How to correctly intercept competitors’ high-quality traffic? Avoid blindly placing competitor keywords
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In the marketing process, there is a type of keywords called competitive keywords , which are the so-called competitor brand keywords. Competitive words generally refer to the full name of the brand, abbreviation, region + brand, brand + product (sub-brand), etc. If competitors have their own unique content, such as patents, exclusive products, unique honors, etc., then such keywords can also be called competitive words. For example, Hospital A in Nanjing, Jiangsu Province has obtained the international JCI certification. In the early stage, it promoted itself through the Internet, print, television and other media, and achieved a certain brand awareness. At this time, there is a newly opened hospital B, which uses the keyword "International JCI Hospital". Can we say that it is using a competing keyword? The answer is yes. A brand is an identification mark, spiritual symbol, and value concept. When there is only one JCI-accredited hospital in the local area, JCI accreditation has become a brand addition for Hospital A and one of the symbols that distinguishes it from other hospitals. Therefore, when placing competitive keywords, we must distinguish between the concepts of brand and trademark, and not limit ourselves to the name. To learn more about brands, you can study branding. Why do companies like to use competitor keywords when doing marketing promotions ? Here we need to explain the consumer purchasing decision process. As can be seen from the above figure, there are five stages in the process of users making complex purchases. Among them, the placement of competitor keywords is in the fourth stage, which interferes with users when they make purchasing decisions, directly obtains accurate target audience traffic , and eliminates the target user education costs in the first three stages. For enterprises, the placement of competitor keywords is a very profitable approach. Why is the complex purchasing process emphasized here? This is to distinguish habitual purchasing behavior and seek diverse purchasing behavior . For example: When a person walks into a convenience store to buy a drink, will he carefully select information such as the functionality, taste, and cost-effectiveness of the drink? Obviously, the factor that influences decision-making at this time is habit, and users will only choose beverage brands that they frequently buy. Probably the only things that can influence habitual purchasing behavior are promotions and other means. In the complex purchasing decision-making process, the target audience is highly involved. They will understand the reputation, service quality, product features, etc. of existing brands and need to go through various stages such as a large amount of information collection, comprehensive product evaluation, careful purchasing decisions and serious post-purchase evaluation. In the complex purchasing decision-making process, the launch of competing products will interfere with the purchasing decision to a certain extent. When a new brand appears, users will continue the process of stages 1-3 to learn about the new brand, and at this time avoid the loss in the marketing funnel model. For example. A user chooses to buy a SLR camera, but he or she has no idea about the brand, sensor, effective pixels, shutter speed, battery life, exposure control, etc. The user needs to collect a lot of information and evaluate before making a final decision to buy. When users finally decide to buy a certain Nikon model, and suddenly find that there is a model with similar functions, they will most likely repeat the purchase decision process, evaluate the differences between the new product and the existing product, and finally make the purchase decision. In addition, in the process of resolving inharmonious purchasing behaviors, the placement of competing products is also applicable, which will not be elaborated here. Since competitive keywords are so good, can they be used in all situations? The answer is of course no. Personally, I think that launching competing products needs to be considered from the following aspects: 1. Market positioning. Market positioning, also often called marketing positioning, refers to the process by which marketing practitioners shape the image or personality of a product, brand or organization in the minds of the target market. In short, it is to establish a unique image of the product in the minds of target customers. Market positioning is not what you do to a product itself, but what you do in the minds of potential consumers. The essence of market positioning is to strictly distinguish the company from other companies, so that customers can clearly feel and recognize the difference, thereby occupying a special place in the minds of customers. For example: a vertical sub-industry under the current big health industry - confinement clubs. The confinement center industry currently belongs to the high-end market, serving pregnant and childbearing families with financial capabilities or specific needs. In the industry, a club in Shenzhen is a high-end brand, and the price for a 28-day stay is 100,000+. If there is a new maternity nanny agency in Shenzhen and wants to place a competitive keyword, will they choose this high-end brand as a competitive product? Although both services provided are for pregnant women, their market positioning is very different and this type of investment is bound to fail. Some people may say that this example is too extreme. What if it is also a confinement center? The service providers in each industry will eventually be differentiated into three levels: low-end, mid-end, and high-end. High-end confinement clubs will not launch competing products from low-end confinement clubs, because the audience of low-end confinement clubs will find it difficult to accept the price of hundreds of thousands of yuan for high-end confinement clubs. Therefore, it is particularly necessary to clearly position your own brand in the market. It will guide your marketing strategy to be more targeted and deliver your advertisements to the target users you have defined. 2. The market stage of your own brand. According to the Boston Matrix, the market stage of an enterprise is divided into four parts: problem market, tomorrow's market, cash market and dog market. At different market stages, it also determines whether it is necessary for your own brand to launch competing products. As can be seen from the figure below, when it is a problem market, the product is in a high growth period. Generally, at this time there are only a few peers or no peers of the same type in the market. The product enters the star market after maintaining rapid growth. After the star market develops to a certain stage, a large number of peers will flock in, the product growth rate will decline, and the market will enter the cash market (i.e. the Taurus product in the picture). At this time, big brands rely on their strong financial strength, brand awareness and reputation to firmly stabilize themselves in this market stage. However, some brands have fallen into the dog market due to various reasons. Here we can clearly see that when the market is in stage 1 and 2 (problem market, tomorrow's market), there is no need to launch competing products, because at this time the company is basically a business oligopoly in the market and has no strong competitors. However, after entering the cash market, companies can choose to launch competitive products that are similar to their own brand positioning and market positioning. If the company is already in the dog market stage, launching competitive products will basically help itself at the lowest marginal benefit stage. For the same type of product business, the target audience is more inclined to choose companies in the cash market stage. 3. Geography of target audience. In fact, in the marketing process, the business of some companies is geographically based. Taking the example of the confinement center mentioned above, mothers rarely choose to stay in a confinement center in other places, generally considering the principle of proximity. At this time, even if the practitioners in the maternity centers know the names of many foreign counterparts, will they launch competing products? Take a hair salon as an extreme example. Assuming that all hair salons are running advertisements now, will the target users drive an hour or more to get their hair done just because one of the hair salons is running a competing product? 4. Target audience loyalty. Target audience loyalty is divided into two aspects: product loyalty and brand loyalty. So-called product loyalty means that users use a company's products every day and have high stickiness, but they seem to care nothing about the company itself. This is because in the eyes of these users, your product is just a tool - just like water, electricity and gas, everyone uses them and is indeed indispensable, but they don’t care at all which water plant supplies the water or which gas station supplies the gas. Users continue to use your product simply because they are not used to switching products or have few alternative options, not because they identify with your brand. For example: the taxi-hailing apps that are currently competing fiercely include Didi , Uber , and Yidao. Do users use Didi because they identify with the Didi brand? I think it is more about recognition of the discount. If a company with strong financial strength appeared in the market and launched Didi, it would offer more generous preferential subsidies. When using competing products in brand advertising, there is a high possibility of changing user selection habits. As for brand loyalty, it is difficult for users to change their established cognitive habits and choose a new brand. Just like Apple fans will not choose a certain Xiaomi phone just because it is cheaper, there is absolutely no need to launch competing products in this situation. In fact, there are many factors that affect the launch of competitive products, which I will not elaborate on here. You can analyze them in the actual daily marketing process and make the most suitable decision based on your own product characteristics, market conditions, etc. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @李大仁 (Qinggua Media). Please indicate the author information and source when reprinting! |
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