L2, Inc. provides a subscription-based business intelligence service that benchmarks the digital competence of brands. The company offers Digital IQ Index research that acts as a global benchmark for digital performance of consumer brands. Its Digital IQ Index diagnoses brands’ digital strengths and weaknesses, and ranks their performance by analyzing various data points across dimensions, including site and E-Commerce, digital marketing, social media, and mobile. The company’s research covers various industry verticals, including auto, beauty, fashion, watches and jewelry, retail, travel, drinks, media, personal care, cross-sector, and sportswear on Facebook and mobile platforms in China, A...
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Demandware, Inc. and L2, Inc. Release New Global Study on Content & Commerce
Oct 28 14
Demandware(R), Inc. and L2, Inc. announced the release of a new report that examines the efforts of 80 global brands to produce and syndicate content across the consumer shopping experience. The L2 Intelligence Report: Content and Commerce, developed in partnership with Demandware, analyzes the brands and best practices that are removing organizational and technological barriers to deliver an integrated content and commerce experience, and drive sales online and in-store. Insights are organized around four types of content believed to have a disproportionate impact on ecommerce conversion, including blogs, microsites, videos, tutorials, user generated content and guided selling tools. The study shows that commerce experiences that are infused with strategic content can educate, engage and convert the consumer, bringing them further down the path to purchase and improve a retailer's bottom line. Yet, for the majority of brands, efforts in branded content creation are still nascent. The study found that while substantial budget has been allocated to content, just 39% of B2C brands have a documented content strategy in place, and only 67% have a dedicated executive in place to oversee content efforts. Additional study highlights include: Many brands expect their content investments to pay dividends only in the form of increased brand awareness and engagement -- 79% of brands classify awareness as a major goal of their content marketing programs, while 51% now expect their content to drive conversion. Video is one of the most influential types of digital content in driving purchasing decisions -- with between 35% and 53% of consumers in the world's large markets using digital video as a source of recommendations. Despite the maturity of the medium, the study found that just 1-in-5 brands are investing in product page videos in Asia compared to 1-in-3 brands in Western Europe, while the level of adoption in the U.S. is almost half. Beauty brands lead the way in the implementation of guided selling tools, with 79% having created one or more digital experiences such as foundation finders, skincare diagnostics, shade matchers and other tools, yet just 7% leverage these tools on product pages, limiting their potential impact as a customer acquisition vehicle. The effectiveness of content varies by region. APAC markets, specifically South Korea and Japan, have found that user generated content (UGC) marketing delivers a higher return of their marketing mix. On average, 19% of beauty brands incorporate UGC onto product pages in Asia, a higher proportion than the U.S. (14%) and Western Europe (0%).
L2, Inc. Appoints Scott Ernst as Chief Executive Officer
Aug 14 14
L2, Inc. announced the appointment of senior marketing executive Scott Ernst as chief executive officer. Ernst will join founder and chairman, Scott Galloway to expand L2's subscription-based business intelligence services. Founder Scott Galloway will remain a full-time executive at L2, focusing on product and IP development.