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Whether the crisis or that it is the passion that the consumer has not particularly advanced for the top brands, the fact is that more and more consumers are turning to digital channels to search for products and for on-line purchases, risking to meet counterfeiters who are particularly adept at using the best practices in digital marketing to deceive those who are looking for bargains. A trend that should push the brand to adopt effective counter-measures on strategy SEO (Search Engine Optimization) marketing.
According to Jerome fashion district nyc Sicard, Regional Manager, Southern Europe of MarkMonitor, the global leader in brand protection, "counterfeiters are aware of our passion for business and are adept at intercepting consumers hunting for opportunities as is clear from our recent Shopping Report. We analyzed more than five million shopping sessions over a period of nine months, where we discovered that a hunter on five occasions has been deceived by unauthorized sites that sell counterfeit items when searching for deals on products and clothing luxury ".
According to a recent survey of Internet Retailer, fashion district nyc US consumers seem to be particularly enamored shopping discount: 75% of them, interviewed for the survey, consider the price as main motivation in making a purchase online. fashion district nyc It should not be otherwise in Asia; Rakuten, a major site of e-commerce fashion district nyc Asia, interviewed 5,300 consumers in a dozen countries in the area and found that, globally, 61% of respondents selected price as the main factor in purchasing decisions.
"I Brandjackers - continues Sicard - take advantage of the tendency to look for offers by entering key terms such as 'bargain hunters discount', 'outlet' or 'balance' in their search strategy. Many counterfeit goods have a price designed to look like real lawyers, often discounted at 25-50% off the list price legitimate, which is comparable to the balance at the end of the season or 'all out'. These plausible prices allow bargain hunters to think about making a good deal on merchandise legal, especially when combined with the growing trend of unauthorized sites to include marketing campaigns and actual photographs. "
The investment in a proper and effective SEO strategy becomes critical because the brand can protect its image its sales online. "In addition to the continued focus on a comprehensive strategy to protect the brand to protect its brands in digital channels - said Sicard -, it is recommended fashion district nyc that practitioners of e-commerce and marketing create their digital marketing strategies around keywords that limit the effects of brandjackers. Whether their discounts are on the goods or not, using research related to these terms in their SEO and entering the discounts fashion district nyc in research strategies will have the opportunity to engage directly with customers. Some brands have used this method of customer engagement as an opportunity to educate fashion district nyc their consumers according to their philosophy and the dangers of counterfeit products. Other brands, however, use these search terms to increase its visibility among the loyal customers and provide their discounts. "
That's why, Sicard concludes, "Companies that adopt measures to minimize attacks by brandjackers online riscontreranno most likely a return on their investment in the years to come."
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2012 Head THE JOURNAL OF LUXURY - Owner LUXURY BUSINESS CLUB SRL - P.IVA: 07474190969 enrolled in the Press Register fashion district nyc of the Court of Milan, n 165 / 30-03-2012 fashion district nyc - Director David PASSONI