Achieving competitive advantages in the Digital Era became a war against an invisible giant since the element of the traditional marketing mix “place” has lost its meaning being almost replaced by the term “presence”. Nowadays, innovative media such as blogs, wikis, forums and social networks are widely acknowledged as the new hybrid that joined the marketing mix. Competitors analysis was never an easy task but now how can an organization monitor and analyze the “presence” of its competitors since there are so many mediums and techniques that a competitor can use to deploy content over the web? And a viral content doesn't always mean a positive content. Many studies have proven that a negative content goes viral faster than a positive content.

1. Competitive Intelligence
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change

2. 10/20/2018 A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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3. The evolution of the digital
(the last 2 decades)
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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• 1998 -September 4, Menlo Park, California, United
States Google was founded
• 1999-WLAN computer communication/ wireless
communication
• 2000-The dot-com bubble/economic bubble the period
of excessive speculation and extreme growth in the
usage and adaptation of the Internet by businesses and
consumers.
• 2001- First Wikipedia entry
• 2002- Nokia was the king of phone manufacturers and
Friendster was the hot-as-fire social network with 3
million users
• 2003- MySpace -The First Social Media Platform
• 2004- The year of Facebook
• 2005- February 14, San Mateo, California, United States
YouTube was founded
• 2006- Twitter launched and Google became a verb
• 2007- Apple launched IPhone and Facebook became
mainstream
• 2008- Airbnb launched, Lehman Brothers filed for
bankruptcy
• 2009 – Google launched prototype driverless car, Uber
was launched
• 2010- China overtook US as the largest manufacturing
nation
• 2011- Global population passed 7 billion, Google
launched Google+ to compete with Facebook
• 2012-Kodak filed for bankruptcy
• 2013- Blockbuster closed for good
• 2014- “the Year of The Internet of things”
• 2015- Amazon and Alibaba rule the e-commerce
• 2016- Google announced that is giving up on pitching
Google+ as a social network aimed at competing with
Facebook. The Year That Deep Learning Took Over the
Internet
• 2017- The year of artificial intelligence- the beginning of
the chatbots era
• ARTIFICIAL INTELLIGENCE- BENEFITS, CHALLENGES AND
ETHICAL ISSUES study by Elena Juganaru Andreou
• 2018- IoT will converge with AI, fog computing and
blockchain. IoT will pivot from pilot projects to business
value

4. 2017- In An Internet Minute
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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5. Industry 4.0
Industry
4.0
Industrial
Internet of
things Horizontal
and vertical
system
integration
Artificial
intelligence
(Bots)
Simulation
Augmented
reality
Cyber
security
3D Modeling
Applications
Big data
Analytics
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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6. Achieving competitive advantages in
the Digital Era became a war against
an invisible giant
• The element of the traditional marketing
mix “place” has lost its meaning being
almost replaced by the term “presence”.
• Innovative media such as blogs, wikis,
forums and social networks are widely
acknowledged as the new hybrid that joined
the marketing mix.
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change 6

7. The explosion of social media channels
has drastically changed the rules of the
game
• Social media, smartphones and tablets have
created a new reality of digital communication
• Increased competition in the service sector and
globalization phenomena has created a sense of
urgency for communications within a strategic
framework.
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A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change 7

8. Traditional Marketing vs. Digital Marketing
Traditional Marketing
High Financial Cost
Low ROI
TV + Radio+
Magazines
Audience
Reach
Digital Marketing
Low Financial
Cost
High ROI
Social Media
Marketing+
SEO
Audience Reach
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Vs.

9. The way that businesses advertise moved away
from the traditional advertising and it is more
about:
• Participation
• Sharing
• Collaboration
Rather than
Straightforward advertising and selling.
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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10. 10/20/2018
A study by Elena Jnr. Andreou
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11. The worst error in strategy is to
compete with rivals on the same
dimensions. (Michael Porter)
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change 11

12. Competitor analysis should be a central
element of the company’s marketing plan
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A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change 12

13. 3D Modeling Applications
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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14. Chinese military theorist Sun Tzu
(2001: The Way of Strategy).
• ‘If you are ignorant of both your enemy and
yourself, then you are a fool and certain to be
defeated in every battle.’
• If you know yourself, but not your enemy, for
every battle won, you will suffer a loss.’
• ‘If you know your enemy and yourself, you will
win every battle.’
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A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change 14

15. Competitive Intelligence
• Data mining
• Brand24
• Website
• YouTube
• Facebook
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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16. Why YouTube and Facebook
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A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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17. Brand24
• an easy way to track who, where and what
was said about a brand on the Internet and
get statistics of influence and reach
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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18. Data mining
• Data mining is the process of deriving high-
quality information from a text in order to
capture key concepts
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Conference Keeping Ahead of Change
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Identifying the source information.
Picking the data points that need to be
analyzed.
Extracting the relevant information from
the data.
Identifying the key values from the
extracted data set.
Interpreting and reporting the results.

19. Data mining challenges
• Much of the information that is being produced by
collectors of data lacks the structure to make it suitable
for storage and analysis in traditional databases
• We are living in a fast technological era where changes
on business environment can occur faster than can be
managed and controlled and organizations must act on
the analytics data rapidly before the data become
obsolete.
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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20. Why YouTube is so important?
• It makes more sense than any other social
media website as the content here is closely
related to the concerned topic.
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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21. Every business should have two lists of
keywords:
• Keywords from ideas from the customers-
“put yourself in your customers’ shoes and ask
yourself-What would they search if they were
looking for my content?”
• Check out the competition and create a list
from the gathered keywords that your
competitor ranks
10/20/2018
A study by Elena Jnr. Andreou
Conference Keeping Ahead of Change
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