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Advertising Overcompensation
Firefox, the much-trumpeted alternative to Microsoft’s IE browser is in trouble. Over the last two years, they’ve kept fumbling the ball while, like the proverbial tortoise, Microsoft not only caught up, but surpassed them.
Read on to discover what Firefox is overcompensating for.
Why Firefox has lost its mojo
If you’ve tuned into MTV or prime-time football in the last few weeks, you may have seen a bizarre sight — plenty of ads touting Firefox. This is not, as its proponents may say, good news. In fact, it’s one more indication of why Firefox has lost its mojo.
Firefox has been gaining in popularity over the last few years not thanks to big-ticket marketing buys, but because it was the best browser out there. It was lean, it sported great features like tabbed browsing, and because of that, its popularity spread like wildfire.
…
So it’s no coincidence that now is the time that Firefox chose to spend megabucks on a big-time TV campaign. It can’t beat IE based on features any longer, so instead it’s turning to marketing hype.
I’ve notice this in the last few weeks and my Marketing Sense (sorta like Spider Sense) pinged my awareness. But since I had no data to support it and there were a lot more things that demanded my attention, I dismissed it.
And folks, that’s the way it always works. Remember, the dot.com ad orgy during the 2000 Super Bowl? Over 15 companies flushed hundred of millions down the toilet. While Madison Avenue was giddy, the dot.bomb accountants and investors were nervous.
A year later, only three of them were still in business.
Lesson learned.
By Walter |
Topics: Marketing Mishaps, Pro Analysis |
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