Act-On Software, which offers a cloud-based marketing automation platform, has launched a new social media product called Act-On Insight. Aimed at small and medium-sized businesses, the software lets marketers track and compare their organization's online and social media presence against their competitors on one dashboard.
"What our customers tell us is, 'I want to know how I'm doing compared to my competitors,'" says Act-On's chief marketing officer, Atri Chatterjee. "Now they can easily see what their competitors are doing without having to do all the research themselves."
Using Act-On Insight, which pulls in public information, marketers can find out how they stack up against their competitors in terms of Web site traffic, keyword effectiveness, search engine rankings, and other criteria.
After listing the URLs of competitor blogs, users can review trends in blog topics, as well as compare the frequency of posts and comments on the various blogs. For social networks including Twitter, Facebook, and LinkedIn, marketers can compare and measure activity, e.g., number of followers, shares, and tweets. Users can also compare their YouTube channel with their competitors' channels based on the number of comments, how often the videos are shared, and how frequently new videos are added to the channel.
"Eight out of ten organizations rank marketing measurement as a top three challenge in 2012," said Ian Michiels, principal analyst at Gleanster Research, in a statement. "By benchmarking how an organization compares to competitors, marketers can easily identify contextually relevant adjustments that help fine-tune marketing strategy and improve effectiveness."