Let’s look at some examples of marketing intelligence techniques.

Let’s say that competitor X is a big player in your market. You’ll want to gather some market intelligence on this competitor. So you deploy tools and techniques to learn:

  • What hashtags they use on social media
  • What keywords they target in AdWords
  • Which social media platforms they dominate and how
  • What kinds of content they create on their website
  • How visible they are in search engines
  • What consumers they’re targeting
  • What they’re doing with email marketing
  • What they’re saying about you
  • How they stack up in online reviews
  • What influencers, news sources, customers, regulators, etc. say about them

When you understand what the competition is doing, you can develop strategies to do it better.