Facebook and Amazon the best positioned brands in mobile marketing
Ansible, the mobile marketing and technology agency of the IPG Mediabrands network, is launching the MDEX in partnership with global market research firm YouGov and with support from Google Tools. The MDEX assesses brands' mobile performance.
Under the aspects of mobile presence and performance, an evaluation is carried out with regard to five parameters: Mobile optimization, findability on Google and in the app stores, navigation and content, user-friendliness and intuitive design.
The objective of the global study is to find out how flexible and adaptable brands are to the rapid changes in consumer behavior and engagement. According to Magna (IPG Mediabrands), 33 percent of consumers already spend time on mobile devices (compared to 25 percent on TV). By 2021, Magna predicts an increase to 37 percent and a decline to 22 percent on TV.
The global study analyzes over 2000 brands with more than 240,000 data points in the APAC, EMEA, LATAM and NA regions.
Top ten best positioned brands in mobile marketing worldwide:
- Amazon
- 7-Eleven
- Hyundai
- Microsoft
- Nike
- Adidas
- OLX
- Target
In June 2016, IPG Mediabrands partnered with Jonah Berger, Associate Professor at the Wharton School of the University of Pennsylvania, to present D100, the first-ever study identifying the 100 most dynamic companies in the world. Coupled with the agency group's Dynamic Marketing approach, MDEX and D100 provide companies with critical insights regarding the necessary transformation of brands toward new metrics such as agility, responsiveness, innovation and sociability.
About the study
Over a period of six months, MDEX has been developed and implemented since July 2016. More than 2000 brands were analyzed in four global regions with the 15 central markets Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, USA, UK and Uruguay.
Here, Ansible bases a qualitative and high-quality mobile experience on five metrics for a dynamic and memorable user experience. These are derived from a combination of Google Design Principles and research from the Consumer Usability Study (published in partnership with YouGov).
Findability: The capacity of a branded mobile website or app to be discovered when the user needs it.
Mobile optimization: Technical evaluation of a mobile optimized brand website (mobile network only).
Usability and usability: A UX assessment in terms of intuitive design, value proposition and user experience.
Navigation and content: Structure of the website with simple menu structure and prioritized content.
Executability of the desired actions: Features and functionalities that lead users seamlessly to the desired actions or content(meaningful navigation structure, simplified data entry, explanatory texts).
The MDEX study includes both qualitative and quantitative components for measurement. These include:
- Positioning in the Google results pages
- Google Requirements Catalog for Mobile Websites (MEW) and Native Apps
- Google Mobile Page Insights and Friendliness Score
- Results of the tool from Webpagetest org.
- Consumer usability studies (conducted in cooperation with YouGov and Mediabrands Insights)
- Ansible Mobile Site Content Analysis, based on three categories: Persuasiveness, information content, and the ability to truly engage visitors with content.
For more information and to access the full list of the ranking, visit. Themdex.com
