Ask, Search Marketing, and NASCAR – A Winner as NASCAR Attendance Drops
July 3, 2009
Michael Smith’s “Ask’s Next Question” provides a useful case study of search engine marketing. The story appeared in Sports Business Journal and reviews the Ask.com decision to put its marketing money into NASCAR, a rough around the edges version of the more sophisticated F1 series.
Beer, baseball caps, and barbeque characterize NASCAR, and Ask.com’s decision to build its Web search market share by sponsoring NASCAR was interesting. The approach was not original. The first search vendor to take this approach was Northern Light. That company sponsored a less blue collar race—the Indianapolis 500.
Mr. Smith wrote:
Examining the early returns, and despite the late start and a short 65-day window to conceive an activation program that launched at Daytona in February, the decision to leap into NASCAR seems to have paid off for Ask. Nielsen Online data shows that Ask’s market share has grown from 1.9 percent to 2.2 percent from January to June, although Ask remains fifth in the category behind ever-dominant Google, Yahoo!, MSN and AOL. Another Internet measurement company, comScore, has Ask fourth in the category.
That’s good news on the surface. The reality is that Google controls more than 65 percent of the search market, maybe as much as 75 percent. So, the question is, “How much did Ask.com spend for that 0.3 percent gain?” Another question I have is, “What other marketing opportunities have been lost because of the focus on the beer, baseball caps, and barbeque crowd?” I suppose that’s an unfair question, but it sure is fun to write “beer, baseball caps, and barbeque”.
These folks look like Web surfers to me. © Ask.com. Source: http://sp.ask.com/sh/i/a11/nascar/gallery/Talladega/800/ask_9_800.jpg
Mr. Smith added:
There’s also something about the fast-paced culture of a tech company that contributed to the rapid planning. In Ask’s office, results are measured daily. It’s in the company’s DNA to read and react quickly.
I think I would have said “bet the farm”, not “react quickly”. Ask.com strikes me as a company that has been struggling to find a niche. Lacking the marketing horsepower of Microsoft, the company has tried to find a short cut. No matter how enthusiastic the information in Mr. Smith’s write up, the pay off of 0.3 in share underscores the tough problem older search systems and newcomers alike face. I wonder if WolframAlpha.com will sponsor the English First Division Stoke City Football Club?
Stephen Arnold, July 3, 2009
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