Our final stage of market analysis is of the broader market factors, including political, economic, social and technological considerations.

Whilst it is your business, audience and competitor analysis that may shape your short term prospects, it’s the broader market factors that are likely to shape the long term. For example:

Political

What is the political climate and how could this affect your business in three years from now? Brexit is a classic example of this, but there will likely be a variety of political factors that could impact your particular business/industry in the long term.

Economic

What are the main economic trends and how will they effect your business in the future? In times of recession some brands will benefit and others will suffer.

Social

What are the social considerations we should be aware of, whether it’s changes in fashion, health and fitness, music or the environment? How are they likely to impact demand for your products and services?

Technological

Like it or not, every market is being disrupted by technology. We need to be aware of developments on the horizon and ensure we are well placed to turn them into an advantage.

Other important areas of research involved in our market analysis include:

Your Business

Your Audience

Your Competition

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.