The most compelling reason why an online content analysis helps businesses more effectively grow and maintain a competitive edge in today’s marketplace is because consumer insights, not business goals, drive success.
Every business with a website should have content and every piece of content should be considered an opportunity to gain consumer insights. The interactions people have with a company’s content or their competitors’ provide rich and often actionable information that a business can then put to use.
Today’s consumer is marketplace-nimble and equipped with resources. Consumers can competitively shop via their mobile device while at a retailer’s storefront, using the power of reviews to share their experience with a business and create rapid-fire social influence.
Consumers are using their multiple devices to help them stay flexible and agile in the modern marketplace. According to comScore’s 2016 US Mobile App report, mobile represents almost two out of three digital media minutes. Mobile usage has also outpaced desktop usage, shifting the digital media landscape completely.
These consumer interactions translate into data that can be harnessed and analyzed for behavior patterns, preferences and performance against competitors. The insights gathered from this type of analysis can be as simple as updating meta tags to help rank stronger with search engines, or as robust as product ideation to improve customer service workflows. Basically, any area of a business open to consumer feedback online can be tracked and analyzed.
Acquiring insights directly from the consumer through an OCA allows a business the opportunity to respond in a way that’s not offered from the insights gathered from a typical SWOT analysis. The reason? Mainly because there’s no inherent mechanism within a SWOT analysis to guarantee that the business insights will consider the consumer.