~ Global Marketing Engagement Index Reveals Shift in Digital Marketing Away from Environmental, Social and Governance Focus ~
LONDON, October 25, 2022 /PRNewswire/ — TEAM LEWIS, the global marketing agency, today released its fifth annual Global Marketing Engagement Index™. The report analyzes the top 300 companies on the Forbes Global 2000 list using a proprietary methodology, the Marketing Engagement Tracker (MET). This study looks at how effectively leading brands connect with their audiences.
Since launching in 2017, it has reported some clear trends. These have been quantitative and linear. Organizations have increasingly made use of new digital tools, content and infrastructure. They’ve grown audiences and engaged more deeply. The quality of marketing has also improved.
The changes recorded in the MET of 2022 show some paradoxical trends:
1. Corporate Social Responsibility (CSR) / Environmental, Social and Governance (ESG)
The MET’s CSR section checks whether companies have a program on their website or mention the use of renewable energy resources, or diversity and inclusion efforts. Surprisingly, despite this topic being current, the score dropped year-over-year from 65% in 2021 to 56% this year.
2. Media
This section of the MET looks at the scale of the website’s media content. This could include case studies, product or service news or leadership interviews and quotes. The overall score drops year-on-year, from 56% in 2021 to 35% in 2022. This is mainly explained by the retreat of original research and more companies experiencing communications crises that can disrupt the normal flow of content.
3. Digital marketing
This section of the MET looks at the factors that determine a company’s success with online audiences. From website bounce rates, domain authority, top keyword growth and keyword difficulty, to search engine optimization (SEO) ranking and search engine marketing (SEM). This year’s overall score has dropped from 56% in 2021 to 47% in 2022. This indicates that businesses are investing less in SEM and SEO.
On the other hand, research shows that social presence increased from 55% in 2021 to 62% this year. User experience increased dramatically from 35% in 2021 to 61% this year, and website report scores increased from 26% in 2021 to 48%.
Site security remained at a decent 80%. Which is high, but it still means that not all sites are fully protected.
“These trends seem paradoxical,” he said Matt Robbins, Vice President of Insights and Research. “We see increased investment in user experience, but a drop in SEO and SEM. There’s no point in having a great user experience if no one can find your website. Investment in online awareness should increase, not decrease.” He continued: “There is high inflation, but full employment (at the moment). This means that businesses are facing the pressures of falling incomes and rising costs. This will lead to reputational issues, whether labor, environment or governance. Investment in these areas. is shrinking. It’s a false economy. Brand reputation takes years to build, but can be lost quickly.”
TEAM LEWIS analyzed the top 300 companies in the ‘Forbes Global 2000: The World’s Largest Public Companies’ list. This compilation is a reference in the sector recognized for having an authorized and trusted methodology.
Download the Global Marketing Engagement Index 2022 here:
About the TEAM LEWIS Global Marketing Engagement Index™
TEAM LEWIS Marketing Engagement Tracker (MET) is a proprietary methodology that analyzes marketing across fifty categories including earned media, personalization, social media, responsiveness, user experience and website security. For the 2022 data, the top 300 individual company scores were developed between September 7, 2022 i September 26, 2022. Forbes Global 2000: List of World’s Largest Public Companies –https://www.forbes.com/global2000
About TEAM LEWIS
TEAM LEWIS is a global marketing agency created to help and inspire brands to grow. It provides a full spectrum of marketing, communications and digital services to deliver tangible business impact for clients. The company has more than 650 employees in 24 offices in Asia, Europe and North America. www.teamlewis.com.
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