DIGITAL IQ

The Digital IQ can be defined as the relationship the companies have with technology in its communication dimension. The good exploitation of one's digital IQ is the opportunity for a company to maximize the quality of its communication, the relationship, the interactivity it will have with the customers. Having an efficient Digital  is not only related to incresing the IQ budget or adopting the new trendy digital tools, but it is before all a strategy what aim would be to integrate technology into the way a company plans, innovate, interacts with the customers, analyze and quantify the results... the main aim being of creating value!

The Digital IQ integrates 4 elements being :

The mobile

The mobile represents 20% of the digital IQ activity

It is related to the compatibility, optimization, and marketing on

smartphones, tablets, and other mobile devices

Some examples: 

• iOS Applications (iPhone & iPad):

Availability, Popularity, Functionality,

iPad Differentiation

• Android & Blackberry:

Availability, Popularity, Functionality

• Mobile Innovation:

SMS, Geo-local, Instagram,

Other Mobile Marketing Innovation

The site

The site represents 30% of the digital IQ activity

It is related to the efficiency of every brand site 

Some examples: 

Site Technology

• Site Search & Navigation

• Reservations

• Property Pages and Destination Guides

• Customer Service

• Rewards/Loyalty Programs

• Social Media Integration

The Social Media

The social media represents 20% of the digital IQ activity

Its efficiency ca be calculated according to specific evaluation criterias such as the brand presence, the community size, the content, or the engagement on major social media platforms on global and select property accounts

Some examples: 

• Facebook:

"Likes", Growth, Post Frequency, Applications,

Responsiveness, Content, Interaction Rate,

F-Commerce

• Twitter:

Followers, Growth, Tweet Frequency, Online Voice

• YouTube:

Views, Number of Uploads, Subscriber Growth,

Content, Interactivity

The Digital Marketing

The Digital marketing represents 30% of the digital IQ activity 

Every efforts related to search, display, and email marketing efforts

Some examples: 

• Search:

Traffic, SEM, SEO, Web Authority

• Display Advertising & Innovation:

Text & Banner Ads, Retargeting, Cross-platform

Innovation Initiatives, Presence on Emerging

Platforms: Pinterest, Tumblr, Google+

• Blog & Other User-Generated Content:

Mentions, Sentiment, TripAdvisor Reviews

• Email:

Frequency, Content, Social Media Integration,

Mobile Optimization