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#SMX #24D @JstaTad & @MarketingMojo
Or…Adventures in Conquesting
PROTECTING YOUR BRAND FROM
ONLINE FRAUD, INFRINGEMENT &
O...
#SMX #24D @JstaTad & @MarketingMojo
PRESENTER
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
M...
#SMX #24D @JstaTad & @MarketingMojo
ABOUT MARKETING MOJO
 Originally founded as Search Mojo
 Online marketing firm found...
#SMX #24D @JstaTad & @MarketingMojo
WHAT IS “CONQUESTING” ?
 A means to deploy an advertisement for
one’s products or ser...
#SMX #24D @JstaTad & @MarketingMojo
SO YOU CAN ADVERTISE…
#SMX #24D @JstaTad & @MarketingMojo
SO CAN YOUR COMPETITION
#SMX #24D @JstaTad & @MarketingMojo
ALL OF YOUR COMPETITION CAN…
#SMX #24D @JstaTad & @MarketingMojo
EDITORIAL CONQUESTING
#SMX #24D @JstaTad & @MarketingMojo
A VERY RECENT EXAMPLE
There’s one
#1
#SMX #24D @JstaTad & @MarketingMojo
#2 #3
#4
#SMX #24D @JstaTad & @MarketingMojo
#5
#SMX #24D @JstaTad & @MarketingMojo
#6 – with 3 slides
#SMX #24D @JstaTad & @MarketingMojo
#7
#SMX #24D @JstaTad & @MarketingMojo
DON’T FORGET THE COMMENTS
#8
#SMX #24D @JstaTad & @MarketingMojo
THE SOLUTION? PAY…
#SMX #24D @JstaTad & @MarketingMojo
SEARCH AD CONQUESTING
™
#SMX #24D @JstaTad & @MarketingMojo
YOU CAN CONQUEST WITH SEARCH ADS
#SMX #24D @JstaTad & @MarketingMojo
SEARCH AD CONQUESTING AS A TACTIC
 If you try it. You are allowed to advertise on the...
#SMX #24D @JstaTad & @MarketingMojo
PREMIUM PRICE WITH LOW QUALITY SCORE
#SMX #24D @JstaTad & @MarketingMojo
LOW IMPRESSION SHARE
• It can be a struggle to get impression share
#SMX #24D @JstaTad & @MarketingMojo
KNOWLEDGE GRAPH CAN MAKE IT HARDER
#SMX #24D @JstaTad & @MarketingMojo
CONQUESTING BEST CASE SCENARIO: STALEMATE
When Conquesting, sometimes the best you
ca...
#SMX #24D @JstaTad & @MarketingMojo
SO WHY DO SEARCH ADVERTISERS DO IT ?
Terrible Quality Score
Exponentially higher bid...
#SMX #24D @JstaTad & @MarketingMojo
THE CONQUESTOR’S MENTALITY
Won’t spend a dime to
improve their own
companies
advertis...
#SMX #24D @JstaTad & @MarketingMojo
OH, AND THEY’RE JERKS
Censored
Censored
#SMX #24D @JstaTad & @MarketingMojo
OH, AND THEY’RE JERKS
#SMX #24D @JstaTad & @MarketingMojo
AD BUDGET IS USUALLY NEVER AN ISSUE
#SMX #24D @JstaTad & @MarketingMojo
THEN & NOW
 The tactic is hurting the conquestor more than the trademark owner in
ter...
#SMX #24D @JstaTad & @MarketingMojo
EXAMPLES FROM THE WILD
#SMX #24D @JstaTad & @MarketingMojo
MCAFEE VS. NORTON
#SMX #24D @JstaTad & @MarketingMojo
NOW IN 2015
#SMX #24D @JstaTad & @MarketingMojo
ELEPHANT VS. STATE FARM INSURANCE
#SMX #24D @JstaTad & @MarketingMojo
EVEN FORTUNE 500 COMPANIES DO IT
#SMX #24D @JstaTad & @MarketingMojo
REALLY FORD? REALLY?
#SMX #24D @JstaTad & @MarketingMojo
EVEN THE REVIEW KEYWORDS
#SMX #24D @JstaTad & @MarketingMojo
PROTECT YOUR IP
 File your trademark list with Search Engines, keep your “White List”...
#SMX #24D @JstaTad & @MarketingMojo
YOU ARE VULNERABLE OFF-BRAND™
#SMX #24D @JstaTad & @MarketingMojo
EVENT-BASED STRATEGIC CONQUESTING
#SMX #24D @JstaTad & @MarketingMojo
READ THE ART OF WAR
Sun Tzu wrote all about when to
attack, where to attack, how to
a...
#SMX #24D @JstaTad & @MarketingMojo
EVERYONE IS VULNERABLE IN THE SHORT TERM
 Conquesting can ruin your very special (ver...
#SMX #24D @JstaTad & @MarketingMojo
#SMX #24D @JstaTad & @MarketingMojo
DO YOU HAVE “BIG BUZZ” EVENTS?
#SMX #24D @JstaTad & @MarketingMojo
SAMSUNG OWNS APPLE REVEAL DAYS
#SMX #24D @JstaTad & @MarketingMojo
DON’T FORGET YOUTUBE
#SMX #24D @JstaTad & @MarketingMojo
TWITTER IS THE NEXT CONQUESTING FRONTIER
#SMX #24D @JstaTad & @MarketingMojo
DEFENDING AGAINST THE EVENT CONQUEST
 Bid and Budget heavy (online) for the special e...
#SMX #24D @JstaTad & @MarketingMojo
THINK LIKE AN ATTACKER
Look for your weak links and likely
points of attack
Close th...
#SMX #24D @JstaTad & @MarketingMojo
MORE OF A HIJACK THAN A CONQUEST
Affiliates
#SMX #24D @JstaTad & @MarketingMojo
URL HIJACKING OR DIRECT LINKING
#SMX #24D @JstaTad & @MarketingMojo
AFFILIATE URL HIJACKING
 Affiliates “borrow” your domain’s display URL but directly l...
#SMX #24D @JstaTad & @MarketingMojo
DIRECT LINKING PROBLEMS
 Only one use of Display URL per Ad Auction
 Keeps your ads ...
#SMX #24D @JstaTad & @MarketingMojo
CLOSING
 Brand and Product names should be your
most valuable revenue, lead and traff...
#SMX #24D @JstaTad & @MarketingMojo
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats

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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

Publicado en: Marketing
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SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats

  1. 1. #SMX #24D @JstaTad & @MarketingMojo Or…Adventures in Conquesting PROTECTING YOUR BRAND FROM ONLINE FRAUD, INFRINGEMENT & OTHER EMERGING THREATS
  2. 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. 3. #SMX #24D @JstaTad & @MarketingMojo ABOUT MARKETING MOJO  Originally founded as Search Mojo  Online marketing firm founded in 2005  Search engine optimization (SEO)  Paid media management  Pay-per-click advertising management (PPC)  Social media advertising  Content marketing  Marketing automation  Analytics consulting  Headquartered in Charlottesville, VA  Office in Charleston, SC
  4. 4. #SMX #24D @JstaTad & @MarketingMojo WHAT IS “CONQUESTING” ?  A means to deploy an advertisement for one’s products or services adjacent to editorial (or advertising) content relating to the competitor or the competitors’ products.
  5. 5. #SMX #24D @JstaTad & @MarketingMojo SO YOU CAN ADVERTISE…
  6. 6. #SMX #24D @JstaTad & @MarketingMojo SO CAN YOUR COMPETITION
  7. 7. #SMX #24D @JstaTad & @MarketingMojo ALL OF YOUR COMPETITION CAN…
  8. 8. #SMX #24D @JstaTad & @MarketingMojo EDITORIAL CONQUESTING
  9. 9. #SMX #24D @JstaTad & @MarketingMojo A VERY RECENT EXAMPLE There’s one #1
  10. 10. #SMX #24D @JstaTad & @MarketingMojo #2 #3 #4
  11. 11. #SMX #24D @JstaTad & @MarketingMojo #5
  12. 12. #SMX #24D @JstaTad & @MarketingMojo #6 – with 3 slides
  13. 13. #SMX #24D @JstaTad & @MarketingMojo #7
  14. 14. #SMX #24D @JstaTad & @MarketingMojo DON’T FORGET THE COMMENTS #8
  15. 15. #SMX #24D @JstaTad & @MarketingMojo THE SOLUTION? PAY…
  16. 16. #SMX #24D @JstaTad & @MarketingMojo SEARCH AD CONQUESTING ™
  17. 17. #SMX #24D @JstaTad & @MarketingMojo YOU CAN CONQUEST WITH SEARCH ADS
  18. 18. #SMX #24D @JstaTad & @MarketingMojo SEARCH AD CONQUESTING AS A TACTIC  If you try it. You are allowed to advertise on the trademarked keywords  You can’t use competitor trademarked words in your ad copy  No bold blue ad text on the trademarked word  Usually 1 or 2 Quality Score out of 10
  19. 19. #SMX #24D @JstaTad & @MarketingMojo PREMIUM PRICE WITH LOW QUALITY SCORE
  20. 20. #SMX #24D @JstaTad & @MarketingMojo LOW IMPRESSION SHARE • It can be a struggle to get impression share
  21. 21. #SMX #24D @JstaTad & @MarketingMojo KNOWLEDGE GRAPH CAN MAKE IT HARDER
  22. 22. #SMX #24D @JstaTad & @MarketingMojo CONQUESTING BEST CASE SCENARIO: STALEMATE When Conquesting, sometimes the best you can hope for is that nobody wins the customer Conquesting delivers the lowest conversion rates and ROI of all online marketing tactics
  23. 23. #SMX #24D @JstaTad & @MarketingMojo SO WHY DO SEARCH ADVERTISERS DO IT ? Terrible Quality Score Exponentially higher bids than the trademark owner Difficult to Get Impressions Worst Conversion Rates of all tactics ???
  24. 24. #SMX #24D @JstaTad & @MarketingMojo THE CONQUESTOR’S MENTALITY Won’t spend a dime to improve their own companies advertising…But will spend a fortune to try to destroy their competition
  25. 25. #SMX #24D @JstaTad & @MarketingMojo OH, AND THEY’RE JERKS Censored Censored
  26. 26. #SMX #24D @JstaTad & @MarketingMojo OH, AND THEY’RE JERKS
  27. 27. #SMX #24D @JstaTad & @MarketingMojo AD BUDGET IS USUALLY NEVER AN ISSUE
  28. 28. #SMX #24D @JstaTad & @MarketingMojo THEN & NOW  The tactic is hurting the conquestor more than the trademark owner in terms of generating sales from advertising  But, the price floor on brand keywords are way up Year over Year and trademark owners are now suffering more than previously Conquest Start
  29. 29. #SMX #24D @JstaTad & @MarketingMojo EXAMPLES FROM THE WILD
  30. 30. #SMX #24D @JstaTad & @MarketingMojo MCAFEE VS. NORTON
  31. 31. #SMX #24D @JstaTad & @MarketingMojo NOW IN 2015
  32. 32. #SMX #24D @JstaTad & @MarketingMojo ELEPHANT VS. STATE FARM INSURANCE
  33. 33. #SMX #24D @JstaTad & @MarketingMojo EVEN FORTUNE 500 COMPANIES DO IT
  34. 34. #SMX #24D @JstaTad & @MarketingMojo REALLY FORD? REALLY?
  35. 35. #SMX #24D @JstaTad & @MarketingMojo EVEN THE REVIEW KEYWORDS
  36. 36. #SMX #24D @JstaTad & @MarketingMojo PROTECT YOUR IP  File your trademark list with Search Engines, keep your “White List” of acceptable users up to date
  37. 37. #SMX #24D @JstaTad & @MarketingMojo YOU ARE VULNERABLE OFF-BRAND™
  38. 38. #SMX #24D @JstaTad & @MarketingMojo EVENT-BASED STRATEGIC CONQUESTING
  39. 39. #SMX #24D @JstaTad & @MarketingMojo READ THE ART OF WAR 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 exit… It is THE strategy book for battle, business and online marketing
  40. 40. #SMX #24D @JstaTad & @MarketingMojo EVERYONE IS VULNERABLE IN THE SHORT TERM  Conquesting can ruin your very special (very public) days
  41. 41. #SMX #24D @JstaTad & @MarketingMojo
  42. 42. #SMX #24D @JstaTad & @MarketingMojo DO YOU HAVE “BIG BUZZ” EVENTS?
  43. 43. #SMX #24D @JstaTad & @MarketingMojo SAMSUNG OWNS APPLE REVEAL DAYS
  44. 44. #SMX #24D @JstaTad & @MarketingMojo DON’T FORGET YOUTUBE
  45. 45. #SMX #24D @JstaTad & @MarketingMojo TWITTER IS THE NEXT CONQUESTING FRONTIER
  46. 46. #SMX #24D @JstaTad & @MarketingMojo DEFENDING AGAINST THE EVENT CONQUEST  Bid and Budget heavy (online) for the special events
  47. 47. #SMX #24D @JstaTad & @MarketingMojo THINK LIKE AN ATTACKER Look for your weak links and likely points of attack Close the Loops – Advertise on tag lines, Hash Tags, YouTube, Review Sites, Contextual Display, etc.
  48. 48. #SMX #24D @JstaTad & @MarketingMojo MORE OF A HIJACK THAN A CONQUEST Affiliates
  49. 49. #SMX #24D @JstaTad & @MarketingMojo URL HIJACKING OR DIRECT LINKING
  50. 50. #SMX #24D @JstaTad & @MarketingMojo AFFILIATE URL HIJACKING  Affiliates “borrow” your domain’s display URL but directly link the destination URL with their referral code so they get their commission checks Don’t Share This With Affiliates If You Advertise
  51. 51. #SMX #24D @JstaTad & @MarketingMojo DIRECT LINKING PROBLEMS  Only one use of Display URL per Ad Auction  Keeps your ads from showing  Affiliate Ads don’t necessarily follow brand guidelines  It can create some “buggy” revenue attribution  Most Affiliate Program Agreements Don’t allow Direct Linking
  52. 52. #SMX #24D @JstaTad & @MarketingMojo CLOSING  Brand and Product names should be your most valuable revenue, lead and traffic generators  You want to max out all traffic from them as a result  Talk to your Intellectual Property Attorney and protect yourself  Budget for the Brand Conquest – especially on big events  Think like the enemy to find your weaknesses before they do  Don’t let affiliates hijack your URL
  53. 53. #SMX #24D @JstaTad & @MarketingMojo THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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