hoc analysis to understand specific barriers to purchase,as well as dashboards that give performance against forecasts.They dedicate analytics resources to solve high-val

45、ue questions on customer needs,use consistent business-level metrics across different parts of the organization and surface voice of the customer(VoC)insights in dashboards.Gartner for Marketing Clients Take Action Drive Agility and Scale for the Future With Content OperationsBenchmark your digital

46、marketing performance against peersLearn MoreGartner Digital IQ helps CMOs and their teams measure and optimize their digital marketing strategy.Compare your digital maturity against key competitors,leading brands and innovators Contextualize brand health and investments Visualize areas of opportuni

47、ty Inform your strategic roadmap See where best-in-class brands invest in digital Identify areas for channel optimizationGartner for Marketing Follow Us on LinkedIn Become a Client 16Gartner Digital IQ Index Genius BrandsRanking the Genius BrandsGartner indexed 1,176 brands across 12 industries for

48、the Digital IQ studies.Total scores fall into one of five classes:Genius,Gifted,Average,Challenged and Feeble.Only 36 brands earned the Genius rank just 3%of analyzed brands.On average,these Genius Brands achieved 16.5x more site traffic than their peers in 2023 and grew their revenue by 7.8%.Genius

49、 Brands invest heavily to produce and promote ads across various digital channels,resulting in 3.0 x more ads,and garnered 4.8x more impressions than non-Genius Brands in 2023.Nineteen brands were incumbent Genius Brands in 2023,with the remaining 17 overtaking peers to rise into the top class.#Geni

50、us Brands36#Industries12Total#of Brands1,176Gartner for Marketing Follow Us on LinkedIn Become a Client 17Gartner Digital IQ Index Genius BrandsExplore these additional complimentary resources and tools for marketing leaders:Podcast#Hashtags:The Gartner Marketing&Communications PodcastGet insight in

51、to the latest marketing trends(available on Spotify,Apple and Google).Listen NowActionable,objective insightConferenceGartner Marketing Symposium/XpoAttend the worlds most important gathering of CMOs and marketing executives.View CalendarAlready a client?Get access to even more resources in your cli

52、ent portal.Log InToolGartner Digital IQ IndexBenchmark your brand against industry competitors across critical components of digital performance.Learn MoreWebinarThe Annual Gartner Genius Brands:Achievement in Digital Marketing ExcellenceLearn from last years Genius Brands who achieved digital marke

53、ting excellence.Watch NowGartner for Marketing Follow Us on LinkedIn Become a Client 18Gartner Digital IQ Index Genius BrandsConnect With UsGet actionable,objective insight to deliver on your mission-critical priorities.Our expert guidance and tools enable faster,smarter decisions and stronger performance.Contact us to become a client:U.S.:1 855 811 7593 International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Marketing Leaders connected to the latest insightsAttend a Gartner conference View Conference 2024 Gartner,Inc.All rights reserved.CM_GBS_2508940