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Advertisement poaching: nvestigating competitive strategies in search engine advertising
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| 1.43 MB | Adobe PDF |
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This research delves into the phenomenon of advertisement poaching within the context of
Search Engine Optimization (SEO) in e-commerce, a tactic where brands use competitors'
keywords to enhance their own visibility. Employing a mixed-methods approach, including
Natural Language Processing and network analysis, the study identifies patterns and impacts of
this strategy across various industry clusters. Preliminary findings reveal that advertisement
poaching is prevalent and strategically employed, significantly affecting brand visibility and
consumer behavior online. The analysis provides insights into the competitive dynamics of
digital marketing, highlighting the necessity for innovative SEO strategies to mitigate the
effects of poaching and maintain competitive advantage in the e-commerce landscape.
Descrição
Palavras-chave
Advertisement poaching Competitive strategy Search engine marketing Network analysis Advertisement costs Advertisement strategy