Electronics & High Tech
How effective is your corporatewebsite . . . really?
By Mattias Lewrén, Rana Mitra and Agneta Björnsjö
is managing directorof the Electronics & High Tech industrygroup at Accenture.email@example.com
Rana Mitra i
s a manager in DigitalMarketing Performance Services withAccenture Interactive and the lead forthe Accenture Web Evaluator firstname.lastname@example.org
is a senior managerwith Accenture Research.agneta.björnsjö@accenture.comThe
Outlook Point of View
seriesoffers insights about leading trendsand innovations across all industries.http://www.accenture.com/OutlookDavid Cudaback, Editor-in-Chief Craig Mindrum, Managing EditorJacqueline H. Kessler, Senior Editor
In the Digital Age, the ways that companiesengage consumers and influence theirpurchasing decisions are increasingly variedand complex. Online channels have madean almost limitless source of product andpricing information instantly available, andsocial media platforms enable consumers toshare experiences well out of the control of acompany’s marketing organization. Consumersare also savvy enough to use multiple channels,both online and offline, to their advantage—often researching a product online and thenbuying it at the store, where they can see andtouch the physical product.In spite of the growing complexity of digitalchannels, the role of the corporate websiteremains of utmost importance. The messagingis under the company’s watchful eye, andcontent can be offered in various ways, thanksto the relative richness of online media; thismakes the corporate website an importanthub for all digital interaction, as well as a keyresearch destination for potential customers. A2013 IDC survey of chief marketing officers intechnology companies found that CMOs regardthe company website as the most importantarea for digital marketing. More than 60 percentof respondents expected that investmentsin website content and development wouldincrease.
But how effective are corporate websitesin engaging consumers—not just providinginformation but also stimulating a purchasingdecision and, beyond that, building longer-termrelationships?Using a proprietary methodology,
Accentureanalyzed the websites of 15 leading consumerelectronics companies, assessing theireffectiveness in delivering a successful digitalcustomer experience. The study focused onthe US market, the largest online retail marketin the world. The companies studied includedmanufacturers of smartphones, laptops/PCsand televisions.Although several top performers emergedfrom the evaluation, the spread in peer-set
Point of View
June 2013, No. 2
©Copyright 2013 IDC. Source: IDC 2013 Tech Marketing Barometer: Trends, Forecast, and Essential Guidance for Tech Marketing Executives,Doc #240712, April 2013.
The Accenture Web Evaluator (AWE) methodology was used to conduct the performance assessment. The approach is a manual (non-technologybased) analysis of the site from the user’s perspective rather than an assessment of the infrastructure or platform.