Microsoft Appears More Comfortable When Promoting Products to Developers
While one can argue Microsoft’s marketing communications targeting computer tech consumers often miss the mark, their promotional efforts targeting developers fare better. A good example can be found in a recent entry to the Office Blog, titled Connect and collaborate with the powerful tools in Office 365 for Enterprise.
Where the current video advertisement campaign for Surface Pro 3 fails to marry the showcased product with the human archetype a lot of the advertisement’s audience dreams of becoming, this short post does a better job of connecting these marketing dots.
The “dreamer” aka “Human as visionary” is certainly an attractive archetype for developers who build applications, and the business stakeholders sponsoring them. The editorial content of this ad explicitly presents the connection between this personality type and its various iterations across a presumed organization (or business), all the way from the CEO at the top, through the developers responsible for building the solution, and, finally, to the “workers” (perhaps end users?) who will consume the solution as they go about the task of successfully completing their work.
While the editorial content explicitly presents this connection, the method leaves something to be desired: “The CEO has a big dream. He is passionate about towers and wants to build the tallest one possible. He needs help to collect and share his ideas, and he needs a way to unite people under his cause. The CEO could benefit from Yammer.” The presentation is clearly a simplification. The reader can’t be expected to do much more than smile at such an attempt to present a rationale for collaboration.
But one of the videos embedded in this post, Office 365: Visionaries need great productivity and collaboration tools saves the day, for this writer, and provides the subtly the complete communication piece requires to make a lasting impression on readers.
It is a pity this same finesse could not have touched the video advertisement campaign for the Surface Pro 3. Regardless, it is highly likely Microsoft’s prime audience — enterprise business technology consumers — will find this post, which is good news. After all, this prime audience is more likely than average computer tech consumers to subscribe to Office 365.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved