The document summarizes an audit of Walmart's digital marketing in Canada. It provides an overview of Walmart's business objectives, target markets, and current marketing activities. It then analyzes Walmart's website, search engine optimization (SEO), social media presence, and compares these aspects to competitors Amazon and Costco. The analysis finds opportunities to improve Walmart's SEO, reduce website page size, increase social media engagement, and leverage different platforms. Strategic recommendations include optimizing content for different social networks and driving more traffic from various sources.

1. Audit of Walmart’s Digital Marketing
Group members
Shelly Muir
Sagar Ghadge
Surya Grover
Karan Parihar
Date: April 6, 2018

2. Company Overview and Business Objectives
• Walmart entered the Canadian market in 1994 and is head quartered in
Mississauga
• They operate both traditional brick and mortar stores as well as online stores-
eCommerce
• Their over 400 nationwide stores and supercentres carry nearly 120,000 products
including fresh groceries, ranging from apparel and home decor to electronics and
grocery, plus specialty services such as pharmacies, photocentres and garden
centres and serve more than 1.2 million customers each day.
• Walmart.ca is visited by 600,000 customers daily and offers an online grocery
pick up services in select locations in Ottawa and the GTA.
• They are one of the country’s top ten most influential brands
• Their eCommerce site https://www.walmart.ca has won the Retail Council of
Canada Excellence in eCommerce award for providing groundbreaking customer
responsiveness.
Objectives
• To make shopping fast, easy and convenient
for their customers without compromising on
their everyday low prices and quality.
• Making sure our customers have access to the
products they want, when they want them
through convenient shipping options
• Create a seamless experience for customers
by running great stores, delivering value,
being great merchants, providing
convenience, steady improvement in sales,
attracting and retaining members, being the
leader in digital experience.

3. Target Market
• Busy parents, professionals and families with
middle to low incomes (25-50k) who are
interested in affordable prices
• Mainly females between the ages 25-65 who
are the primary household shopper- Genx and
baby boomers
• Moms “Walmart Canada is a shopping
destination for 89% of moms in Canada, and
20 million people visit our supercenters every
month. Through the Walmart Live Better
magazine we can share information that adds
value for our customers.” Emma Fox, CMO
Walmart Canada
• Men are the primary grocery shoppers in 25%
Primary Secondary

4. The company’s website
• Their home page is inviting
• User friendly with simple and easy to use
layout and easy to read facetype
• Colour pallets are easy on the eyes ad enhance
the customer experience
• The images used are in line with the brand
positioning and connects with your target
audience
• Navigation is easy in that customers can take
action and move around your website easily
• Page loads quickly- within 3.4 seconds
• It is mobile friendly with responsive design
Corporate
Marketing

5. Walmart Compared to Competitors Current marketing Activities
• Walmart's biggest competitors are:
- Costco,
- Amazon, who it faces e-commerce competition from
Walmart
• Online grocery pick up in
select location
• Easter promotions
• Online Coupon
• Mobile Marketing & Digital
Bill-board
• E-mail Marketing
Costco recent promotions on website
• Spring Smartphone Savings!
Costco members receive between
$75 and $175 in Costco Cash
Cards
• Star Wars: The last Jedi. Now
available at your local warehouse.
• Your kids will love these movies
now available at your warehouse
Amazon
• They are presently offering 50% off
promotions codes and coupons
• Amazon credit card promotion
• Lightening deal promotion
• Amazon prime

6. Walmart’s Search Engine Optimization (SEO)
The company’s SEO scores are good for all domains although they have failed some checks and have some others
that need minor improvements (warnings). They however seem to have more traffic to their careers page than
their ecommerce page. They need to take measures to reverse this action.

7. Walmart’s SEO
• The meta title of the page has a length of 31
characters which is good. Most search engines will
truncate meta titles to 70 characters.
• URL currently ranked in the top 20 organic Google
listing for the search term www.walmartcanada.ca
• 37 links were tested on the page and none were
broken
• Their page uses the latest version of Google
Analytics
• SEO score 70/100
• Loading time 3.4 seconds
• Uptime 100%
Tests conducted Test passed Tests failed
Meta title 
Meta description X
H1 heading X
H2 headings status 
Robots.txt 
Site map 
Broken links 
SEO Friendly URL 
Deprecated HTML tags 
Google Analytics 
Favicon 
JS Error checker 
HTML page size X
HTML compression/ GZIP  X
Site load speed 2.75 seconds 
Flash test 
Image Expires Tag test 
Nested tables test 
Frameset test 
Doctype test 
URL redirects checker 
URL canonicalization 
HTTs 
Safe browsing test 
Directory browsing test 
Plaintext emails 
Media query responsive test Source: toolbox.seositecheckup.com

8. Walmart’s SEO Compared to the Competitors- Costco and Amazon

9. Wal-Mart’s Appearance on mobile compared to it’s competitors-
Amazon and Costco
Wal-Mart has a call to action “what are you looking for”. Both Wal-Mart and Amazon are clearly encouraging
shopping with the shopping cart icons and appears quite attractive; unlike Costco, which first requires one to choose
the language and province first and their name is not appear.
Costco

10. Walmart’s Social Media analysis
The company has a good social media presence. However they seem to be most active on Facebook and
twitter which is inline with the platforms most used by their target market.
• Facebook-They seem to post regularly and respond to customers comments
• Twitter- They seem to post regularly and respond to customers comment
• Instagram
• Pinterest
• LinkedIn
• YouTube
Social media platforms Followers
Facebook 1,225,140 likes 1,181,448 Visits /shares
twitter 1458 likes 104,000 26000 tweets
Instagram 1067 posts 43,000
Pinterest 703 pins and 23 boards 5043
LinkedIn 28035
YouTube 4295 subscribers
This data was captured April 2,2018

11. Walmart’s Social Media analysis continued…..
The tool Buzzumo was used to analyze
64 articles from 4 social networks
(Facebook, Tweeter, Pinterest and
LinkedIn) of Walmart Canada over the
past month- March 6-April 5. It
revealed:
Total shares- 4753
Average shares-74
The most shares or engagement for the
month was March 30, 2018, which was
the day before the start of the Easter
weekend.
Shares and content published overtime- in weeks

12. Walmart’s Social Media analysis continued…..
For the month of march 6 to April 5, 2018, Walmart Canada had the most customer engagement on Facebook which
accounted for about 70% of their average shares by content and networks. This was followed by Twitter. LinkedIn and
Pinterest has no engagement for the month. This suggests that their customer engagement is either lacking or ineffective
on these latter platforms. Friday also seems to be the day of the week with most shares

13. Amazon’s Social Media analysis
The tool Buzzumo was used to analyze
3094 articles from 4 social networks
(Facebook, Tweeter, Pinterest and
LinkedIn) of Amazon Canada over the past
month- March 6-April 5. It revealed:
Total shares- 13814
Average shares-4
The most shares or engagement for the
month was April 3, 2018 , which was the
day after the Easter weekend.

14. Amazon’s Social Media analysis continued…..
For the month of march 6 to April 5, 2018, Amazon Canada had the most customer engagement on Facebook followed by
Twitter. LinkedIn and Pinterest has no engagement for the month. This suggests that their customer engagement is either
lacking or ineffective on these latter platforms. Thursday seems to be the day of the week with most shares. They have more
engagement on twitter than Walmart.

15. Costco’s Social Media analysis
The tool Buzzumo was used to analyze 22
articles from 4 social networks (Facebook,
Tweeter, Pinterest and LinkedIn) of Costco
Canada over the past month- March 6-April 5. It
revealed:
Total shares- 856
Average shares-39
The most shares or engagement for the month
was March 20, 2018

16. Costco’s Social Media analysis continued…..
For the month of march 6 to April 5, 2018, Costco Canada had the most customer engagement on Facebook followed
by Twitter. They were also relatively active on Pinterest unlike Walmart and Amazon but had no engagement on
LinkedIn for the month. Wednesday seems to be the day of the week with most shares.

17. Walmart Paid Advertising and Keyword optimization
• Position- Walmart’s domain for these keywords are
in the top 100 organic search results. Hence, it is
safe to say they rank very high for these key words
• Search volume- the average number of queries for
these keywords per month
• Cost per click (CPC)- the average price an
advertiser pays ($US) for a user’s click on an
AdWords ad containing a particular keyword.
• Number of results- is the number of URLs
displayed in an organic search result for the
particular key words

18. Gap Analysis-The company Website
• The HTML page size is 80.19 Kb and is over the average web page HTML size of 33kb.
This can lead to slower than average load times, lost visitors and decreased revenue. Step
to reduce HTML size includes; HTML compression, CCS layouts and moving
JavaScript's to external files
• The meta tag description is missing from their page. They should include this tag in
order to provide a brief description of their page which can be used by search engines.
Well written and inviting meta descriptions may also help click through rates to your site
in search engine results
• The company’s web page does not contain any H1 headings. This help to indicate the
important topics on the page to search engines.
• The page does not use any HTML compression. Compressing your HTML will help
your site retain visitors and increase page views. If the company was using compression
they could compress their HTML by 83%-from 80.19Kb to 13.49Kb which would further
reduce their page loading time
• Walmart does not have enough call to action on it social
networking sites.
• Although they seem to have a presence on the most popular
sites, they fail to adequately engage there customers on all of
them. They seem to only focus their posts on Facebook and
Twitter. This may be with good reason and be based on their
target market. However, all platforms have some advantages
and should be leveraged accordingly.
• Walmart’s key competitors also seem to focus most of their
attention of Facebook and twitter. This means that they are
competing aggressively with each other on these platforms.
Costco, however also seem to take advantage of Pinterest more
than the other competitors.
• It should be noted that the tool was limited in its ability to
analyze all platforms but focused on their main social networks.

19. Strategic Recommendations
• Use more attractive calls to action and try to engage on all platforms.
• Keep websites consistent
• Avoid copying or sharing the same thing from one social network to the other otherwise consumers will
have no need to go to more than one. Consumers wan to know that they will be engaged differently on
each site.
• They need to create more shareable content to get more of their followers to share/tweet or engage with
the content they post on especially Facebook and Twitter.
• They should also try to drive traffic from other sources.
SEO
• Walmartcanada.ca is their official website and its main purpose is to advocate Walmart's culture. We
suggest that they add meta description: make easy life and better life for Canadian’s
• Add <h1> Headings </Wal-Mart benefit> tags or <Wal-Mart’s social responsibility>
• HTML Page Size Test: use gzip compression move all CSS style rules into a single, external and
minified CSS file minify all JS files.
• HTML Compression/GZIP Test:, GZIP does achieve a higher compression rate and therefore might be a
better choice because Wal-Mart official website uses a lot of images or large file sizes.

20. Strategic Recommendations
• Social Media:
Facebook twitter Instagram Pinterest LinkedIn YouTube Snapchat
Largest social media,
58% female,55% age
between 25-44
Micro-blog site, 60%
users are female,
younger user than
Facebook
a photo and video-
sharing social
networking. 38%
woman, 26% male.
59% age from 18-29
growing source for
businesses and
brands. 45% female
and 17% male. 36%
age 19-29, 34% age
30-49. 87% of
Pinners have
purchased
something they’ve
seen on Pinterest,
while 93 percent
plan to do so.
57% are male, 77%
are over 25 years old,
networking
53% viewer are male,
each user average 1
hour/month
30% teens and 20
times one day, 50%
new user are 25
years old, 60%
college student
Photo, video, news
and events,
promotion news and
survey, service. It is
main
communication
channel with end
consumer. Curtain
content and
innovation style.
Engage the end
consumer and not
sell product. Drive
the traffic to official
e-commerce site
Use pictures, videos
and Ads to get
followers excited
about your products
Add the “Pin It”
button to your site’s
product or catalog
pages. Pinterest
boards as virtual
bulletin boards need
be divided into
specific topics.
Engage the industry
professionals to
Wal-Mart journey
and sell the
company’s service.
Focus on
professionals
Short description
video to share the
promotion, event
and new product.
Link to e-commerce
site
Provide genuine
value, creating
entertaining filters,
or give audiences an
exclusive look at
products or events,
the following brands
have mastered using
Snapchat as a tool to
engage new

21. References
Introducing our SEO toolbox
https://toolbox.seositecheckup.com/apps/general_analysis/report/view/3f8bbed79e481987c64f505f36439b14
Most Shared on Buzzsumo https://app.buzzsumo.com/research/most-shared
https://www.amazon.ca/
http://www.dairyinfo.gc.ca/pdf/Presentation_IDF_1.3_Druzic_e.pdf
Welcome To Costco Wholesale https://www.costco.ca/
Walmart Canada - Walmart Canada https://www.walmartcanada.ca/