Digital marketplace analysis and mapping

Digital 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.


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Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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