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Competitor analysis

Competitor analysis

 or the monitoring of competitor use of e-commerce to acquire and 

retain customers is especially important in the digital marketplace due to the dynamic nature 

of the Internet medium. This enables new services to be launched and promotions changed 

much more rapidly than through print communications. The implications of this dynamism 

are that competitor benchmarking is not a  one-  off activity while developing a strategy, but 

needs to be continuous.

Competitor analysis 

for digital business

Review of digital 

business services offered 

by existing and new 

competitors and adoption 

by their customers.

Table 8.2

Categories of suppliers of digital customer insight and sample suppliers

Insight type

Description