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

:-)