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CI for Marketing Professionals

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CI for Marketing Professionals

  1. 1. CI for Marketing Professionals Marcy Phelps Phelps Research mphelps@phelpsresearch.com Twitter:@marcyphelps
  2. 2. Competitive intelligenceUnderstanding markets www.PhelpsResearch.com
  3. 3. Information needsCompetitorsCustomersCategory (industry/vertical/segment)Environment in which they operateConnecting the dots www.PhelpsResearch.com
  4. 4. Hot topicsCompetitive landscape Marketing strategy/positioning Market share Marketing channels Strengths/weaknesses www.PhelpsResearch.com
  5. 5. Hot topicsDemographics/psychographicsMarket sizeForecastsTrendsBuyer wants & needs www.PhelpsResearch.com
  6. 6. Bottom lineGaps in the marketplaceU.S.P. www.PhelpsResearch.com
  7. 7. How?Free webPremium databasesMarket research providersSocial mediaPhone www.PhelpsResearch.com
  8. 8. Delivering resultsDistill!Provide layers of complexityPresent visually www.PhelpsResearch.com
  9. 9. www.PhelpsResearch.com
  10. 10. www.PhelpsResearch.com
  11. 11. www.PhelpsResearch.com
  12. 12. Consider new formatsPowerPointExcelIn personPhone www.PhelpsResearch.com
  13. 13. Know andcommunicate your valuewww.PhelpsResearch.com

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