It is clear that companies nowadays must
leverage the advantages of digital marketing and combine both, e-commerce and
physical stores, to complement one another. For example, in 2013, 95% of
consumers began their searches for restaurants, retailers and other business
online, making indispensable to have an online presence to provide detailed,
targeted information.
In an aim to analyze what companies are
taking the most of this new opportunity Placeable has developed the “NatLo
Score”, that measures a company’s local digital marketing performance. The
score has four dimensions:
- Visibility: Website effectiveness in search and discoverability
- Depth: Depth and accuracy of published location content
- Precision: Geographic accuracy of location data
- Reach: Data consistency and coverage across third party sites
Looking at the results we can extract important insights:
- Digital Marketing Leaders (companies to analyze to learn from them): Meineke Car Care Center, Nationwide Insurance, Papa Murphy’s, TitleMax, Ruth’s Chris Steak House, Pizza Factory, BestBuy, PetSmart, Ramada, StateFarm.
- Digital Marketing Laggars (companies to analyze to learn from their mistakes): TravelCenters of America, Hertz, Samuels Jewelers, Tutor Time, Tiffany&Co, Coco’s, SweetFrog, Starwood, Orangetheory, Sweet Tomatoes.
- Industry with higher visibility: Transportation and Storage.
- Industry with higher depth: Hospitality
- Industry with higher precision: Automotive
- Industry with higher reach: Restaurants
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