| OS Advertising: Why Microsoft Is Still Lagging Behind | ||||||
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(Column) - If you live in the States and have been keeping up with the TV advertising war started by Apple, you, too, must be wondering when Microsoft is going to respond? As it turns out, they have, to some degree, with their "Wow" ad campaign. Unfortunately, it’s lacking in any real substance and fails to get Windows users to see the advantages of switching. Well done, sure. Even inspiring in many ways, but they fail to define their point at the end of the clip. "Wow," This Makes No Sense. I hate to say it, but the Microsoft marketing team needs some serious help. Look, back when Microsoft was running commercials for Windows XP, there was a clear message being sent forth that Windows was about the applications. Very good! And this was themessage that ought to have continued on with Vista. But instead, we are shown four seconds of window switching after nearly a minute of inspirational moments. Are you kidding me? In contrast, Apple has both entertained and frankly, made Microsoft look really stupid. You might think that it was time for Microsoft to fight back, right? Then again, they may see this differently than I do. Two Guys, Two Platforms. Apple's TV commercials are not only effective in illustrating their point, but they are entertaining as well. And even though I run all three operating systems in my home, if I was a newcomer to the computing world, the Apple ad would have won me over in a heartbeat. Why? Because they readily explain, in each commercial, why I would choose them over the Windows platform, period. No flash-bang, look at our huge advertising budget, run-on campaigns. Apple is giving the viewers a clear message and an even clearer call-to-action. Why can't Microsoft do something similar? Be it without the insults... Now this is not to say that it would be appropriate to copy Apple’s commercial style exactly. Rather keep it simple and walk users through real world reasons in regards to the advantages of using Windows as their platform of choice. Even though I’m not a Windows fan myself, even I will admit that Vista has a lot to offer that is frankly not receiving the kind of press that it should be. Vista Goes to Desktop. After asking around a little bit and running some numbers myself, I believe I know why Microsoft has largely ignored the all out assault on Vista. Microsoft figures that when it comes time to upgrade, people will stick with what they know and stick with the PC. Ah, a fabulous idea with one very serious flaw - Macs are showing up everywhere in the retail world. This alone means that when the consumer is looking to upgrade from XP, they are going to see the Mac sitting there on display, and likely remember the commercial that took jabs at Vista. Which OS would you choose after spending hundreds on repairing XP over the last few years? The OS offering commercials that look like some kind of drug commercial, or the one that pointed out why they feel they can offer you more? The answer for Joe Consumer is obvious. Microsoft, Time to Join Reality. I understand that Microsoft has no desire to take "jab style" commercials at Apple. Fine, but you had better clue into one thing: what you were doing with XP marketing was light years better than what has happened with Vista. I would suggest creating a simple, no frills commercial that reminds people about your OS and the software that is available. Frankly, it's your strongest selling point as security sure hasn't been a great thing to talk about in the past. Still, you do have a great selection of software and this would be the point that I would use to drive things home. But perhaps that is just my misguided impression? Click here to get the latest prices on Windows Vista! More Articles: |
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