Ten brands that dominated their online presence in 2016

These ten brands are characterized by a particularly good online presence.Brand management, advertising and online presence are the cornerstones of strong brandsContemporary marketing relies on brand management, advertising and online technology. A strong brand shapes the identity of a company. Advertising serves to skillfully interact with the target group, which wants to be surprised, entertained and encouraged to engage in dialogue. Finally, an online presence uses technology and social media to be found and heard in a society dominated by smartphones. examples show that new business models have emerged thanks to the internet and, in extreme cases, are upsetting entire industries. The next sections show which companies are diligently doing their homework in the digital sector in 2016.Enigma's Full Potential Analysis

The Full Potential Analysis is one of Enigma Lab tool that serves as a strategic instrument and decision-making method in marketing. Its core lies in the strategic consideration of the three cornerstones: Branding, advertising and digital platforms. The method takes a differentiated look at the dimensions in which companies are strong and where they have potential for improvement in order to exploit their full potential. The analysis is a snapshot of a brand and visualizes the results with a pie chart. The larger the radius, the better the utilized potential. Over 60 criteria result in comparable company profiles. The quality of the criteria is shown on a 10-point scale. The resulting score is particularly meaningful when applied within a sector. A direct comparison within an industry is particularly revealing and shows where marketing measures can be targeted in order to stay one step ahead of direct competitors. Great brands also know which activities they deliberately omit in order to use freed-up resources where they can achieve a disproportionately high impact.How is the online presence evaluated?

The online presence is examined in the full potential analysis as follows. On the one hand, the website is evaluated as a communication medium in terms of performance and experience. The criteria here are a high loading speed of the website and user-friendliness. Is the site easy to find by search engines and are visitors encouraged to interact with the site? On the other hand, the analysis highlights the presence of the brand on the relevant social media channels. Currently, the relevant social networks in Switzerland are limited to Facebook, LinkedIn and Twitter. The analysis does not evaluate the largest community with the most points, but rather determines the engagement of the dialog groups. Today, ambassadors who spread brand values and content are more important than many fans. The possibilities for digital presence are diverse. They can range from competitions and apps to blogger events. Brands that have mastered the keyboard of online instruments can address their target group precisely and without wastage. This in turn will lead to interaction that is perceived by the audience as relevant rather than intrusive.What are the ten brands mentioned doing right?A strong online presence - i.e. website and social media engagement - is not just a possible side effect of advertising, but the basis in a society whose limited attention is demanded from all sides.Donald Trump's campaign convinces with an unmistakably clear website, and pulls out the stops on the social media channels Twitter and Facebook, which are the central communication media of the campaign. Montblanc, on the other hand, knows how to merge the various online areas into one another. Aldi's website is characterized by user-friendliness and thus the consistent guidance of visitors on the website. Hotelplan is a master of the Facebook discipline and strikes a balance between entertainment and added value. Swisscom knows how to set priorities in the digital sector and emphasize clear focal points. Uber's specialties are its user-friendly website and the strategic use of Linkedin. Zurich Zoo has a solid web presence and an excellent Facebook dialog. Social media is a home game for Emirates, which is above average in all areas. La Redoute's website is the digital centerpiece of the brand. It is user-friendly and impresses with clear calls to action. The Nescafé Dolce Gusto website has an inviting design and encourages visitors to discover the various areas. The top 10 brands see their digital presence as a priority. Their online presence consists of a good mix of targeted content on the website and on various social media. Performance and user-friendliness are a matter of course for these brands. Search engines find the websites easily, visitors are encouraged to interact with the website through targeted wording, and social media channels are used in a way that is tailored to the target group with the right flair for dialog.Companies that have mastered branding, advertising and digital platforms are one step ahead of their competitors and are perceived and understood by their target group. They develop a recognizable personality based on the three pillars, with which consumers are willing to enter into a relationship and express trust. The fast pace of society does not allow us to rest on our laurels, but requires agility and the will to not only shape the brand internally, but also to consciously shape the brand environment. 10 brands that make the most of their branding potentialIn January, Enigma analyzed 10 brands whose advertising was particularly convincing in 2016Author: Martin Künzi, Associate Partner Enigma