First and foremost, I would just like to note that this is not a post to come out and bash Microsoft, but rather to make a statement about one of their most recent marketing campaigns, which I personally find to be rather ineffective and a waste of a lot of good money spent.
I will admit that I am a fan of the Apple family of products; I actually like the level of simplicity that they push with their products. Granted I’ve heard pretty much all the arguments about how their platform is not open enough, and all that, but then again, when I’m buying a device such as an iPhone or an iPad, I’m buying it because I actually want a device that is set to work in a certain manner, end of story. When I feel the need to go for a product that is a little more “open”, then I would definitely consider switching over to Android. As a matter of fact I am planning on getting a Google Nexus 7, as soon as I can get my hands on one. But in my own personal and professional opinion, the iPhone is a perfect product for a certain target market. Likewise the Google Galaxy Nexus is also a perfect product for its own target market, and these two target markets overlap slightly, with people like me stuck in the middle. Unfortunately these groups of people spend half their time defending the product that they ended up buying, which I still believe is pretty useless.
Moving along to the point of this post, I would like to bring your attention to Microsoft’s latest marketing campaign. I noticed this in a post (written by Microsoft) that I read months ago about how Windows Phone is “much faster” than Android. I forgot about it shortly after, until yesterday I came across a whole world of Android and iPhone bashing ads by Microsoft boasting the “superior” performance of Windows Phone, starting with the hashtag #smokedbyWindowsPhone, which you can follow on Twitter.
Also there is the YouTube series of the “Windows Phone Challenge” videos featuring “Ben… showing people how Windows Phone is simply faster at the everyday stuff they do on their smartphones”; check out these YouTube videos if you want to see for yourself:
I guess the only reason why I see this as a bad move from Microsoft, whether they have good products or not, is because they are constantly competing with other brands; they always attempt to show consumers how they are doing things better than others, rather than how well they actually do things in general. Other than the fact that I find these series of videos mostly bias, due to the fact that you have “Ben”, a whiz on the Windows Phone, challenging the average Android/iOS user on specific tasks, I’m just not convinced that consumers would react positively to this marketing campaign/strategy; besides, they never have in the past.
In my experience observing the market and how consumers tend to react to technology is that they always want to buy a product that they enjoy using, and more so, a product that makes carrying out certain tasks, fun. Of course this outlook is pretty vague, and can leak into so many other elements of product design, with speed being one of them, but then again it ties in with the idea that it’s always about the whole experience. So if Microsoft shifts their focus from how much faster they are than Android and iOS, and more towards how the new Windows Phone experience is one that they would not want to miss out on because of its sleek, smooth and feature-rich characteristics, then they just might be able to make an impact on the smartphone market.
What do you think of Microsoft’s new marketing campaign, “Simply Faster”?