Retailers Hope to Bag Rivals' Customers on Twitter

Poaching purchasers via social 'conquesting'

Google “conquesting” has long been an e-commerce practice where marketers buy ads targeted at consumers searching for other brands’ products. But for holidays 2013, ’tis the season for poaching customers on a particular social platform that just went public.

“The new conquesting game in town is Twitter,” said Ammiel Kamon, evp of marketing and mobile at Kontera. “Brands’ mentalities have gone real time. ”

Retailers themselves aren’t talking publicly about the nascent area of Twitter hijacking, although Kamon works with a number of clients that are gearing up to nab customers from rival merchants.

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