Archive: July, 2008

Hypothetically: What happens when a competitor uses your business or brand name as bidded keyword targets in Google AdWords, Yahoo! Search Marketing or Microsoft’s adCenter paid search advertising programs?

There are a number of answers to that question some of which are totally obvious, others somewhat more subtle, and some about as subtle as a sledgehammer. It depends on how your competitor is using your business or brand name in their advertising and what you choose to do to counter their actions. No matter what the outcome, anyone else’s use of your name is a very real reputation management concern.

At the very least, if a competitor bids on your name or brand, when your business or brand name is typed into the search query box at one of the major search engines, your competitor’s advertising will be displayed beside the free or organic search results. That means even if your website is in the #1 spot, your competitor’s advertisement enjoys almost as much prominence. That’s not necessarily a business threatening occurrence and there is little preventing you using the same tactic against your competition.

Rogers gave in to consumer demand this morning. The iPhone 3G will be introduced in Canada on Friday with a low-cost digital data plan.

Over the past three weeks, tens of thousands of Canadian consumers have written blog posts, letters and made phone calls to Rogers, Apple and even consumer and business advocacy organizations, outraged by a pricing-plan that would have made mobile-Internet functions of the iPhone 3G too expensive for most consumers to use. The weight of consumer power worked!

Here is a snippet from the press release Rogers issued earlier today:

TORONTO, July 9 /CNW/ – In anticipation of iPhone 3G launch on July 11, Rogers Wireless today announced plans to open the doors of select Rogers Plus retail stores across Canada in advance of regular hours. Starting at 8:00 am July 11, Canadians will be able to purchase the new iPhone 3G at special launch day events to be held at six Rogers Plus stores across the country. Be among the first in Canada to get the next generation iPhone 3G and have the choice of a 6GB data plan through a limited time promotional price offer.