Skip to main content

Competitor Research for eMarketing.

Competitor Research for eMarketing.


Where are we now? (External Perspective).

As you plan for eMarketing and during the plan's implementation, one needs to pay careful attention to the activities of competitors. So competitor research for eMarketing is essential when attempting to answer the question where are we now ( external perspective)? There are a number of approaches that can be employed, with the emphasis on each approach shifting depending upon the nature of our eBusiness and market. Here are some key tools of competitor research for eMarketing:

Use search engines.

General topics such as Google, Yahoo!, and MSN.

Type names of competitors.

Type industry, product or term.

Search 'down' into a directory structure e.g Yahoo!

Search a competitor's web site.

Product information, press releases, job opportunities.

Pricing information.

Distribution information such as where to buy.

(So publish only what you'd give away at a trade show!)

Hunt for trade associations.

Search for personal pages or 'Blogs.'

Different perspective e.g fans, ex-employees.

E.g. www.blogger.com, www.myspace.com, www.youtube.com

Ask your target market.

Send questions to named personnel, newsgroups, personal pages, mailing lists.

Conduct a survey using.

Buy secondary reports e.g. Datamonitor, Mintel.

Newsgroups and post queries.

Newsgroups on bulleting boards or forums.

Deja.com (Google).

Read online financial information.

Research public companies.

III.co.uk Ample UK.

FT.com UK.

Read online competitive information.

E.g. Hoovers.com - Paid for, in US.

Study demographic reports.

Statistics.gov.uk/census in UK.

Census.gov in US.

Original source material.

Business Source Elite, Newspapers, Kelly's, Kompass.

Monitor special interest material.

E.g Marketing Week (BSE) , Campaign (BSE), Marketing (BSE).

Use a professional researcher.
Labels:

Comments

Post a Comment

Popular posts from this blog

Consumer Buyer Behaviour

If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target products and services at them. Buyer behaviour is focused upon the needs of individuals, groups and organisations. It is important to understand the relevance of human needs to buyer behaviour (remember, marketing is about satisfying needs). Let's look at human motivations as introduced by Abraham Maslow by his hierarchy of needs: The hierarchy is triangular. This is because as you move up it, fewer and fewer people satisfy higher level needs. We begin at the bottom level. Physiological needs such as food, air, water, heat, and the basic necessities of survival need to be satisfied. At the level of safety, man has a place to live that protects him from the elements and predators. At the third level we meet our social and belongingness needs i.e. we marry, or join groups of friends, etc. The final two levels are esteem and self-actualisation. Fewer people satisfy the higher leve...
Post a Comment
Read More »

marketing

what the meaning of marketing marketing it has more definitions all concentrate on activates and how we can achieve the target and goals but there is big concept is disappeared
Post a Comment
Read More »

Promotion.

Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are: Personal Selling. Sales Promotion. Public Relations. Direct Mail. Trade Fairs and Exhibitions. Advertising. Sponsorship. The elements of the promotions mix are integrated to form a coherent campaign. As with all forms of communication. The message from the marketer follows the 'communications process' as illustrated above. For example, a radio advert is made for a car manufacturer. The car manu...
1 comment
Read More »