Post by account_disabled on Mar 7, 2024 3:28:28 GMT -5
You may know all the industry peaks and troughs in demand, but you have yet to discover the seasonality that exists within companies. Sometimes it's the balance that's left over at the end of a quarter and needs to be spent, and if that were the case you'd see a lot of paid traffic going to the site during this time. Or it could happen that a new marketing manager arrived with new ideas, and made everyone focus their efforts on relations with bloggers, for example. Look at the dynamics of traffic metrics both now and compared to previous years. For both, determine your top competitor's peak month (based on the number of website visits). Then compare the data and check if it is the same for other players in the industry and try to understand the reasons for such an increase.
Repeat the same process for the decline period. After learning Venezuela Phone Number how your competitors' campaigns worked in the off-season, you will be able to conclude whether the enhanced promotion during this period will be a profit or a waste. Let's continue with the example of food delivery services. For the five websites chosen, autumn was a higher season than winter and the amount of traffic during that period is unbeatable due to the surge in demand during the lockdown in spring 2020. If we refer to SEMrush's Market Explorer we will see that Just Eat 's peaks and declines are in line with market trends. This means that the fluctuation must probably have been caused by consumer preferences, rather than by companies' marketing activities. So we need to analyze the audience. image.png Insight #3: Do your competitors really hit the same target audience? The most important question is not even who the competitors target, but who they actually target.
To reveal this, study how to use the public overlap report among your competitors . The percentage of shared or unique audiences can help you discover the current leader or even who your next competitor will be, it will also help you compare brand positioning and marketing strategies, reveal media preferences and align your advertising campaigns. consequence. Let's look at five popular news sites as an example. If you look at their homepages, you may notice that they are all the same, as the same news is published across the platforms throughout the day. If you look at their real audiences overlap, you will see the difference between the readers of these magazines. image.png If you find yourself in a situation like this with your competitors, you may want to increase the number of media placements you share with them (if you're serious about getting their piece of the pie) or try to avoid them in the future (to differentiate your audience). But first of all, take a look at the audience overlay we made and follow suit.
Repeat the same process for the decline period. After learning Venezuela Phone Number how your competitors' campaigns worked in the off-season, you will be able to conclude whether the enhanced promotion during this period will be a profit or a waste. Let's continue with the example of food delivery services. For the five websites chosen, autumn was a higher season than winter and the amount of traffic during that period is unbeatable due to the surge in demand during the lockdown in spring 2020. If we refer to SEMrush's Market Explorer we will see that Just Eat 's peaks and declines are in line with market trends. This means that the fluctuation must probably have been caused by consumer preferences, rather than by companies' marketing activities. So we need to analyze the audience. image.png Insight #3: Do your competitors really hit the same target audience? The most important question is not even who the competitors target, but who they actually target.
To reveal this, study how to use the public overlap report among your competitors . The percentage of shared or unique audiences can help you discover the current leader or even who your next competitor will be, it will also help you compare brand positioning and marketing strategies, reveal media preferences and align your advertising campaigns. consequence. Let's look at five popular news sites as an example. If you look at their homepages, you may notice that they are all the same, as the same news is published across the platforms throughout the day. If you look at their real audiences overlap, you will see the difference between the readers of these magazines. image.png If you find yourself in a situation like this with your competitors, you may want to increase the number of media placements you share with them (if you're serious about getting their piece of the pie) or try to avoid them in the future (to differentiate your audience). But first of all, take a look at the audience overlay we made and follow suit.