Initial marketing analysis methodics of competitors sites in the process of promotion scientific and innovative products

Yurii Nosenko, Oleksandr Nechyporenko and Lesia Sinelnyk

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2021, vol. 28, issue 11

Abstract: The purpose of the article is to outline the methodics for determining the criteria for the development of checklists, conduct a primary marketing analysis of competitors' sites, identify sellers of selected products (research and innovation products) by technical (SEO) search engine optimization criteria and usability criteria (usability). Research methods. Review of literature and Internet resources on the analysis of competitors' sites. Marketing analysis of competitors' sites for the selected product using special software tools for technical (SEO) criteria and usability criteria (usability). Cognitive operations of comparison and description are used to determine the marketing attractiveness of competitors' sites, as well as the abstract-logical method for generalizations and conclusions. Research results. The role of the corporate site in Internet marketing is analyzed. The sections of web analysis of sites are selected: analysis of user data and technical parameters; analysis of content and user requests; analysis of conversion and return on investment; variable tests. There are four components of comparative analysis of sites: product / group of products for market promotion; identification of competitors for this product; analysis of competitors' sites according to the list of criteria; formation of product promotion strategy. Buckwheat was chosen as a model product for the initial marketing analysis and competing sites were identified for the analysis. Methods and criteria of analysis of competitors' sites, including with the help of software, are studied. A checklist has been generated for the initial analysis of sites according to two groups of criteria. The sites of potential competitors were analyzed according to the checklist and the most competitive according to SEO criteria and usability criteria (usability) were identified. Criteria that are weakly used by competitors and can be used to improve the positioning of the corporate site in the market are identified. Scientific novelty. On the example of studying and systematizing certain aspects of modern Internet marketing, methodological approaches to intensifying the transfer and commercialization of scientific and innovative products in the agricultural sector of the economy have been improved. Practical significance The outlined methodology of primary marketing analysis of competitors' sites provides a much greater opportunity for regional sections of scientific and innovative development of agro-industrial complex, as structural units of interregional research centers of NAAS, to promote the latest developments in agricultural markets. Figs.: 2. Refs.: 15.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2021
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