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Walmart digital marketing audit

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Walmart digital marketing audit

  1. 1. Audit of Walmart’s Digital Marketing Group members Shelly Muir Sagar Ghadge Surya Grover Karan Parihar Date: April 6, 2018
  2. 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. 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. 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. 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. 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. 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. 8. Walmart’s SEO Compared to the Competitors- Costco and Amazon
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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/

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