Competitor Insight

All organisations compete with others to satisfy the needs and wants of customers profitably.

The competitor research we conduct at Mackman helps to ensure that your brand is perceived to be distinctly different to other organisations who offer similar products or services to the same audiences that your brand has relationships with.

Many businesses that we work with associate competitive analysis with a sense of subterfuge, yet all of the information we study is freely available. It is simply a similar principle to checking a rival company’s LinkedIn page, or looking at one of their adverts in an industry publication.

Competitor insight is not the same thing as plagiarism or imitation, and it provides an invaluable understanding of your current market. By gaining an overview of your competitors’ activity, the way they present themselves, and to whom, your own marketing strategy can be developed to differentiate yourself from these competitors, and even to take advantage of areas that those competitors are weaker at.

We begin any competitor research with desk research, where one of our professional researchers will search for competitors informed by previous insight sessions and conversations with key stakeholders. This research involves a thorough investigation of their digital presence through a communications audit and a website audit to gauge their current activity online.

We take into account elements such as tone of voice, key search terms, social media channels, and website user experience. The resulting competitive analysis is structured clearly, and we take you through our findings to ensure that we can incorporate any further industry insight into the final report.

This is then incorporated into any strategy, design, or digital marketing projects that are ahead.