We knew it was only a matter of time before the QR Code would evolve into something better. Don't get me wrong... I love QR Codes and the whole concept of driving mobile users online, but sometimes they aren't the right fit. They can look out of place at times, or go unscanned because it's unsure where the user will be taken (the intrique however, can also be a positive, but it really depends on the audience).
There's not a grown up, evolved version of QR Codes. They are called invisible digital watermarks, and they are invisible. Magazines, books, and lots of other publications are using them now. Plus they give a bit more indication about what's on the other side.
At this time, I only know of one company that is doing these, but I'm sure there will be a whole host of others by year's end. Check out DIGIMARC for more info.
Thursday, February 21, 2013
Researching Competition... with FREE resources
No matter what your business, you have competition. Non-profits are competing with other non-profits, fighting for volunteers/participants/support. Businesses are competing with other businesses that sell similar products, or alternatives that customers may choose instead.
Even if you are a totally unique business, and there's no one out there that does anything similar, you still have competition. Someone is getting your customers' attention. Maybe they offer a product or service that wasn't intended to fill that specific customer need, but they have found a way to "make it work." Maybe it's something the customer chooses to spend their money on instead because it fits the basic need (this is especially common with restaurants and entertainment--a movie may fit the need of entertainment in lieu of a sold-out concert).
First it is important to determine who you are competing against. Make a list--you might be surprised! Then you can use some simple tools to research your competition's marketing efforts. Since knowledge is power, you'll then be able to boost your own marketing and steal back those customers!
Here are some free tools to research your competition:
Even if you are a totally unique business, and there's no one out there that does anything similar, you still have competition. Someone is getting your customers' attention. Maybe they offer a product or service that wasn't intended to fill that specific customer need, but they have found a way to "make it work." Maybe it's something the customer chooses to spend their money on instead because it fits the basic need (this is especially common with restaurants and entertainment--a movie may fit the need of entertainment in lieu of a sold-out concert).
First it is important to determine who you are competing against. Make a list--you might be surprised! Then you can use some simple tools to research your competition's marketing efforts. Since knowledge is power, you'll then be able to boost your own marketing and steal back those customers!
Here are some free tools to research your competition:
- Keyword Density Checker: Research the density of keywords on a website.
- SEMRush.com: Research keywords used in Organic (regular search results) and Inorganic (sponsored ads) Searches, as well as examples of Paid Search Ads (inorganic search).
- Moat.com: Research examples of display ads a brand is running.
- Wildfire App: Compare Facebook pages or Twitter profiles.
- Icerocket or Social Mention: Monitor internet buzz... What are people saying about your brand on social media?
- Mobile Phone Emulator: See how a site looks on a mobile screen. Consumers and web visitors are mobile--is the website compatible for these folks?
Keep tabs on your competitors and those in your industry. It will pay off in the long run!
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