This year's session focused mostly on all of the different ways that a brand can be conquested against in the digital space including search conquesting, editorial conquesting and event based conquesting
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SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats
1. #SMX #24D @JstaTad & @MarketingMojo
OrâŚAdventures in Conquesting
PROTECTING YOUR BRAND FROM
ONLINE FRAUD, INFRINGEMENT &
OTHER EMERGING THREATS
2. #SMX #24D @JstaTad & @MarketingMojo
PRESENTER
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
3. #SMX #24D @JstaTad & @MarketingMojo
ABOUT MARKETING MOJO
ď§ Originally founded as Search Mojo
ď§ Online marketing firm founded in 2005
ď§ Search engine optimization (SEO)
ď§ Paid media management
ď§ Pay-per-click advertising management (PPC)
ď§ Social media advertising
ď§ Content marketing
ď§ Marketing automation
ď§ Analytics consulting
ď§ Headquartered in Charlottesville, VA
ď§ Office in Charleston, SC
4. #SMX #24D @JstaTad & @MarketingMojo
WHAT IS âCONQUESTINGâ ?
ď§ A means to deploy an advertisement for
oneâs products or services adjacent to
editorial (or advertising) content relating to
the competitor or the competitorsâ products.
18. #SMX #24D @JstaTad & @MarketingMojo
SEARCH AD CONQUESTING AS A TACTIC
ď§ If you try it. You are allowed to advertise on the trademarked keywords
ď§ You canât use competitor trademarked words in your ad copy
ď§ No bold blue ad text on the trademarked word
ď§ Usually 1 or 2 Quality Score out of 10
22. #SMX #24D @JstaTad & @MarketingMojo
CONQUESTING BEST CASE SCENARIO: STALEMATE
ď§When Conquesting, sometimes the best you
can hope for is that nobody wins the customer
ď§Conquesting delivers the lowest conversion
rates and ROI of all online marketing tactics
23. #SMX #24D @JstaTad & @MarketingMojo
SO WHY DO SEARCH ADVERTISERS DO IT ?
ď§Terrible Quality Score
ď§Exponentially higher bids than the trademark
owner
ď§Difficult to Get Impressions
ď§Worst Conversion Rates of all tactics
???
24. #SMX #24D @JstaTad & @MarketingMojo
THE CONQUESTORâS MENTALITY
ď§Wonât spend a dime to
improve their own
companies
advertisingâŚBut will
spend a fortune to try to
destroy their competition
28. #SMX #24D @JstaTad & @MarketingMojo
THEN & NOW
ď§ The tactic is hurting the conquestor more than the trademark owner in
terms of generating sales from advertising
ď§ But, the price floor on brand keywords are way up Year over Year and
trademark owners are now suffering more than previously
Conquest Start
36. #SMX #24D @JstaTad & @MarketingMojo
PROTECT YOUR IP
ď§ File your trademark list with Search Engines, keep your âWhite Listâ of
acceptable users up to date
39. #SMX #24D @JstaTad & @MarketingMojo
READ THE ART OF WAR
ď§Sun Tzu wrote all about when to
attack, where to attack, how to
attack, what kind of ground to fight
on, planning for your battle exitâŚ
ď§It is THE strategy book for battle,
business and online marketing
40. #SMX #24D @JstaTad & @MarketingMojo
EVERYONE IS VULNERABLE IN THE SHORT TERM
ď§ Conquesting can ruin your very special (very public) days
45. #SMX #24D @JstaTad & @MarketingMojo
TWITTER IS THE NEXT CONQUESTING FRONTIER
46. #SMX #24D @JstaTad & @MarketingMojo
DEFENDING AGAINST THE EVENT CONQUEST
ď§ Bid and Budget heavy (online) for the special events
47. #SMX #24D @JstaTad & @MarketingMojo
THINK LIKE AN ATTACKER
ď§Look for your weak links and likely
points of attack
ď§Close the Loops â Advertise on tag
lines, Hash Tags, YouTube, Review
Sites, Contextual Display, etc.
48. #SMX #24D @JstaTad & @MarketingMojo
MORE OF A HIJACK THAN A CONQUEST
Affiliates
50. #SMX #24D @JstaTad & @MarketingMojo
AFFILIATE URL HIJACKING
ď§ Affiliates âborrowâ your domainâs display URL but directly link the
destination URL with their referral code so they get their
commission checks
Donât Share This With Affiliates If You Advertise
51. #SMX #24D @JstaTad & @MarketingMojo
DIRECT LINKING PROBLEMS
ď§ Only one use of Display URL per Ad Auction
ď§ Keeps your ads from showing
ď§ Affiliate Ads donât necessarily follow brand guidelines
ď§ It can create some âbuggyâ revenue attribution
ď§ Most Affiliate Program Agreements Donât allow Direct
Linking
52. #SMX #24D @JstaTad & @MarketingMojo
CLOSING
ď§ Brand and Product names should be your
most valuable revenue, lead and traffic
generators
ď§ You want to max out all traffic from them as
a result
ď§ Talk to your Intellectual Property Attorney
and protect yourself
ď§ Budget for the Brand Conquest â
especially on big events
ď§ Think like the enemy to find your
weaknesses before they do
ď§ Donât let affiliates hijack your URL
53. #SMX #24D @JstaTad & @MarketingMojo
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016