Sony vs SONOS & Amazon Alexa
What Konnecto identified
Recently moved couples, who want to learn about home audio systems, are searching Google for terms such as "what to know about speakers when buying for a house", leading them to Lifewire.com and Digitaltrends.com's articles "5 Factors to Consider Before Buying Stereo Speakers". and "How to buy speakers: A beginner's guide to home audio".
After interacting with these articles, consumers continue their journey by searching for "wireless home audio for music", leading them to Nytimes.com's review article "The Best Multiroom Wireless Speaker System", where Sony isn't mentioned. Finally, after interacting with this article, consumers finish their journey converting with SONOS and Amazon Alexa via affiliate links redirecting them to purchase on Amazon.
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 Nytimes.com to incorporate reviews on your brand's products and affiliate links within relevant articles such as "The Best Multiroom Wireless Speaker System" to attract high intent consumers, increase conversions and disrupt them before interacting with competitors.
2. Display Ads: Target these consumers by using display ads on Lifewire.com and Digitaltrends.com within relevant sections and articles such as "How to buy speakers: A beginner's guide to home audio" and "5 Factors to Consider Before Buying Stereo Speakers", at times and on days when they are most active. (Tuesday - Thursday, 14:00-16:00 and Saturday - Monday, 17:00-23:00).