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Good morning, Marketers, what if Microsoft hadn’t fumbled so hard with smartphones?
Today is Bill Gates’ 66th birthday, and regardless of how you feel about him, his successes and failures have helped shape the environment that we market in. Bing is the default for Windows, making the search engine an important consideration for some B2B marketers or for brands with audiences that primarily use desktop devices. I also regularly see PPC experts praise the efficiency that Bing Advertising offers, although they acknowledge the tradeoff in search volume.
Returning to my question at the top, Gates once said that, “The greatest mistake ever is whatever mismanagement I engaged in that caused Microsoft not to be what Android is — that is the standard [non-Apple] phone platform. That was a natural thing for Microsoft to win.” Gmail, Google Maps and Search were among the top 20 free apps in Apple’s app store last year, even though iPhones are pre-loaded with Apple’s own mail and map applications (Google pays Apple to be its default search provider on iOS). If Microsoft had succeeded, Google’s ecosystem might not be the powerhouse it is today and perhaps search marketing would look less like a monopoly, or maybe just a different...
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