Marketing Pushes Microsoft Share in Web Browser War
While browser use is a product of many factors, Microsoft is taking on its competitor directly on another front: marketing. In recent years, Google has put a lot of marketing muscle behind Chrome, including web campaigns such as The Web Is What You Make Of It, with spots from Lady Gaga and sex columnist Dan Savage, as well as "Dear Sophie." Its top four campaigns have accumulated nearly 45 million views since 2009, according to analytics firm Visible Measures, but some are several years old at this point, while Microsoft is hitting the market with fresh work on the web and TV. Last month, Microsoft launched a new TV ad for Internet Explorer that extols the speed and slickness of IE9 with excerpts of favorable reviews, and a shortened version of what's been published on YouTube appears to be in heavy circulation.
Internet Explorer's new marketing is also looking to get in on the joke that it's the browser for old folks with its browseryoulovedtohate.com campaign. A new spot uploaded to the web last month shows a young man in his therapist's office confessing his compulsion to install new browsers for people, like his mother, who use Internet Explorer. In the end, he admits that IE9 is good and that he also dresses up his cat like a policewoman.
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