Knowing how well your digital marketing campaign is working compared to internal metrics is helpful, but getting a sense of how well it is working compared to external metrics (such as competitors’ campaign results) can give a crucial competitive edge. With its Market Intelligence tool, Yesmail aims to allow digital marketers to study competitors’ results, as well as their own, across email and social channels to create success at a level that beats not only internal expectations but the expectations of competitors.
We live in a competitive world, and marketing is probably one of the most cutthroat pursuits within this world. “Marketing-speak” focuses on neutral-sounding terms like “growing market share” and “customer acquisition,” but in reality, these terms could just as easily be termed “stealing market share” and “stealing customers.” Successful digital marketing in large part hinges on taking customers away from your competitors without letting them take your customers away from you.
While developing new customers who might not have previously been involved in your particular vertical is an important part of marketing, the fact remains there are far more experienced consumers waiting to be wooed than “first timers” waiting to be introduced, and Yesmail proudly announces “spying on your competition has never been easier” in promoting its new Market Intelligence 2.0 platform.
Let’s look a little more closely at exactly what kind of covert operations Yesmail is enabling marketers to conduct.
If You Can’t Beat ‘Em, Join ‘Em
One interesting aspect of Yesmail’s market intelligence functionality is dynamic filtering of competitive data. Users can apply advanced filters based on keywords, channels, date ranges, etc. to competitors’ campaigns as well as their own.
Obviously originality is a big part of any successful marketing campaign, but at the same time if a chief competitor is winning customers by using a certain phrase in their email subject line, it is certainly prudent to at least take that into consideration when tweaking your email strategy.
Comparing Yourself to Others
Your mother may have advised you to simply be the “best you” possible and not worry about what anyone else does, but mom’s advice to build strong character and personal identity does not extend to the rough and tumble world of marketing.