ASOS, Very and Play.com are the three most loved digital brands, a study by Tamar has revealed.
The BrandLove25 report explores the degree to which consumers demonstrate their support and enthusiasm for a digital brand through their social interaction, and ranks companies on a number of different metrics including numbers of Facebook fans, Twitter followers and revenue.
Joining the companies in the top ten are: Chainreactioncycles.com; Lovefilm.com; ebuyer.com; yoox.com; net-a-porter.com; wiggle.co.uk and boohoo.com.
Whilst it is of no surprise to see ASOS and Very feature in the top spots, both companies having been amongst the first fashion retailers to adopt and embrace social media effectively into their marketing strategies, credit has to be given to boohoo.com for achieving such a respectable position. In just five years since launch, the online fashion retailer has firmly established itself as one of the UK’s top online providers of women’s fashion, picking up a number of industry awards along the way and, as this report shows, positioning itself firmly at the heart of consumers.
What makes a brand engaging could be said to lie in the eye of the consumer but there are five key principles to which companies should adhere if looking to achieve the social medial top spot:
1. Know your customer and identify their wants and needs
2. Stay true to your brand and ensure your voice conveys your personality
3. Maintain consistent participation and invite consumers to be a part of the conversation
4. Address the balance – commercial message delivery versus general interest
5. Provide real added value
Speaking on the results of the report Tanya Goodin, CEO of Tamar said: “In the current climate many ‘traditional’ bricks and mortar brands are struggling but pure-play digital brands are powering from strength to strength. However, this second edition of our Best-Loved Digital Brands league table shows that, even within the digital sector, some brands are performing much better than others. The size of social media communities give an immediate and very visible way of measuring the ‘love’ customers feel for brands and reported revenue gives us a clear indication of how that ‘love’ translates to sales. The brands here have demonstrably capitalised on the seismic shift from ‘bought’ to ‘earned’ media and are seeing stellar financial performance as a result. Digital brands who don’t make the Top 25 table need to look at the stars appearing and take note.”