{"id":181996,"date":"2023-10-25T16:27:54","date_gmt":"2023-10-25T16:27:54","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=181996"},"modified":"2025-07-27T17:56:33","modified_gmt":"2025-07-27T17:56:33","slug":"marketing-competitive-analysis","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-competitive-analysis\/","title":{"rendered":"How to Do A Digital Marketing Competitive Analysis"},"content":{"rendered":"<p>When it\u2019s done well, competitor analysis is a <strong>goldmine<\/strong> for your digital marketing strategy.<\/p>\n<p>The reality is that competitors change in every realm you look in, which means you need to split your competitive research up to get a real idea of who\u2019s competing with you and where.<\/p>\n<p>You\u2019ve got the content realm, where you want <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/content-marketing\/competitive-content-analysis\/\">competitive content analysis<\/a>, then you\u2019ve got paid advertising, where you want <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/ppc-competitive-analysis\/\">competitive PPC analysis<\/a>\u2026 You get the jist.<\/p>\n<p>But today, we\u2019re looking at how to analyze your competitors\u2019 digital marketing efforts as a whole, and how to action those insights to optimize your own strategy.<\/p>\n<p><span style=\"font-size: 14pt;\">Summarize with <a href=\"https:\/\/bit.ly\/gpt-marketing-ca\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> |\u00a0<a href=\"https:\/\/bit.ly\/gmode-marketing-ca\" target=\"_blank\" rel=\"noopener\">Google AI<\/a> | <a href=\"https:\/\/bit.ly\/perplexity-marketing-ca\" target=\"_blank\" rel=\"noopener\">Perplexity<\/a> | <a href=\"https:\/\/bit.ly\/grok-marketing-ca\" target=\"_blank\" rel=\"noopener\">Grok<\/a><\/span><\/p>\n<p>Let\u2019s start with the basics.<\/p>\n<h2>What is competitive analysis for digital marketing?<\/h2>\n<p>Digital marketing competitive analysis is an important part of your <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-analysis\/\">competitor research process<\/a>, where you look into your competitors\u2019 digital marketing efforts to see how they drive:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-awareness\/\">Brand awareness<\/a><\/li>\n<li>Customer engagement<\/li>\n<li>Website Traffic<\/li>\n<li>Online revenue<\/li>\n<\/ul>\n<p>Why? So you can analyze the strengths and weaknesses to inspire your own strategy and discover new opportunities in your market. You might even <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/new-competitors\/\">uncover new competitors<\/a> in the process, ones you hadn\u2019t seen before in your other forms of competitor analysis.<\/p>\n<p>Given the fact that the digital marketing landscape changes at a rapid (heck, <em>constant)<\/em>\u00a0rate, this kind of <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-insights\/\">competitive insight<\/a> is something you want to keep an eye on. So, on to our next point: How d\u2019ya do it?<\/p>\n<h2>How to run a digital marketing competitor analysis<\/h2>\n<p>Here\u2019s the step-by-step process of how to do a competitive analysis for digital marketing:<\/p>\n<h3>1) Defining \u2018competition\u2019 in digital marketing<\/h3>\n<p>Before you make a list of your digital marketing competitors, you want to answer the question: What makes a business a digital marketing competitor?<\/p>\n<p>There are different <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitors-types\/\">types of competitors<\/a> for businesses like yours:<\/p>\n<p><strong> Direct competition<\/strong>: Businesses that have the same or similar products or services, with the same target market and audience.<\/p>\n<p><strong> <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/direct-indirect-competitors\/\">Indirect competition<\/a><\/strong>: Businesses that sell the same product or service. It may not be their main source of revenue or main focus of the business. They might sell other things too.<\/p>\n<p><strong> Replacement competition<\/strong>: Businesses that offer a product or service, whether similar or different to yours, that solves the same problem (eg, Netflix was a replacement competitor for Blockbuster, way back when)<\/p>\n<p><strong> Potential competition<\/strong>: Businesses that aren\u2019t in the market yet, but that doesn\u2019t mean they\u2019re not a threat &#8211; always keep your eyes peeled for upcoming competition so you don\u2019t get caught out.<\/p>\n<p>Your digital marketing competitors might come out of the woodwork through any of the 8 types of digital marketing &#8211; or multiple types if they\u2019re more of a direct competitor:<\/p>\n<ol>\n<li><a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/affiliate-marketing\/what-is-affiliate-marketing\/\">Affiliate marketing<\/a><\/li>\n<li>Content marketing<\/li>\n<li>Email marketing<\/li>\n<li>Marketing analytics<\/li>\n<li>Mobile marketing<\/li>\n<li>Pay-per-click or paid marketing<\/li>\n<li>Search engine optimization<\/li>\n<li>Social media marketing<\/li>\n<\/ol>\n<h3>2) Identify your competitors<\/h3>\n<p>Yikes, competition really can come at you from all angles nowadays, can\u2019t it? But the long list you create using the above specifications can be quickly refined with the right data.<\/p>\n<p>Similar to your <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/ideal-customer-profile\/\">ideal customer profiling<\/a>, you can create a points system on just how much of a competitor they are. This will help you work out who you need to focus on, and who not to compete with.<\/p>\n<p>Be realistic in who you can compete against as a company and pick your battles wisely. And remember: too much of a competitor is just as much a waste of your time and resources as too little of a competitor.<\/p>\n<p>On top of considering factors that are public knowledge like budgets, size of teams, and current brand awareness, you can quickly get clued-up on who is a worthwhile contender with in-depth digital analysis.<\/p>\n<p>You can get this juicy behind-the-scenes type of information with <a href=\"https:\/\/www.similarweb.com\/corp\/web\/competitive-analysis\/\">competitive intelligence tools<\/a> like Similarweb:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182001 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors.png\" alt=\"nike organic competitors\" width=\"1243\" height=\"676\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors.png 1243w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors-300x163.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors-1024x557.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors-768x418.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-organic-competitors-512x278.png 512w\" sizes=\"(max-width: 1243px) 100vw, 1243px\" \/><\/p>\n<p>Let\u2019s pretend we\u2019re Nike. With Similarweb\u2019s <a href=\"https:\/\/www.similarweb.com\/website\/\">website analysis tool<\/a>, you can get your hands on a full list of both organic and paid competitors that is judged by:<\/p>\n<ul>\n<li>A search overlap score<\/li>\n<li>Shared keywords<\/li>\n<li>Organic traffic<\/li>\n<li>Total traffic<\/li>\n<li>Industry<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182003 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors.png\" alt=\"nike paid competitors\" width=\"1243\" height=\"664\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors.png 1243w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors-300x160.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors-1024x547.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors-768x410.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-competitors-512x274.png 512w\" sizes=\"(max-width: 1243px) 100vw, 1243px\" \/><\/p>\n<p>The tool also has a &#8216;Rising Competitors&#8217; and &#8216;New Competitors&#8217; filter so you can always stay one step ahead.<\/p>\n<p>If another brand is on your radar and you\u2019d like to understand just how much of a threat they are to your business, website analysis tools can give you the data and insights you need. You can quickly validate whether the site gets traffic, whether it gets the traffic <em>you <\/em>want, whether you share the same core keywords, and more.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182008 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis.png\" alt=\"nike competitors website analysis\" width=\"1542\" height=\"1014\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis.png 1542w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis-300x197.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis-1024x673.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis-768x505.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis-1536x1010.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-competitors-website-analysis-512x337.png 512w\" sizes=\"(max-width: 1542px) 100vw, 1542px\" \/><\/p>\n<h4>Add in some keyword research to make sure you have them all<\/h4>\n<p>With the right kind of <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-research\/\">keyword research<\/a>, you should also get a good idea of who else is already ranking for them on both paid and organic search. Similarweb not only provides <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-search-volume\/\">search volume<\/a> and other related keyword ideas within our <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/keyword-generator\/\">Keyword Generator<\/a>, but also information into the top competing websites for organic desktop competitors, paid desktop competitors, and mobile competitors for specific search terms.<\/p>\n<p>Our <a href=\"https:\/\/www.similarweb.com\/corp\/search\/rank-tracker\/\"><strong>Rank Tracker<\/strong><\/a> is one way you can track the competition on your target keywords, including any newcomers. If you see them coming in hot, you can react fast and make sure they\u2019re not winning the organic traffic that is so rightfully yours.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180301 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker.png\" alt=\"rank tracker\" width=\"1600\" height=\"962\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker.png 1600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker-300x180.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker-1024x616.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker-768x462.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker-1536x924.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/rank-tracker-512x308.png 512w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h3>3) Consider the 4 Ps of marketing<\/h3>\n<p>Now it\u2019s time to assess the 4 Ps of marketing. If you don\u2019t know what they are, the 4 Ps of marketing are:<\/p>\n<ul>\n<li><strong>Product<\/strong> (eg, function, packaging, services, and problem it\u2019s solving)<\/li>\n<li><strong>Price<\/strong> (eg, cost, discounts, price margin)<\/li>\n<li><strong>Promotion<\/strong> (eg, advertising, marketing, publicity)<\/li>\n<li><strong>Place<\/strong>: (eg, distribution, logistics, channel)<\/li>\n<\/ul>\n<p>These are four considerations to look into if you want to successfully market your product or service. In doing so, you can work out your competitors\u2019 USPs, but you can also <strong>develop your own niche as a business<\/strong>, helping you to stand out in a very competitive and very crowded market.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182425 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58.png\" alt=\"4 Ps of marketing: competitive content analysis\" width=\"3240\" height=\"3240\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58.png 3240w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-300x300.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-1024x1024.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-150x150.png 150w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-768x768.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-1536x1536.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-2048x2048.png 2048w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-image-58-512x512.png 512w\" sizes=\"(max-width: 3240px) 100vw, 3240px\" \/><\/p>\n<h3>4) Analyze your marketing competitors\u2019 target audience<\/h3>\n<p>Looking into your competitors\u2019 <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/target-audience-analysis\/\">target audience<\/a> is the next step in your digital marketing competitor analysis.<\/p>\n<p>This will help with three things:<\/p>\n<ol>\n<li>Refining your list of true competitors further<\/li>\n<li>Identifying new areas of opportunity for your business<\/li>\n<li>Optimizing your <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/digital-marketing-strategy\/\">digital marketing strategy<\/a> and your <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-plan\/\">marketing plan<\/a><\/li>\n<\/ol>\n<p>The best way to understand who your competitors are targeting is to look into their website in great detail. Check out their <a href=\"https:\/\/www.similarweb.com\/corp\/about\/\">About Us<\/a> page, their blog, any downloadable assets or whitepapers, as well as their social media, webinar content, <em>and <\/em>customer reviews.<\/p>\n<p>Ask yourself why the 4 Ps you\u2019ve spotted for each business work for this specific target audience; what appeals to them about this product the most?<\/p>\n<p>Using Similarweb\u2019s website analysis tool, you can evaluate any website\u2019s target audience &#8211; where they\u2019re based, their age range, their other interests, and the overlap of your own target audience.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182010 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics.png\" alt=\"nike and competitors demographics\" width=\"1362\" height=\"719\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics.png 1362w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics-300x158.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics-1024x541.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics-768x405.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-and-competitors-demographics-512x270.png 512w\" sizes=\"(max-width: 1362px) 100vw, 1362px\" \/><\/p>\n<h3>5) Choose your competitive analysis framework<\/h3>\n<p>Before you make any more big moves, you want to choose your competitive analysis framework. There are a bunch of frameworks for you to choose from, but <a href=\"https:\/\/www.similarweb.com\/blog\/research\/company-research\/swot-analysis-best-practices\/\">SWOT analysis<\/a> is one of the most well-known.<\/p>\n<p>\u201cWhat\u2019s SWOT?\u201d, we hear you say. SWOT stands for:<\/p>\n<ul>\n<li>Strengths<\/li>\n<li>Weaknesses<\/li>\n<li>Opportunities<\/li>\n<li>Threats<\/li>\n<\/ul>\n<p>While strengths and weaknesses are two things that a company can control and change with the right data and resources, opportunities and threats are more external, taking into account the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-landscape-analysis\/\">competitive landscape<\/a> companies operate in.<\/p>\n<p>Whichever framework you choose, having one will help you in a number of ways. The benefits of having an efficient competitive analysis framework in place, include:<\/p>\n<p>Identify any shifts in the market<\/p>\n<p>Locate gaps in your strategy<\/p>\n<p>Target (and steal from) effective marketing strategies<\/p>\n<p>&#x274c; Avoid mistakes that others have made<\/p>\n<p>Create both realistic and measurable goals<\/p>\n<p>Make your data more digestible and readable<\/p>\n<p>Sounds good, right? Choose which of the <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/competitor-analysis-frameworks\/\">top 7 competitive analysis frameworks<\/a> is best for your business.<\/p>\n<h3>6) Analyze your competitors\u2019 marketing activities<\/h3>\n<p>Once you\u2019ve chosen your framework, that\u2019s when the fun really begins. It\u2019s time to take a deep dive into your competitor\u2019s digital marketing. Get your goggles at the ready.<\/p>\n<p>We\u2019ve already talked about the different aspects of digital marketing, but here\u2019s where you ask yourself questions like:<\/p>\n<ul>\n<li>What platforms are they using to reach their audience?<\/li>\n<li>How do they split their time and resources?<\/li>\n<li>Where does their focus appear to be?<\/li>\n<li>What are their marketing spends?<\/li>\n<\/ul>\n<h4>Start by understanding your competitors\u2019 website performance<\/h4>\n<p>Here\u2019s where you look into your competitors&#8217; website performance, because where they rank on the SERPs doesn\u2019t necessarily coincide with an effective or high-converting website.<\/p>\n<p>Using a platform like Similarweb, you can gain full insight into your competitors\u2019 website performance, including:<\/p>\n<ul>\n<li><strong>Website traffic<\/strong>: Gain insight into your competitors\u2019 website analytics and compare them against your own. Plus, spot spikes in traffic where they do particularly well throughout the year with trending or seasonal keywords.<\/li>\n<li><strong>Marketing channels<\/strong>: Get an understanding of your competitors\u2019 marketing mix tactics, and work out their focus areas or top-performing channels.<\/li>\n<li><strong>Landing pages: <\/strong>Seeing where your competitors get their traffic from helps reveal their strategy and dive deeper into the keywords that get users there.<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/landing-page-analyzer\/\"><strong>Paid landing page Analyzer<\/strong><\/a>: See which keywords competitors are bidding on, the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/what-is-cpc\/\">CPC<\/a>, and estimated traffic from them.<\/li>\n<li><strong>Demographics<\/strong>: Understand more about who\u2019s landing on, browsing, and maybe buying from your competitors\u2019 website.<\/li>\n<li><strong>SERP rank tracker<\/strong>: Keep an eye on all the keywords behind your competitors\u2019 traffic, seeing where they rank for and which search terms drive success. This includes tracking what new pages your competitors create, to see how quickly they rank.<\/li>\n<\/ul>\n<p>But maybe they\u2019re one of those competitors that aren\u2019t a full competitor, but only a little-bit-a-competitor &#8211; you know, they offer one product out of five that is very similar to yours? Or you\u2019ve got a specific competitor that\u2019s doing well with a feature that you <em>also <\/em>want to be doing well with, and you want to understand exactly how it\u2019s going for them (and why).<\/p>\n<p>That right there is why we introduced <strong>Segments<\/strong>. With Segments, you can choose specific pages on your competitors\u2019 websites and track their performance against your own website. Here you can see the traffic and engagement metrics for the \u2018loans\u2019 pages for these leading banks. Segmenting by topic is a great way to get ahead in competitive analysis because you\u2019re getting the specific information you need.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180299 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments.png\" alt=\"segments\" width=\"1339\" height=\"727\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments.png 1339w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments-300x163.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments-1024x556.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments-768x417.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/segments-512x278.png 512w\" sizes=\"(max-width: 1339px) 100vw, 1339px\" \/><\/p>\n<p>A good <a href=\"https:\/\/www.similarweb.com\/corp\/web\/strategy\/\">marketing intelligence tool<\/a> is really the only way you can access this kind of data. For example, you can get a full overview of your competitors\u2019 <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-channels\/\">marketing channels<\/a> with Similarweb, showing the traffic they get and which platforms the traffic is coming from.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-181998 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels.png\" alt=\"nike marketing channels\" width=\"1362\" height=\"378\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels.png 1362w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-300x83.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-1024x284.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-768x213.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-512x142.png 512w\" sizes=\"(max-width: 1362px) 100vw, 1362px\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-181999 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers.png\" alt=\"nike marketing channels - numbers\" width=\"1361\" height=\"376\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers.png 1361w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers-300x83.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers-1024x283.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers-768x212.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-marketing-channels-numbers-512x141.png 512w\" sizes=\"(max-width: 1361px) 100vw, 1361px\" \/><\/p>\n<p>Above, we have the overview of <a href=\"https:\/\/www.similarweb.com\/website\/nike.com\/\">Nike.com\u2019s website traffic<\/a> and marketing channels, via percentages and absolute numbers. We can see that most of its traffic comes directly and through organic search, which means Nike\u2019s brand awareness is on point. (<em>Who knew?<\/em>).<\/p>\n<p>In fact, we can actually see that the traffic acquired through each of their marketing channels remains quite consistent, other than a small drop in referral traffic in July 2023.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-181997 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic.png\" alt=\"nike channel traffic\" width=\"1358\" height=\"473\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic.png 1358w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic-300x104.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic-1024x357.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic-768x267.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-channel-traffic-512x178.png 512w\" sizes=\"(max-width: 1358px) 100vw, 1358px\" \/><\/p>\n<p>Given Nike\u2019s strong efforts in brand awareness, it\u2019s not a surprise that its <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/top-keywords\/\">top organic keywords<\/a> are branded keywords like \u201c<em>nike<\/em>\u201d, \u201c<em>nikes<\/em>\u201d, \u201c<em>nike shoes<\/em>\u201d, \u201c<em>nike air force 1<\/em>\u201d, and so on. But what about the non-branded organic keywords? Which are the keywords that Nike are profiting on versus their competitors?<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182000 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded.png\" alt=\"nike non-branded\" width=\"1310\" height=\"443\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded.png 1310w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded-300x101.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded-1024x346.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded-768x260.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-non-branded-512x173.png 512w\" sizes=\"(max-width: 1310px) 100vw, 1310px\" \/><\/p>\n<p>Using our fresh keyword data within our <a href=\"https:\/\/www.similarweb.com\/corp\/search\/keyword-research\/\">Search tool<\/a>, you can stay up-to-date with your competitors&#8217; main keywords &#8211; branded or not. You can see the top URL that these search terms lead users to, as well as the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/serp-features\/\">SERP features<\/a> that might have attracted them in the first place.<\/p>\n<h3>7) Analyze your online competitors\u2019 traffic acquisition strategy<\/h3>\n<p>Looking into the organic keywords that lead users to your competitor\u2019s site is just one part of this step. Understanding and analyzing our competitors\u2019 traffic acquisition strategy takes the knowledge you get from looking into their marketing channels and dives <em>even<\/em> deeper.<\/p>\n<p>The aim? To uncover your competitors\u2019 target keywords for organic and paid search, <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/target-market\/\">target markets<\/a>, key focus on topics or themes, and their competitive game &#8211; not to mention any search trends or trending keywords they\u2019re hopping on. All so you can take the ideas that are relevant to you, then do it 10 times better.<\/p>\n<p>To get there, you want the data to reveal what your competitors are up to with their digital marketing strategy, so you can see their strengths <em>and <\/em>their weaknesses.<\/p>\n<p>Peeking at your competitors\u2019 PPC efforts is a quick-win if you want to find out what they want to win more traffic for, or where they\u2019re feeling their most competitive <em>or <\/em>competed against. Using Similarweb, you can <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/paid-keywords\/\">find out competitors\u2019 paid keywords<\/a>, how much they\u2019re paying for them, and the ads and landing pages that accompany them.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182002 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads.png\" alt=\"nike paid ads\" width=\"1363\" height=\"976\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads.png 1363w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads-300x215.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads-1024x733.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads-768x550.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-paid-ads-512x367.png 512w\" sizes=\"(max-width: 1363px) 100vw, 1363px\" \/><\/p>\n<p><em>Here, you can see Nike.com\u2019s paid website analysis with all the information you\u2019d need (or like to have) as a PPC marketer or marketing generalist.\u00a0<\/em><\/p>\n<p>We\u2019ve touched on organic keywords, but when your data is this fresh, it\u2019s worth talking about the opportunity within <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/content-marketing\/top-trending-keywords\/\">trending keywords<\/a> on organic search.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182007 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-worldwide-organic-pages.png\" alt=\"nike worldwide organic pages\" width=\"842\" height=\"641\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-worldwide-organic-pages.png 842w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-worldwide-organic-pages-300x228.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-worldwide-organic-pages-768x585.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-worldwide-organic-pages-512x390.png 512w\" sizes=\"(max-width: 842px) 100vw, 842px\" \/><\/p>\n<p>This is the Worldwide view of Nike.com\u2019s top organic pages over the past 12 months, giving you a good idea of the key markets they gain traffic from to see how your own strategy matches up.<\/p>\n<p>But by refining your search to a specific geography, you can get more of a wider range of search terms, specific landing pages, and favorite sneaker choices for a country. Here\u2019s the United States&#8217; view as an example:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-182006\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-united-states-organic-pages.png\" alt=\"nike united states organic pages\" width=\"873\" height=\"645\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-united-states-organic-pages.png 873w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-united-states-organic-pages-300x222.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-united-states-organic-pages-768x567.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-united-states-organic-pages-512x378.png 512w\" sizes=\"(max-width: 873px) 100vw, 873px\" \/><\/p>\n<h4>Analyze your competitor\u2019s paid and organic keywords<\/h4>\n<p>In your initial keyword research to uncover your true competitors, you would have gained some insight into your core keywords. But maybe your competitors are onto something that you haven\u2019t thought of\u2026<\/p>\n<p>This is your chance to dive deeper and analyze your competitors\u2019 paid and organic keywords &#8211; every single one. Because hey, you never know what you could be missing.<\/p>\n<p>Make the most of not only the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/fresh-keywords\/\"><strong>freshest keyword data on the market<\/strong><\/a><b> <\/b>and our oh-so-unique \u2018date picker\u2019 to analyze keyword performance for a specific day, week, month, or yea,r but <em>also<\/em> <strong>our wide range of filters<\/strong>.<\/p>\n<p>Our filters mean you can quickly slim down your search to just organic or paid search terms, branded or non-branded, or your competitors\u2019 keywords that are soaking up the SERP features.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180297 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis.png\" alt=\"nike keyword analysis\" width=\"1572\" height=\"883\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis.png 1572w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis-1024x575.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis-768x431.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis-1536x863.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-keyword-analysis-512x288.png 512w\" sizes=\"(max-width: 1572px) 100vw, 1572px\" \/><\/p>\n<p>Opt for the view of non-branded Paid Traffic keywords, and you can see which keywords are your competitors\u2019 main focus, along with the cost per click (CPC) for each search term. In terms of <em>branded <\/em>keywords, here\u2019s a fun fact: with Similarweb, you get a <strong>Brand Protection alert <\/strong>to notify you when a competitor is making moves on your branded keywords.<\/p>\n<p>On top of this, we\u2019ve also got our <a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/keyword-gap\/\"><strong>Keyword Gap<\/strong><strong> tool<\/strong><\/a>. This is where you can see how your keyword strategy weighs up against your competitors, for both paid and organic search. With a visual (and a downloadable list below it) of the core keywords you share, the keywords you\u2019ve got and they don\u2019t, and the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-gap-analysis\/\">keywords you\u2019re missing<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180295 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap.png\" alt=\"keyword gap\" width=\"1574\" height=\"639\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap.png 1574w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap-300x122.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap-1024x416.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap-768x312.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap-1536x624.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/keyword-gap-512x208.png 512w\" sizes=\"(max-width: 1574px) 100vw, 1574px\" \/><\/p>\n<p>If paid marketing is your thing, or you\u2019re just nosy about your competitors\u2019 paid activities, Similarweb has a whole section dedicated to tools for paid website analysis, providing competitive insight into:<\/p>\n<ul>\n<li>PPC spends<\/li>\n<li>Paid landing pages<\/li>\n<li>Search ads<\/li>\n<li>Product ads<\/li>\n<li>And more paid competitors that might have gone under your radar<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180298 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors.png\" alt=\"nike paid competitors\" width=\"1434\" height=\"567\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors.png 1434w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors-300x119.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors-1024x405.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors-768x304.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/nike-paid-competitors-512x202.png 512w\" sizes=\"(max-width: 1434px) 100vw, 1434px\" \/><\/p>\n<h4>Look into your competitors\u2019 best-performing pages<\/h4>\n<p>Next stop: Finding what people like so much about your competitors, and one way to do this is to find out which pages they\u2019re landing on.<\/p>\n<p>With Similarweb, you get two views to show you the best-performing pages: <strong>Organic Pages<\/strong> and <strong>Popular Pages<\/strong>.<\/p>\n<p>With Organic Pages, you\u2019ll see the leading SEO pages and the exact keywords driving traffic. See whether a page is trending up or down and filter by keywords or URLs to better understand which page types and content strategies are working.<\/p>\n<p>Popular Pages gives you a breakdown of a website\u2019s traffic to see the traffic share per page for all marketing channels, but there\u2019s also a Trending filter so you can spot any new pages or new campaigns being run that are gaining traffic quickly.<\/p>\n<p>Having the top-performing pages highlighted and listed in front of you makes snooping easy, revealing some very good competitive insights with just a click and scroll of your mouse.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-180293 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages.png\" alt=\"bbc popular pages\" width=\"2156\" height=\"1126\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages.png 2156w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-1024x535.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-768x401.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-1536x802.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-2048x1070.png 2048w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/bbc-popular-pages-512x267.png 512w\" sizes=\"(max-width: 2156px) 100vw, 2156px\" \/><\/p>\n<h3>8) Analyze your competitors\u2019 marketing campaigns and promotions<\/h3>\n<p>Now you have an idea of your competitors\u2019 general digital marketing strategy and activities, you can hone in on the campaigns and promotions they do throughout the year.<\/p>\n<p>It might be a yearly campaign like Black Friday or January sales, it might be an influencer partnership to build brand awareness, and it might be a one-off marketing campaign. Whatever it is, you want to know about it and analyze its performance. You never know, it could inspire your own campaigns.<\/p>\n<p>Following your<strong> competitors\u2019 social media <\/strong>and<strong> email marketing<\/strong> is a great place to start. You\u2019ll be able to see the messaging and the artwork around these campaigns. While tracking your competitors\u2019 email engagement isn\u2019t possible, you can keep an eye on social media engagement because it\u2019s public.<\/p>\n<p>If math isn\u2019t your strong point, there are tools that will help you track your competitors\u2019 number of followers, increase or decrease in followers, <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/engagement-rate\/\">engagement rate<\/a>, and so on. Some examples of social intelligence tools include Sprout Social and Meltwater.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182011 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social.jpeg\" alt=\"sprout social\" width=\"1338\" height=\"626\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social.jpeg 1338w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social-300x140.jpeg 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social-1024x479.jpeg 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social-768x359.jpeg 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/sprout-social-512x240.jpeg 512w\" sizes=\"(max-width: 1338px) 100vw, 1338px\" \/><\/p>\n<p>Don\u2019t forget to monitor comments and interactions with their customers. It\u2019s more of a manual process, but it gives a good idea of the demographics they\u2019re targeting and the responses they\u2019re getting.<\/p>\n<p>But where are the social media posts and the emails being sent, or hoping to send, these customers to, and are the landing pages proving to be effective?<\/p>\n<p>Here\u2019s where more website analysis comes in. With campaigns and promotional offers comes a big push, and with a big push (if successful) comes a big surge in traffic. Say hello to a <strong>trending page<\/strong>\u2026 <em>or<\/em> a not-so-successful campaign.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-182009\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-trending-pages.png\" alt=\"nike trending pages\" width=\"871\" height=\"338\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-trending-pages.png 871w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-trending-pages-300x116.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-trending-pages-768x298.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-trending-pages-512x199.png 512w\" sizes=\"(max-width: 871px) 100vw, 871px\" \/><\/p>\n<p>Taking a look at the past month, we can tick the Trending Pages at the top to see the organic pages that have seen a rise in traffic recently.<\/p>\n<p>No surprise that the fashionistas out there have been powering <em>nike.com\/launch<\/em> &#8211; a page that\u2019s updated frequently with Nike\u2019s newest releases, but maintains the same URL. Nice idea for any ecommerce brands out there.<\/p>\n<p>Another top trending page for Nike is the landing page promoting their sustainability campaign: Nike Refurbished.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-182004 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished.png\" alt=\"nike refurbished\" width=\"1843\" height=\"797\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished.png 1843w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished-300x130.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished-1024x443.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished-768x332.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished-1536x664.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/10\/nike-refurbished-512x221.png 512w\" sizes=\"(max-width: 1843px) 100vw, 1843px\" \/><\/p>\n<p>On top of that, you can use paid website analysis tools to discover search ads that your competitors are running, or have been running within the past year. This gives you an idea of their focus areas and what tricks they\u2019ve got up their sleeves, and help you prepare for seasonal trends and competitive campaigns in the future.<\/p>\n<p>Our Search Tracker tool allows you to keep up to date with search as changes happen. It includes a Rank Tracker, which gives you daily updates of search rankings on organic search, and <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/brand-protection\/\">Brand Protection<\/a>, which keeps you alerted to any competitive moves made on your business-critical keywords.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-181091\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/search-tracker-brand-protection-ads.png\" alt=\"search tracker - brand protection - ads\" width=\"537\" height=\"793\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/search-tracker-brand-protection-ads.png 537w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/search-tracker-brand-protection-ads-203x300.png 203w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/search-tracker-brand-protection-ads-347x512.png 347w\" sizes=\"(max-width: 537px) 100vw, 537px\" \/><\/p>\n<p>These notifications mean you can stay on top of your competitors\u2019 digital marketing efforts and traffic acquisition, but also allow you to pivot quick to make sure yours is optimized and performing its best at all times.<\/p>\n<h2>What\u2019s next?<\/h2>\n<p>Now it\u2019s time to take all the insights from your digital marketing analysis report and <b>act on<\/b>\u00a0<strong>them<\/strong>.<\/p>\n<p>Use the information about your competitors\u2019 digital marketing strategies to inspire, strengthen, and optimize your own.<\/p>\n<p>You may have discovered:<\/p>\n<ul>\n<li>Keywords you were missing out on (but they\u2019re winning on)<\/li>\n<li>The competitive edge of <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/trending-topics\/\">catching trending topics<\/a> at the right time<\/li>\n<li>Influencers or partners you could benefit from working with<\/li>\n<li>New markets you could enter<\/li>\n<li>Paid ads where you\u2019re throwing money down the drain<\/li>\n<li>Engaging subject line ideas for email marketing<\/li>\n<li>A more appealing tone of voice for your social media<\/li>\n<\/ul>\n<p>&#x261d;&#xfe0f; All that will fuel and inform your strategy to make it better than ever. In other words: <strong>steal from their strengths, and take opportunity from their weaknesses.<\/strong><\/p>\n<p>Insights are great, but actionable insights? They\u2019re the best if you really want to see your ROI soar (which you <em>probably<\/em> do &#8211; just a hunch).<\/p>\n<h2>Competitive tracking made easy<\/h2>\n<p>With multiple competitors and multiple elements of digital marketing to keep track of, competitive analysis can get pretty overwhelming. Not forgetting all the other marketing tasks your job involves.<\/p>\n<p>That\u2019s where <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-monitoring\/\">competitor tracking<\/a> comes in handy. You know, so it can do all the hard work for you and point you (and your strategy) in the right direction.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-181114 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics.png\" alt=\"Competitive tracking\" width=\"2098\" height=\"1522\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics.png 2098w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-300x218.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-1024x743.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-768x557.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-1536x1114.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-2048x1486.png 2048w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/09\/Competitive-Tracker-trending-topics-512x371.png 512w\" sizes=\"(max-width: 2098px) 100vw, 2098px\" \/><\/p>\n<p>With Similarweb, you can set up a competitive tracker in less than 5 minutes to get monthly highlights from your main competitors &#8211; whether they are paid, organic, display or social competitors. This comes through straight to your inbox, or you can have a nosey on the dashboard so you can dive deeper into these insights.<\/p>\n<p>Competitor trackers like this will benefit you in a number of ways, including:<\/p>\n<ul>\n<li>Monitor digital traffic across your competitive landscape<\/li>\n<li>Regular insights into your rivals\u2019 website performance and engagement data<\/li>\n<li>Benchmark your digital performance versus competitors in your industry<\/li>\n<li>Discover emerging trends in your competitive set so you can react fast<\/li>\n<li><em><em>(And with Similarweb, you get it straight to your email)\u00a0<\/em><\/em><\/li>\n<\/ul>\n<h2>Your competitors won\u2019t know what hit \u2018em<\/h2>\n<p>Much like your own digital marketing efforts, your competitors\u2019 won\u2019t have a day off. Every <em>successful<\/em> marketing strategy needs to develop as the business, target audience, and search landscape develop &#8211; and that means frequent change.<\/p>\n<p>Digital marketing competitive analysis is an ongoing process, so ensure you\u2019re doing it regularly to never miss a beat with your competition and their competitive advances.<\/p>\n<p>Tools like Similarweb make this easy for you. It saves you time, makes the data digestible and actionable, and it\u2019s all in one place.<\/p>\n<p>If you\u2019d like to find out more, try Similarweb for free or get in touch with one of our experts today.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Your all-in-one toolkit for competitor research<\/p>\n                                    <p class=\"post-banner__subtitle\">Steal their strengths, and find opportunity in their weaknesses<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\"\n                           data-disable-dynamic-tracking\n                        >Try Similarweb free<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>FAQs<\/h2>\n<p><strong>What is a digital marketing competitive analysis?<\/strong><\/p>\n<p>A digital marketing competitive analysis is the process of researching, analyzing, and comparing the online marketing strategies and tactics of competitors in a specific niche or industry. This helps businesses identify gaps, opportunities, and trends to inform their own digital marketing strategies.<\/p>\n<p><strong>Why is digital marketing competitive analysis important?<\/strong><\/p>\n<p>Understanding what your competitors are doing online offers insights into what works and what doesn\u2019t in your industry. It can also help identify new opportunities, potential threats, and areas for improvement in your own strategy.<\/p>\n<p><strong>Which digital platforms should I analyze?<\/strong><\/p>\n<p>Typically, you&#8217;d want to analyze platforms where your competitors are active and where your target audience hangs out. This might include websites, organic rankings, social media channels, email marketing, online advertising, content marketing, and more.<\/p>\n<p><strong>How often should I conduct a digital marketing competitive analysis?<\/strong><\/p>\n<p>The digital landscape changes frequently. Ideally, a competitive analysis should be conducted at least once a year, but quarterly assessments can be beneficial for rapidly changing industries.<\/p>\n<p><strong>What tools can I use for this analysis?<\/strong><\/p>\n<p>There are numerous tools available, ranging from free to paid, including Similarweb, Ahrefs, BuzzSumo, Semrush, Social Blade, and Google Alerts, among others. The best tool often depends on the specific aspect of digital marketing you&#8217;re analyzing.<\/p>\n<p><strong>How do I select which competitors to analyze?<\/strong><\/p>\n<p>Start with direct competitors who offer similar products or services in the same market. Then, consider indirect competitors who might be targeting the same audience but with different offerings. It&#8217;s usually good practice to analyze a mix of both.<\/p>\n<p><strong>What makes Similarweb the best tool for competitor analysis?\u00a0<\/strong><\/p>\n<p>Similarweb provides marketers with a full toolkit for competitor research, offering the data and insights you need to spot your competitors\u2019 strengths and weaknesses to inspire and empower your own marketing strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it\u2019s done well, competitor analysis is a goldmine for your digital marketing strategy. The reality is that competitors change in every realm you look in, which means you need to split your competitive research up to get a real idea of who\u2019s competing with you and where. You\u2019ve got the content realm, where you [&hellip;]<\/p>\n","protected":false},"author":533,"featured_media":182014,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2803,7009],"tags":[],"class_list":["post-181996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Do A Digital Marketing Competitive Analysis | Similarweb<\/title>\n<meta name=\"description\" content=\"Analyze your competitors\u2019 strengths and weaknesses to inspire your own strategy with our step-by-step guide to competitive analysis in digital marketing.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, 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