AskJeeves launching TV ad campaign, it won't help.
AskJeeves anounced today that it's going to be starting a TV ad campaign to raise awareness of their search engine. They believe that there are some old users that need to be reintroduced and people who've never tried them. All this sounds so good, but there is one problem in this kind of scenario.
In the public's mind, there is a hierarchy of search brands just like any other product whether it be tissue paper or soda. Most people can name the top three search engines, Google, Yahoo and MSN. Can they instantly name another? Most probably can't and that's where the problem lies. It's important for a brand to be first in the mind which trumps almost any advertising efforts to get into the top three. AskJeeves would have to spend an enormous amount of money to even get into third place, let alone first or second. This is a losing proposition for AskJeeves. They would be better off spending the money in another way. Perhaps they could use some good online placement or increase partnerships with other companies, that would make more sense and inroads into the marketplace. The problem is that once the public has made of their mind as to who is #1, #2 or #3, it's very hard to change those preconceived thoughts or habits. They won't change. AskJeeves will not get into the top three by doing a TV ad campaign or almost anything. It won't matter.
Here's the answer and it's nothing new in marketing, AskJeeves needs to create a new kind of search category they can be first in and reinvent themselves. AskJeeves should make themselves something like "the business search engine", that would differentiate them and create a new area of where they can claim the #1 spot. It's an old marketing idea, but it's the only way that they are going to be able to change. If they beat their head against the top three, they'll lose in the public's mind every time. My humble advice for AskJeeves? Drop the TV campaign even though you'll get some exposure, you would be better off to spend the money redefining yourselves instead of going for the "me too" angle. You absolutely can't win unless you have billions to spend on advertising. And you know what? I like the AskJeeves search engine, it's a really good search engine, no doubt. The problem is where the public has put them in their mind which is 4th, 5th or whatever. I'm no genius, but it doesn't take a genius to see that TV ads will only have a momentary effect and then their search standing will go right back to where it was.
Marketing ideas for real web results, RealWebMarketing.com
In the public's mind, there is a hierarchy of search brands just like any other product whether it be tissue paper or soda. Most people can name the top three search engines, Google, Yahoo and MSN. Can they instantly name another? Most probably can't and that's where the problem lies. It's important for a brand to be first in the mind which trumps almost any advertising efforts to get into the top three. AskJeeves would have to spend an enormous amount of money to even get into third place, let alone first or second. This is a losing proposition for AskJeeves. They would be better off spending the money in another way. Perhaps they could use some good online placement or increase partnerships with other companies, that would make more sense and inroads into the marketplace. The problem is that once the public has made of their mind as to who is #1, #2 or #3, it's very hard to change those preconceived thoughts or habits. They won't change. AskJeeves will not get into the top three by doing a TV ad campaign or almost anything. It won't matter.
Here's the answer and it's nothing new in marketing, AskJeeves needs to create a new kind of search category they can be first in and reinvent themselves. AskJeeves should make themselves something like "the business search engine", that would differentiate them and create a new area of where they can claim the #1 spot. It's an old marketing idea, but it's the only way that they are going to be able to change. If they beat their head against the top three, they'll lose in the public's mind every time. My humble advice for AskJeeves? Drop the TV campaign even though you'll get some exposure, you would be better off to spend the money redefining yourselves instead of going for the "me too" angle. You absolutely can't win unless you have billions to spend on advertising. And you know what? I like the AskJeeves search engine, it's a really good search engine, no doubt. The problem is where the public has put them in their mind which is 4th, 5th or whatever. I'm no genius, but it doesn't take a genius to see that TV ads will only have a momentary effect and then their search standing will go right back to where it was.
Marketing ideas for real web results, RealWebMarketing.com
posted by BuyLightFixtures.com at
6:54 AM
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