Project Grow workshop 4

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Identifying competitors using the internet

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  • Project Grow workshop 4

    1. 1. Identifying competitors using the internet 15-16 September 2010
    2. 2. Who ? is this guy
    3. 3. <ul><li>Queensland’s largest corporate communication firm </li></ul><ul><li>More than 90 professional communicators </li></ul><ul><li>Specialist team in Digital communication </li></ul><ul><li>Backgrounds in development, design, integrated marketing and PR </li></ul><ul><li>Affiliated with the world’s largest communication firm </li></ul>About your facilitator Identifying competitors using the internet
    4. 4. The digital landscape Identifying competitors using the internet <ul><li>In 2008, 14.3% of Australian enterprise expenditure was related to Digital Services. In dollar terms this equates to an Australian Digital Services Industry of $17.9 Billion </li></ul><ul><li>––––––––––––––––––––––––––––––––––––––––––––––––––––––– </li></ul><ul><li>By the end of 2009, enterprises and agencies in Australia engaged with 40% of their customers through Digital Services </li></ul><ul><li>––––––––––––––––––––––––––––––––––––––––––––––––––––––– </li></ul><ul><li>At the same time, 25% of total customer expenditure involved Digital Services in one way or another </li></ul>
    5. 5. Identifying competitors using the internet The Australian online marketplace <ul><li>12 million digital media users </li></ul><ul><li>Spend just under 1.5 hours per day online </li></ul><ul><li>Total page views of 15 billion per month (30 billion minutes) </li></ul><ul><li>Demographics: </li></ul><ul><ul><li>2-17yrs 21% </li></ul></ul><ul><ul><li>18-34 yrs 25% </li></ul></ul><ul><ul><li>35–49 yrs 26% </li></ul></ul><ul><ul><li>50+ 28% </li></ul></ul><ul><li>European nations record the highest percentage of 18-34 yr usage </li></ul><ul><li>Australia records the fourth highest percentage of 50+ users in the world after US, UK and Switzerland </li></ul>
    6. 6. Today’s agenda Identifying competitors using the internet 1. Who, what, why, where, when, how? 2. Some methods and tools 3. Putting our learning into action
    7. 7. Identifying competitors using the internet 1. Who, what, why, where, when, how?
    8. 8. <ul><li>Businesses or entities that offer similar products or services to your customer base </li></ul>Who are my competitors? Identifying competitors using the internet
    9. 9. <ul><li>What is their offer? </li></ul><ul><li>What (online) strategies/tools are our competitors pursuing and how successful are they? </li></ul><ul><li>What threats do they pose? </li></ul><ul><li>What is the profile of our competitors? </li></ul><ul><li>What are the objectives of our competitors? </li></ul><ul><li>What are the strengths and weaknesses of our competitors? </li></ul><ul><li>How are our competitors likely to respond to any changes to the way we do business? </li></ul>What should we consider? Identifying competitors using the internet
    10. 10. <ul><li>To understand our own competitive advantages/disadvantages </li></ul><ul><li>To generate understanding of competitors’ past, present and future strategies </li></ul><ul><li>To provide an informed basis to develop strategies to achieve competitive advantage in the future </li></ul><ul><li>To help forecast the returns that may be made from future investments (e.g. how will competitors respond to a new product or pricing strategy?) </li></ul>Why track competitors? Identifying competitors using the internet
    11. 11. <ul><li>Think global…not just local </li></ul><ul><li>In a digital age, competitors can be interstate, overseas or next door </li></ul><ul><li>Benaraby Junction Nursery faces competition from Interflora.com.au </li></ul><ul><li>Same sector or cross industry cannibalisation? </li></ul>Where do my competitors come from? Identifying competitors using the internet
    12. 12. <ul><li>Continual tracking is possible and advisable </li></ul><ul><li>Consider an in-depth analysis before embarking on a new business-generating campaign </li></ul><ul><li>Before online / web development $$ are spent </li></ul>When should I track competitors (online)? Identifying competitors using the internet
    13. 13. How do we source competitor data? Identifying competitors using the internet Recorded data Observable data Opportunistic data Annual reports and accounts Pricing / price lists Meetings with suppliers Press releases Advertising campaigns Trade shows Newspaper articles Promotions Sales force meetings Analysts reports Tenders Seminars / conferences Regulatory reports Patent applications Recruiting ex-employees Government / council reports Discussion with shared distributors Presentations / speeches Social contacts with competitors
    14. 14. Identifying competitors using the internet 2. Some methods and tools
    15. 15. Your most important website Identifying competitors using the internet
    16. 16. <ul><li>Search </li></ul><ul><li>Alerts </li></ul><ul><li>Directory </li></ul><ul><li>Places </li></ul><ul><li>Insights </li></ul><ul><li>Adwords </li></ul>Identifying competitors using the internet
    17. 17. Business listings and other sites Identifying competitors using the internet Business directory Queensland Gladstone online
    18. 18. <ul><li>http://twitter.com/agneswater </li></ul><ul><li>Gladstone Observer </li></ul><ul><li>GAPDL </li></ul><ul><li>Queensland Government statements </li></ul><ul><li>DEEDI </li></ul><ul><li>Industry bodies e.g. QMI Solutions </li></ul><ul><li>Business awards </li></ul>Cover all your bases Identifying competitors using the internet
    19. 19. Identifying competitors using the internet
    20. 20. Get to know your competitor’s website Identifying competitors using the internet Alexa.com Yahoo.com Review source
    21. 21. Identifying competitors using the internet 3. Putting our learning into action
    22. 22. <ul><ul><li>http://www.twitter.com/rowland_au </li></ul></ul><ul><ul><li>http://www.rowland.com.au/viewpoint </li></ul></ul><ul><ul><li>http://www.facebook.com/pages/Rowland/374466726225?ref=ts </li></ul></ul><ul><ul><li>http://www.slideshare.net/RobLovegrove/competitors </li></ul></ul>Questions? Identifying competitors using the internet

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