Sony vs JBL, Sonos, and UE
What Konnecto identified
Young music enthusiasts who are interested in purchasing a portable Bluetooth speaker search Google for terms such as "Best portable speakers", leading them to Whathifi's.com's article "Best Bluetooth speakers 2022: portable speakers for every budget".
After interacting with this article, several consumers convert with Ultimate Ears and SONOS via affiliate links redirecting them to Amazon, while Sony does not appear in the article.
Other consumers continue their journey to other review articles such as "The Best bluetooth speakers" on Wired.com, where JBL and DALI are ranked as the best options, while Sony appears among the last positions. Finally, these consumers end up converting with JBL and DALI on Amazon after being redirected via affiliate links.
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment.
1. Affiliate Partnership: Create or improve the existing partnership with Whathifi.com and Wired.com to incorporate your brand's reviews and affiliate links within relevant articles such as "Best Bluetooth speakers 2022: portable speakers for every budget", and to position your products within the three first products presented, to attract high intent consumers, increase conversions and disrupt them before they interact with competitors.
2. Display Ads: Target these consumers by using display ads on Wired.com and Whathifi.com, within relevant sections and articles such as "Best Bluetooth speakers 2022: portable speakers for every budget" and "The Best Bluetooth Speakers", at the times and days in which users are most active (Saturday-Monday 18:00-23:00 ; Tuesday-Thursday 14:00-17:00)