The campaign comes as the EU prepares to implement its so-called browser ballot, allowing users to actively select the program they will use to surf the Internet while using their computerfor the first time. It also reflects an increasing willingness of Google to work with traditional media – in this case, ad agency Omnicom, which manages the country – many are upset by what they see as Google, profiting their costs. Chief Executive Eric Schmidt said recently that Google wants publishers to help survive the transition line.
“Two years ago, I think there was a way of Google. You either took it or left,” says Chris Hayward, head of trading in the United Kingdom Media Buyer ZenithOptimedia. “My personal opinion is that now they become much more commercially sensitive. “Polling browser has been proposed by Microsoft as part of a settlement of an antitrust dispute the European Union, which was initiated by Google and the browser maker Opera.
“Consumers think that the” e “you see on your computer is synonymous with the Internet. It is a position that is very good for Microsoft and Google,” said Ross Sandler, RBC analyst, referring to icon Internet Explorer from Microsoft. In pushing its Chrome browser, Google is trying to change consumer perceptions, and to mount a challenge to the dominance of Microsoft’s computer desktop. “We believe that browsers are really important, indeed perhaps the most important part of your computer,” said a spokesman for Google.
“Our recent marketing campaign is part of the overall investment in browsers, through which we hope to help make the Web faster, more useful and safer.” In Paris, a bulletin board lists what a person does with Chrome as he impulsively decides to book a trip to the World Cup: watching YouTube videos, chat with friends, search for airline tickets to Johannesburg, chirping, then his decision. “Twenty – Tab windows open, zero bugs, a web browser, “the ad reads. But despite the superior performance of Chrome in many ways, such as speed of loading pages, it failed to win market share significantly since his arrival just over a year earlier.
NetMarketShare According to statistics published on Monday, Chrome was only 5.2 percent of world market in January browser behind Microsoft’s Internet Explorer to 62.2 per cent and open-source Mozilla Firefox, which had 24.4 per cent.
Creating buzz
Under the measure to take effect in mid-March, the European users of Microsoft Windows, which runs nine out of ten PCs worldwide, will be given an explicit choice of 12 sailors. Some analysts are skeptical it will significantly change consumer behavior. “At the end of the day, it does not matter if Chrome comes pre-loaded on a computer or not,” said Laura Martin, an analyst who covers Google for Soleil Media Metrics. “Consumers are fickle and Mariners change easily. “
System increased market share will be crucial if Google is to succeed in creating a new web-based operation that Chrome is based on Windows might be Microsoft’s Challenge Day. “It is very hot in the sense of wanting to try and win the loyalty of customers throughout the range of products from the browser operating system to applications such as email,” said analyst Sheri McLeish cabinet Forrester Research. RBC Sandler said: “I think they want to create buzz and some awareness before launching broader product, which is the operating system expected later this year.” Also to encourage the use Chrome, Google has reached an agreement with Sony last year to pre-install Chrome on some computers. Google declined to say how much he spent on the European advertising campaign. Omnicom did not return repeated calls for comment.