Case-study

How ‘digital’ is MarineCo. compared to its competitors on various media channels?

Manufacturing Industry

Marine Marine

Problem

MarineCo is not recalled in minds of its customers for being a Digital solutions provider, this is due to its image as a hardware solutions provider. Thus MarineCo sought to measure its "Digital” perception in the media and compare it to its top 3 competitors and understand where it ranked among its, and how it should improve.

Outcomes

Top 3

Competitors analyzed

Our approach

Sprintly conducted a four-phase project encompassing:

  • Webpage and social media analysis on MarineCo and its competitors
  • Analysis of the reach of all published articles
  • Analyze Google Analytics data of MarineCo website
  • Identify key issues for the digital perception of MarineCo and offering recommendations to solve them

Key research questions

Q1. How ‘digital’ does the market perceive MarineCo offerings and the organization itself?
Q2. How is MarineCo positioned compared to its competitors?
Q3. What keywords are used in conjunction with the keyword – ‘Digital’ in competitors’ product communication?

Methodology

The four phases of the project are encapsulated as:

Phase 1: Conduct webpage and social media analysis on MarineCo and its competitors

  • Scope products for the research and understand the problem of the digital perception
  • Draft evaluation criteria for the ranking and benchmarking with competitors
  • Conduct desk research on MarineCo and its competitors’ websites and analyze the webpages and social media platforms

Phase 2: Conduct analysis on the reach of all published articles

  • Identify key metrics for benchmarking of MarineCo with its competitors for article reach
  • Identify keywords associated with products and overall MarineCo and competitors
  • Consolidate findings on product and company perception from each customer segment

Phase 3: Analyze Google Analytics data of MarineCo website

  • Identify KPIs and metrics to benchmark MarineCo website with other industries of MarineCo
  • Conduct interviews with key sales personnel of MarineCo & Ports and synthesize their recommendations, ideas and thoughts.

Phase 4: Identify key issues for digital perception of MarineCo and offering recommendations to solve them

The identified key issues:

  • The reach of articles for MarineCo is very low when benchmarked against competitors
  • Sales teams are not trained in selling digital solutions
  • The webpage structure and content is hindering the visibility of digital solutions
  • Users are not searching for ‘Digital’ + ‘MarineCo’ on Google

Results

Based on the findings, the following recommendations were made for MarineCo.

Recommended actions to increase the reach of digital articles

  • Increase the number of articles/posts
  • Focus on other languages such as Chinese and German to capture a larger audience.
  • Get mentioned in articles focused on ‘self driving ships’ and ‘AI technology’ since they garner the highest reach.
  • MarineCo should get more articles published in popular media sources since they generate the highest reach.
    Recommended actions to help the sales team in selling digital solutions
  • Separate segmentation should be done for articles and highlights based on the digital products to emphasize the value-added.
  • The digital offerings section should be placed higher on the landing page, which should have a carousel of images to represent the array of digital solutions.
    Recommended actions to help the sales team in selling digital solutions
  • Separate segmentation should be done for articles and highlights based on the digital products to emphasize the value-added.
  • The digital offerings section should be placed higher on the landing page, which should have a carousel of images to represent the array of digital solutions.
    Recommended actions to improve the digital perception of MarineCo through the website