Market Audit & Insights Assessment
a. Audit the business environment to produce useable facts.
b. Get a clear & precise picture of all stakeholders' perceptions and needs.
c. Screen out key levers that drive your business, category & brand.
What is going in & around your marketplace?
Are external factors modifying your ability to attract & retain customers?
Is technology disrupting or “Uberising” the market? Are new players solving initial customer needs?
Are early/weak signals outside your industry signifying new possibilities or threats?
The amount of available data are exploding, noise is the new issue. How do you structure & capture what's relevant to accelerate growth?
the Markitects take fresh angles at interactions affecting your business model. We have been trained to digest intelligence & filter out relevant facts.
Analysis' output is plotted into our Zero-photo matrix®. This prioritisation-tool is designed to facilitate data-driven decisions. It translates data in strategies & action plans that impact performance.
Beyond demographics, what fine-granular characteristics make up my audience?
Do mega-trends transform how they think & act (e.g. Greying population vs. ipad utilisation)?
Can I produce clear profiles with buying habits, usage patterns, interests, click behaviour?
Are all my stakeholders clearly mapped (retailers, customers, consumers, suppliers, media, NGOs, prescribers, key-opinion-leaders...)?
Do I have processes in place to collect feedback, insights & allow me to anticipate their wishes?
Do I generate data-precision to use digital ('the end of one-size-fits-all mass marketing') to tailor my brand messages for each stakeholder?
the Markitects cristallise your audience profile, attributes & perceptions. Zooming in, we segment your target into coherent subgroups
If insights are sharp, messages get relevant/impactful
Targeted marketing campaigns = higher ROMI (Return On Marketing Investments)
This will be the condition for €-efficient 1-to-1 marketing & recruitment of lookalikes to expand your customer base.
Previous steps feed data into the classic 2 by 2 SWOT (Strengths/Weaknesses/Opportunities/
Threats) matrix. Data-loaded with knowledge, this strategic exercise poses provocative questions that are healthy to stop at.
What strengths can we extrapolate?
Can we improve / avoid... ?
Am I unique & perceived that way? What factors "get the sale"? Are they still valid?
Do we detect new opportunities on our radar: trends, new standards, changing technology?
the Markitects take a fresh stance to identify, analyze & question your brand key SWOT elements.
We mix & match with stakeholders' needs, market constraints & gaps to establish a long list of company objectives.
Once filtered and prioritised, critical SWOT elements focus our workflows.
It's a kickstarter tool for your marketing strategy.