According to PwC, Digital IQ is "an assessment of how well companies understand the value of technology and weave it into the fabric of their organization. Growing your Digital IQ entails more than merely adopting the latest tools or having a large IT budget—it is about integrating technology into the way a company plans, innovates, measures results, interacts with customers, and ultimately creates value." PwC identifies seven dimensions that shape a corporate's Digital IQ, they are: mobility, social media, cloud computing, business intelligence, strategic planning, mobilization, roadmap execution.
In their 4th Digital IQ survey published in November 2011, PwC stated: “Having a high Digital IQ is important because it can deepen the level of engagement you’ll enjoy with your customers, employees and business partners. It helps you increase returns on technology investments by more closely tying those investments to growing your business and solving business problems. Too many organizations adopt new digital solutions—such as social media platforms— without understanding the business value or what it should be.”
In their 4th Digital IQ survey published in November 2011, PwC stated: “Having a high Digital IQ is important because it can deepen the level of engagement you’ll enjoy with your customers, employees and business partners. It helps you increase returns on technology investments by more closely tying those investments to growing your business and solving business problems. Too many organizations adopt new digital solutions—such as social media platforms— without understanding the business value or what it should be.”
The survey data listed Burberry, Ralph Lauren, Hugo Boss, Gucci, and Louis Vuitton, etc in its top list of Digital IQ rankings. Among them, the best built Digital IQ was found in British luxury brand Burberry according to the data provided by the survey.
Burberry holds fast to its No.1 ranking in the fashion category and 2nd place in fragrance on Digital IQ through many effective strategies that encouraged multimedia non traditional approaches to the market. One of its most lauded campaigns last year was the sponsorship to the Weather Channel app that was given heavy attention to during the Olympic seasons.
Burberry holds fast to its No.1 ranking in the fashion category and 2nd place in fragrance on Digital IQ through many effective strategies that encouraged multimedia non traditional approaches to the market. One of its most lauded campaigns last year was the sponsorship to the Weather Channel app that was given heavy attention to during the Olympic seasons.
In the campaign, Burberry did not only find a neat connection of weather between the British brand itself (or its "British DNA" as it is called in the source) and the Weather Channel brand, but also integrated its social media efforts (through its official page on Facebook, Twitter...) with the weather themed sponsorship, and it even further combined similarly themed worldwide outdoors campaigns covering major metropolitan cities, etc.
As a result, their consistent and joint marketing efforts in both physical and digital categories has been helping to transit the brand image from a traditional luxury brand to a brand that is prestigious and modern with its own story and soul.
I believe such efforts will benefit any brand in the long run and build a deeper and long-lasting relationship between the consumer and the brand.
As a result, their consistent and joint marketing efforts in both physical and digital categories has been helping to transit the brand image from a traditional luxury brand to a brand that is prestigious and modern with its own story and soul.
I believe such efforts will benefit any brand in the long run and build a deeper and long-lasting relationship between the consumer and the brand.
References and photo sources:
L2 Burberry video: http://youtu.be/ATHCg2_wuA0
PwC Digital IQ: http://www.pwc.com/us/en/advisory/2011-digital-iq-survey/definition-digital-iq.jhtml
Burberry Masters Brand Image: http://www.luxurydaily.com/burberry-masters-brand-image-via-weather-based-campaign/
L2 Burberry video: http://youtu.be/ATHCg2_wuA0
PwC Digital IQ: http://www.pwc.com/us/en/advisory/2011-digital-iq-survey/definition-digital-iq.jhtml
Burberry Masters Brand Image: http://www.luxurydaily.com/burberry-masters-brand-image-via-weather-based-campaign/