Most Retailers Get “D” Grade On Digital Marketing Scorecard

According to Wpromote, photography processing site Shutterfly does the best overall job of online marketing among 500 companies evaluated for its Online Marketing Scorecard.

The scorecard is a clever lead-gen tool for Wpromote. However it also provides a snapshot of how effective these 500 marketers are in promoting themselves online.

To generate the scores, Wpromote evaluated a range of activities: PPC, SEO, social, email, mobile, blogging and e-commerce. The categories were weighted as follows:

• PPC — 25 percent
• SEO — 25 percent
• Social Media — 10 percent
• Email Marketing — 10 percent
• Mobile — 10 percent
• Blogging — 10 percent
• E-commerce — 10 percent

One might argue with some of these weightings. For example, given that mobile traffic now represents more than 30 percent (in the aggregate) of all internet traffic it probably should be worth more than 10 percent of the score.

Wpromote told me in email that the scores were a product of human evaluation that took into account accepted digital marketing best practices.

Wpromote said that only 2 percent of the 500 companies evaluated received the equivalent of an “A.” Most retailers received a “D” and 25 percent received what would be considered a failing grade.

About The Author

Greg Sterling

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.