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Digital Development of Brands

Industry results of the Digital Dominance Benchmark 2022.



The Digital Dominance Benchmark is conducted yearly by Sia Partners and is the first benchmark that measures the digital strength of brands. It started in 2016 in the Netherlands as an annual recurring benchmark to see the state, but also the development of the digital strength of brands over the years.

This year the Benchmark covers 20 sectors and 328 brands. The used data allows for comparison between brands within and outside the sector, through the evaluation of over 50 KPI’s in 5 different digital channels: Branded Websites, YouTube, Social Media, SEO & Keyword usage, Apps (Mobile).

Do you want to know more about your sector? Plan a meeting with us now by filling in the form at the bottom of this page.

Why is Digital Dominance important?

While the internet may be the best thing to have happened to humanity since the invention of the steam engine, ensuring that brands can compete and win in this digital age isn’t always as simple as it looks.

Here are some of the things companies must invest in to create digital differentiation:

A strong web presence, mobile optimization, emotional engagement, proactive social media, paid media advertising

Gain Insight

The benchmark results of the Digital Dominance Benchmark 2022 show that the accelerated digital growth, fuelled by the impact of COVID-19, has now stagnated. With the reopening of physical stores and hospitality, the offline Retail has drawn the attention of the consumer.

While in previous years we saw a trend of strong omnichannel and digital-first strategies, most brands were not able to continue their growth in digital performance.

Want to see which companies are at the top of their industry? Contact us using the form below.

300+ brands, 20 sectors, 50+ KPIS used

These are the top 3 players overall is the best performing brand for four years in a row. The brand is also the cross-sector leader on social media.


ANWB is a newcomer in the top 3, even in the top 10. The brand is especially strong in SEO and online video.

Albert Heijn

Albert Heijn is a newcomer in the top 3 but has been in the top 10 in previous years. The brand is a strong performer on all digital channels.


Want to know more?

Find out more from our Digital Dominance Benchmark Sector Reports by requesting one in the form down below. Want to know how web performance is handled by Food Retailers? How companies in eCommerce have changed over the last 5 years? Or how Health Insurance has improved its app capabilities? Gain insights into the 20 researched sectors by filling in your details down below.

If you are interested in a free of charge 1 hour meeting regarding your company’s performance in the Digital Dominance Benchmark, you can contact us using the same form, and we’ll get back to you to arrange a (digital) meeting.

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