In my last blog I had mentioned that one of the important parts of the planning for the Digital Campaign is doing a complete competition review. I am now mentioning it in details on what are things we should definitely look into to get the complete insights for the brand.
We need to identify first who are really the competition for that particular brand and believe it can be a little different as far asthe competition in the offline space. For Example: If I am planning a campaign for Educational Institute and I see on the Offline space he offers the same set of services and is also present in the same vicinity. But, in the online space you may find that he has no presence at all and there is another Institute which is a little far from the vicinity but heavily present on the online space. He is actively using all the Active Online mediums to get in touch with his prospective customers online. You might have to build your strategy then according to his activities.
So first and foremost, try to do some offline search through "Just Dial" or some local search engines in your area to identify the competition in your area.
Once you have identified the competition who offers similar set of products or services work on them one by one. The first step would then be to list down all the mediums you need to look for the competitor. Here are some of the mediums you should definitely consider:
1. Talk to some of the publishers and ask for the competition's details on the Ad Spends and the properties used. You can also ask them to share some case studies which will give you the insight on the results and the objectives of there campaign.
2. Next is to find the website and look for the strengths and weaknesses as compared to your brand. The strengths are something you need to work on with your brand and weaknesses are good to know just of the information sake.
3. Search for the Videos / Virals / TV Commercials on You Tube. You will get a lot of idea on the positioning as well as the product specific details.
4. Go to Blog Search Engines like Technorati / Blog Pulse which will give you the insight about what people are talking about the competition and what are there issues and concerns. Also it will give you the idea on the brand popularity.
5. Look out for the brand on Social Networking Sites like MySpace, Orkut and Facebook. Search if there are any groups, communities which are present and how popular they are.
6. You can also look into some of the specific review sites like Mouthshut, Yahoo Answers etc. which might also give you the reviews good or bad about the competition brand and product.
Once you have done the detailed research in these areas you can definitely create a synopsis of all your finding and put a perspective in your strategy for your brand.
We need to identify first who are really the competition for that particular brand and believe it can be a little different as far asthe competition in the offline space. For Example: If I am planning a campaign for Educational Institute and I see on the Offline space he offers the same set of services and is also present in the same vicinity. But, in the online space you may find that he has no presence at all and there is another Institute which is a little far from the vicinity but heavily present on the online space. He is actively using all the Active Online mediums to get in touch with his prospective customers online. You might have to build your strategy then according to his activities.
So first and foremost, try to do some offline search through "Just Dial" or some local search engines in your area to identify the competition in your area.
Once you have identified the competition who offers similar set of products or services work on them one by one. The first step would then be to list down all the mediums you need to look for the competitor. Here are some of the mediums you should definitely consider:
1. Talk to some of the publishers and ask for the competition's details on the Ad Spends and the properties used. You can also ask them to share some case studies which will give you the insight on the results and the objectives of there campaign.
2. Next is to find the website and look for the strengths and weaknesses as compared to your brand. The strengths are something you need to work on with your brand and weaknesses are good to know just of the information sake.
3. Search for the Videos / Virals / TV Commercials on You Tube. You will get a lot of idea on the positioning as well as the product specific details.
4. Go to Blog Search Engines like Technorati / Blog Pulse which will give you the insight about what people are talking about the competition and what are there issues and concerns. Also it will give you the idea on the brand popularity.
5. Look out for the brand on Social Networking Sites like MySpace, Orkut and Facebook. Search if there are any groups, communities which are present and how popular they are.
6. You can also look into some of the specific review sites like Mouthshut, Yahoo Answers etc. which might also give you the reviews good or bad about the competition brand and product.
Once you have done the detailed research in these areas you can definitely create a synopsis of all your finding and put a perspective in your strategy for your brand.
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