Digital IQ Index®: Home Care 2013

Key Takeaways

foreign billion dollar U.S Home Care Market is struggling in 2012 sales declined across several product categories including bleach surface care and polishes and growth across the larger laundry care and dishwashing categories was tepid Procter Gamble which controls almost 40 percent of the U.S Home Care Market registered sales increases of six percent across the category in the first quarter of its 2014 fiscal year eco-friendly brand Seventh Generation and Method are registering growth via mix of product and packaging Innovation and digital efforts that Infuse the brand with a youthful Progressive feel Seventh Generation registers 10 times the e-commerce penetration of a typical package Goods brand and Method a leader across social media also outperforms an e-commerce while digital does provide the opportunity for an agile brand to punch above its weight class the Geniuses in l2's home care index Clorox and Tide are multi-billion dollar franchises these iconic Brands boast High organic search visibility consistent e-tailer Investments and Nimble social media marketing Procter and Gamble company scores the highest average digital IQ among multi-brand firms by leveraging enterprise-wide Investments including coupon site PNG every day and content site homemade simple however our analysis of the Home Care category also reveals A Narrative of missed opportunities less than half of the index brands are taking advantage of content syndication and customization opportunities on Amazon and Walmart despite the e-tailor's increased focus on grocery one in five Home Care brands are absent from all social media and less than 15 percent are advertising on Facebook just half of brands are participating in paid search against their own brand names and Home Care search visibility is often dominated by e-tailers in addition more than half of Home Care brand sites have broken content links including one in five featuring broken third-party e-commerce links and only 55 percent updated homepage content in a one month period this study attempts to quantify the digital performance of 56 U.S Brands across key home care categories our aim is to provide a robust tool to diagnose digital strengths and weaknesses and help managers achieve greater return on incremental investment members can download the full report at l2sinktank.com foreign