Sunday, December 21, 2008

MSN Marketing Support Programs

Keller (p 131) observes that to achieve the ideal positioning of a brand and obtain congruence between what customers currently believe about the brand and what they will value in the brand, a strong supporting marketing program must be in place. Microsoft Network does have a strong marketing support program and it has evolved throughout its history. The products are listed above in section 2.1 and will be listed again in section 2.4 below on competitor analysis. The place is the Internet, now including mobile.

MSN has used a variety of promotional strategies over the past 14 years. Brandweek (2000, p 1) reported on a common marketing tactic for MSN, which is to sponsor events that can be reported and tracked on the Internet. Sponsorship is one aspect to MSN marketing support, and these events helped MSN prove the value of online tracking.

Carter (2005, p 1) describes how MSN incorporates TV and online advertising with events to promote the Microsoft Network brand. This work is coordinated by McCann-Erickson and is coordinated across countries. In the case of the launch of LIVE’s new search engine, the campaigns in the United States, United Kingdom, Canada, Australia and Brazil were all synchronized.

Haar reports (1998, p 1) that in its early years, Microsoft had an annual $100M marketing budget for MSN. MSN does not advertise solely to generate site traffic. They also market to advertisers and Microsoft believes that its technical skill will give it a competitive edge. Finally, the MSN advertising engine can be customized for each advertiser, and so personalization is another marketing support program tactic.

Brandweek (04/03/2000). Silver Awards. Retrieved on November 24, 2008 from EBSCOHOST.

Carter, B (2/5/2005). MSN takes on Google with search engine launch. Marketing. Retrieved on November 24, 2008 from EBSCOHOST.

Haar, S (1998). MSN Holds Back Marketing Bucks Until 1999. Interactive Week. Retrieved on November 24, 2008 from EBSCOHOST.

Keller, K (2008). Strategic Brand Management. Pearson/Prentice-Hall.

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