12


Q2 • 2023


FEATURE


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o gain a competitive edge, your business needs to conduct competitive research—and that entails much more than simply ascertaining


who your competitors are. The most effective competitive research encompasses analyzing your business’s tactics and results against those of your direct competitors as well as those of other organizations in your industry. “By benchmarking against both competitors and the industry as a whole,” says Kate Kenner Archibald, Chief Marketing Officer of social media management platform Dash Hudson, “marketers are empowered to evaluate themselves against core metrics, determine their marketplace position, and ultimately double down on the tactics and strategies


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