The L2 Digital IQ® Index: Luxury measures and ranks the digital digital footprint of 72 luxury brands across four dimensions: effectiveness of a brand’s site, digital marketing, social media, and mobile.
- Traffic to brand sites from Facebook more than doubled in 2010, growing from 3.4 percent to 7.1 percent with 73 percent of luxury brands registering the social media giant as a top eight source of traffic. Traffic from Twitter and YouTube decreased.
- Brand sites with social sharing recorded annual traffic growth of 42 percent versus 18 percent for brands without social sharing suggesting the increasing importance of social media optimization.
- Digital competence leads to more site traffic. The 21 brands that increased their Digital IQ demonstrated annual traffic growth of 52 percent versus traffic growth of just 8 percent for brands that registered IQ decreases.
- The 39 brands that sell online boast a Digital IQ of 117 versus an average IQ of 79 for the 33 brands that are not e-commerce-enabled.
- There is still substantial low hanging fruit around basic digital marketing tactics. Only half of brands engage in email marketing, only two in five are purchasing search terms and only 10% have mobile sites.