According to a new study by Team Lewis, the global economic slowdown appears to have led many organizations to reduce the use of digital tools, content and infrastructure, as well as to reduce the emphasis on corporate social responsibility and ESG projects.
That of the agency “Global Marketing Engagement Index 2022” says companies are becoming more cautious and risk-averse as they face the threat of headwinds in the economy. The study used Lewis’ Marketing Engagement Tracker to examine the top 300 companies on the Forbes Global 2000 list in areas including CSR/ESG, digital marketing, media and site security.
It found that companies are cutting back on several key areas of their online communications. The biggest drop was in the emphasis placed on media content on company websites, an area that includes case studies, product or service news, or leadership interviews or quotes. While the overall score for companies in this area in the 2021 survey was 56 percent, this year it dropped to 35 percent.
The presence of CSR/ESG initiatives on company websites also dropped, from a score of 65% last year to 56% this year.
Core digital marketing concerns (bounce rate, domain authority, search engine optimization, etc.) are also being de-emphasized, rising from 56% in 2021 to 47% this year .
However, MET scores did not decrease in all areas. Attention to user experience increased from 35% last year to 61% this year. The study attributes much of this increase to “basic improvements in language switching options and broader compliance with the Americans with Disabilities Act (ADA).”
Social presence (the presence of a company or its CEO on social networks or channels) was also a bigger focus, rising from a score of 55% in 2021 to 62%. However, the study also noted that 77 percent of the CEOs of the surveyed companies are not yet on social media.
The Marketing Engagement Index also names what it calls “the world’s most engaging brands.” Globally, the top company was Microsoft, followed by TD Bank, abbvie and General Motors. Microsoft also took the top spot in the US. In EMEA, Schneider Electric, L’Oréal and Unilever earned the highest MET scores, and DBS Bank Limited led the way in APAC, followed by Toyota, Kia and Sony.
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