Australian businesses often react to competitor marketing, rather than proactively preparing for it. This puts them on the back foot, eroding market share and profitability. We see this time and time again. Successfully anticipating competitor moves isn’t about predicting the future, it’s about establishing systems to gather intelligence and interpret signals. It’s a core component of robust market positioning.

Here’s how we help our clients get ahead:

• Competitor Audits – Beyond the Website: Many businesses only look at competitor websites. We go further. This includes analysing their social media activity (frequency, engagement, content themes), reviewing their customer reviews (what are customers praising and complaining about?), and monitoring industry publications for mentions and thought leadership.
• Tracking Advertising Spend: Tools exist to estimate competitor advertising spend across platforms like Google Ads and social media. While not precise, this gives a valuable indication of where they’re focusing their efforts and potentially launching new campaigns. Understanding their media mix is crucial.
• Monitoring Keyword Strategy: What keywords are competitors targeting in search? Tools can reveal this, allowing you to identify potential areas of overlap or gaps in your own strategy. This is particularly important as search behaviour evolves.
• Sales Team Feedback: Your sales team is on the front line. Encourage them to report on competitor promotions, messaging, and any new offerings they encounter. This qualitative data is incredibly valuable and often overlooked.

Don’t underestimate the power of ‘weak signals’. These are small changes – a new social media account, a shift in tone of voice, a job posting for a specific skill set – that might indicate a larger strategic move. Regularly reviewing these signals, and comparing them to broader industry trends, can provide early warnings. We often use scenario planning with clients to prepare for different potential competitor actions.

Ultimately, anticipating competitor marketing isn’t about being psychic. It’s about disciplined intelligence gathering and analysis. By building these processes into your regular marketing routines, you’ll be better positioned to defend your market share and capitalise on opportunities as they arise. The first step is a comprehensive competitor audit – understanding where you stand now is essential before you can prepare for what’s next.