SEM Competition: The Perpetual Motion Machine Trick
I know some people in the SEM space like hearing about how competition plays out, and so I'll share a funny story:
One of our clients is a big finance site who's been with us for roughly two years. During this time we've worked extremely closely with them and in a manner that makes me SO proud to have the account management team we have.
A Sales VP at one of the companies that competes with us recently resorted to the following tactic:
1)Offer a *free* 3-month test to a big EF advertiser to get his foot in the door
3)Email several other EF advertisers in the same vertical with a subject that reads "[Competitor] Lands Another Major Mortgage Player This Week"
4)In the email say "One of the wins this week was a major online mortgage lender that has been using Efficient Frontier."
This, folks, is the Perpetual Motion Machine trick, aka Leaning Forward a Bit Too Much On Your Skis. The competitor gives one big advertiser a free test, giving others the false impression that his firm is succeeding in the marketplace, which then leads to more tests.
Like the perpetual motion machine, this competitor needs:
an initial dose of kinetic energy = a free test + a Jupiter ranking
periodic infusions of kinetic energy = lies
But as with claims of perpetual motion, the proof is in the performance, and the competitor's test went horribly and the advertiser gave them the heave-ho.
As I said in a previous post, SEM competition is fierce, and I love it.