One of the primary benefits of benchmarking studies is their capacity to compare best practices between different groups. The recent eTail Canada whitepaper, “Canadian Retail, Evolved,” does just that, comparing Canadian e-commerce companies’ digital marketing capabilities with those of American companies.

So how do our neighbors to the north measure up when it comes to digital marketing practices?

Canadian retailers seem to be embedding social media more completely into their businesses than Americans, with Canadian companies reporting greater utilization of social for things such as PR, advertising, customer service, and sales. For instance, only 36% of Americans reported that they are using social media to drive sales, versus 44% of Canadians.

Additionally, in comparison with American retailers, a greater proportion of Canadian companies are taking advantage of mobile optimized email capabilities, although Canadians tend to be making less use of native mobile apps for marketing purposes.

Unfortunately, only 7% of the Canadians surveyed have very personalized and targeted marketing activities – a trend that extends across industries.

Check out the full whitepaper here for the entire report on how Canadian retailers are leveraging their marketing capabilities.

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