Analysis of competitors within the framework of advertising activity for different segments: stages and services
Selection of competitors: direct and indirect.
It is worth asking the client about which players he considers as the main competitors, since often the view from the outside and the opinion of the client himself differ. And first of all, those who are highlighted by the brand itself are considered. It happens that the decision on the choice remains with the agency. In this case, considering competitors in terms of advertising activity, first of all we turn to Search. We select those who are active, for example, by brand or by category queries. Then we analyze by traffic, prices, positioning, and select the main ones - the closest to us by specific parameters.
Indirect competitors are those who differ significantly jiangsu mobile number database in price, are not so active, or belong to a related field. And they are also necessarily taken into account in the study. For example, if we evaluate a retail chain selling electronics and household appliances, we consider both stores and marketplaces, since most of the traffic goes there.
Interest level analysis.
When determining the level of interest, you need to consider the region and which system is used most there, for example, in Russia it is Yandex Wordstat, and in China it is Weibo and WeChat. If the company is abroad, you can use Google Trends.
Traffic research.
the audience that comes to the site;
visits per month;
involvement;
viewing depth;
bounce rate;
time on site;
duplicate audience;
the number of unique users, as well as those who return to the site again.
In addition, the service allows you to determine which resources receive the bulk of the traffic and where it comes from. And also to look in depth at referral transitions to Yandex, thematic sites and social networks. Here it is worth paying attention that in social networks in this service you can only see desktop traffic, and most users access them from mobile devices. Then, with the help of SpyWords, the traffic of contextual advertising and partially SEO indicators are analyzed. You can also use Keys.So for these purposes.
Investment evaluation offline and online. This stage is optionally performed at the client's request.
Compilation of a USP table. For example, for the e-commerce segment it will include conditions, delivery, categories, assortment. And for pharma - speed of action, frequency of administration, dosage, release form.
Communication analysis. This is the final stage, which is carried out manually. For this, ads on Search, thematic sites, real estate databases, as well as on news sites such as RIA or RBC are considered. And for the analysis of media placements in social networks, the TargetHunter service is used .
Brand Health Tracking Funnel, is performed optionally using the Mediascope system. A BHT download is created, which allows you to evaluate the position of competitors in the sales funnel from knowledge to purchase.