From the course: Advertising Foundations
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Mapping competitors
- The first and last thing to remember about advertising is that you're not competing with just your competitors for your customer's attention, you're competing with everything for your customer's attention. Their boss, their kids, their music, their friends, their daydreams and of course the messages from every other company within their sphere. Your goals are of course engagement and sales and one of the most important things to know to get closer to engagement and sales is to keep abreast of what your competitors are doing that could be taking sales away from you. The easiest place to track is online. Because so many advertisers now use ad networks and retargeting, it's less relevant to see what sites they're putting their ads on but I do strongly recommend to track what they're saying. First, you can track what digital ads your competitors are running through a site called moat.com and while you're at it, go see…
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