Status Quo Analysis (English)
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Status Quo Analysis (English)

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A status quo analysis is an invaluable part of a website relaunch (relaunch management). It is usually an essential procedure, at the beginning of an online marketing campaign. Yet for a successful ...

A status quo analysis is an invaluable part of a website relaunch (relaunch management). It is usually an essential procedure, at the beginning of an online marketing campaign. Yet for a successful campaign strategy it is strongly advisable to run a “Status Quo Analysis” at regular intervals to get the necessary information for repositioning an ongoing online marketing campaign.
The Internet moves fast; the competition never sleeps and it is not possible in the daily marketing business to permanently analyze the activities of all competitors in many markets and languages and to draw conclusions or make recommendations.

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Status Quo Analysis (English) Status Quo Analysis (English) Presentation Transcript

  • effective.analysis StatusQuo Ranking, Benchmark, Recommendation Company Department effective world Pte Ltd Product Management 1 von 8 © effective GmbH, 02.2012
  • effective.analysis Status Quo Online Marketing A status quo analysis is an invaluable part of a website relaunch (relaunch management). It is usually an essential procedure, at the beginning of an online marketing campaign. Yet for a successful campaign strategy it is strongly advisable to run a “Status Quo Analysis” at regular intervals to get the necessary information for repositioning an ongoing online marketing campaign. Competitors never sleep The Internet moves fast; the competition never sleeps and it is not possible in the daily marketing business to permanently analyze the activities of all competitors in many markets and languages ​and to draw conclusions or make recommendations. effective.analysis Status Quo When is it advisable to run a Status Quo Analysis? At the start of a new Online Marketing Campaign During a Relaunch Management At regular intervals to reposition an ongoing online marketing campaign As essential part of the Relaunch Management 2 von 8 © effective GmbH, 02.2012
  • effective.analysis Objectives and Subjects Online Marketing Objectives of an analysis Gaining valuable information Gathering information of your own web activities and its performance (results) Gathering information of your competitors‘ online activities, performance and results Comparison/Benchmark – ranking, position and performance in your market as compared to your competitors Gathering information on keywords and search phrases of your potential customers Finding out your potential to optimize Analyse your customers‘ activites, interaction, prefered channels of communication on your website Gathering valuable information on technical and content issues in optimizing your website effective.analysis Status Quo Main subjects of the Status Quo Analysis (per country or market and/or per language) Visibility and ranking of websites compared to competitors’ (Benchmark) Competitors’ activities on the Internet Latest trends, ideas, concepts, best practices Recommendations of strategy Implementation of priority, effort / cost 3 von 8 © effective GmbH, 02.2012 View slide
  • effective.analysis Startup An Online Marketing Campaign Recommended services for the startup of online marketing campaigns to fight the competitors, gain market share and strive for communication leadership Check Your Own Online Activities Search Engines Keywords (Top 20/50/100) Ranking Check all backlinks Catalogues, Online Press Visibility (ranking per country/language)  Quantitative evaluation – if data are available: time series SEO visitors, visits, activities, cost per visit, cost per lead Setup Mediakit and Media Plan Setup effective.marketingportal Check Your Competitors Analysis of competitor websites (international sites / languages) Ranking of competitors Keywords of competitors (Top 20,50,100) Analysis meta data of competitors Check if competitors are using paid Social Media used by competitors: Facebook, Twitter, Xing, Linkedin, Wikipedia, YouTube, Google Plus Online Marketing effective.analysis Status Quo Check Your Website Check interaction (forms, mails, chats, ..) Check Call2Action Check response management Check tracking and analytics tools Check internal links Check content and match landing pages for your SEA/SEO campaigns Check meta data and URL Recommendations What do competitors do better? What should be changed on the website? (Priority, before/after Relaunch) Start up online marketing strategies which your competitors do not have Introduce new ideas – be a trendsetter / market leader for your customers 4 von 8 © effective GmbH, 02.2012 View slide
  • effective.analysis Repositioning Your Online Marketing Campaign Recommended services for ongoing online marketing campaigns in order to re-positioning your marketing strategy, challenging your competitors and introducing new ideas Check Your Own Online Activities Search Engines Keywords (Top 20/50/100) Ranking Check all backlinks Catalogues, Online Press Check all entries, Compare with media plan, marketing portal  Visibility (ranking per country/language)  Quantitative evaluation: Time series - SEO visitors, visits, activities, cost per visit, cost per lead effective.analysis Status Quo Comparing and Evaluating Results What do competitors do better? What could we learn from it? What should be changed? Search Engines Catalogues, Online Press Backlinks Content – which content should/could be changed? Trends, ideas, best practices Case studies of companies Adaptation? Industry solutions? Check Your Competitors Analysis of competitors’ websites (international sites / languages) Ranking of competitors Keywords of competitors (Top 20 / 50 / 100) Analysis of meta data of competitors Check if competitors are using paid ads Social Media used by competitors: Facebook, Twitter, Xing, Linkedin, Wikipedia, YouTube, Google Plus Online Marketing Recommendations Change your online marketing strategy, if necessary Challenge your competitors where they have become stronger recently Set up online marketing strategies which your competitors do not have. Introduce new ideas – be a trendsetter / market leader for your customers 5 von 8 © effective GmbH, 02.2012
  • effective.analysis Relaunch Management Recommended services for the relaunch management – preserving the status quo, switching the website from old to new, monitoring and documentation of the changes and preserving past marketing investments Check Your Own Online Activities Search Engines Keywords (Top 20/50/100) Ranking Check all backlinks Catalogues, Online Press Visibility (ranking per country/language)  Quantitative evaluationTime series – SEO visitors, visits, activities, cost per visit, cost per lead Setup Mediakit and Media Plan Setup Marketingportal Old URL – New URL – matching URL/pages Check Your Competitors Analysis of competitors’ websites (international sites / languages) Ranking of competitors Keywords of competitors (Top 20,50,100) Analysis meta data of competitors Check if competitors are using paid ads Social Media used by competitors: Facebook, Twitter, Xing, Linkedin, Wikipedia, YouTube, Google Plus Online Marketing effective.analysis Status Quo Comparing and Evaluating What do competitors do better? What should be changed on the website? (Priority, before/after Relaunch) Backlinks / Internal Links – Process: How to match new-old URL, URL Rewrite, Forwarding Content – which content has to be changed, before / after relaunch, by priority) Realization Write meta data (Search engine optimized title, description, URL) 6 von 8 © effective GmbH, 02.2012
  • Contact. We look forward to meet you Imprint. Online Marketing Rozita Ahmad Managing Director Text & Design: effective world Pte. Ltd ©2012 effective world | effective GmbH Phone +65 6665 1925 Mobile +65 9029 0544 rozita.ahmad@effective-world.com This presentation is copyright of the effective GmbH. Any use of content, or concepts within, may only take place with expressed written consent from effective GmbH. effective world Pte. Ltd. 25 International Business Park #04-101 German Centre, Singapore 609916 singapore@effective-world.com www.effective-world.com.sg effective.analysis Status Quo Contact Bu sunumun telif hakkı effective GmbH’ye aittir. İçerik ve konseptler, ancak effective GmbH’nin yazılı izni ile kullanılabilir. Cette présentation Powerpoint est la propriété d´effective GmbH et est exclusivement destinée à la présentation. Le contenu ainsi que les idées et concepts cités dans cette présentation ne peuvent être utilisés qu´avec le consentement préalable et écrit de la société effective GmbH. Diese Präsentation ist geistiges Eigentum der effective GmbH. Jede Verwendung des gesamten Textes oder die Verwendung von Teilen der Konzeption oder der Ideen kann nur mit schriftlichem Einverständnis der effective GmbH erfolgen. effective GmbH是该文件中所有页面设计、页面内容的 著作权人;文档中所引用的图片部分来自于商业图库或 个人相册,仅限于本文件演示用途。未经本公司授权, 任何个人或者组织不得抄袭、转载、摘编、修改本文件 内容;本公司与他人另有协议或法律另有规定的除外。 7 von 8 © effective GmbH, 02.2012