We need to be aware of what the competition is doing. The business environment is changing at an ever increasing rate, which is both a threat and an opportunity. Fortunately, the Internet can be used as a tool to help us deal with these fast-paced and ever-changing competitive challenges. Competitive research is the process of gathering data about a competitor, business, or industry and analyzing this data to turn it into knowledge that we can use to make better, more informed decisions about our own business.

There are many resources available on the Internet for finding out what we need to know. This is both a boon and a problem. Because of the vast resources, we must understand our place in the market and where we stand in relation to the competition. The downside is that actually finding this information can be quite intimidating. This chapter will try out different types of business resources we can tap into for competitive research and how to mine them for data.

Tracking the competition can sometimes be an overwhelming task. It is also one of the most important things we will do. If we keep the following in mind we will be in good shape.

Be a customer. Either by ourselves or via a friend, order something from a competitors and experience the service first hand.
Subscribe to every e-mail newsletter or other services our competitors offer. Use a free e-mail service if we want to conceal our identity.
Use search engines or search agents like Hotwired’s newsbot (http://www.newsbot.com ) or Deja (http://www.deja.com) to monitor Web articles or Usenet posts featuring our competitors.
Use the “search for links to this URL” feasture on Hotbot or other search engines to gauge the popularity of a site.
Ask customers what other web sites they frequent and what they like about these Web sites
Collect horror stories. Ask customer why they no longer go to particular Web sites to learn what makes out site attractive.
Check as many update, sale, and home pages as possible every day.
If your competitors offer discussion boards, monitor them for dissenting posts or customer service complaints.
Strike up conversations with your suppliers. They might let something slip about one of our competitors.
At least once each quarter, evaluate our competitiors’ sites from top to bottom. Identify what has been improved, changed, eliminated, etc.

Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor:

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Kunnskapskilden – Internet Marketing Intelligence

Kunnskapskilden – Internet Marketing Intelligence Internet Situational Analysis of 1to1 Marketing/CRM

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

Content

Chapter 6

Competitors Analysis

6.1

General

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM