Fight the urge to use competitive research as inspiration – or worse, validation. That strategy wrongly assumes:
1. Competitors know what they're doing
2. Competitors aren't already copying their stuff from others
3. Your market wants to see more of the same stuff
How marketers should be responding:
1. Demand Jerry Dischler's resignation immediately.
2. Replace Google Analytics with a Paid Analytics solution as soon as possible.
3. Adjust budgets to include Microsoft Ads and move some YT budget to OTT
4. Demand Universal Analytics style UI for GA4 as well as merging in old UA data to GA4.
5. Demand "Conversions" be reinstated and counted the same (wtf do they mean they are 'measured different'?).
6. Demand Classic Search Ads return vs being forced to use RSAs (but RSAs can be optional of course).
7. Demand support be included for accounts without extra payments (can rate limit though, like max of 1-call per month for new or low-budget accounts).
How marketers will respond:
1. "Ok, well it's Google's world gotta change everything all over again and tell the client 'conversions' no longer exist, we call them 'key events' now and somehow they aren't measured 1:1 like a conversion is. "
4️⃣ Influencer Partnerships 🤝
Collaborate with influencers who have a strong connection with your target audience. These partnerships can provide valuable insights into audience preferences and behaviors and help to extend your reach.
🔨Tool to check out: @CreatorIQ
3️⃣ Reverse Engineering Competitors' Strategies 🔎
Analyze competitor strategies and ID what works for their target audience. Use this info fill gaps and create your own unique and improved strategies.
🔨Tool to check out: @ahrefs (search their blog for "Content Gap")