Microsoft attacking Apple advertising

Microsoft has dumped the career of Bill Gates in sitcoms and has changed to address Apple with their Mac advertising campaign: “I’m a PC – I’m a Mac”.
This campaign is very clear and to the point: no more clues and hints like the Jerry Seinfeld and Bill Gates sitcoms.

Microsoft addresses the advertising of Apple, where the PC has been “made into a stereo-type”, very directly with the same tagline “I’m a PC”, showing all kinds of people declaring they use the PC too.

These videos are clear enough to be understood by the public it is intended for.

Apple Mac is the wrong opponent

The Apple Mac still has a low market share of 10%(worldwide).
Microsoft addresses the wrong opponent, the wrong competitor.
People no longer care so much about their computer as long as it allows them to surf the Internet.
On-line applications have become more important than off-line.
Web services using a browser are becoming the most popular platform.

Web services instead of Microsoft: Office, Dynamics CRM, Financials,…

People use web services both at home and in businesses:
Consumers:
- Banking transactions: on-line (any bank)
- P2P Payments: online with Paypal
- Buying: online shopping with eBay
- Calling: on-line with Skype
- Writing: online with Google Apps
- Video: online with YouTube
- Finance planning: online with Mint

Businesses:
- Banking: online
- CRM: online
- Lead generation: online
- Web analytics: online
- Conference calls: online
- Webinars: online
- Office: online
- Project: online
- Invoicing: online
- Accounting: online
- ERP (Enterprise Resource Planning): mostly on a local server

So instead of attacking Apple, it might have been better to send out a positive message on how good Microsoft is into you enabling to use web services.
“Enabling web services for the people”
As this expresses your real use and goal.

Do you buy a Mac? a PC? Or a Linux notebook?

Who still cares?
No, you will just buy a device that gets you onto the Internet with the least hassle.
This can be a computer or a mobile device, as long as it delivers you the Internet for the web services you need.
Who cares about the operating system, as long as you get your service without a headache.

Browser wars

Whether you use a PC, a Mac or a Linux, they all deliver you the Internet through a browser.
The browser wars are much more important!
FireFox (52%), Internet Explorer(26%), Safari(10%), Opera, Chrome (according to ReadWriteWeb)

The Browser will be the new operating system independent from any operating system and nay hardware: computer or mobile device (smart phone – PDA).
This has already been made clear by Google Chrome, to be used for many reasons:
- To enable applications in your browser
- To collect data from you as Google is into advertising
- To eliminate Microsoft Operating system domination

The problems: browser and web services

Thus attacking Apple won’t matter, as the real problem are the browser and the web services.
It is probably a waste of time.

About your business and marketing

Big companies get it wrong
As it has been always before: the Big leading companies with big money overlook the real problem.
Maybe their marketers no longer speak to the people or business owners.
Probably they loose contact with their users.
They address the wrong problems at the wrong moment.

Small to medium companies better get it right
In your small or medium sized company you cannot make such mistakes as it will be felt in the bottom line fast, because of the high advertising costs.

The advantage you have over the big companies is that you are nearer to your customer or even part of the community of smaller and medium sized businesses.
Knowing your problems is in many cases knowing their problems and pains.
Moreover you should be aware of the threats for your business.

Try to define your opponent or your biggest threat in order to have your answers ready whenever your customer or the potential customer starts asking questions.

If you dare you can address the threat directly with advertising.
Just be sure to pick the right threat, as advertising costs money and your audience of buyers and potential buyers need to understand it and recognize the situation or problem you are addressing.

More Microsoft videos on the same theme

Two more videos from this series found by TechCrunch

And it just keeps going on: maybe less is more.

Who cares about the operating system as we all use web services?
The functions and features of the web service for a certain price are more important to you.
The integration or data exchange of the different web services is a bigger issue.

Copyright The LEADSExplorer Blog: Lead generation – Website visitors – CRM – B2B – I’m a PC – I’m a Mac. Who cares? We all use webs services!