Overview
Watch the ‘'Competitor analysis and benchmarking” video. It narrates how to conduct a competitor analysis which is useful for completing this summative assessment.
You will play the role of BBQ Pita’s digital marketing analyst. You have been tasked with completing a social media benchmarking analysis to establish a baseline for BBQ Pita to improve its digital presence and performance. To effectively benchmark performance, your analysis will measure BBQ Pita’s content performance against 3 competitors: Frank’s Sandwiches, Chicken Dinner, and Sparkle Shakes Shop. Using the data from the Word document, answer the questions below.
Review the web content analyzer data to analyze BBQ Pita’s web domain performance against its competitors. Your findings should be documented as a 525- to 700-word document detailing the following.
For BBQ Pita:
- Identify 2 performance trends that you observe for BBQ Pita. Consider trending content themes and the areas that offered the most engagement.
- Identify 2 limitations you found with the scope of the data and recommend ways in which you can overcome these limitations. Provide a rationale and data from the report to support your response.
For its competitors:
- What content similarities and differences did you find among all the brands?
- How would you use the information to guide and impact BBQ Pita’s web content strategy?
- Which metrics would you monitor to measure changes in performance?
- How does BBQ Pita’s social media performance compare to these competitors?