How do you engage and influence your target audience with competitive intelligence?

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Competitive intelligence (CI) is the process of gathering and analyzing information about your competitors, their products, their strategies, and their customers. CI can help you gain insights into your market, identify opportunities and threats, and create effective marketing campaigns. But how do you use CI to engage and influence your target audience? Here are some tips to help you leverage CI to create value for your prospects and customers.

本文章的要点总结

Tailor your messaging:

Use competitive intelligence to understand your audience's preferences and pain points. Craft messages that resonate by highlighting how your offerings are uniquely positioned to meet their needs.
Monitor market shifts:

Keep an eye on how changes in the economy affect consumer behavior. Use these insights to adjust your strategies and communicate how your brand continues to provide value, even as conditions evolve.

本摘要由 AI 和以下专家提供支持

Sheeba Thomas

Digital Marketing Professional…
Guljeet Sahney

1 Know your audience

Before you can engage and influence your audience, you need to know who they are, what they need, what they value, and how they make decisions. You can use CI to research your audience's demographics, psychographics, behavior, preferences, pain points, and goals. You can also use CI to segment your audience based on their characteristics and needs, and tailor your messages and offers accordingly. Knowing your audience will help you create relevant, personalized, and compelling content that resonates with them.

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Ramakrishnan Viswanathan

Client Relationship Manager @ Cognizant | Executive Program in Sales and Marketing
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Create content that focuses on your target audience: There is a place and time to talk about yourself and your company. Whatever marketing channels you choose, if you want to grab the attention of your target audience, talk about the clients and not yourself. Use market intelligence techniques: There are numerous market intelligence techniques you can use depending on your organization's nature and maturity. These techniques can help you enter a new market, strengthen and defend your position in the market, and gain a competitive advantage over your competitors. Survey your audience: Surveying your audience helps you understand the people buying your products and services and how best to engage with them.

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2 Monitor your competitors

You can use CI to keep track of your competitors' activities, such as their product launches, pricing changes, marketing campaigns, customer reviews, and social media posts. You can use CI tools and techniques, such as web scraping, social listening, keyword analysis, and SWOT analysis, to collect and organize data from various sources. Monitoring your competitors will help you identify their strengths and weaknesses, learn from their successes and failures, and benchmark your performance against them.

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Guljeet Sahney
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In retail for instance, a comprehensive tracker can identify changes in the market dynamic. Repeat studies at periodic intervals reveal how customers change behaviours eg impact of higher cost of living on brands shopped and frequency; how their perceptions of brands and price / value position has altered with rising prices; how quality and other dimensions of “value” move vs price for individual brands. Monitoring the market regularly vs competition can arm brands with powerful insights enabling them to respond faster to protect and strengthen their brand position.

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Sheeba Thomas

Digital Marketing Professional |LinkedIn Top Voice | MBA | Certified LinkedIn Content and Creative Design Professional
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Being wary of the pond and the other fishes in the pond helps to survive in a better way. A brand needs to be cognizant of the industry and the market it belongs to. It becomes easier to navigate through the market and reach the desired audience if we are aware of the competitors and their strategies. By using CI a business can have an edge over their competitors. Which can be the selling point of a product. Over the years we have seen many case studies where brands/competitors have neck-to-neck marketing strategies. (Pepsi-Cocacola). The LinkedIn page also has a feature where you can add your competitors and get useful insights regularly.

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3 Highlight your differentiation

You can use CI to highlight your differentiation and communicate your unique value proposition to your audience. You can use CI to compare your products or services with your competitors' on various features, benefits, quality, price, and customer satisfaction. You can use CI to showcase your competitive advantages, such as your innovation, expertise, reputation, or social impact. Highlighting your differentiation will help you stand out from the crowd, attract and retain your audience, and build trust and loyalty.

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Sheeba Thomas

Digital Marketing Professional |LinkedIn Top Voice | MBA | Certified LinkedIn Content and Creative Design Professional
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The best use of CI would be working on your USP. CI will help leverage the loopholes of competitors' products and services if used wisely.

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4 Anticipate your audience's needs

You can use CI to anticipate your audience's needs and provide solutions that meet or exceed their expectations. You can use CI to analyze your audience's feedback, questions, complaints, and suggestions on various channels, such as surveys, reviews, forums, and social media. You can use CI to spot trends, patterns, gaps, and opportunities in your market, and adapt your products or services accordingly. Anticipating your audience's needs will help you deliver value, satisfaction, and delight to your audience, and increase your retention and referral rates.

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5 Educate your audience

You can use CI to educate your audience and position yourself as a thought leader and a trusted advisor in your industry. You can use CI to create and share informative, engaging, and actionable content that showcases your knowledge, insights, and recommendations on various topics related to your market, your competitors, and your audience. You can use CI to demonstrate your credibility, authority, and relevance, and provide value to your audience. Educating your audience will help you build rapport, influence, and advocacy with your audience, and generate leads and conversions.

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Khalil Mahjoub

Performance & Growth Marketing Specialist ┃ T - Shaped Marketer
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CI can help to explain the value chain to your audience, whether implicitly or explicitly. This will help them have a broader overview on your value-added compared to the rest of the competition and will automatically help you position yourself in a more distinguished way

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sheeba Thomas

Digital Marketing Professional |LinkedIn Top Voice | MBA | Certified LinkedIn Content and Creative Design Professional
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The audience also enjoys the competition between their favorite brands. They are smart and they keep comparing who is offering more value. If a brand wants to be on the top of its audience list then CI is the cheat code.

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How do you engage and influence your target audience with competitive intelligence?

1

2

3

4

5

6

1 Know your audience

2 Monitor your competitors

3 Highlight your differentiation

4 Anticipate your audience's needs

5 Educate your audience

6 Here’s what else to consider

Market Research

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How do you engage and influence your target audience with competitive intelligence?

1

2

3

4

5

6

1 Know your audience

2 Monitor your competitors

3 Highlight your differentiation

4 Anticipate your audience's needs

5 Educate your audience

6 Here’s what else to consider

Market Research

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