CI for Marketing Professionals

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CI for Marketing Professionals Marcy Phelps Phelps Research [email protected] Twitter:@marcyphelps

Transcript of CI for Marketing Professionals

Page 1: CI for Marketing Professionals

CI for Marketing Professionals

Marcy Phelps

Phelps Research

[email protected]

Twitter:@marcyphelps

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www.PhelpsResearch.com

Competitive intelligence

Understanding markets

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Information needs

Competitors

Customers

Category (industry/vertical/segment)

Environment in which they operate

Connecting the dots

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Hot topics

Competitive landscapeMarketing strategy/positioning

Market share

Marketing channels

Strengths/weaknesses

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Hot topics

Demographics/psychographics

Market size

Forecasts

Trends

Buyer wants & needs

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Bottom line

Gaps in the marketplace

U.S.P.

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How?

Free web

Premium databases

Market research providers

Social media

Phone

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Delivering results

Distill!

Provide layers of complexity

Present visually

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Consider new formats

PowerPoint

Excel

In person

Phone

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Know

and

communicate

your value