Competitor analysis criteria

When the list of competitors is ready, we define the analysis criteria. The criteria depend on the goals and objectives of the study.

There are 2 types of criteria:

Qualitative

Provisionally quantitative

Analysis

Analyze each competitor according to the selected criteria.

You should get a similar table: computer engineer careers

Conditionally quantitative indicators. Includes criteria that can be quantified. The following parameters are used: the reaction rate of managers to contact the company, the usability of the site, the ease of ordering a call back, the breadth of the product range, the cost of products, the quality of product descriptions, etc. Determine the significance of each criterion for the target audience, then fill in the table for each indicator and put down the marks. As a result, it will become clear by what criteria the company is outperforming its competitors, and by which it is lagging behind, what qualities attract the attention of users, and what should be optimized.

Qualitative indicators. Parameters that cannot be quantified are included: features of the communication strategy, competitive advantages, quality of contact with the target audience, etc. When evaluating quality indicators, the following table is obtained.

Evaluation of promotion channels and advertising budgets

You will need this information to draw up your media and competitive strategy. You can collect data in detail, indicating the exact reach, budgets, advertising messages and support intensity, or conduct a brief analysis describing the characteristics of the advertising message, formats and placements.

Researching BTL programs will help you develop competitive offers for your target audience.

Do not forget to analyze the message layouts, they will help you find the answer to the question about strategies for influencing consumers.

Internet Marketing Strategy Analysis

In the course of competitive analysis, it is useful to find out what methods and channels of attracting potential buyers are used by other market players.

What can you find out?

SEO - They help to find out the queries that competitors are promoting and the positions they are in, check which links are used and where they are placed, the quality of the content and other SEO indicators. Some of the tools we use are RDS-bar, Yazzle, Xenu, Ahrefs, Megaindex.ru, KeyCollector, Solomono, PageWeight and others.

Contextual advertising - you can use the serpstat service to identify the queries for which competitors conduct contextual and display campaigns.

Email marketing - to understand what content competitors are sending to users, analyze their mailing list. If this is an online store, then after making a test purchase, track the algorithm for sending letters and their content. It is also useful to make a request for commercial offers and analyze the design of letters, commercial offers, presentations, communication style of managers, etc.

PR activities - first, we determine what data to find. They are usually searched for by the name of brands, brands, services and goods. This is how they search by contact information (phone numbers, email, address) and the website address.

SMM - by analyzing the profiles and activity of competitors in social networks, we find out which sites are used and what results they provide, collect information about the target audience and used advertising messages, analyze what competitors' actions affect their information field of delirium, etc.

Blogs and publications - we analyze the content that the company publishes on its blog and on third-party resources. We determine the subject of the content, the frequency of placement, the level of quality, the level of virality, etc.

By analyzing all the channels that competitors use to interact with the target audience, you can analyze their strategy for attracting, warming up and communicating with consumers, and then make changes to tactical and strategic plans.

Determining the positioning of competitors

At this stage, it is important to understand the prevailing consumer perceptions, which in 86% of cases are based on the following criteria:

cheap - expensive

unknown - known

low-quality - high-quality

non-specialized - specialized

main benefit or purpose of the product

Such a model is easier to display on a consumer perception map.

A good addition to identifying consumer perceptions will be information about the main promises of competitors, the level of user loyalty and company visibility in the market.