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
:-)
