Talking Prestige Retail with Jamie Nordstrom
According to Nordstrom Direct President Jamie Nordstrom, “To be customer-centric today means investing in technology.” The great grandson of the founder of the Seattle-based department store practices...
View ArticleHow Important is Measuring Social Media’s ROI?
In our newest video interview, L2 Founder Scott Galloway discusses measuring social media’s ROI–one of the most difficult tasks for brands’ digital teams. Prompted by a comment from Nordstrom Direct...
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User Photos a Powerful Marketing Tool
Last month, Cosmopolitan published a story on the high salaries of Beauty vloggers. Stars such as Michelle Phan reportedly earn approximately $5 million a year, and moderately famous bloggers’ salaries...
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Nars Experiments with Snapchat
All brands studied in our 2013 Digital IQ Index®: Beauty report are present on Facebook. 89% are on Twitter and 79% are on Instagram. Very few are active on Snapchat, and cosmetics brand Nars became...
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Versace Improves Digital IQ With Site Launch
Of 85 brands our fifth annual 2013 Digital IQ Index®: Fashion report, Versace showed the biggest year-over-year improvement in digital competency. Named ‘Gifted’ and ranked 25 in our Index, Versace...
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Nike Most Active Sportswear Brand on Twitter
Our 2014 Digital IQ Index®: Sportswear found 98% of Sportswear brands have a Twitter account. Of those, Nike has the largest presence in size, responsiveness and sponsorship. Nike’s Twitter...
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L’Oréal, Clarins Buck France Twitter Trend
Twitter usage in France is low compared to the U.S. 22% of French internet users have a Twitter account, but only 9% have used the platform within the past month. Brands in our Digital IQ Index®:...
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Secrets of Clarins’ Many Retweets
In a previous post, we highlighted a gap in Twitter usage among Beauty brands in France and the U.S. Only 38% of brands in our Digital IQ Index®: Beauty | France have French-specific Twitter accounts,...
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Not All Celebrity Spirits Endorsements Are Equal
Although 32% of Spirits brands engage in celebrity endorsements, only 15% employed a celebrity on Twitter. Our Digital IQ Index®: Spirits shows in addition to a brand ambassador’s following, brands...
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Flash of Genius: Malibu’s Campaign with Maroon 5
Spirits brands frequently use celebrity fanfare to bolster their brand with sponsorships. Malibu took a similar approach with Maroon 5, but encouraged fans to express their support by giving them the...
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Newcastle’s Non-Super Bowl Ad
Online advertising efforts have traditionally been the chaser to television ads, but a campaign from Newcastle proves online-only campaigns have a lot of potential. Leading up to this year’s Super...
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Budweiser’s #BestBuds Wins the 2014 Super Bowl
This year’s final game between Denver and Seattle had the largest television audience (112 million) of all time. Advertising brands jumped on the opportunity and exhibited digital savvy absent the year...
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Flash of Genius: Stone Brewing Company
California based brewery and ‘Gifted’ brand in L2′s Digital IQ Index®: Beer Stone Brewing Company gathered publicity by brewing a perishable beer and advertising its short shelf life. The Enjoy By IPA...
View ArticleGalloway Calls Out Digital Winners and Losers
At the DLD NYC conference, L2 Founder Scott Galloway called out winners and losers of the digital age based on 5,000 data points across 11 biggest markets. Galloway said since the U.S. GDP is growing...
View ArticleL2 Predictions: Platform Losers
In this new video, L2 Founder Scott Galloway presents some of the losers of the digital age. One is Twitter, whose traffic from e-commerce has little commercial value. Foursquare is another, since...
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Twitter Expects Strong Growth in Asia
An eMarketer study released today pointed out that almost a third of Twitter’s users will be in Asia this year. By 2017, fewer than 20% of Twitter’s users will be U.S.-based and more than 40% will be...
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L2 Staff Picks: Our Favorite Content Apps 2014
L2 is full of both culturally discerning and technologically savvy people. How do L2 researchers stay attuned to the world outside digital and marketing? How do we stay on task but up to date? Mobile...
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Twitter reaches World Cup fans with ‘World Cup Starter Kit’
Yesterday, Twitter featured a banner inviting users to unlock special World Cup features. Once users agreed, Twitter displayed a ‘starter kit’ with country flags of teams in the cup. Users could...
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How Audi Keeps Up On Social
This week, Audi made an effort to make its way to the identity of Chinese consumers with a six-question “Driving Personality Test” on WeChat. Those who share their results on WeChat between July 21 and...
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How German Beauty Tweets to an Inactive Population
Germany has one of the lowest rates of Twitter activity in the world. Its 85 million residents send out fifty-nine million public tweets a year, which places it at 31st in global activity on the...
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