Ask Advertising Campaign Slammed

As pointed out on Bruceclay.com — Ask.com thinks you’re an idiot — Ask can sometimes be an irritating company. I like the new Ask3D interface, and they’re doing a lot of good things in the search arena. However, when it comes to how Ask is marketing itself, I’m completely baffled.

In the UK they have been running an “Information Revolution” campaign, employing a font reminiscent of Soviet-era dissident ‘samizdat’ typescript. I wrote about this in a column for the Ariadne magazine, and things don’t look any better on the other side of the Atlantic.

In the US, first we had the “Chicks with swords” video (which mercifully doesn’t appear to have made it over to the UK – perhaps Ask thinks we’ve suffered enough), and now they’ve released another one with a woman searching for a gentleman by the name of Kato Kaelin (we don’t know who he is in the UK, and I’m hoping it stays that way).

Admittedly they are also running a couple of other adverts that focus on ‘The Algorithm’ but these are also vague and obscure. Lisa Barone over at Bruceclay is rather more forthright, calling Ask the “king of failed advertising … depicting their users as vapid idiot searchers.”

I really can’t disagree. How hard is it to come up with a campaign that just says “We do search. We can find what you’re looking for quickly and easily?”

Ask has a great search engine; will someone in the company tell that to their advertising team please?

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Ask: Promotions | Channel: Industry

Sponsored


About The Author:

Connect with the author via:



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • slwagg

    Rubbish…completely and utter rubbish not worthy of airing in public. This opinion tract masquerading as news, I mean, not the ads.

    How hard is it? ‘We do search. We can find what you’re looking for quickly and easily’… hmmm, why not ASK Yahoo.com how that strategy’s worked for them so far.

    By the way, in case you hadn’t noticed, you’re talking about the Ask.com campaign.

  • slwagg

    Rubbish…completely and utter rubbish not worthy of airing in public. This opinion tract masquerading as news, I mean, not the ads.

    How hard is it? ‘We do search. We can find what you’re looking for quickly and easily’… hmmm, why not ASK Yahoo.com how that strategy’s worked for them so far.

    By the way, in case you hadn’t noticed, you’re talking about the Ask.com campaign.

  • Philipp Lenssen

    Hmm. On the other hand, it always seems to give them air-time. So maybe they’re doing something right by releasing bad ads…

  • http://www.johnwellis.com/marketing-advice-for-askcom/ John Ellis

    Sadly and unfortunately, we Americans know Kato Kaelin. He’s not worth talking about in this forum. You are right it is not worth wasting your time with.

    More importantly, Ask.com seems to still follow the old adage that bad discussion is good advertising. Just because someone talks about your product does not mean they are using it. Airtime does not mean revenue.

    It is time for Ask.com to drop their “algorithm” marketing campaigns. It was a bad idea from the beginning.

    As I mentioned in a post, “Marketing Advice for Ask.com” (http://www.johnwellis.com/marketing-advice-for-askcom/), Ask.com is taking a completely wrong approach. The one group they need to appeal to the most, online marketers, are the ones that are bashing their advertising.

    This strategy will kill them sooner than later, if they do not pull back.

    -John W Ellis
    http://www.JohnWEllis.com

  • http://omadsense.com Omadsense

    A couple of the ad spot may be intertaining for a minute or to, but I think thier not sending a good message. They seem to be trying to make it sound like using thier search is fun….. But does little to show benefit ….Hey, maybe it’s the youtube mentally behind these ads?

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide