Microsoft takes the top spot as the company whose marketing makes the maximum impact, followed by Bank of America and Intel according to Lewis Global Marketing Engagement Index. The Index is a marketing analysis of the world’s 300 largest public companies and suggests 'Quantified Engagement' as the way forward. The report further reveals that the majority of the world’s largest 300 public companies are failing to look at their marketing mix as one cohesive function. The report also states that one in five American companies don’t have https. Meanwhile, APAC leads in video, while EMEA leads in schema mark-up and the US in paid search personalisation. The analysis is based on a proprietary methodology across 10 categories including security, personalisation, social media, response time, and user experience, called the Lewis Marketing Engagement Tracker. Giles Peddy, senior vice president, EMEA, Lewis said: “Winning the engagement battle is the new frontier for marketers, and measuring it is more critical than ever. We believe that companies must accelerate their integration of the marketing ecosystem and begin measuring it as a collective, not as a series of islands. This is why we believe we are on the cusp of a new era in marketing called ‘Quantified Engagement'." Professor Jim Macnamara, School of Communication, University of Technology Sydney (UTS) and visiting professor at the London School of Economics (LSE) said: “In the hyper-connected, multi-channel world of today, it is important that organisations look beyond simple, single metrics to evaluate their engagement, audience responses, and reputation. “Organisations need to look at multiple factors that collectively provide deep insights into the journey of customers and other stakeholders. Engagement is more than likes and click-throughs – it is a combination of a multitude of interdependent factors ranging from access and relevance, to trust and value.” // Featured in this article
Microsoft has topped a global marketing index, ahead of Bank of America and Intel, when it comes to maximum impact. The company is also the most effective at getting its message out in social media, with Facebook being the top source for news about Windows 10. A collective measure of "quantified engagement" to evaluate reputation, audience responses and engagement will be preferred to single metrics in the near future, said Giles Peddy, Lewis’ senior vice president, EMEA.