Gianluigi Cuccureddu wrote:
As far as i can see, OO is only advertising on his own brand name within Search
Engine Marketing?
OOo has no marketing budget, apart from the allocations from the
sponsors of the project (which are peanuts in comparison with MS Office
budget). Therefore, there isn't any advertising at all, neither for SEM
nor for traditional channels.
Having read the Strategy, one of the chances for OO is to convince users and
take away as much as perceived risks to go from Microsoft to OO (for example)?
Why don't OO advertise on competition without using their name (which is not even needed
in this particular case)? When there are lots of search queries regarding Microsoft
problems, OO can advertise on these to get at least branding and brand recognition, these
"keywords" aren't pricy, lots of coverage and a positive approach whenever a
user is looking for a problem or help. With a good landingpage, OO should be able to at
least influence the mental perceive (un)consiouccely.
Besides Pay Per Click advertising there are other cheap ways of penetrating the market, Direct Response bannering, contextual advertising.
You've probably missed something while reading the marketing strategy,
because it's rather clear that OOo hasn't any marketing budget al all
and you're only mentioning activities where you need a budget.
Best regards.
--
Italo Vignoli
tel +39.348.5653829
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