Skip to main content

Campaign No Substitute for a Unique Product

Technology-oriented marketers are often doomed to making the same mistakes, over and over. A common mistake is the assumption that a really creative marketing campaign idea can generate demand for a product launch that otherwise appears to lack a compelling innovation. The contest is perhaps a good case study in this regard.

The well-intentioned leadership team at this new search engine describes their challenge as "faced with somewhat daunting objectives of driving traffic to Snap, launching the new brand, capturing market share from companies like Google, Yahoo, and MSN, and doing it with a launch budget that pales in comparison, a contest was born. We were just not sold on the traditional marketing methods available, they are for the most part boring and we were under whelmed at the prospects of using a standard banner campaign to market Snap (not to mention no money to do a big TV campaign)."

Understood; traditional promotional marketing methods probably aren't going to drive people to visit Snap's website. Actually, no marketing campaign can solve Snap's problem -- because they need a more meaningful solution to the problem of helping people find exactly what they seek on the Web. Meaning, do mainstream consumers really need "the other way to search" -- or do they instead need "the better way to find?"

I posted the following observation and related suggestion on their blog, located here.

"Most people who use the Internet believe that they know how to use a search engine, but in reality many don�t attempt to use the �advanced search� capabilities when they need to. Therefore, when the search results returned are not what they expected, they discover the tech sector�s dirty little secret � even the best search engines are still more focused on enabling searching, not finding.

In contrast, that�s exactly the outcome that drives consumers to the search engines � a desire to find, not to search. If focused on innovations that significantly improved mainstream consumers (who don�t understand boolean operators) ability to find exactly what they seek, then you will have differentiated your company in this already crowded space within the marketplace.

In the absence of a fully automated solution to this simplification challenge, consider designing the next best alternative. I call this the �guided search� function. As an example, when a novice search user doesn�t find exactly what they were looking for, then offer them an easy way to refine their search. Why aren�t there already complex search string �wizards� available on the leading search engines? I don�t know why, when there appears to be an apparent need.

In summary, the most basic requirement to find information online is adequately being addressed by the leading search players; it�s the uncommon needs where there is untapped opportunity. Enter the whitespace around the edges of the search sector core, and you will find what you seek � potential demand for"

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of