Bing and Desperation Marketing
March 23, 2012
I coined the bound phrase “desperation marketing” as part of the tests I conduct to determine what gets indexed and how. I thought it, like “exogenous complexity” and “endogenous simplicity” contributed by my colleague in Israel were sufficiently fresh to return some useful data.
I had no idea that “desperation marketing” would become a useful concept. In fact, when I read “Two Bing Marketers Fired for ‘Mismanaging Company Assets,’ Violating Procurement Policy” I was surprised. The story explains that some alleged missteps were taken by some Microsoft executives. “Missteps” and “executives” have become terms which I don’t like to see adjacent.
Here’s the fuzzy passage from the news item:
Microsoft said its internal inquiry had found the two in violation of internal guidelines dictating relationships with outside vendors, which includes any number of partners, agencies or media companies. Mr. Hadley served as general manager, worldwide marketing for Bing, Microsoft’s search engine. He helped orchestrate Bing’s sponsorship of Jay-Z’s book launch party and Lebron James’ “The Decision.” Mr. Carver was Bing’s advertising director.
If find it interesting that marketing executives get into situations where alleged desperate measures are required. Even “clever” maneuvers, although amusing to me, underscore the stress under which some professionals find themselves. I don’t even get to the issues of business ethics. The financial pressure cooker or maybe the desire to be a winner is what catches my attention.
Who would have thought that “desperation marketing” is a valid way to describe certain alleged tactics.
Stephen E Arnold, March 23, 2012
Sponsored by Pandia.com
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