In order to beat the competition it is essential to know the competitors. It is part of the business environment analysis. This is especially true of digital marketing which is growing at such a rapid pace that by 2020, companies that do not embrace such technologies will be left far behind as laggards. The competition may vary by business unit, vertical or product line. Customer choices also change frequently. A benchmarking is required as to where the organization stands up against competition. Reports must be inbuilt so that anomalies may get detected automatically. Thorough business analysis must be conducted to compare campaigns, themes and topics. For social media and content marketing, a marketing maturity curve exists. This starts at the base Emerging level followed by Foundational and then Scaling further higher up. High Performing comes next before Innovative is the top point.

Source: http://marketingland.com/digital-marketing-strategies-competitive-share-voice-share-market-171212