Upload File

digital marketing lab€¦ · 3/9/2014  · the long tail [source: ] the theory of the long tail is...

  • Home
  • Documents
  • Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively
21
Advanced Marketing Lab Online Competitor Analysis Serena Pasqualetto [email protected] LESSON #3

Upload: others

Post on 27-Jun-2020

0 views

Category:

Documents


0 download

Report

TRANSCRIPT

Page 1: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Advanced Marketing Lab

Online Competitor Analysis

Serena Pasqualetto

[email protected]

LESSON #3

Page 2: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The Product(s)

MEEPLE

Web Portal Gamification

App for Tourists

Themed Tours

Page 3: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The Keywords

Movie Locations

Movie in Veneto

Movie in Venice

Page 4: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The Keywords

Movie App

Tourist App

Movie Quiz

Page 5: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The Keywords

Digital Tours

Movie Tours

Venice Tourism

Veneto Tourism

Themed tours

Page 6: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

AdWords Keyword Planner

Analyze and refine your keyword list using AdWords Keyword Planner.

https://adwords.google.com/home/tools/keyword-planner/
https://adwords.google.com/home/tools/keyword-planner/
Page 7: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Refine your keywords

Use AdWords Keyword Planner to analyze search volumes worldwide and/or in specific markets. Discover and add new relevant keywords suggested by the tool.

Page 8: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Assess your keywords

Look at your keywords (latest version). What are, in your opinion, the ones that are most likely to attract the right users to your product in the short run? Which keywords are less effective in the short run (i.e. they are farther from your ideal target)?

Page 9: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The long tail

[Source: www.longtail.com]

The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. Chris Anderson, The Long Tail

Page 10: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

The long tail in SEO/SEM

[Source: https://neilpatel.com/blog/how-to-generate-20000-monthly-search-visitors-through-long-tail-traffic/

Page 11: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Most strategic keywords

What are the most strategic keywords?

HIGH PROBABILITY OF CONVERSION

HIGH SEARCH VOLUMES

Page 12: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Competitor Research

Page 13: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Who are my competitors?

1) Ask the company (Meeple) 2) Do some online research using your keywords. Start from the ones you marked as most strategic ones.

Page 14: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Online research

- Google Search - Isearchfrom.com - Semrush.com - Similarweb.com

Page 15: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Google Search

Use your keywords to research potential competitors. To identify your best competitors, consider the very first results (10 results) on the SERP (Search Engine Result Page) Always ask yourself “What is this website / app target audience? Is it similar to mine?”

Page 16: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Google Search

How to refine your web searches

Exclude words from your search Put - in front of a word you want to leave out. For example, jaguar speed -car Search for an exact match Put a word or phrase inside quotes. For example, "tallest building".

https://support.google.com/websearch/answer/2466433?hl=en
https://support.google.com/websearch/answer/2466433?hl=en
Page 17: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Isearchfrom.com

With I Search From you can simulate using Google Search from a different location or device, or perform a search with custom search settings. It's useful for searching Google as if you were somewhere else, as well as for SEO & SEA testing.

https://isearchfrom.com/
Page 18: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Further Competitor Research & Analysis

Page 19: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Semrush.com

Semrush.com provides information on main organic competitors for a given domain.

https://www.semrush.com/
Page 20: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

Similarweb.com

Similarweb can show competitors of a given domain.

https://www.similarweb.com/
Page 21: Digital Marketing Lab€¦ · 3/9/2014  · The long tail [Source: ] The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively

References

www.thelongtail.com https://neilpatel.com/

http://www.thelongtail.com/
https://neilpatel.com/
https://neilpatel.com/

Long Tail for PPC

The Long Tail is Dead; Introducing the Wide Tail

Long Tail Boat

SEO Long Tail - SEMTEC

The long tail theory

The Long Tail!

Long tail y narrowcasting

MEGAFLOW TROUGH VALVE - Jobe Valves...Long Tail: Supplied with backnut and seal washer ½’’ Long Tail: 100mm long ¾” Long Tail: 38mm long Options Inlet Size Short Tail Long

Long tail for learning

10.Long Tail

Capturing Long-tail Distributions of Object Subcategoriesopenaccess.thecvf.com/content_cvpr_2014/papers/Zhu_Capturing_Long-tail... · Capturing long-tail distributions of object subcategories

Long tail big data

Long Tail Treasure Trove

Long Tail Marketing

Long Tail Keywords

Long tail link building

Leveraging The Long Tail

Introducing the Long Tail

The long tail complete

Exploiting the Long Tail

Long Tail&Power Law

Long Tail Presentation

Long Tail/Finding Conversations

THE LONG TAIL - EaZy Solutions · THE LONG TAIL. CHANGING ROLE FOR LIBRARIES Paid long tail • Costs money • Reputable publishers • Aggregated OA long tail • Seems free •

Web 2.0 long tail

MANAGING THE “LONG TAIL”: How Focusing on Tail Spend Management …dbyho9orexbba.cloudfront.net/.../managing-the-long-tail.pdf · 2013-11-19 · 2 Managing the “Long Tail

Economía Long Tail

Long-Tail Hashing

Long-tail learning

The long tail presentation

Long tail keyword vs. short tail keywords

The Long Tail

20080422 Long tail science

Martins Long Tail

Long tail economics