This document provides guidance on conducting a competitive intelligence analysis to understand a competitor's marketing strategy. It outlines key areas of research including identifying overlapping customer profiles, positioning strategies, distribution channels, advertising themes, blogs, emails, landing pages, websites, content marketing, SEO, social media presence, press releases, business conferences attended, and comparing features. Specific questions are provided under each area of research to gather insights. The overall goal is to analyze a competitor's business strategy by understanding their values, leadership, and strategic decisions. A variety of online tools can be used to conduct this research.
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1. Competitive Intelligence
Information required to understand Competitor’s Marketing Strategy:
1. Identify our target segment .(type of Ideal Customer Profile for us)
2. Ideal Competitor profile:includes the type of companies that are competing in the same
segment we are in.
3. Are they catering to the same Customer Profile we cater to?Which segment of
customers they are focusing at?
4. Positioning strategyare they positioned in a way they don’t have anyone with the same
message?are there other players with the same messaging?
5. Channels of distribution: do they have blogs/social media platforms /key influencers on
board?
6. Advertising/Campaign themes: Which topics/areas/news are they most targeting in
content marketing?
Questions to get answers of
a)Blogs
What is their blog subscriber base?
How frequently do they blog?
On what topics to they blog?Is it of good quality ?
Is it about news related to a particular industry?
Is it about current trends they are talking about?
b)Email
Subscribe to their email newsletters.
How often do you receive their mails?
Does the content cater to your Industry/Ideal Customer Profile?
Does it include Promotional offers?
Does it include Whitepapers/Casestudies/Blogs/Pricing information?
c)Landing Pages
Are there many landing pages ,ie,when a user clicks on a search result or paid ad search,he
lands up on a webpage which is mostly to provoke you to a CTA like filliong a form or
subscribing to newsletter or checkout option based on your search query?Eg.BUY NIKE
SHOES takes me to Amazon>Footwear1 click on the type of shoes i choose and it takes me to
checkout option straightaway.
Are the landing pages optimized for mobile devices/browsers too?
d)Website
Does their website have ABOUT US tab and Pricing Information?
Is it easy to load all the times on any platform on any browser on any device?
Is the content easily readable and understandable to users?Is it visually appealing?
Can their content be shared via social media platforms?