I’m sure Hubspot’s Brian Halligan was addressing legal companies when he said: “The only way to be successful in growing your business and revenue streams is to match how you market your products with the way in which the prospective clients are learning about and shopping for the products.” Yet, online pirates have definitely taken his message to heart. Have you?
Connecting with your consumers
It’s clear just looking around, we’re addicted to being online. Just as technology has made the world more connected, it’s also increased the number of places consumers are hit with marketing messages.
To connect with consumers today, companies need to implement marketing activities in multiple media channels. Build awareness, like and trust across different platforms. Go to where their consumers are. Be that Facebook, Twitter, Pinterest or e-Commerce sites or all of them? I’m sure I’m not telling you anything you don’t already know. Is it Integrated Marketing? I’m not a marketer – to me, it’s just common sense. And the online pirates think so too.
Cross channel pirate marketing
The Irdeto anti-piracy team constantly monitor the different pirate sites. We see how the pirates evolve. Change their behavior to match that of the consumers they’re trying to target. Let me share some pirate marketing with you.
A pirate website showing the lean-back experience. Highlighting their multi-lingual support as well as easy links to order, pay-as-you-go or find the latest sports match to watch.
Pirates have a presence on social media channels: Facebook, Twitter, Instagram and Pinterest.
And they’re very active on the e-commerce sites: eBay, Amazon, Alibaba and Aliexpress.
Pirates are even embedding advertising into the illegally redistributed programs.
What can you do?
In addition to your own integrated marketing activities across the different platforms, here are a couple of examples how to mitigate the effect that online pirates are having.
As you saw on the last image, by embedding advertising the pirates obscured the legal rights owner’s logo. One way to identify the source of where that leaked content is coming from, is to use forensic watermarking. The invisible unique watermark allows content owners to understand which of their distributors need help to improve their anti-piracy measures. And watermarking enables operators to trace the leak back to an individual OTT account or smart card, enabling to them instigate enforcement activities such as a shutting down the pirate account.
When it comes to fighting the growing internet sales of pirate products through e-commerce sites, it’s about blocking online sales and distribution of those products at the earliest opportunity. To do that requires established relationships with the e-commerce sites and the technology to detect and take down infringing advertisements.
Online pirates are, undoubtedly, your competition now and in the future. Maybe working with a partner with a proven track record in fighting different forms of piracy should also be part of your integrated approach?