Positive Correlation – Digital Competency & New Vehicle Sales

A new Auto Digital IQ Study suggests a positive correlation between Digital Competency and new vehicle sales growth. German auto brands dominated the rankings for this study, the first of its kind, measuring digital competency across 44 brands.

The rankings were evaluated based on the following criteria:

• Platform (40% – site effectiveness and brand translation)
• Off-Platform Messaging (25% – digital marketing such as online & mobile advertising).
• Social Media (20%).
• Search Engine Optimisation (15% – visibility on top search engines).

Each brand was assigned a Digital IQ value, based on scoring brands over one hundred qualitative and quantitative data points. The top ten ranking based on this study are:

1. Audi
2. BMW
3. Mercedes Benz
4. Volkswagen
5. Ford
6. Scion
7. Toyota
8. Ferrari, Jeep, Lexus & Mini (tied)

Key findings for the study:

• Significant (0.48) correlation between Digital IQ and new vehicle sales in 2009.
• New vehicles sales were down by 21% in the US in 2009 but traffic to auto brand sites has increased 46 percent year on year.
• 65% of brands maintain a Facebook or Twitter page. Social Media plays a very important role in directing traffic towards brand websites, with Facebook or YouTube being within the top five referral sites for 73 percent of brand websites.

These rankings were created by Scott Galloway, NYU Stern School of Business Professor of Marketing along with a team of experts.

Click here for more information and to download a preview of the Auto Digital IQ Study .

Source:
Forbes

• No Related Post