The digital attention landscape is shifting. Brands are vying for space in a crowded online market. A recent study by Epsilon Technologies, in collaboration with the Asociación de Marketing de España (AMKT), reveals the top brands with the highest Digital Attention Index (DAI) in 2024.
Amazon takes the top spot, followed by Druni and Primor. These brands have managed to capture a significant portion of online attention. The study analyzed 360 brands, monitoring 1,411 digital profiles across various platforms. The results show that the retail and banking sectors stand out, thanks to their strong online presence.
But what’s driving this trend? According to Daniel Devai, CEO of Epsilon Technologies, the key to success lies in understanding the consumer’s digital footprint. The company’s tool, Epsilon Icarus Analytics, maps the digital ecosystem, tracking social media, search, influencers, web traffic, and more.
The study highlights the importance of organic content in strengthening brand recall. Brands that prioritize high-quality content see increased engagement and brand awareness. For instance, Amazon’s high volume of web and app traffic contributes to its top ranking. Druni’s strong social media presence, particularly its viral trends and street interviews, also boost its position.
In terms of web traffic, Amazon leads the pack with a 20.11% share, followed by El Corte Inglés, Aliexpress, CaixaBank, and Leroy Merlin. The study reveals that direct traffic and organic searches account for 51% and 35% of total traffic, respectively. This underscores the need for brands to focus on creating valuable content that resonates with their audience.
Interestingly, the study also finds that app traffic has surpassed web traffic. Brands are leveraging this trend to build loyalty and communicate with users more effectively. The top five brands with the highest app usage are Amazon, BBVA, Aliexpress, CaixaBank, and Santander.
On social media, the study notes that brands are accumulating over 341 million interactions, with a significant increase in activity. Instagram and TikTok dominate the social media landscape, accounting for over 80% of views and interactions. The top five brands on social media are RedBull, KFC, BMW, Druni, and Primor.
Looking ahead to 2025, the study identifies 24 key digital trends and insights. These include the rise of collaborations, hyper-realistic content, and video format. The importance of mobile optimization, always-on publishing, and efficiency in content creation are also highlighted.
Some notable trends include the growth of phygital experiences, podcasting, and streaming. The study also emphasizes the need for brands to focus on creating valuable content, rather than relying on giveaways or contests. As the digital landscape continues to evolve, brands must adapt to these changes to stay ahead of the curve.
The study’s findings offer valuable insights for brands looking to boost their digital presence and engagement. By prioritizing high-quality content, leveraging social media, and adapting to emerging trends, brands can increase their online visibility and capture a larger share of digital attention.