The Digital Dominance Benchmark

The Digital Dominance Benchmark

That most companies are increasing their digital budget is no secret, but the question is, how far are digital initiatives taking companies in the strive for digital excellence? Customers are expecting certain digital maturity across all industries, what they have with the banker they expect with their grocery as well, such as online convenience services and information.

We have developed a methodology to keep track of companies’ digital performance, but also benchmark against both the own industry, as well as a cross-industry benchmark, to see where digital activities are performing in the wider spectrum.

Many companies are struggling to get it ‘right’ with their digital efforts, and therefore, brands face the challenge to bridge the gap between customer expectations and the experience they deliver as a brand. Dicitas Consulting helps by benchmarking brands against their competition. How dominant is your brand in the digital sphere?

While the internet may be the best thing to have happened to humanity since the invention of the steam engine, ensuring that brands can compete and win in this digital age isn’t always as simple as it looks. Here are some of the things Brands must invest in to create digital differentiation:

  • A strong web presence, inviting, quick to load, searchable with clear navigation and calls to action for the customer
  • Mobile optimization beyond responsive design; also, succinct, uncluttered and with a clearly visible value proposition
  • Emotional engagement with the customer via relevant content, curation and storytelling delivered by a compelling customer experience
  • A proactive social media strategy to engage with customers and their communities on the social web where they turn to for information, counsel and decision making
  • Paid media advertising to ensure brand visibility, awareness, consideration and customer activation

The Digital Dominance Index is an indicator that describes how strong each company or brand performs in the digital sphere. Companies need to create a competitive advantage by being a digital authority on specific digital channels. Our benchmark will determine the digital positioning in each sector. What also is noteworthy is that different aspects of the benchmark speaks more or less to different industries. Online video might for example be of more importance to certain, more consumer-focused industries than others, without saying that it lacks importance in others.

Looking at our methodology; we compare the following 5 groups in our Benchmark; Websites, SEO, Social, Online video and Apps. Certain criteria apply for the benchmark to be valid, i.e. a LinkedIn pages with no followers does not qualify to be included.

The 2016 Winners of the Digital Dominance Benchmark and Award ©

In 2016 the Digital Dominance Award were handed out to those brands that stand out in their digital presence. We believe that digital at its best takes an outside in approach to customers, allowing them to communicate with brands in the moment, channel and method they choose. The customer journey is theirs!


The top 3 and the winners of the Digital Dominance Award in the Netherlands were:

  • BankingING (winner), ABN AMRO and the Rabobank;
  • InsuranceCentraal Beheer (winner), Menzis and Aegon;
  • UtilitiesNuon (winner), Eneco and Essent
  • TelcoZiggo (winner), Telfort and Vodafone
  • Food RetailAlbert Heijn (winner), Jumbo and Lidl
  • RetailH&M (winner), and Zalando,
  • FMCGHeineken (winner), Philips and L’Oréal

The top 3 and winners of the Digital Dominance Awards for Belgium in 2016 were:

  • Banking: BNP Paribas Fortis (winner), Belfius, ING
  • Insurance: KBC (winner), Axa, Partena
  • Utilities: Luminus (winner), Engie, Lampiris
  • Telco: Proximus (winner), Telenet, Voo
  • Food Retail: Lidl (winner), Carrefour, Delhaize
  • Retail: Zalando (winner), Torfs, JBC
  • FMCG: Jupiler (winner), Friesland Campina, L’Oreal

Press Coverage of the Digital Innovation Summit 2016 and the Digital Dominance Award (click the logo’s for detail):

 banken-nl  connexie  consultancynl
 consultancynl  customer-first  Print
 energeia_170x50  levensmiddelenkrant marketingtribune

Please e-mail us if you want to know more about the benchmark, if your brand is within the benchmark group, what your results are or to organize a deep dive into the results, its impact and your priorities.

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