Conquesting

Last updated

Conquesting, as used in the advertising industry, is a means to deploy an advertisement for one's products or services adjacent to editorial content relating to the competitor or the competitor's products.

Contents

A common practice is to purchase advertisements in magazines and newspapers where editors and reporters write about the products or company. The goal is to reinforce the marketing message and earn even greater levels of awareness and recall of the brand. Generally, getting the advertisement as close to the editorial content is considered important to maximize the awareness effects.

Conquesting injects a competitive advertisement at the moment of editorial presentation and seeks to usurp or disrupt the reinforcement process. Some publishers reject the notion and allow the editorialized advertiser to match the fee and retain advertisement-editorial integrity.

Paid search conquesting is a strategy whereby a brand or company intentionally bids on search terms or keywords directly related to a competitor. It is typically used to gain brand exposure or to gain consumers interest over a competitor. However, it is important to note that using trademarks that are not one's own is forbidden by Google, and pushing paid search conquesting to that extreme can negatively impact the CTR and quality score. [1]

Paid search conquesting is a controversial tactic in the pay-per-click world because it has been notoriously used as a way to start bidding wars. The most negative outcomes of paid search conquesting during a bidding war can result in threats to brand visibility and increase in CPC costs. [2] However, some[ who? ] highlight the positive aspects of paid search conquesting in the form of competitor keyword bidding as a strategy that can increase brand visibility, engage "at-risk" searches, and provide better results for remarketing lists. [3]

Examples of conquesting

In 1997, Northern Telecom announced Nortel Power Networks, a marketing initiative focused on reinforcing the unifying attributes of the portfolio of enterprise products the company offered at the time. Not more than a month later, Cisco introduced the Cisco-Powered Network, [4] a partner co-branding, where if a service provider purchases some minimum quantity of Cisco product they would be eligible for co-marketing funds.

In this way, Cisco marketers used conquesting to neutralize the brand effect of the Northern Telecom marketing initiative.

Related Research Articles

Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Google Ads online advertising platform owned by Google

Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

Pay-per-click (PPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons.

In marketing, lead generation is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.

Motion graphic design is a subset of graphic design in that it uses graphic design principles in a filmmaking or video production context through the use of animation or filmic techniques. Examples include the kinetic typography and graphics used in film and television opening sequences, and the spinning, three-dimensional station identification logos of some television channels. The art form has been around for decades, and has advanced in technical sophistication over time.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Facebook, Twitter, video sharing websites and blogging sites. SMO is similar to search engine optimization, in that the goal is to generate web traffic and increase awareness for a website. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO also refers to software tools that automate this process, or to website experts who undertake this process for clients.

In Internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Reverse marketing is the concept of marketing in which the customer seeks the firm rather than marketers seeking the customer. Usually, this is done through traditional means of advertising, such as television advertisements, print magazine advertisements and online media. While traditional marketing mainly deals with the seller finding the right set of customers and targeting them, reverse marketing focuses on the customer approaching potential sellers who may be able to offer product.

Targeted advertising type of advertising

Targeted advertising is a form of advertising, including online, that is directed towards audiences with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic which are focused on race, economic status, sex, age, generation, the level of education, income level, and employment or they can be psychographic focused which are based on the consumer's values, personality, attitudes, opinions, lifestyles and interests. They can also be behavioral variables, such as browser history, purchase history, and other recent activity. Targeted advertising is focused on certain traits and the consumers who are likely to have a strong preference will receive the message instead of those who have no interest and whose preferences do not match a product's attribute. This eliminates waste.

Performance-based advertising, also known as pay for performance advertising, is a form of advertising in which the purchaser pays only when there are measurable results. Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.

Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM: 1.) Build a strong WOM foundation, 2.) Indirect WOMM management which implies that managers only have a moderate amount of control, 3.) Direct WOMM management, which has higher levels of control. Proconsumer WOM has been suggested as a counterweight to commercially motivated word of mouth.

Online presence management is the process of presenting and drawing traffic to a personal or professional brand online. This process combines web design and development, blogging, search engine optimization, pay per click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Native advertising is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. The word "native" refers to this coherence of the content with the other media that appear on the platform.

References

  1. ↑ Grinberg, Alek. "Building Conquesting Campaigns in Paid Search". Medium. Retrieved 4 March 2020.
  2. ↑ Simonson, Kristina. "Paid Search Conquesting: How to Squash Competitors Without Starting a War". WordStream. Retrieved 4 March 2020.
  3. ↑ Arpinar, Arin. "OPINION: CONQUESTING – BIDDING ON COMPETITOR KEYWORDS TO WIN IN PAID SEARCH". Augurian. Retrieved 4 March 2020.
  4. ↑ Cisco-Powered Network

See also

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.