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" ... Convenience stores are fertile marketing ground, delivering high concentrations of Hispanics and younger consumers with high visitation and purchase frequency to build brands, influence immediate consumption and encourage sampling and category conquesting. ... "
" ... I’ve gotten a surprising amount of push back against my recommendation to stop wasting money buying your own brand keywords in paid search when you already have organic search results that rank in the first position or very highly on page 1 of Google search results. The main theme of the pushback was that folks were worried about a competitor’s ad showing up right above your organic search result. They were worried that “competitive conquesting” would steal your customers away. That is a legitimate concern. But it is a scenario that happens far less often than you think, and in specific situations and specific categories. To understand why, we need to look at some evidence together and understand the different scenarios in which consumers use search. ... "
" ... The competitive intelligence arsenal for marketers has been somewhat limited -- there is only so much you can learn about your competitors’ performance, especially in real time. A number of forward-thinking marketers, however, are leveraging location intelligence to paint a clearer picture of how consumers engage with their brands and their competitive set. For example, they can understand which customers are loyal to their competitors and which are the occasional visitors, and develop specific conquesting strategies to target those who will be the most receptive. As a result, not only can they keep an eye on how the competition is performing, but they can also create efficiencies with their media. ... "
" ... With conquest marketing, every sale is a singular event. With conquest marketing, every sale is an in-the-year-for-the-year sale. Brand loyalty is disregarded. The marketing emphasis is on conquesting with cash discounts. ... "