SpinSix Strategic - Marketing Design

To develop an effective marketing strategy, it's imperative that you know the answers to two important questions:

• What is your company doing?
• What are you competitors doing?

Gaining an understanding of what your competitors are doing involves collecting publically-accessible information about them. This information might be in white papers they produce, analyst reviews, press releases, published interviews, and product data sheets. More often than not, you can gain a clear understanding of a company's marketing strategy analyzing nuances of their Web site's branding, positioning, promotions, and calls-to-action. SpinSix specializes in competitive research through the analysis of a company (or companies) Web site(s). This analysis involves performing research to seek out best practices (in terms of content, feature set, usability, marketing, ecommerce, and other applicable areas) as well as areas of opportunity within the client's industry.

While our client usually supplies a 5-10 competitors to include in our review, during our research, we actively seek out additional competitors when necessary, as well as exemplars in similar or tangentially related industries. While this analysis is most commonly performed for clients who are building a new site (or starting a new online business/channel), it is important to periodically assess your competitors' strategies at least once per year (more frequently in some industries).

See Also:

A/B Testing, Analytics, Data Mining, Market Research, ROI Marketing, Website Analytics, Website Usability Testing