Category: blog

Comparing the biggest ecommerce brands

Analyzing the Marketing Strategies of Nike, Adidas, Puma, Reebok and Fila

Here we go again with one of your favorite blogs on our website. This one is directed more to B2C brands, but I can guarantee that the competitive insights included in this blog can be used across industries. Keep reading, whether you are B2B or B2C in healthcare, tech, or e-commerce.

In this blog, we monitored competitors in the athleisure market. Here is a breakdown of the process we followed

Step 1: Identify the biggest competitors in the market.

We used our AI Competitor Finder tool to identify the top competitors in the market. By adding (because we all love some Nike), we found that its biggest competitors were,,, and

We then found their most competitive keywords and analyzed their SERP rankings.

Step 2: Break down the data based on the Customer Journey

To simplify the process this time, we decided to go a step further. We broke down the channels we monitored for each competitor by funnel stage. For each channel, we’ve also added a few useful insights that could give you a competitive edge if you identify similar gaps in your competitive landscape.
More specifically, here is a breakdown of what we did:

Top of the Funnel:

Middle of the Funnel:

Bottom of the Funnel:

Here is what our competitive analysis showed:

If you want to run a similar competitive analysis, you can get inspiration from our competitive analysis templates.

Top of the funnel (Acquisition Channels)

Social Media 

Top Posts

The top 3 posts are brand collaborations. Nike with Lebron James, Puma with One Piece, Nike with the singer Drake. 

What other posts work well?

Posts that grab people’s attention. 

For example, weird photo shoots:

Insights for your brand:

  • The number of times you post is not so important. Quality over quantity. 
  • Create partnerships with influencers. It looks like the top posts of brands like Nike, Adidas etc. is being generated by partnerships. Especially those with humans (not brands). Focus on getting more of this for your brand as well. Start small and scale over time.
  • Take photos that grab people’s attention. Don’t settle for the classic product photos. They won’t cut it. Innovate and find ways to take creative pictures to gain people’s attention. That’s true both for B2C and B2B brands. If you are a B2B brand look at this video from Keap from our previous blog about marketing software marketing tactics.


Looking at the count filter on ads on Competitors App we can see that the most popular channel for advertising is Google Ads with second best instagram. It looks like big brands have found that advertising on Facebook doesn’t work as well. As their demographics have moved away from the platform. Who is though advertising the most and on which platforms?

To answer this question we generated a competitive benchmarking graph that focuses on the PPC and Social Media Ads analysis of each competitors. We didn’t show any linkedin ads as you can see that there is no linkedin ads for competitors to track.

Middle of the funnel (Website)

We analyzed our competitors’ new pages and website changes over the past month. What we actually did is that we went into ChatGPT. We downloaded all the insights into a PDF file and imported them with this prompt.

Here is what we found for Nike, Adidas and Puma:


  • Introduction of new products focusing on the Jordan series and the Air Force 1 lineup. Notable releases include the Dunk Low Retro Herrenschuh, Air Max Plus III Herrenschuh, and special editions of the Air Force 1 07.
  • Emphasis on Jordan Brand with updates spanning several models such as the Jordan 1, Jordan 12, Jordan 13, as well as new apparel under the Jordan Air category.
  • Launch of running and training gear, including the Mercurial Superfly 9 Academy High-Top Fussballschuh, demonstrating a broad focus across both performance and lifestyle segments.


  • Collaborations and special collections stand out, with partnerships including Rick and Morty, Lemlem, and Cheetos, indicating a strong focus on unique, themed collections that could attract niche markets.
  • Significant updates in the running shoes category with the introduction of the Nitro series, highlighting Puma’s focus on performance running gear.
  • Expanded offerings in casual and lifestyle footwear, including the Palermo Special Sneakers and various lifestyle collections like the Dare To and White Sneaker collections, showcasing Puma’s emphasis on trendy and comfortable lifestyle options.
  • Launch of sports and training wear, indicating a comprehensive approach to both performance gear and casual wear.


  • A focus on running and outdoor activities is evident with the launch of the Terrex Trail Mentorship Program and a celebration of classic silhouettes in the Originals category. This shows Adidas’ strategy to blend heritage with modern performance demands.

General Observations:

  • Nike appears to be leveraging its strong brand heritage, especially with the Jordan brand, and expanding its lifestyle and performance offerings.
  • Puma is focusing on unique collaborations to appeal to diverse consumer interests, alongside strengthening its performance running gear lineup.
  • Adidas is seen emphasizing its running segment and paying homage to its classic designs, possibly to tap into the nostalgia trend while promoting outdoor activities.

These updates indicate a strategic emphasis on broadening product ranges to cater to diverse consumer preferences, from performance athletic wear to lifestyle and casual options, with a notable trend towards leveraging brand heritage and unique collaborations.

Easy right? In just 10′ we were able to understand where our competitors are focusing on.

Bottom of the funnel (Email, Reviews)

Last but not least, we asked ourselves what reviews say about these brands. Are customers and employees satisfied? Our new AI Review Analysis Feature helped significantly here. Wondering what it was saying?

Here is where it gets interesting:

Insights about the market:
– Poor quality and customer service have been big issues for most brands. That’s not the case for Adidas and Nike.
– Puma is being highlighted as a brand with the best culture and highest employee satisfactions score.
– Shoes are the apparel that gets the most complaints among these brands. Durability is the very first issue that is highlighted.

We then asked chatgpt to analyze our reviews. Here is what we found out:

Based on the emails, here are some of the most important competitor updates:

  1. FILA is promoting their Spring Collection with free shipping on all orders. This includes new sportswear styles in classic silhouettes and colors. They’ve also added new markdowns to their tracksuits, highlighting discounts on items like the Mansur Velour Jacket.
  2. Reebok has launched several collaborations and collections:
    • A luxury loungewear collection with ANINE BING.
    • The return of the Nano UNKNWN, back by popular demand, and the introduction of the FloatZig 1 for runners.
    • Collaborations including Reebok x Cam Hicks and Reebok x Sports Illustrated, the latter featuring the Lift As You Rise Collection.
    • A mid-season sale offering 30-50% off and a spring sale with up to 50% off storewide.
  3. PUMA is focusing on sales and exclusive collections:
    • A private sale with up to 60% off, and a promotion highlighting their golf season gear.
    • An announcement about their head-turning partnerships and exclusive collections.
    • Promotions for their app, encouraging users to enjoy a personalized shopping experience, including virtual try-ons.

Nice and easy, right?

For more insights on how to monitor competitors visit our blog.

Unveiling the Strategies Behind Leading CRM and Email Automation Platforms

Email is still the KING to convert your audience, turn interested visitors into loyal customers, and boost your sales figures. The reality is that this has created an extremely competitive market and there are so many tools out there that compete for your attention. So we decided to wear our competitive intelligence analyst hat on and spice things up a little bit to analyze the email automation competitive landscape and the best strategies that the top email automation tools are using.

Ready to learn which strategies to steal? Lots of gems are waiting for you 😉

Who did we analyze?

We analyzed:

ActiveCampaign, HubSpot, Mailchimp, ConvertKit, Beehiiv, and GetResponse. Our aim was to understand what sets each platform apart, focusing purely on its presence and strategy in the email automation landscape.

What did we analyze?

Our thorough competitor research delved into four pivotal channels: advertisements, social media presence, and reviews.

  1. We drew competitive insights into their branding, messaging, and target demographics by examining their advertising campaigns across different media.
  2. Their social media activity was scrutinized to understand engagement metrics, content strategies, and best posts.
  3. Public reviews shed light on their market reputation and what people think about them.

We first analyzed their ads and identified their messaging and target audience

We started our research by analyzing the ads of the competitors. The goal was simple. How does each CRM advertise and try to get the user to engage with their ad? Also, which were their best ad creatives? Let’s find out.

What Channels do they advertise in?

The most important channel for all CRM systems is Google Ads. Mailchimp has the largest ad budget, followed by Hubspot and ActiveCampaign. Market leaders have similar ad budget distributions. Most of the budget is spent on Google, Instagram, and LinkedIn. Nobody is advertising heavily on Facebook, which could be a good opportunity for any brand to capture demand on Facebook, especially for those who focus on creators and smaller businesses.

Positioning & Target Audience

PlatformPositioningTarget MarketUnique Selling Points
ActiveCampaignFocuses on marketing automation, email marketing, and CRM capabilities, emphasizing personalization and automation.Broad, including online courses, healthcare, and eCommerce.Integration with over 940+ apps, pre-built automation templates, and segmentation.
MailChimpHighlights easy-to-use email builder tools and AI-powered segmentation for personalized marketing.Broad, from small businesses to larger entities.Free trial, behavior-based email sending, AI for benchmarking, and social media tools integration.
HubSpotOffers a free CRM platform that integrates with email marketing services to boost engagement and lead conversion.Ranges from small businesses to larger organizations looking for an all-in-one solution.Free CRM, email marketing automation, and insights into the latest marketing trends.
KeapFocuses on simplifying CRM and email marketing automation to save time and convert more leads.Small businesses seeking powerful but easy-to-use CRM software.Easy automations that save time and automate daily tasks.
ConvertKitTargets creators and YouTubers, offering tailored email marketing and automation solutions.Creators and YouTubers.Case studies highlighting successful use cases, such as significant course sales by using email segmentation and automation.
Zoho CampaignsOffers feature-rich email marketing tools designed for easy campaign creation, sending, and tracking.General, with a focus on easy creation, sending, and tracking of email campaigns.Drag-and-drop editor, integration with Zoho’s in-house platforms, and behavior-targeted emails.
Constant ContactEmphasizes the simplicity and effectiveness of their email marketing tools for finding new customers and keeping them engaged.Businesses looking to improve their email marketing efforts without extensive effort.Segmented and automated emails, targeted towards improving marketing efforts.

Top Ad Creatives

ActiveCampaign’s creative is an absolute stunner. Short copy that works best on LinkedIn. Social proof and customer testimonials. A great way to convince new and retargeting users to use ActiveCampaign. It is no surprise that it has many interactions compared to its competitors.

We Analyzed their Social Media Presence

We then compared their social media presence. According to Forbes81% of consumers’ buying decisions are influenced by their friends’ posts on social media, and 78% of consumers state their purchases are influenced by posts on the social media pages of brands so analyzing this was just mandatory. So, who is winning with their social media strategy?

The table, which is a screenshot from the Competitors App Competitor Benchmark Dashboard, details the social media activity of various email automation platforms over the last month. It breaks down the number of posts they’ve made, along with the engagement those posts received within the same timeframe. The rightmost part of the table displays the total number of followers each platform has accumulated. Additionally, the figures highlighted in green and red indicate the change in posts, engagement, and followers compared to the same period last year, with green showing growth and red showing a decrease.

So what do we learn?

ActiveCampaign is killing it on Social

An evident insight is that every software has been doubling down on Social media since last year. Another great insight is how much ActiveCampaign kills it on their social media game. Their social media followers growth is through the roof, with 42k more followers than last year.

Beehiiv has the best engagement and is upcoming

Also, the most up-and-coming social media page is BeeHiiv. Their engagement rate is the highest among anyone else in the market – especially killing it on Instagram.

engagement ratefacebookinstagramlinkedin

Where do they post the most?

Top Social Media Posts over the last month and What we learn from them

Following Trends works

When Facebook and Instagram were down last week, Hubspot didn’t miss the chance. They posted this and they managed to get the most engagement among the competitors.

The second best post is the one for the women’s day. Again following trends works.

Review Insights

We analyzed reviews from top review websites using the data provided by Competitors App and summarized them using our own GPT. Most specifically, we compared 978+ reviews from Capterra, Trustpilot, SoftwareAdvice, Gartner, and Trustradious.

Here is what we found about how they compete:

Competitors Analysis (Reviews) by Competitors.App

Feature CategoriesActiveCampaignConvertKitMailchimpBeehiivHubSpotGetResponseKeap
Top Things People like about them– Automation
– Advanced Integration
– Support
Ease of use– Automation
– User-friendliness
-A/B testing
– Intuitive DesignComprehensive tools
– Reporting
– Landing pages
– Webinar Features
– Sales pipeline management
-Customization Options
Ease of UseUser-friendly interfaceSimplistic design; easy to navigateVery user-friendly, with a wide range of features accessible to beginners
Highly intuitive and easy to use, with positive feedback on design

Intuitive UI; steep learning curve for advanced featuresEasy setup and operationUser-friendly but with a learning curve
AutomationAdvanced options for email campaigns and workflowsFocused on email sequences Strong automation capabilities for email marketing campaigns
Not highly mentioned Extensive automation across marketing, sales, and serviceEffective for email marketing and autorespondersStrong sales and marketing automation
Customer SupportHighly responsiveSome features can be complex for new usersNot great supportExceptional customer service noted as a key strength

Comprehensive support with resources and trainingResponsive and useful supportGood, with personal coaching available
IntegrationExtensive with third-party appsGood with major platforms, lacks some niche integrationsWide range of integrations with other platforms and services
Easy integration and lots of platformsBroad range covering most needsIntegrates well with e-commerce and other toolsIntegrates with many tools, especially for small businesses
Unique FeaturesCRM capabilities integrated with marketing toolsFocus on creators and simplicityComprehensive suite of email reporting
Focus on user experience and email design quality
All-in-one platform with CRM, marketing, sales, and serviceCombination of email marketing with webinars and landing pagesSales pipeline and advanced customization
Things that people don’t likeSome features can be complex to new usersLacks some advanced automation and reporting featuresHigh costs and some deliverability issues mentionedSmaller scale compared to other software
Can be expensive for small businessesSome users desire more analytics featuresPricing can be unclear; needs improvement in reporting features

Read other competitive articles for your business

  • Competitive Intelligence Business – Competitive intelligence (CI) is a term you may have come across before. Like many industry buzzwords, it isn’t immediately apparent what CI is and how it can be useful to your business. But don’t worry, because we’re going to explain the ins, outs, pros, and cons of CI.


Monitor competitor website changes
You can get alerted when your competitors are making changes to their website.

Find competitor keywords
Finding your competitors’ keywords is essential for your business. It means that you focus your entire website on targeting high volume, quality keywords.

Track Social Media Pages
Social media competitive analysis is the constant monitoring and analyzing the moves of your competition on social media.

Competitor Email Monitoring
Tracking your competitors’ emails takes some time, but it’s well worth it!

How to do competitor analysis
One important step is to conduct an effective competitive analysis to evaluate your competitors’ brands.