- [Narrator] What hidden gems can you discover
with a competitive analysis?
At this stage of developing a mobile marketing strategy,
you've conducted an analysis
of competitors in your industry that have mobile apps
or have online purchasing capabilities
via a mobile website.
Now it's time to apply the knowledge
gained from your competitive analysis
to craft messaging and content
to support your mobile marketing plan.
So where do you start?
The first step is to conduct a SWOT analysis
of competitors in your industry
that have either a mobile app
or are using some type of mobile marketing tactic.
Next, review the analysis
to understand the strengths,
weaknesses, opportunities,
and threats of other competitors in your industry.
Let's discuss some key points
to consider during your analysis.
For this exercise, we're going to focus
on competitors with a mobile app.
This means that you may have to download
your competitor's app.
Here's some factors to look into.
What does the competitor offer its users on the app?
Does the competitor offer free products or services
on the customer's birthday,
or if the customer buys five, 10, or select number,
they get the next item free
or a dollar discount on their next visit?
Or does the competitor reward
for placing an order using a mobile app?
Can the customer earn points for every visit
or for spending a certain amount,
or if users place an order in advance
to save time during peak hours, such as lunchtime?
Look at the ratings and reviews and review any comments.
What do users like and dislike?
Does the app allow mobile payment?
What's the experience once you download the app?
Does the app personalize the experience?
Does the company re-engage you via SMS,
text, push notifications or email?
I have a pro tip for you here.
Include a couple of indirect competitors.
So in our example,
if you have a full service restaurant,
include a fast food restaurant.
You may even want to consider mobile apps
outside your industry.
Both of these tips may give you inspiration
for developing the experience for your mobile app.
App defects, lack of device compatibility
and poor performance
are reasons why a person may stop using a mobile app.
You want to make sure your app
offers a good user experience,
which can be a differentiator for you
in a competitive market with similar apps and products.
Having a good mobile experience
is important because 62% of people
who have negative brand experience on mobile
are less likely to purchase from that brand in the future.
So a bad experience
can cause you to lose sales and customers,
and I know you don't want to lose any sales or customers.
Based on your competitors offerings
and your business objectives,
decide what you want your mobile app to do.
Is it to offer convenience,
or allow a person to order ahead?
Is it to drive frequent repeat visits,
or is it a positive experience through gamification?
The reviews and ratings typically provide
customer experience related comments.
Make sure your app avoids problem areas
and use the positive comments
to focus on messaging
and what should be included in your app.
I encourage you to take a moment
and take your time with this.
A competitive analysis can be a valuable exercise
to help determine the features and functionality
that should be included in your mobile app
or mobile marketing experience.