A clever lead generation tool used by Wpromote – their Scorecard – gives a great snapshot of how well marketers are promoting their brands online. But unfortunately, most of them get dismal grades.
In fact, most retailers actually got what would amount to a “D” for their digital marketing efforts. Wpromote evaluated a number of online marketing activities in order to generate the scores on their scoreboard, including SEO, email, blogging, PPC, mobile and e-commerce.
Truth be told, it could be argued that some of the weightings for these particular categories are a little bit skewed, including mobile, which is valued at 10% on the scoreboard but actually makes up about 30% of all Internet traffic today. The scores, interestingly enough, were actually tabulated by human evaluations following best practices for accepted digital marketing.
The unfortunate news for the majority of the 500 companies evaluated was that only 2% of them got what would equate to an “A.” In fact, about 25% received a “failing grade” on the scorecard, indicating that it’s probably a good time for them to go back to marketing school.
Some of the businesses that ranked the highest, getting a score of 90 out of 100 or higher, included;
- Shutterfly
- Vistaprint
- REI
- Home Depot
On the other end of the scorecard, some of the companies that didn’t quite measure up included;
- Sky Mall
- Neiman Marcus
- Eddie Bauer
- Jockey
- DSW
Wpromote allows anyone who owns a company to have said company evaluated using the same criteria. For business owners, it might offer some excellent insight as to where there online marketing needs to be improved, especially when seeing it compared to companies in similar markets and industries.
