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7 Digital Dominance Award 2016 winners in Belgium!

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Last week, professionals active in digital marketing representing companies from a range of industries gathered at Chalet Robinson to celebrate the Digital Dominance Award winners for 2016 for the Belgian Market. The Digital Dominance Benchmark is a research conducted by Dicitas Consulting, who initiated this new award to recognize the brands that are dominant in “digital” in their markets. The research was as well conducted for the Netherlands and Asia

For the Belgian market, 55 brands were considered in this benchmark and 21 were nominated as potential award winner in 7 different categories (Banking, Insurance, Telco, Utilities, Food Retail, Retail & Products).

The winners received their awards during the Digital Dominance Award Diner organized by Dicitas Consulting in collaboration with Conversion Talent and Yonego. The partnering companies polled the audience on how they evaluate the gap between their company’s digital ambitions and what they have accomplished in reality. Moreover, it was discussed what holds back companies to close the gap between what consumers expect and what these companies can delivery. During the award dinner, topics were tackled such as ‘how to identify the right digital talent and how to recruit them’ and ‘what to anticipate as digital trends in 2017’.

Internal challenges are still the main driver of digital frustration for customers

The poll showed that there is not only a huge difference between what a company has as its ambition compared to what it can offer. When asked for the main reasons why this gap still exists, the marketers pointed out that the main reasons are to be found internally.

The time it takes to implement the technological component and lack of internal digitally savvy resources are on top of the list with reasons, closely followed by the human resistance to change. “This confirms what we see at our clients”, says Davy Verhulst (managing partner of Dicitas Consulting for the BeLux market),” the times where upper management or budget held back a start of digital initiatives are behind us. Decision makers recognize the need and address the first two reasons by calling upon external experts. The main concern of higher management remains to assure that the organization has the capacity and capabilities to continue the digitalization once the momentum is created and the external experts start to phase out. This stresses the importance of a good transformation management while maintaining the right balance between internal and external capability development.”

“The scarcity of digital talent leads to a war for talent”, Jeroen Van Ermen (co-founder of Conversion Talent) points out. ” A war that pushes recruiters to think more like marketeers and act as community managers that look beyond the candidates that are actively ‘on search’ for their next position. The “check in the box” recruiting approach is too short sighted and doesn’t reflect the fact that the boxes will keep on changing.” A conclusion shared by Joris Toonders (Founder of Yonego)“ The speed of development increases exponentially, the giants become bigger and data is the common factor in all developments. A company culture that fits the speed required by the markets is a determining factor for success. Without speed, flexibility and a data driven culture even the best thought trough strategies are doomed to fail. The challenges are many, but the opportunities outnumber them. Those companies that see speed of development as an opportunity have all advantages to be successful in the next year. . “.

No One is perfect

The Digital Dominance Benchmark measures companies’ digital dominance in an objective way, by using publicly available data available from a large number of qualified sources. The research benchmarks the 5 most common dimensions of digital: Website-, Online Video-, Mobile app-, Social Media- and Search Engine performance. Within these dimensions, the research evaluated a number of sub-dimensions. To get to a benchmark score, each brand was compared against the best performing brand in a sub-dimension. This allowed to compare companies cross industry and cross geography.

A first conclusion is that none of the award winners is leading in all 5 dimensions for their industry. As can be seen in the overview hereafter, there are some industries where 2 companies clearly lead in digital in Belgium.

Belgium still has a gap to close in most categories in comparison with the Netherlands and Asia. In some categories, the leading Belgian brands hardly reach the average of the Netherlands in their industry.

The 7 winners

The winners of the Digital Dominance Awards for Belgium in 2016 are:

Banking:          BNP Paribas Fortis

Insurance:       KBC

Utilities:           Luminus

Food Retail:    Lidl

Retail:              Zalando

Telco:               Proximus

Products:        Jupiler

 

Some event moments:

Press contact: Davy Verhulst, +32 475 83 99 98, davy.verhulst@dicitas.com

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