Digital Marketing Business Competition Analysis & Tools

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how to find online competitors? Identifying competition is one of the key area for planning digital marketing strategy for business. The presentation deals with how to identify competitors, key metrics to analyze and digital tools to accomplish analysis

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Digital Marketing Business Competition Analysis & Tools

  1. 1. Competition Analysis understanding market competition
  2. 2. 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
  3. 3. 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 both competitors can be identified by defining & understanding the client's business- geo-location scope, positioning
  4. 4. 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 analysis Content [strength & quality] Ads Social marketing  scope & opportunities key positionings
  5. 5. 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.
  6. 6. stomer journey to online purchase Paid search and Organic search directly helps to take decisions.
  7. 7. Understanding Conversions
  8. 8. sis - Look at the search market • Search market analysis  Taking Relavant Genaralized keyphrase search volume.  Objective is to show the search market universe available for the particular niche.
  9. 9. SEO strength analysis: comp1 Total no of pages Page Load Time Citation flow External backlinks Govt backlinks Educational backlinks comp 2 comp 3 comp 4
  10. 10. Digital marketing mix usage and traffic sources: Total traffic Comp 1 Comp 2 Comp 3 Comp 4 Organic Search Referral Social Mail Display Ads Search Ads
  11. 11. Social Media Analysis : • Facebook  Fans  Likes  Share  Engagement  Retweets  Followers  Pins  +1's • • • • • • Twitter G+ Pinterest Instagram LinkedIn Others
  12. 12. C Analysis (Daily ad spends) • Daily Ad Budget • Avg. Ad Position • Paid vs Organic Clicks Per Day
  13. 13. 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 :-)
  14. 14. • Thanks :-)

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