Mediaworks highlights digital leaders

A white paper by digital marketing agency Mediaworks has analysed the digital performance of key automotive brands across a range of market areas over a six-month period.

Leading the way are brands such as Volvo, National Car Rental, the AA, and Kwik-Fit.

Of all the car manufacturers analysed, Volvo has the strongest digital performance across all metrics excluding SEO visibility. This is because the brand’s country-specific sites are hosted on one global, parent domain. Lexus, Land Rover and BMW have witnessed the greatest increase in SEO visibility in the period, while just one brand — Mercedes Benz — experienced a drop in visibility.

The variation in SEO performance within the car rental category shows the close competitiveness of the marketplace. Five of eight brands have an SEO visibility score over the category average (14,143). National experienced the greatest visibility growth in the period, increasing by 70.16% and dwarfing the 32.49% growth of their next closest competitor Budget.

The analysis of the breakdown cover market clearly shows that the AA has the strongest digital profile of all of the brands. Just two brands — the AA and RAC — had a visibility score over the category average (45,724). The strongest visibility growth was from startrescue.co.uk, who overshadowed their competitors with a 176.84% increase.

Kwik-Fit has the greatest visibility score in the repairs sector. Just three brands had a visibility score below the category average. Over the six-month period, ATS increased their visibility the most with 23.91% growth. Two brands’ visibility actually reduced — Autoglass by -4.54% and Bosch by -12.85%.