Or, in Marketing 101: How does my brand compare to my industry – or to my competitors?
Questions on the mind of marketers run along the lines of:
- How can I protect the customers I have?
- How can I gain the attention of the potential customers I don’t have? (who are currently more interested in my competitor’s product)
- Are there other segments in my market I should be going after?
- Want to examine the demographics of your audience vs your industry (or a key competitor)? – check.
- Want to see which of your competitors has the most ‘daring’ consumers (hint – those that are most likely to try something new), and what media they are consuming? – check.
- Want to get a better idea of demographic and/or personality segments in your market that you aren’t penetrating? check.
In the typical corporate marketing environment, these questions can be answered with research. Extensive, expensive, time consuming, and all-too-often inconclusive research.
A comparison of the behavior of social audiences would yield faster, cheaper, clearer results. Shortly, a new version of our application will enable the concept of “Social Benchmarking”.
Also – with benchmarks, you may also want to learn how the demographic & personality segments in your market change over time (maybe a critical consideration for new product segments). For example, the demographic & personality make up of Facebook users is probably VERY different from what it was even 5 years ago.
Contact us if you’re interested in being in on the Beta.