According to “5 Steps to Know Your Competitor’s Audience Better Than They Do,” marketers need to know the characteristics of audience the brands share, too.
Here are the marketing tips in the research Hitwise announced on Wednesday:
The 5 Steps
Before marketers can understand their competitor’s audience, they must know their own intimately, reads the research. They need to know where their site visitors come from and where they go in order to figure out if they can bring them back — especially if that channel drives traffic to their competitors. Marketers shouldn’t just look at lumps of data comparing their traffic to their competitor’s, they should figure out where the best traffic is and take it.
“Most brands already track the keyword rankings of their competitors,” reads Step 4, “but forward-thinking marketers can distinguish how different audiences search, and develop advanced profiles based on who is searching for what.”
Just as all traffic isn’t a blob, neither is a mobile audience. Understand this, then understand that of the competition.
Three More Tips
Take a look at keyword performance for an entire year in order to be able to pick out seasonal trends. “For example, sleeveless dresses rank higher from May through August,” says Hitwise.
“Play with keyword string variations,” according to the research, “and look for opportunities to rank for the queries your competitors fail to. A travel brand may see a competitor who flies similar routes is ranking well for ‘flights to dallas,’ but not ‘flights from dallas.’ ”
Understand that when customers are on their mobile devices, they have different intentions than they do in other channels.
“Mobile consumers are often looking to support their path to purchase or ask a question — not necessarily to buy,” says the report.
Hitwise cites these as common mobile searches:
- Coupons or discounts
- “How to” searches
- Reviews and returns policies
- Locational, “things to do” or “near me”
- Calculators, counters and tools
- Research on high-cost items (i.e. a car)
What do you think, marketers?
Please respond in the comments section below.