Many advertisers don’t set focused benchmarks before executing digital strategies. Those who don’t see how their digital campaigns and their rivals’ activities stack up in the market, are losing large amount of money to contenders as measured by traffic, conversions, and revenue.In comparison, smart advertisers are boosting their advanced execution by first understanding their rivals’ methodologies and after that, and at exactly that point, building clever computerized crusades in view of where and how contenders are winning and losing on the web.
With the right digital content and assets, they can move them through the purchase funnel and increase RODI (return on digital investment). Some advertisers are finding themselves with the data important to achieve their clients, however, they can’t sift through the information to discover what is truly needed to boost the value. Here are four key competitive benchmarking strategies that smart marketers can use to uncover actionable competitive insights.
In digital marketing, competition is fierce and changing constantly. Digital marketing competition can differ by vertical, specialty unit or product offering. For your digital strategies to be complete and viable, you should know your competition. While most advertisers have a rundown of opponent brands they track, it is likely that they confront competition from organizations and brands they won’t know about in digital environments.
Share of voice AND share of market
Share of voice (SOV) is about what percentage of the overall digital space is yours. You can likewise gauge advance by looking at how your offer of voice stacks up against the opposition at different phases of the purchaser travel. Doing this enables you to adjust, refine and streamline digital messaging, efforts and resources to maximize conversions across all areas of the buying cycle.
Gap analysis helps you compare how well you are attracting and engaging with your target audience in relation to your competition. Gap analysis empowers digital marketers to:
- Discover where and how contenders are winning and you aren’t;
- Think about crusades, subjects, themes and advanced resources; and
- Fabricate digital strategies and improve crusades to close any gaps.
To remain competitive and stay one step ahead of the competition, it is vital to continually track noteworthy moves in the advanced scene. Smart digital marketers set up frameworks and fabricate reports to consequently recognize irregularities in the market and feed this right back to the relevant business units so action can be taken immediately. Review & Revamp your Digital Marketing Strategy: Many business owners and digital marketers fall into the erroneous pattern of rolling over their marketing strategies year after year. This would be good in a sense of the results show improving growth and revenue percentages each year. But if your business is just getting the same results over and over again without any improvement, then you need to review and revamp your strategies and get better results.
Getting good results is not a simple “post and let go” strategy style as this will simply lead you to nowhere. You should be familiar with “Rule of Seven” concept in marketing which practically states that you need to make contact or have targeted exposure for at least seven times before getting any favourable response from a prospective client. So fall back and get a fresh perspective on your digital marketing strategy, checking out what you need to enhance, improve or replace – and get the marketing results you want. Form Your Team or Hire Mplan Media: Revamping your digital marketing strategy may also mean setting up your own digital marketing team if you are able to or hire an expert digital marketing company (like Mplan Media) to execute your new strategies. The old marketing structures simply will not work or deliver the same results in an Internet-driven world, so business owners need to adapt and prepare their business with the changing times. Some of the new key roles that you should have in your in-house/ other digital marketing team are the following:
Storyteller: A vital key to digital marketing success is content, and with all types of content, compelling, high-quality and original content that tell stories deliver the best results. Your brand story should be consistently and continuously communicated to your targeted audiences and your chief storyteller will be responsible for formulating and telling your stories.
Curator: While the bulk of your content should be original, it would also do your digital marketing efforts some good if you take advantage of curated content from the best of what the Internet has to offer that is related to your brand or niche. There are however basic but very important rules in content curation that is why your team needs a curator who will manage and add value to your content.
Social Media Manager: Social media is an important digital marketing channel and should be treated as a separate marketing category on its own, working in close conjunction with other members of your digital marketing team, and efficiently managed by a social media specialist. Your manager will ensure that all your social media marketing efforts are cycling according to schedule (for timing is crucial in social media) using the right kind of content and other tools.
Customer Service Customer service & engagement is important if you want your business to sustain itself for the long run. Your customer service marketing liaison will be responsible for all communications and interactions with targeted audiences, ensure that comments and inquiries are properly responded, and should always be on the lookout for negative entries or even attacks to your online reputation – so your team could act accordingly.
Mplan is a digital marketing agency to handle almost everything: image, captions, content, scheduling, publishing, user-generated content, profile management, analytics, data-reporting, interactions & more. If you have zero or no internet presence or a well-established business, we have solutions for every proportion in making your marketing ambition a reality.