Sony Vivaz – new Smartphone with not so smart marketing?

The recent introduction of the Sony Vivaz HD Touchscreen smartphone is supported by an online sponsored ad campaign top of Google Page One rankings whilst their own national TV ads promoting branded word search only puts them into second place!

So why is this? Not enough viewers entering Vivaz into their search engines? A marketing strategies failure at Sony marketing department? A recent Provoke blog posted here discussed some of the assumptions attached to SEO keywords and PPC campaigns.

Google is not necessarily impressed with the one word search term, especially if it is a designated brand name. The search engine tends to place higher value on unbranded, long tail search word terms indicating specific niche search interest. Short tail branded words might have higher volume search numbers but are more likely to be considered ‘less’ valuable than an organically built up search term.

Google algorithms are tricky to please!

Before conducting any online marketing, a little keyword research would not go amiss. In fact it’s absolutely vital to determine very precisely your selected keyword usage and performance ratings before investing in paid search adwords.

Taking ownership of words online is essential to not making the same apparent mistake as Sony! It may indeed be the case that they genuinely did not know that their new phone would be sharing its name with an organisation who appear to have spent the time and worked hard to position their brand identity ‘organically’ top of Google page One!

Not bad when you consider the mighty difference between the two outfits and their likely different visitor word search terms. In fact, Sony are probably boosting the visitor viewing traffic of their phone’s namesake site to stratospheric levels right now!

Given that Sony have the kind of corporate media marketing budgets to mount a global multi channel advertising campaign with sponsored Google ads parachuted straight into the first three paid ranks and down the righthand side too for the duration of a new product launch, they won’t be too bothered!

But for the SME companies in the UK with squeezed budgets, it should stand as a salutory lesson and warning to do your homework properly first. It pays to speak with a professional website design team who will do all the necessary detailed research required to launch your online campaigns.