Microsoft tries luring the eyes with a prize
I came across this article two weeks ago, which was originally written by Matt Hartley of the Globe and Mail, and have condensed it for your perusing benefit…
… Microsoft’s new strategy is to turn to its marketing department to get people interested in trying Live Search by borrowing a page from frequent-flyer and gas-station loyalty programs.
Earlier this year, the company rolled out four initiatives, each designed to place marketing before technology by offering users and advertisers perks to try out Live Search. Microsoft believes that by offering financial incentives to try Live Search through prizes, offline advertising and discounts with online retailers, more users will be willing to try the service, giving marketers a reason to buy more ads….
Four Initiatives:
- “Cashback”
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- is designed to drive online sales for the companies that advertise on Live Search. Whenever a user clicks on an ad delivered through Live Search and makes a purchase, Microsoft uses some of the adv revenue to fund a part of the purchase, essentially giving the shopper a discount.
- Although many bloggers and analysts scoffed at Microsoft’s apparent move to pay people to use its search engine, already more than 140 companies have taken Microsoft up on its offer, including Gap Inc., AT&T Inc. and eBay Inc.
2. “SearchPerks”
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- awards users points for each query made using Live Search. The points can be exchanged for prizes such as music downloads and video game accessories.
- awards users points for each query made using Live Search. The points can be exchanged for prizes such as music downloads and video game accessories.
3. “Big Ticket Search”
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- The first program to reach Canada is known as Big Ticket Search, and Microsoft isn’t just promoting it online, but has launched a full offline marketing campaign as well, including a major sponsorship deal with the Toronto Raptors.
- Every time a user makes a query using Live Search until the end of 2008, they are entered into a draw to win one of nearly 1,500 prizes, including cars, basketball tickets and computer equipment.
4. Enterprise Search
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- As well, Microsoft wants secure more of the searches people do at work by offering companies discounts on software and other perks in exchange for promoting Live Search internally.
- So far, Microsoft is encouraged by the results, even if the numbers don’t show the company making substantial gains in search-engine market share. In September, Live Search accounted for less than 6 per cent of the North American search market, down from 7.4 per cent a year earlier, comScore said.
By the numbers
Search engine market share as of September, 2008
North American
Google - 60.9 per cent
Yahoo - 13.2 per cent
Microsoft - 5.8 per cent.
Global
Google - 59.6 per cent
Baidu - 10.3 per cent
Yahoo - 10.1 per cent
Microsoft - 2.7 per cent
Source: comScore Inc.
Tags: Globe and Mail, incentives, Live, Matt Hartley, microsoft, msn
