Why do you need to analyze competitors' advertising?

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When asked whether it is necessary to analyze competitors' advertising, marketers answer differently. Some consider it a waste of time, because there are more than enough differences between companies, even those working in the same business area. This means that advertising must be specific.

Other experts believe that analyzing competitors' advertising is very useful, as it helps to find new interesting ideas, spy on effective methods of work and ultimately achieve exceptional esinc email list results. One cannot but agree that the latter approach is more than practical. Especially in cases where there are certain difficulties with generating creative advertising ideas.


Competitors differ from each other. They can be direct and indirect. Direct ones produce or sell the same product as you. Indirect ones are engaged in the sale of another product, but they focus on the same audience, work in the same field as you. Both can become a serious obstacle to the development of your business. However, at the same time, they can make you better navigate the issues of increasing sales and working with clients, you can even cooperate with some of the competitors.

An example would be bicycle and scooter shops. Those that sell bicycles are direct competitors of each other. And a scooter shop would be an indirect competitor for both of them. A buyer who wants to buy a bicycle will choose a model in two shops in the city, but when he goes to the one that sells scooters, he might think that getting to work on a scooter is probably much more convenient: it is more compact, you can take it on public transport if necessary, etc. The opposite principle will also apply here - scooter lovers, when choosing a new means of transportation, may well end up preferring a bicycle.

Why do you need to analyze competitors' advertising?

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In order to successfully compete with other players in the market, it is important to conduct a competent analysis of competitors' advertising. But first, you should determine the range of companies with which you compete for customers.

How exactly should you look for them? It all depends on the area you work in. The owner of a small grocery store within walking distance from home should focus on the situation in the neighborhood where his store is located. That is, you need to literally walk around the area and see what stores are represented here.

If it is an online store, the owners, as a rule, rely on SEO promotion, focusing exclusively on the top results. However, you should not limit yourself to it. The same social networks today are almost the main platforms for selling goods. It is worth looking for competitors by different keywords and phrases, hashtags; in Instagram, look in the "Best Publications" section.