Identifying competitors using the internet

15-16 September 2010

Who ?Who ?is this guyis this guy

• Queensland’s largest corporate communication firm

• More than 90 professional communicators

• Specialist team in Digital communication

• Backgrounds in development, design, integrated marketing and PR

• Affiliated with the world’s largest communication firm

About your facilitator

Identifying competitors using the internet

The digital landscape

Identifying competitors using the internet

• In 2008, 14.3% of Australian enterprise expenditure was related to Digital Services. In dollar terms this equates to an Australian Digital Services Industry of $17.9 Billion

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• By the end of 2009, enterprises and agencies in Australia engaged with 40% of their customers through Digital Services

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• At the same time, 25% of total customer expenditure involved Digital Services in one way or another

Identifying competitors using the internet

The Australian online marketplace

• 12 million digital media users

• Spend just under 1.5 hours per day online

• Total page views of 15 billion per month (30 billion minutes)

• Demographics:

• 2-17yrs 21%

• 18-34 yrs 25%

• 35–49 yrs 26%

• 50+ 28%

• European nations record the highest percentage of 18-34 yr usage

• Australia records the fourth highest percentage of 50+ users in the world after US, UK and Switzerland

Today’s agenda

Identifying competitors using the internet

1. Who, what, why, where, when, how?

2. Some methods and tools

3. Putting our learning into action

Identifying competitors using the internet

1. Who, what, why, where, when, how?

• Businesses or entities that offer similar products or services to your customer base

Who are my competitors?

Identifying competitors using the internet

• What is their offer?

• What (online) strategies/tools are our competitors pursuing and how successful are they?

• What threats do they pose?

• What is the profile of our competitors?

• What are the objectives of our competitors?

• What are the strengths and weaknesses of our competitors?

• How are our competitors likely to respond to any changes to the way we do business?

What should we consider?

Identifying competitors using the internet

• To understand our own competitive advantages/disadvantages

• To generate understanding of competitors’ past, present and future strategies

• To provide an informed basis to develop strategies to achieve competitive advantage in the future

• To help forecast the returns that may be made from future investments (e.g. how will competitors respond to a new product or pricing strategy?)

Why track competitors?

Identifying competitors using the internet

• Think global…not just local

• In a digital age, competitors can be interstate, overseas or next door

• Benaraby Junction Nursery faces competition from Interflora.com.au

• Same sector or cross industry cannibalisation?

Where do my competitors come from?

Identifying competitors using the internet

• Continual tracking is possible and advisable

• Consider an in-depth analysis before embarking on a new business-generating campaign

• Before online / web development $$ are spent

When should I track competitors (online)?

Identifying competitors using the internet

How do we source competitor data?

Identifying competitors using the internet

Recorded data Observable data Opportunistic data

Annual reports and accounts

Pricing / price lists Meetings with suppliers

Press releases Advertising campaigns Trade shows

Newspaper articles Promotions Sales force meetings

Analysts reports Tenders Seminars / conferences

Regulatory reports Patent applications Recruiting ex-employees

Government / council reports

Discussion with shared distributors

Presentations / speeches

Social contacts with competitors

Identifying competitors using the internet

2. Some methods and tools

Your most important website

Identifying competitors using the internet

• Search

• Alerts

• Directory

• Places

• Insights

• Adwords

Identifying competitors using the internet

Business listings and other sites

Identifying competitors using the internet

Business directory Queensland

Gladstone online

• http://twitter.com/agneswater

• Gladstone Observer

• GAPDL

• Queensland Government statements

• DEEDI

• Industry bodies e.g. QMI Solutions

• Business awards

Cover all your bases

Identifying competitors using the internet

Identifying competitors using the internet

Get to know your competitor’s website

Identifying competitors using the internet

Alexa.com

Yahoo.com

Review source

Identifying competitors using the internet

3. Putting our learning into action

Questions?

Identifying competitors using the internet

http://www.twitter.com/rowland_au

http://www.rowland.com.au/viewpoint

http://www.facebook.com/pages/Rowland/374466726225?ref=ts

http://www.slideshare.net/RobLovegrove/competitors