White Paper: Ecosystem Marketing Case Study
About the author(s):
Mark Blessington has served many of the world's largest corporations as a sales and marketing consultant. He has published four books, over 50 articles, and hundreds of blog posts.
What is an ecosystem study? In many ways, the best way to answer the question is to provide actual results.
Imagine you are launching a new healthcare product into today’s US coronavirus market. Yes, you must understand your specific product—its features and benefits—and how it stacks up against the competition. But, how do you keep your marketing campaign from being the proverbial tree that fell in the woods? How do you capture a respectable share of digital attention and search traffic given today’s ubiquitous coronavirus media coverage?
Let’s see what a quick coronavirus ecosystem study can tell us about designing a marketing campaign for today’s world. In this mini-ecosystem study, we only use a keyword hierarchy. In a full study, we would also examine the top content people are reading, identify sources of digital strength (e.g., ad spend versus domain referrals), compare competitors, create ecosystem segments, and so on.
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