BrandinSites:
RarePlay offers our unique platform for distilling brand insight. Our BrandinSites platform visualizes a brand’s web presence and competition online by measuring messaging, traffic drivers, technical and design issues.
BrandinSites uses web-measurement technology within our inSitesEngine platform. It was developed to provide a unique, objective means of surveying online presence. The BrandinSites technology was designed in partnership with an internationally-recognized advertising agency to provide its clients—globally recognized brands--with a tangible means of seeing and understanding their web presence and that of their competitors. Key aspects of the online presence are measured and presented visually allowing you to quickly see opportunities, trends and weaknesses.
BrandinSites employs a rigorous analytical methodology to identify and gather key metrics. The BrandinSites Report allows you to visualize and understand your Brand’s online presence and the entire competitive landscape spanning:
Is your Brand communicating “trust” and “safety” or “value” and “fun”. How does the messaging matrix of your brand compare to your competitors? BrandinSites measures positioning across 25 themes allowing you to visually compare messaging between competitors.
Understand and compare the traffic patterns of your competitors, including the total number of visitors and page viewing behavior.
BrandinSites visualizations help you understand how traffic is being driven to your brand and competing brands by analyzing the relationship between third-party links, online advertising and search engines.
Discover the keywords that are being used by competing brands and the impact of those keywords in search engine rankings. Which brands are receiving strong search engine exposure and why? Search Engine Coverage/Technical Design Issues. Uncover technical design issues within your Brand’s site that may be affecting search engine coverage and visibility.
Visualize the strength of competing brands within blogs, chatrooms, bulletin boards and news postings. Which brands are being discussed, by whom and with what kind of favorability/sentiment?
Who are your competitors targeting in their content? We not only help you understand the audience segmentation, but also the amount and type of content focused on each segment.
Discover where your Brand’s web presence is linking to sites outside your Brand. Are the links appropriate? Are they up-to-date? Learn where your competition is providing third-party links to visitors.
What third-parties are driving additional visitor traffic by linking to your Brand and your competition. One technique for boosting a Brand’s search result ranking is to insure that the Brand is linked from as many third-party sites as possible. Are there opportunities for third-party links/sponsorships that your Brand is missing?
What is the structure of your content - which areas are strong in content, which areas are weak. How have your competitors organized their brand content? Have they employed any novel content sections?
In order to engage your audience, your visitors must be able to read and understand your message. Is your Brand’s content well targeted to your audience’s reading and education level—whether your target audiences are individuals still progressing in their education, working professionals with advanced degrees, or the broad population with varied reading levels? BrandinSites employs widely recognized methods to measure and report reading levels across all segments of your online presence.
What are the key concept clusters presented within the online competitive landscape? Is your brand adequately addressing concepts that are detailed within competitor sites?
See where and in what languages your brand, or your competitor’s, are presenting content and addressing different audiences.
Different audiences have varying capacities to read large volumes of text. Does your site generally provide content which can be read in a single screen view (above the “fold”) or do visitors need to scroll through multiple screens? How does your competition compare?
Visualize the steps required for your audience to locate critical information on your site. BrandinSites unique “Click Depth” metrics provide insight into how well your visitors are able to locate the information they seek. Are your competitors doing a better job in providing visitors with content faster and with less effort? BrandinSites provides objective measurements to make better decisions.
Does your Brand’s online presence engage visitors in a two-way dialogue through the use of feedback tools, surveys, visitor posting? Is your competition introducing techniques for attracting and keeping visitors interacting with their Brands?
Rich-Media / Multimedia Features.
Where are rich-media features being employed on your Brand’s site or your competition’s? Does your Brand’s web presence provide the same level of user experience as your competition?
What information is being collected about visitors by competing brands? Are there clues that a competing brand is using CRM techniques to establish a closer relationship with sitevisitors/customers via email or other methods to maintain a consumer dialogue?
Do the pages throughout your Brand’s web presence provide links to regulated types of content, including privacy, legal, copyright or other types of required content?
Discover how frequently content is updated within the competitive landscape. Is your site updated frequently enough to keep the site alive and refreshing compared to competitors?
While faster broadband connections are quickly becoming the norm, sites must still be designed to serve a spectrum of visitors with varying levels of computer and Internet connection speeds. Are the different areas of your content designed to provide the best experience for the intended audience?
Are the sites built using Java, Microsoft Technologies, Cold-Fusion or other programming tools?
Compare investments between competing brand’s in developing and maintaining their online presence.
