Brand Agility Index
- Diagramm
- •
- Tabelle
Erkältungsmittel schaffen zwar den Transfer ins Social Net, treten jedoch zu wenig in den Dialog mit dem User. Das zeigt der von Waggener Edstrom entwickelte Brand Agility Index, mit dem die Agilität von Marken in deren social und digital Kommunikation gemessen wird. Wählen Sie mit Ihrer Maus eine Marke, bewegen Sie sie über die Grafik und lernen Sie, welches Potential in den fünf meistverkauften Kombinationsprodukten gegen Erkältungskrankheiten noch schlummert. Den PDF-Report zum Brand Agility Index „Erkältungspräparate“ können Sie hier anfordern.
| Aspirin Complex | Esberitox | Wick MediNait | Doregrippin | Grippostad C | |
|---|---|---|---|---|---|
| Relevance | 4,4 | 3,8 | 4,0 | 3,4 | 4,6 |
| Differentiation | 2,3 | 2,0 | 1,7 | 1,7 | 3,7 |
| Originality | 2,0 | 2,0 | 1,0 | 2,0 | 3,0 |
| Business impact | 2,7 | 1,3 | 1,7 | 2,0 | 2,7 |
| Right to play | 4,0 | 4,0 | 3,3 | 4,5 | 4,0 |
| Scalability | 3,7 | 3,3 | 3,3 | 3,5 | 3,3 |
| Standout | 2,3 | 1,7 | 1,7 | 0,7 | 3,0 |
| Engagement | 2,0 | 1,0 | 1,3 | 0,0 | 2,7 |
| Personalisation | 2,0 | 0,5 | 1,0 | 0,0 | 1,5 |
| Sentiment reaction | 3,0 | 2,5 | 2,7 | 3,0 | 3,0 |
| Durchschnitt | 2,8 | 2,2 | 2,2 | 2,1 | 3,1 |
Die fünf der meistverkauften Kombinationsprodukte gegen Erkältungskrankheiten schöpfen ihr kommunikatives Potential im digitalen Raum nur unzureichend aus. Der Brand Agility Index zeigt für die Marken Aspirin Complex, Esberitox Tabletten, Wick MediNait, Doregrippin Tabletten und Grippostad C, dass die Marken es sehr wohl schaffen, relevantes Engagement unter Usern im Netz zu erzeugen. Das Potential einer Interaktion mit den Anwendern und damit eine Möglichkeit zur Differenzierung gegenüber den Mitbewerbern über paid, earned und owned media findet allerdings kaum statt.
Die Grippewelle macht auch vor dem Social Web nicht Halt. „Husten, Ohren zu und leichtes Fieber, nerv“ – so spricht das Netz. Schnell folgt ein Tweet „Mensch, nimm doch …“ unter Nennung der persönlich präferierten Markenmedizin. Doch wie positionieren sich die Kombinationsprodukte Aspirin Complex, Esberitox Tabletten, Wick MediNait Erkältungssirup für die Nacht, Doregrippin Tabletten und Grippostad C über ihre digitalen Kanäle wie Social Networks, Website, E-Commerce, SEO und Digital Marketing?
Der Brand Agility Index misst über elf Indikatoren die Agilität von Marken im digitalen Raum:
Differenzierung, Relevanz, Originalität, Themenwahl, Engagement, Business Impact, Übertragbarkeit, Sichtbarkeit, Personalisierung, Emotionalität und Geschwindigkeit sind die den Brand Agility Index charakterisierenden Parameter.
Grippostad C schafft es, sich über seine Kanäle bei paid, earned und owned media von den Mitbewerbern am ehesten zu differenzieren und erreicht im Mittel über alle BAI-Parameter die höchste Punktzahl. Die Folgeplätze belegen Aspirin Complex, Esberitox, Wick MediNait und Doregrippin.
Aspirin Complex und Grippostad C erreichen es mit ihren Marken, die für die Zielgruppe „Erkältungsopfer“ relevantesten Inhalte unter ihren Usern im Netz zu generieren. Die klare Fokussierung der messbaren Aktivität auf das Thema „Erkältung“ bringt auch für Esberitox hohe Werte bei der Themenpassung. Wick MediNait muss Punktabzug hinnehmen, weil die Marke im Social Web auch zum Austausch von erkältungsfernen Tweets animiert. Doregrippin schafft es zwar mit seiner Website bei Originalität und Business Impact zu punkten, verliert aber im Mittel, weil die Marke im Social Web quasi nicht besprochen wird. Grippostad C und Aspirin Complex schaffen den Transfer vor Esberitox und Wick MediNait schon eher.
Aspirin Complex und Grippostad C erreichen es mit ihren Marken, die für die Zielgruppe „Erkältungsopfer“ relevantesten Inhalte unter ihren Usern im Netz zu generieren. Aspirin Complex fällt aber bei Originalität, Personalisierung und Engagement ab.
Aspirin Complex und Grippostad C erreichen es mit ihren Marken, die für die Zielgruppe „Erkältungsopfer“ relevantesten Inhalte unter ihren Usern im Netz zu generieren. Aspirin Complex fällt aber bei Originalität, Personalisierung und Engagement ab.
Die klare Fokussierung der messbaren Aktivität auf das Thema „Erkältung“ bringt auch für Esberitox hohe Werte bei der Themenpassung. Esberitox pflegt als einzige der untersuchten Marken eine Facebook-Seite, liegt bei Engagement, Personalisierung und Emotionalität dennoch hinter allen anderen, da die Social Media Aktivitäten weniger Interaktion mit der Zielgruppe generieren.
Wick MediNait liefert zwar Erkältungs-relevante Themen, muss aber Punktabzug hinnehmen, weil die Marke im Social Web auch zum Austausch von erkältungsfernen Tweets animiert. Hier sind Originalität und Emotionalität nur schwach ausgeprägt.
Doregrippin schafft es zwar mit seiner Website bei Originalität und Business Impact zu punkten, verliert aber im Mittel, weil die Marke im Social Web quasi nicht besprochen wird. So erreicht die Marke bei Personalisierung und Engagement ihre schlechtesten Punktwert.
Grippostad C und Aspirin Complex erreichen es mit ihren Marken, die für die Zielgruppe „Erkältungsopfer“ relevantesten Inhalte unter ihren Usern im Netz zu generieren. Grippostad C erreicht bei Personalisierung seinen schwächsten Wert.
Aspirin
Complex
Esberitox
Tabletten
Wick
MediNait
Doregrippin
Tabletten
Grippostad C
Übertragbar auf weitere Kanäle wären grundsätzlich die Kampagnenideen aller Marken. Auch sind die Themen der Kampagnen so gewählt, dass sie zeitlich weiter gespielt werden können. Gute Werte im Bereich Relevanz, Differenzierung und Originalität resultieren in einer hohen Sichtbarkeit für Grippostad C. Esberitox pflegt als einzige der untersuchten Marken eine Facebook-Seite, liegt bei Engagement, Personalisierung und Emotionalität dennoch hinter allen anderen, da die Social Media Aktivitäten weniger Interaktion mit der Zielgruppe generieren. Weil keiner der Anbieter aktiv auf das Geschehen im Social Web reagiert bzw. seine Präsenz messbar anpasst, wurde der Parameter Geschwindigkeit nicht bewertet. Schon die Verbesserung eines Indikators um einen Punkt hat positive Auswirkungen auf den Brand Agility Index der Marke.
Die fünf der meistverkauften Kombinationsprodukte gegen Erkältungskrankheiten verstehen es unterschiedlich gut, sich agil im digitalen Raum zu bewegen. Die Net-Community bietet Potential zur Interaktion, doch diese lassen die Unternehmen scheinbar ungenutzt. Somit wird die Chance vergeben, sich als „primus inter pares“ vom Wettbewerb nachhaltig zu differenzieren.
Die digitale Kommunikation ermöglicht es auch OTC-Produkten, sich strategisch und taktisch zu positionieren. Die Unternehmen scheinen weniger in den Bereichen Content-Generierung Probleme zu haben. Die Herausforderung scheint vielmehr, wie die Inhalte beim Konsumenten ankommen und wie eine Interaktion zustande kommt. Hier haben alle fünf der meistverkauften Kombinationsprodukte gegen Erkältungskrankheiten Potential.
Der Brand Agility Index (BAI) wurde von Waggener Edstrom entwickelt, um die Agilität von Marken in deren social und digital Kommunikation über paid, earned und owned media zu messen. Er berücksichtigt elf verschiedene Parameter der Agilität und macht es so möglich, Empfehlungen über das Wie, das Was und das Wo im digitalen Raum auszusprechen. Der BAI zu fünf der meistverkauften Kombinationsprodukte gegen Erkältungskrankheiten umfasst den Zeitraum 1. September 2014 bis 3. Februar 2015.
Der Brand Agility Index misst über elf Indikatoren die Agilität von Marken im digitalen Raum: Relevanz, Differenzierung, Originalität, Business Impact, Themenwahl, Übertragbarkeit, Sichtbarkeit, Engagement, Personalisierung, Emotionalität und Geschwindigkeit sind die den BAI charakterisierenden Parameter.
Waggener Edstrom Worldwide (WE) ist eine der größten internationalen inhabergeführten Kommunikationsagenturen und bietet weltweit seit über 30 Jahren strategische Kommunikation für Unternehmen mit hohem Innovationspotential an, mit dem Ziel Märkte nachhaltig zu beeinflussen und Menschen zu inspirieren. Die Berater von WE EMEA betreuen Kunden aus den Bereichen der Technologie, Healthcare, Luftfahrt, Energie & Erneuerbare Energien. Waggener Edstrom EMEA wurde 2012 vom Holmes Report zur EMEA Technology Consultancy of the Year gewählt. Die Agentur beschäftigt weltweit mehr als 800 Mitarbeiter in 19 Büros, darunter London, Johannesburg und München in der EMEA Region. Mit seinen Global Alliance Partnern ist WE weltweit auf weiteren 80 internationalen Märkten tätig. Weitere Informationen finden Sie unter www.waggeneredstrom.de.
Moby Digg arbeitet als Grafik Design Studio an der Schnittstelle von Kuration, Kultur und Wirtschaft. Gegründet wurde Moby Digg von Maximilian Heitsch & Korbinian Lenzer in Buenos Aires. Seit 2011 realisiert das Studio aus seinem deutschen Bureau heraus vielfältige konzeptionelle und visuelle Projekte. Die Aufgabenstellungen umfassten unter anderem Events, visuelle Kommunikation, Digital und Mobile Experiences, wobei zielführendes Design und die interaktive Erlebbarkeit im Vordergrund stehen. Weitere Informationen finden Sie unter www.mobydigg.de.
Effective Date: September 1, 2014
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