Information Technology Reference
In-Depth Information
347
Figure 13.23
Search term market share intelligence by Hitwise
Who Owns Which Part of the Funnel?
Using competitive intelligence is also a great way to figure out who owns what part of
the funnel. For some items, there is a decision process that can be spontaneous or that
can last for months. this process is pretty well defined for most industries. people don't
sign up for a new mortgage at the supermarket on their way home, and people don't
spend four months researching the best options to buy the new U2 Cd.
there is also a well-researched keyword trail in most industries, which starts
with industry/category keywords at the beginning of the funnel and ends with brand
terms. Using competitive intelligence, you can learn who owns what part of the funnel
and if you should reallocate some of your money to keywords earlier in the funnel. or
you might find affiliates (who, per definition, do not compete at the end of the funnel)
who own huge parts at the top of the funnel, people with whom you can engage.
i find that most companies i work with define their competitors as those par-
ticipating at the end of the funnel. in my world you compete on every single step in the
funnel, and if somebody outside your usual competitors owns the initial persuasion
dialogue on, for example, why you should buy this product, not from whom, you are
indeed competing!
