Conquest marketing

Definition

Aggressively targeting your competitor's customers to steal them away—basically poaching with marketing dollars and a smile.

Example Usage

Our conquest campaign directly targets competitors' email lists; it's legally sketchy but morally ambiguous.

Origin

Competitive marketing strategy formalized in the 1990s

Fun Fact

Conquest campaigns have 2-3x higher customer acquisition costs but 40% lower churn because switchers tend to be more committed

Source: Competitive marketing and customer acquisition

Related Terms

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permission marketing

A marketing approach where companies obtain explicit consent before sending promotional messages, as opposed to interruption marketing which assumes everyone wants to hear about your product. Revolutionary concept: not annoying people who didn't ask.

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anchor pricing

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heavy-up

Temporarily increasing advertising spend or frequency in specific markets or time periods, usually to counter competitive pressure or exploit opportunity. The marketing equivalent of sending reinforcements.

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ladder strategy

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mad lib copy

Templated marketing content where only names, numbers, or minor details change between versions. The literary equivalent of mail merge, and just as soulless.

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