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Although this is a solid method to go right after your target customers (if and only if your competitor has a very similar product), it could also get you into hot water as it immediately gives your potential customers the idea that your product is the same as your competitors product.
If your product is in fact different on many levels you may end up fighting an uphill battle to convince your newly acquired customers that you are better than or different from your competitor that you associated with directly.
This is easily testable (using said Kissmetrics or Mixpanel products) by tagging users with a given property related to the Ad in question. The property could then be segmented on throughout the funnel to see if these types of users behave differently (i.e. are they retained more or less) than other users acquired using other Adwords not associated with your direct competitor.
I'm not affiliated with either company... just thought this was a fairly brilliant tactic.
I love it to. Super smart
Clever. A very specific friction point that hits at the emotional level. Not rational in terms of overall benefits, but really just hitting the nerve. Nicely done.
How is it not rational?
What I meant, and I responded too quickly, is the main play is on user frustration. It's not a typical rational benefits vs. benefits argument. A rational ad might've said "Our reports load faster" instead of "Tired of your reports hanging?" One plays on a very rational idea of efficiency. The other plays on aggravation. I think that choosing the motivator says a lot about the approach or mindset they're going after.
I agree the other phrasing would be better. This one does come across wrong.
Hi Nate, I agree that it is an interesting tactic and potentially pretty effective. Full disclosure, I've been an advisor to KISSmetrics for several years. I use it every day for Qualaroo and haven't noticed a lag.
Personally I believe this type of approach can backfire if you appear unethical. It can also make you look more obsessed with a competitor than your customer needs. For example, my company Qualaroo has a little competitor that frequently chases our customers on Twitter, blog responses and even hijacked a webinar recently. We never engage them publicly and when asked are easily able to show prospects why we are a better solution. Trying to take a fraction of our prospects will always make them a fraction of our size, so it doesn't bother me that they seem to be obsessed with us.
Anyway, long way of saying I'm not a big fan of competitor bashing, but do appreciate you sharing this.
One of the reasons I think this is happening is that the essentials of webtracking from a technology point of view haven't really changed. Further, there are tons of analytics technologies and related....
That's a really good point... just become something is (or in this case may be) effective doesn't mean it is the right move morally.
Also, just from a purely numbers-driven standpoint, the cost of switching analytics providers is high enough that most people probably wouldn't bother moving providers.
I whole heartedly agree. In fact just last night I was turned off by this same tactic by directv. Let me preface by saying I don't watch much TV, so maybe this is common knowledge, but they have these commercials bashing comcast and dish on their own network.. now as a customer, why are you trying to presuade me from leaving when i'm already a customer? Just seems weird. It makes me think, "is your service so bad you have to use scare tactics?" The answer is yes, but that's another complaint.
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