All Along the Digital Watchtower
It’s no secret interactive (web-based) marketing has arrived. The IDC research group just released a study in late June of this year indicating 99.9% of a survey of executives and entrepreneurs said they currently conduct online marketing activities, or, are in the process of implementing or initiating some form of interactive marketing. The problem or challenge that many of these executives (marketing, management, etc.) and entrepreneurs (marketing, principals, etc.) have is how do they measure their online presence?
Most interactive marketing types, whether they are agencies working for/with clients or in-house personnel, typically just measure a company’s return for a specific process or period of time. Many never think to actively monitor what a company’s competitive position is vis-à-vis Search Engines or Directory Listings, the number of links they have pointing back to their web site or what type of “net buzz” is being generated (positive or negative) via the Usenet/Newsgroup community. In short, its digital warfare and the fog of war is obscuring the battle lines.
Entrepreneurial competitive intelligence sounds like a real mouthful, or much more than it is. Basically it’s using off-the-shelf tools (software or ASP services) to understand what your page 1-3 keyword rankings are versus:
your direct competitors via the top tier Search Engines (Google, AltaVista, Excite, AOL/NetFind, HotBot, Netscape, Magellan, Lycos, Web Crawler)
how and where your company is listed via the blue chip Directories (Yahoo, LookSmart, Open Directory)
what’s your link popularity (number of links pointing … Read more