popularity trend-competitive
Popularity trend comparison, skincare american whatsapp number brands; source: Determ
This leads us to the next point – it opens a range of opportunities for learning and improvement.
Identifying Opportunities for Improvement
The best part about taking media monitoring metrics and options into account is that you can check all of these for your competitors as well. This gives you the opportunity to detect areas of improvement. So if we go back to the example of skincare brands, you can easily see which brands invest the most in which channels and compare.
The first step would be to divide their channels into earned and owned and then start tracking. This means that you’ll track all mentions coming from channels your competitors don’t control separately from their own social media accounts and websites. This will give you a clearer perspective of how much effort these brands invest into which channel.
