Competitive Parity Method

Description

The Competitive Parity Method is a budgeting strategy where a business sets its digital marketing budget by looking at and matching the spending levels of its competitors. This approach helps ensure that a company remains competitive in its marketing efforts by not overspending or underspending compared to its rivals. By doing so, the business can maintain a presence in the market and potentially capture a similar share of voice. However, this method also assumes that competitors are spending their budget wisely and that their strategies align well with the market dynamics—a point that can sometimes be a gamble. It is often used when companies have limited access to detailed marketing data or when they are entering a new market and want to ensure they are not left behind.

Examples

• A small tech startup, observing that its main competitors in the wearable tech industry are spending heavily on social media ads, decides to allocate a similar budget to Facebook and Instagram campaigns to ensure it stays relevant and reaches potential customers.
• A local restaurant chain notices that rival eateries are investing significantly in Google Ads during the holiday season. To keep up, the chain matches this expenditure, ensuring their promotions and special offers are equally visible to local diners.

Additional Information

• This method helps in aligning marketing efforts with industry standards.
• It may not always reflect the most efficient use of resources as it assumes competitors' strategies are optimal.