conquesting

Intermediate 📣 Marketing / Advertising

Definition

Targeting competitors' customers with advertising, often by bidding on their brand keywords or geofencing their locations. Marketing as warfare, but with less Geneva Convention oversight.

Example Usage

We're conquesting Starbucks locations with mobile ads offering half-price lattes within a two-block radius.

Origin

Military terminology adopted by marketing strategists in the early 2000s, intensified with mobile targeting capabilities

Fun Fact

Google Ads allows competitor keyword bidding but doesn't permit using competitor names in ad copy in most countries.

Source: Digital advertising and mobile marketing terminology

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Conversion Funnel

An imaginary funnel that describes how thousands of potential customers enter at the top and approximately three of them actually buy something at the bottom. It's called a funnel because your hopes narrow dramatically at each stage.

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