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A Marketer’s Job is Never Done

July 23, 2013

Daily ReadA Marketer’s Job is Never Done

When it comes to analyzing your competition, nothing could be truer-your job as a marketer is never ending. But, it’s vitally important to track every aspect of your competitors’ marketing, including their packaging, advertising, promotion, social media and website activity. This may seem like a huge bite of time but if you make a regular routine out of it you can manage easily and effectively. Here’s how:

  1. Sign up for Google Alerts. Getting updates on your competitions’ activity online is absolutely free via Google Alerts, and it couldn’t be easier to set up. Just insert your competitors’ names into the search query and select what results you want to be notified of.
  2. Connect with competitors on social media. “Like” and “follow” your competition on Facebook, Twitter and other social media channels. Make sure you track both the brand and its key leaders to get a sense of what they are doing.
  3. Enroll in your competition’s mailings and promotions. Become a regular “customer” and you’ll quickly see what kind of offers they provide and how they stack up to yours
  4. Become a secret shopper. Conduct shopping trips to try out your competitors’ customer experience, both online and in-store. Purchase your competitors’ products to see what the process feels like.
  5. Visit their trade show booths. Pick up your competitor’s materials to stay current on their pricing and product line information.
  6. Monitor your competitors’ websites. Keep up with any new functionality they add and see what kind of traction they may be getting, see what they are offering customers and follow trends.

These tips are especially helpful if you are a smaller business and unlike the big-brand companies you resources are limited. It’s very easy to identify those other brands that offer exactly what you do. Look beyond the obvious and follow your indirect competitors as well. Keeping an eye on your competitors will help you understand all the marketing messages directed at your customers.

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