Market Potential – Traffic Sources vs Trends

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Niche players: low online visibility + low growth rate
The bottom left section of the Growth Quadrant may include companies that have recently launched in the region or have lost the audience they once had.

Analyzing both types of companies in the “Niche players” quadrant can be illuminating, since the activities of the former may reveal the early stages of an aggressive growth strategy, while those of the latter may represent a failure to adapt to a changing market.

Competitive analysis of this quadrant can help you establish the benchmarks you need to reach to move into the “Game Changers” quadrant if you are a newcomer.

A look at the fashion e-commerce landscape, for example, reveals some interesting tactics that turned some “Niche players” into “Game changers.”

Look what happens to modaoperandi.com and ssense.com when the range is changed from 1 year to 6 months:

Market potential - Niche players vs Game changers example

When comparing traffic generation strategies, it is clear that, on the one hand, the market leader, zaful.com, relies more on paid search and Facebook than its rivals, which would suggest a heavy investment in Facebook ads.

On the other hand, ssense.com focuses more on search and Twitter and modaoperandi.com directs its attention to visual platforms like Pinterest.

Market Potential - Traffic vs Social Media Trends

Obviously, comparative performance is highly dependent on budget, but modaoperandi.com's traffic deficit could indicate that demand in this market is on Facebook and Twitter and not necessarily on Pinterest.

For deeper research, you can also track mentions of any particular slogans, brand names, or products to get a better idea of ​​the content marketing and PR potential within a new market.

You can also perform a Backlink Analysis to find out which sites are sending out links.

Analyze individual traffic sources with the Competitive italy mobile database Research Toolkit to discover what market leaders are doing well and what niche players might be missing so you can begin a comprehensive gap analysis.

Niche players can give you a lot of insight when it comes to figuring out how to find the market potential for a product or service.

If competition is high, consumer demand is likely to be high, so it might be a market worth approaching as a newcomer if no one has found a unique voice.

If growth rates are slow and traffic is even declining for some players, it may be a sign that consumer demand simply isn't there.

For a more complete competitive market analysis, look at the movements of key players in the niche from the beginning to understand how long it took the “Leaders” to reach that quadrant.

Calculate how much you spent to achieve this and compare it to the budget and resources you have available to address the current scenario.

The dangers of not analyzing the competitive landscape
If you neglect the competitive landscape analysis required to successfully enter a new market, the damage done, from average transaction value to product value, will quickly become all too obvious.

You can avoid these pitfalls by assessing risks, threats, and opportunities with the help of the Growth quadrant and custom market research features included with SEMrush Competitive.