Learn How Zwilling Conquers Local Markets Through Granular Analysis
Insights delivered by Similarweb allowed Zwilling’s global teams to understand their local markets
About Zwilling
Zwilling J. A. Henckels AG is one of the largest and oldest manufacturers of kitchen knives for domestic and professional use. Founded in June 1731 by Peter Henckels it’s also one of the oldest operating companies in the World.
"Everything is faster with Similarweb. We are faster at finding things, faster at getting an overview, faster at bringing information to the countries... being more efficient."
Mark Bogdahn
Head of Performance & Constant Engagement at Zwilling
The Challenge
Supporting global marketing teams with local insights
Zwilling’s global team, located in Germany, was challenged with the task of acting as consultants to their teams located around the world. In order to do that the global team needed a way to understand each local market. What’s more the local marketing teams didn't have the resources or bandwidth to analyze their own markets.
The Solution
Taking a deep dive into local market trends
Mark Bogdahn leading the Zwilling’s Global Performance Marketing team uses Similarweb to benchmark against competitors and identify trends in their local markets with the goal of improving performance. They focus on their competitors’ creative advertising, paid search, and content marketing. This enables them to see how these metrics differ by country. Additionally, they find new price comparison and affiliate partners.
The Success
Granular data that enables decision making on a local level
Using Similarweb, Zwilling’s Performance Marketing team supports their local teams by first broadly analyzing their local markets and benchmarking against their direct competitors in those markets. They then look at specific metrics such as keywords for content ideas, evergreen vs seasonal content, paid search as well as analyzing product related content that works for their competitors. This detailed analysis creates new traffic and revenue opportunities.
