Ford Leads Automakers In Digital Strategies

Automakers know the car-buying experience starts before consumers come through the dealership doors. Ford Motor is tops in digital strategies, according to L2, a business intelligence service.

Auto brands are ramping up their online vehicle information pages as 95% of brands observed in L2’s Digital IQ Index: Auto 2018 now offer product videos on their brand sites, 49% provide interior photos and 47% give 360-degree views. 

However, the number of brands that offer brand comparison tools dropped 16% between 2017 and 2018, indicating that Index brands may be wary of highlighting vulnerability.

The report benchmarks the digital performance of 43 auto brands operating in the U.S., with a specific focus on key digital strategies and best practices for auto manufacturers to follow consumers into a mobile-first world. 



U. S. auto sales are expected to decrease by as much as 5% in the next year, and developments in big tech and international markets make the future uncertain.

Despite logistical barriers to ecommerce and strict market regulations, innovative brands are developing digital strategies that will weatherproof them against the lean times ahead, according to L2.

Leaders in this year's Index focused on improved data collection, mobile optimization, and aggressive SEM strategies.

The top 10 automakers according to L2 are Ford, Toyota, Chevrolet, Mercedes-Benz, Honda, Nissan, Volvo, Porsche, Kia and Cadillac.

The Digital IQ Index methodology examines a brand’s strengths and weaknesses across the four digital dimensions of site, digital marketing, social and mobile. 

In 2017, an average of 61% of traffic to Index brand sites came from mobile devices. The average visit to an Index brand mobile site was two and a half minutes shorter and spanned four fewer pages than visits to desktop sites.

This reinforces the need for brands to streamline and simplify their mobile touchpoints.

Index brands generated 2.33 times as many Instagram interactions in Q4 2017 as in Q1 2016. While auto brand engagement on Instagram is accelerating, interactions on Facebook have stalled.

In 2017, Auto Index brands generated almost four times as many interactions on Instagram as on Facebook.

4 comments about "Ford Leads Automakers In Digital Strategies".
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  1. R MARK REASBECK from www.USAonly.US , March 8, 2018 at 9:31 p.m.

    The top 10 automakers according to L2 are Ford, Toyota, Chevrolet, Mercedes-Benz, Honda, Nissan, Volvo, Porsche, Kia and Cadillac.

    My money says, you can take a 360 view of these interiors, not label them, and no one knows, which one belongs to what car.  Even though a car is for transportation from point  A to point B, everyone is more interested  on how big the distracting screen can be .
    We already know the interiors will be gray, boring  and predictable.

  2. R MARK REASBECK from www.USAonly.US , March 8, 2018 at 9:34 p.m.

    PS.  I have never bought a car based on "Blowing their own horn".  I seek out a third party test, (Car & Driver etc)  Even when buying a used car, these reviews are still available.
    Spinning 360 degree pix are mostly very boring. 

  3. Tanya Gazdik from MediaPost replied, March 8, 2018 at 9:36 p.m.

    I appreciate the comment, Mark, but I have to disagree with you regarding interiors. Check out the hard work by Ward's Auto in evaluating dozens of vehicles.

  4. R MARK REASBECK from www.USAonly.US replied, March 8, 2018 at 10:31 p.m.

    Considering the article was promoting  "interior winners", it was complicated trying to find all of the pix.  Nice to see some color, but even when they use the Nutmeg leather, the trim is still gray.   Lots of Look-alike in the Japanese/Korean cars, especially dash layout. 
    When I see all of electronics, my thoughts tend to ask,  how much this costs, when these clusters fail.   Most auto components have a 10 year life before failure.  Lots of $$$ which entices people to keep trading in an expired warranty vehicle and thus having perpetual car payments. This equates to  Throw-away cars that will never , ever be considered worthy as a "Classic Car" of the future.  It's sad when the only distinguishing feature of a car is how the sculpture line intercepts the door handles.  Today's designers are only copy-cats of copy-cats.  But the car buyer has changed as well.  There is no loyalty to brands, especially American cars and all that matters is the warranty and the payment.  Just notice all the cookie cutter silver cars at any given intersection..............B-O-R-I-N-G !!

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