Dave ChaffeyDigital marketplace analysis is a recommended activity during situation analysis to create a digital marketing strategy.
It involves reviewing customer journeys for different B2B or B2C personas as they go through the buying process of developing a consideration set of businesses or brands they may be interested in buying from. Detailed marketplace analysis including competitor analysis is particularly useful for developing a search marketing strategy.
This video explainer explains the approach.
You can see more examples of digital marketplace analysis here.
