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Retail

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 […]

Greg Sterling on June 20, 2014 at 9:41 am
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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.

Wpromote

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
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.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: RetailStatistics: GeneralStatistics: Online Advertising

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