digital marketing business competition analysis & tools
DESCRIPTION
how to find online competitors? Identifying competition is one of the key area for planning digital marketing strategy for business. The presentation deals with how to identify competitors, key metrics to analyze and digital tools to accomplish analysisTRANSCRIPT
Competition Analysis
understanding market competition
To begin with..
• Every businesses position their product/ services to be superior in terms of quality and other dimensions.
• so does the competitors..• And then you have other businesses offering the same
feature at much lower prices.
In comes Fierce competition- every body wants a large bite of the consumer cake
How do we identify competition?
competitors can have the following features• Nature - Local ; Global• Type - similar service ; extended services ;
clubbed services eg- consumer product sold in single website, ecommerce site etc.
• scale - Brand , local, SME, Startups• online/ offline or bothcompetitors can be identified by defining &
understanding the client's business- geo-location scope, positioning
when & why
• Start of the project- we ask our client's to list names of competitors.
• we analyze and list some more..
• what does it tells us?how is the competition doing in terms of strategy
Traffic [composition]SEO + Links analysisContent [strength & quality]AdsSocial marketing
scope & opportunities- key positionings
What to compare
• Strategy - [digital platforms]• Engagement- [social platforms]• Positioning
price point - cheap, affordable,premium etc.Market standing- market leader,pioneer,Tech
savvy, new age etc.Qualitative - best, superior technology etc.Service - quick, efficient, high quality etc.N ote: this will also help understand the TG.
The Customer journey to online purchase
Paid search and Organic search directly helps to take decisions.
Understanding Conversions
• Search market analysis Taking Relavant Genaralized keyphrase search
volume.
Objective is to show the search market universe available for the particular niche.
Analysis - Look at the search market
comp1 comp 2 comp 3 comp 4
Total no of pages
Page Load Time
Citation flow
External backlinks
Govt backlinks
Educational backlinks
SEO strength analysis:
Total traffic
Organic Search Referral Social Mail Display
AdsSearch Ads
Comp 1
Comp 2
Comp 3
Comp 4
Digital marketing mix usage and traffic sources:
Social Media Analysis :
• Facebook FansLikesShareEngagementRetweetsFollowersPins+1's
• Twitter• G+• Pinterest• Instagram• LinkedIn• Others
• Daily Ad Budget • Avg. Ad Position• Paid vs Organic Clicks
Per Day
PPC Analysis (Daily ad spends)
How We do It !
• Tools 2 Success Page Speed Analysis -
https://developers.google.com/speed/pagespeed/insights/ Web traffic & marketing insights - similarweb.com PPC analysis - spyfu.com Organic competition - semrush.com Backlink strength - majesticseo.com ; ahref.com ;
opensiteexplorer.com statistics - google insights ; statscorp.com ; google trends social media - socialbaker.com ; klout.com ; socialmention.com Online Consumer Behaviour - consumerbarometer.com
A lot more available... will keep listing :-)
• Thanks
:-)