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

PRESENTER

TAD MILLERVice President of AccountsMarketing Mojo

@jstatad + Tad Miller

MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo

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

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.

SO YOU CAN ADVERTISE…

SO CAN YOUR COMPETITION

ALL OF YOUR COMPETITION CAN…

EDITORIAL CONQUESTING

A VERY RECENT EXAMPLE

There’s one#1

#6 – with 3 slides

DON’T FORGET THE COMMENTS

THE SOLUTION? PAY…

SEARCH AD CONQUESTING

YOU CAN CONQUEST WITH SEARCH ADS

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

PREMIUM PRICE WITH LOW QUALITY SCORE

LOW IMPRESSION SHARE• It can be a struggle to get impression share

KNOWLEDGE GRAPH CAN MAKE IT HARDER

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

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

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

OH, AND THEY’RE JERKS

AD BUDGET IS USUALLY NEVER AN ISSUE

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

EXAMPLES FROM THE WILD

MCAFEE VS. NORTON

NOW IN 2015

ELEPHANT VS. STATE FARM INSURANCE

EVEN FORTUNE 500 COMPANIES DO IT

REALLY FORD? REALLY?

EVEN THE REVIEW KEYWORDS

PROTECT YOUR IP File your trademark list with Search Engines, keep your “White List” of

acceptable users up to date

YOU ARE VULNERABLE OFF-BRAND™

EVENT-BASED STRATEGIC CONQUESTING

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

EVERYONE IS VULNERABLE IN THE SHORT TERM Conquesting can ruin your very special (very public) days

DO YOU HAVE “BIG BUZZ” EVENTS?

SAMSUNG OWNS APPLE REVEAL DAYS

DON’T FORGET YOUTUBE

TWITTER IS THE NEXT CONQUESTING FRONTIER

DEFENDING AGAINST THE EVENT CONQUEST Bid and Budget heavy (online) for the special events

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.

MORE OF A HIJACK THAN A CONQUEST

Affiliates

URL HIJACKING OR DIRECT LINKING

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

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

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

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

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