Market analysis is a necessary part of any marketing strategy, whether you wish to enter a new vertical, niche, or GEO. It wouldn’t be wise to act without having gathered the relevant data on your audience, their preferences, and the current condition of the market itself.
Simply imagine that you want to promote products for a male audience from 18 to 26 y.o. What media channels and means of communication they prefer, what ad format performs better, what are the trends in the chosen niche, etc.? There are a million issues you have to be familiar with before you conquer a new market. In this article, we will shed some light on tools and services for gathering and analyzing all sorts of data.
Product analysis
Product analysis involves the study of the current audience and the level of demand for the product you promote. This provides insights about possible moves and changes, both in promotion strategy and for the product itself. Product research also covers the study of customer experience and customer journey: what users are looking for, how they make decisions and why, shipment and logistics (for example, for e-commerce campaigns).
If you know your product and understand the customer experience, you already have the basics for your research and the roadmap for further analysis.
Spy-tools
So-called spy tools or services are the best way to get ahead of your competition in terms of promotional tactics. There are numerous solutions (e.g. Adplexity, AdHeart, Anstrex), both paid and freeware, that allow affiliate marketers to browse through landing pages, creatives, copy, back-links, trackers, ad placements, and much more. Check out our recent article on the top spy tools and pick one that suits you best.
SEO research
SEO or search engine optimization is not only useful when you are already at the promotion stage of your marketing strategy. Analyzing keywords in advance can help you define the best way to enter the market by highlighting increased demand or niches overlooked by competition. Like spy services dedicated to creatives and landers, tools for SEO analytics are numerous and diverse. For instance:
Ahrefs — allows for site audit and optimisation, analysis of competitors websites, their content and keywords, and also search rank tracking. This tool is good for discovering your ranking in organic search results, there is also a feature called Content Gap that identifies the keywords that are not covered by your competitors.
SEMrush — keyword analysis with automated suggestions, content localization, CPC map for different GEOs.
Social media
Social media is one of the strongest marketing channels nowadays, you can reach the majority of Internet users on social networks. Knowing the best platforms and how you can work with them is crucial for drawing actionable conclusions.
Some spy tools have special features for social media research, but there are also specialized tools like Brand24 (Facebook, Instagram, Twitter, Twitch, and YouTube; podcasts, blogs, and forums), Google Alerts (mentions that contain a predefined keyword), Tweetdeck (review of multiple Twitter accounts and their activities), and others.
Messengers
Messengers like Telegram, WhatsApp, Snapchat, etc. are another marketing channel, as they provide marketers with chats, rooms, and channels for communicating with their audience. This is way to reach the audience directly, measure their opinion, and get immediate feedback.
Most popular messenger apps worldwide in January 2022, by Statista
Telegram
Tgstat
This is a tool for analyzing Telegram channels. You can monitor:
- Number of subscribers;
- Average reach of a post;
- Average daily number of views;
- Number of shares;
- Number of mentions;
- Daily posting frequency.
The platform also has a rating of TG channels that can be filtered by subscribers, growth rate, views, or citation index.
Zelkaa
This is a tool for monitoring, collecting, and analyzing published content on Telegram. Zelkaa uses intelligent algorithms to identify significant posts and discard fake news. Data can also be represented in tables or charts for easier analysis and data-driven decisions.
WhatsApp is not as open and searchable as Telegram, you can analyze only the chats that you have access to. However, there are still parameters that can be useful for your ad strategy.
WhatsCloud
WhatsCloud creates a word/emoji cloud for a group or chat. This is equal to keyword analysis only it shows the tip of the iceberg. There are additional features like stats on messaging frequency and the dates of peak activity.
Chatwatch
Chatwatch allows you to monitor the activity patterns of your contacts in WhatsApp by using publicly available data like online/offline status. This solution creates profiles with information on users’ daily schedule.
Snapchat
Audience Insights
Snapchat happens to have a tool of int own – Audience Insights. It is widely available and allows marketers to “leverage the power of testing and audience insights to help improve advertising effectiveness, inform ad creative, and find opportunities to reach new customers.” With updates ready for release in 2022 this tool will also have such features as Content Consumption (content sources your audience is spending the most time with), Camera Usage (how your audience engages with AR Lenses and Filters), and Compare Custom Audiences.
Conviva
This is a solution for daily automated data collection and long-term reporting. Conviva includes all the info from Audience Insights and also covers unique views, impressions, completion rates, screenshot rates, channel comparison (Snapchat vs Facebook, Twitter, Instagram, and YouTube).
Conclusion
Venturing into a new market, diversifying your marketing activities to an unknown GEO, or reaching out to a new audience can be a challenge without reliable information and up-to-date statistics. Market, product, and audience analysis can answer the following questions:
- Who is your target audience and how they find your product?
- What are the approaches your competition uses to promote the same products?
- What is currently on trend in your niche?
- What influences your customers to make a purchase?
- What niches and approaches have been overlooked by your competitors?
Spy tools and other platforms that provide marketers and media buyers with analytics provide for informed data-driven decisions. These tools may well become the asset that defines the success of your campaigns.
If you want to reach new GEOs and audiences, maybe it is all waiting for you on Telegram? We’ve prepared some material about Telegram audiences. What are the messenger’s users like this year? How old they are, what they do, and what they are interested in!
