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Dear Friend,
I am delighted to let you know that we have already successfully trained 100 marketeers from a lot of well known companies in the last few months at the “Adams e-Marketing & Social Media” course. If you and your colleagues have not joined, do register soon as seats are always running out!
This time, I decide to write to you on the topic of understanding your competition. With the rise of Internet and Social Media, it is becoming clear that it is the most prominent and highly penetrated media of all time. There is no other single magazine or newspaper or TV channels has the same coverage as Facebook in the history of mankind. The critical success factor for “Postmodern” marketing strategy is “how good are you covering the Internet/Social Media with your brand?”. If you have not started the journey, I am sure the market leaders in your industry has already started their strategy sometime during the last 2 years or earlier.
Let’s assume I am your potential customer and I have some idea, but not a lot, on features and brands of products that I need to buy in your category. Most probably, I gained these knowledge through TV commercials, magazines, outdoor ads, word of mouth and …etc. However, I would search the names or keywords that come to my mind first on Google or Yahoo (or Baidu if I am in China). Then I would call whoever being listed with most attractive or interesting or relevant descriptions on the first page of the search results. If I am anxious, I would call the suppliers being listed on the paid search results as they often have the most condensed descriptions that may match to my requirements…
What I am trying to illustrate here is that you don’t have any choice today if you are not trying hard to get your online presence prominent, your competitors will. Other than going to the search engines to find out the competitions, I am pleased to list here again that Adams has a number of ways to help our clients to get a more concrete picture of the reality on the Internet:
1. Online Survey: Adams has conducted numerous survey for a lot of companies of different industries to get consumer insights, to build up customer database and to push sales. One of the most successful case is that we have gather 8000 fully completed surveys in 8 hours for an international advertising agency of consumer shopping behavior.
2. Social Media/Discussion Forums/Blogs Brand Tracking: Adams is now offering to our customer to track online behaviors of their target customers on the predefined set of websites including forums, blogs and social media. This can actually provide a snapshot of the competitive landscape as well as consumer behavior when they come to decide to buy products of your category. E.g. You can have folders of messages collected from the Internet showing positive/negative News, comments, press releases (own & competitors)…
3. China Top 4 Social Media Trending Report: Adams is actively working with business partners to provide a very comprehensive view on research data drawn from the top 4 social media in China (Weibo, QQ, RenRen, Kaixin001). By selection of segment demographics, a insightful report based on the data found on these social media will be generated according to the product category of your choice. E.g. It is actually possible to find out what are the most talked about brands among 18 to 30 young people for mobile phone in the last 3 years.
If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977.
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited
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