RMI creates service to track competitors' online marketing

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Atlanta-based interactive marketing agency Response Mine Interactive (RMI) has launched Outsights, an intelligence service that analyzes and measures the online activity of client competitors. RMI can now create reports for clients about what their competitors are doing in the interactive marketing space.

“Some of the monitoring features are done 24 hours a day, seven days a week,” said Josh Carlson, VP of media and search services at RMI. “We crawl and look for competitive creations and capture text ads.” Next, the ads are divided into various categories like certain discounts, shipping deals or in-store promotions.

RMI is then able to see trends and alert the clients' media team in near real-time of a competitor's fresh online campaign after being launched.  

“We also monitor our clients' share of voice on search engines,” Carlson continued, “For any given keyword we can see competitors' search ad placement at any time of day and summarize it for a market share report.”

Outsights also will evaluate landing pages, affiliate advertising, Web site quality and other strategy modifications.

“Search is not a discreet channel,” said Ken Robbins, president of RMI. “Everything is exposed unlike some channels like direct mail, which may be harder to track.”

He said this service will prove to be very valuable around the holiday season when online campaigns can change day-to-day or even hour-by-hour.

“Being informed of competitors' timing and when they choose different promotions can drive clicks and can create an opportunity to capture more demand for your brand,” Robbins said.

RMI's clients include Home Depot, Staples, Travelzoo, Rooms To Go, Brinks and Spanx.

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