Most top companies do not use personalisation online

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 30, 2021, 2:47 PM UTC

The latest Team Lewis Marketing Engagement Index tracks the top 300 companies from the Forbes Global 2000 list to monitor their marketing tactics.

The index found that 40% of websites analysed did not include a corporate values statement, and around one in five did not reference current cultural issues – both signs of strong brand purpose. Additionally, only 15% of websites were found to comply with the Americans with Disability Act (ADA) accessibility requirements.

Around 94% of companies lacked any website personalisation tools, with only companies using such capabilities being B2C organisations. Chatbots were present in only 15% of websites analysed. While 22% of companies failed to link to brand social channels, 94% of CEOs were not active on social media.

The index further found that 60% of companies had not fully disclosed data practices on their websites. Additionally, IBM, American Express and Dell Technologies were the best performing companies globally.

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