The challenge is how can one effectively benchmark their company’s Internet marketing performance relative to primary competition, and do so in an unbiased, accurate and repeatable manner. A team of TAC marketing and technology Experts has devised a competitive analysis methodology that provides our clients with a valuable benchmarking methodology which objectively quantifies a company’s Internet marketing performance relative to its competition.

A clear understanding of a company’s Internet performance, and that of their competitors, can play an instrumental role in addressing the following marketing objectives:

• Increase targeted traffic to a company’s web site;
• Reduce the cost of customer acquisition and growth;
• Maximize Return on Marketing Investment (ROMI);
• Respond with greater intelligence and speed to thwart competitive threats.

Description

Our Internet Marketing Competitive Analysis offering provides a systematic methodology and process that enables clients to optimize their Internet investments. The competitive analysis process and key deliverables are outlined below:

Process

Deliverables

• Comprehensive analysis of organic and paid search activity of client company and up to three competitors
• Demographic profile analysis of site traffic for all sites under study (most valuable with B2C web sites)
• Assessment of geographic areas of web site traffic concentration
• Competitive spending analysis
• Recommended strategies to improve marketing performance
• Recommended budget for paid search
• Suggested ad strategies working with the most relevant of keywords
• Comprehensive report containing all findings and recommendations

We understand full well that a company’s marketing position vis-à-vis its key competitors on the Internet is but the first step a marketer will take to improve the enterprise’s marketing performance. With comprehensive and accurate data in hand, our team of marketing Experts will provide specific recommendations to improve marketing performance, and detail these recommendations in the competitive analysis report. Because the Internet is far from a static playing field, often our competitive analysis reports become an ongoing tracking mechanism to first benchmark performance, and then monitor performance change on a quarterly or semi-annual basis.

Target Audience

CEO, Chief Marketing Officer, IT executives responsible for market-facing Internet presence

Senior management responsible for marketing and sales budgets/spending, and accountable for the return on the dollars spent. Our process will identify opportunities to deliver greater value on the current marketing dollars spent, and will often identify opportunities to reallocate dollars from other marketing programs. It will also improve alignment between the marketing-and-sales functions and the business, by developing a shared interest in effectively utilizing a company’s web presence to generate more qualified leads for the sales organization.