SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats
-
Upload
tad-miller -
Category
Marketing
-
view
2.754 -
download
0
Transcript of SMX East 2015 Protecting Your Brand From Online Fraud, Infringement & Other Emerging Threats
#SMX #24D @JstaTad & @MarketingMojo
Or…Adventures in Conquesting
PROTECTING YOUR BRAND FROM ONLINE FRAUD, INFRINGEMENT & OTHER EMERGING THREATS
#SMX #24D @JstaTad & @MarketingMojo
PRESENTER
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad + Tad Miller
MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo
#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
#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.
#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 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
#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 can hope for is that nobody wins the customer
Conquesting delivers the lowest conversion rates and ROI of all online marketing tactics
#SMX #24D @JstaTad & @MarketingMojo
SO WHY DO SEARCH ADVERTISERS DO IT ?
Terrible Quality ScoreExponentially higher bids than the trademark owner
Difficult to Get ImpressionsWorst Conversion Rates of all tactics
???
#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
#SMX #24D @JstaTad & @MarketingMojo
OH, AND THEY’RE JERKS
Cen
sore
d
Cen
sore
d
#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
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
#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” of
acceptable users up to date
#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 attack, what kind of ground to fight on, planning for your battle exit…
It is THE strategy book for battle, business and online marketing
#SMX #24D @JstaTad & @MarketingMojo
EVERYONE IS VULNERABLE IN THE SHORT TERM Conquesting can ruin your very special (very public) days
#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 events
#SMX #24D @JstaTad & @MarketingMojo
THINK LIKE AN ATTACKER
Look for your weak links and likely points of attackClose the Loops – Advertise on tag lines, Hash Tags, YouTube, Review Sites, Contextual Display, etc.
#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 link the
destination URL with their referral code so they get their commission checks
Don’t Share This With Affiliates If You Advertise
#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
#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
#SMX #24D @JstaTad & @MarketingMojo
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016