Jul 17, 2012

Compare and Contrast: Understanding Our Clients’ Competitors

One of the things I do as a Client Development intern at LEAP is conduct competitive analysis. This is basically just a fancy way of saying I research our clients’ competitors and what they offer. I compare website designs, social media strategies, services offered and the capabilities they list. This is one of my favorite things to do as an intern because it allows me to better understand our clients’ industries. 

In the digital marketing world, the competitive landscape is changing every second of everyday.  As a full-service interactive marketing agency, we have the skills to understand our clients’ competitors. Our clients do not always have the resources, time, or tools to research their competitors and changing trends in their industry.  In most cases, companies just don’t have the time to research their competition because they’re focused on their business and what’s right for THEM. At LEAP, we have the know-how and expertise to analyze the competition because, well, that’s our job - to deliver the best possible solutions for our clients.

As the great Chinese military strategist Sun Tzu put it, “If you know your enemy and yourself, you will win every battle”.  While I’m not saying we have to go to war with our “enemies”(competition is a good thing), but it is imperative to understand what your competitors (or in this case, our clients’ competitors) are doing in order to help you stay relevant in your industries. Sun Tzu would be proud of me, I think, for making the effort to understand our clients’ competitors.  A girl can dream.


Contributed by , Client Development Intern