Traditional brands such as BBC and M&S close gap on Amazon in useful brands index
Traditional brands such as the BBC, M&S and Boots are beginning to claw back some lost ground against digital heavyweights Amazon and Google, according to the latest Useful Brands Playbook.
A poll of 2,300 adults commissioned by digital product and service studio 383 showed that whilst Amazon remains at the top of the digital pecking order its margin of victory has been eroded.
The survey found that 57 per cent of respondents rated Amazon as the most useful brand in their digital lives, followed by Google on 49 per cent and the BBC on 29 per cent.
John Newbold, co-founder at 383, commented: “As you would expect, our research shows that there’s a gap between the digital usefulness of ‘native’ online brands like Amazon and Google, and traditional brands like the BBC, M&S and Boots. But it also shows that that gap is closing – the BBC in particular has thrived by adopting digital ecosystem thinking and demonstrating a clear awareness of the types of digital customer experiences which enrich people’s lives.
“Overall though, the message is clear: no brand can now afford to neglect designing and delivering great digital customer experiences – regardless of whether or not they’re a technology company.”
The BBC emerged as the best performing non-digital-native brand in the index, ahead of Marks & Spencer which gained eight per cent of votes.