Post by kmstfatema on Mar 4, 2024 8:19:38 GMT
Of all the phases of a digital marketing plan, that of analyzing the context and the reference market (although less "exciting" than the operational phase) is perhaps the most delicate and important. Because an effective digital strategy , or a unique and distinctive positioning of a brand, begins by observing what's around, and not by obsessively staring only at one's own navel. And then off with a full immersion of: SWOT analysis , market analysis, Buyer Personas, short/medium/long term objectives, USP and UVP (Unique Selling and Value Proposition) and, obviously, competitor analysis . And it is precisely the study of competitors that is decisive for understanding which tracks to place one's operational strategy on.
An analysis which, however, too often takes more time than it should, taking Germany Telegram Number Data it away from other fundamental activities; or which is often carried out superficially, without obtaining a harmonious picture capable of making prudent decisions. So how to do a competitor analysis in a lean, data driven and complete way? Competitor analysis - the basics Studying your competitors is not "online" and/or "offline" stuff. It is a universal mix of: ask the right questions, use your brain without taking anything for granted, focus and look at the right KPIs, make decisions based on the data and information collected. Start the process again. This is why, before diving into the competition analysis, it is best to avoid a dangerous obstacle: understanding who our competitors REALLY are . What does it mean?
It means having an eye on the macro distinctions that determine the different "faces" that a competitor can take on our brand: Direct Competitors : these are those who offer the same category of products or type of services as us, communicating with our same customer segment and target. Horizontal Competitors : these are those that offer the same category of products or type of services as us, but as "commodity" solutions or together with other product categories. For example: companies specialized in the supply of digital advertising displays (DOOH) to shops and companies in the HORECA sector, may be in competition ("horizontal") with a web agency that offers the same service but within a digital marketing strategy . Vertical Competitors : these are those who offer the same category of products or type of services as us, but are positioned on different customer segments.
An analysis which, however, too often takes more time than it should, taking Germany Telegram Number Data it away from other fundamental activities; or which is often carried out superficially, without obtaining a harmonious picture capable of making prudent decisions. So how to do a competitor analysis in a lean, data driven and complete way? Competitor analysis - the basics Studying your competitors is not "online" and/or "offline" stuff. It is a universal mix of: ask the right questions, use your brain without taking anything for granted, focus and look at the right KPIs, make decisions based on the data and information collected. Start the process again. This is why, before diving into the competition analysis, it is best to avoid a dangerous obstacle: understanding who our competitors REALLY are . What does it mean?
It means having an eye on the macro distinctions that determine the different "faces" that a competitor can take on our brand: Direct Competitors : these are those who offer the same category of products or type of services as us, communicating with our same customer segment and target. Horizontal Competitors : these are those that offer the same category of products or type of services as us, but as "commodity" solutions or together with other product categories. For example: companies specialized in the supply of digital advertising displays (DOOH) to shops and companies in the HORECA sector, may be in competition ("horizontal") with a web agency that offers the same service but within a digital marketing strategy . Vertical Competitors : these are those who offer the same category of products or type of services as us, but are positioned on different customer segments.