E-Commerce Times Talkback
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Advanced Micro Devices sells its Athlon processors and others to makers and
re-sellers of personal computers, and to consumers. The company, by its own estimates,
holds a 17 percent share of the PC processor market. Its chief competitor Intel, a heavy
Internet advertiser, holds about 80 percent of the market.
In this interview, Bruce Smith, AMD's director of marketing programs,
and Bob Kennedy, director of corporate branding, discuss how
32-year-old AMD is using the Internet for marketing, while
watching as the medium matures as a vehicle for advertising.
It is obvious that AMD (with an equivalent product to Intel's) is so far behind Intel in consumer perception because of Bob Kennedy's poor judgement on Internet advertising.
Bob, don't you realize that ALL of your consumers, both B2B and B2C use the Internet and are influenced by what they see on it?
Why would you guys pick AMD to comment on advertising? This is a company with fantastic product - and a HORRIBLE record of advertising their product - creating product or corporate image. Online advertising is a supplement to a full-fledged advertising campaign, which they don't have.
AMD needs to replace their internal marketing staff, and get a new agency to have any chance at surviving against Intel.
Wow, you took the words right out of my mouth!! I really question the marketing savvy of AMD. For a college project, I developed an advertising perspective for a computer chip that stunned my professor. I was thinking of sending it to AMD to use and I can't even find out who does their advertising! Do they even have an ad company?
Yes, I agree. Intel, which runs tons of ads all over the Intrenet and has a much better understanding of advertising and marketing strategy, is beating AMD, despite AMD's great product.
AMD=No Web ads=maybe 17% market share.
INTEL=Tons of Web ads = 80% market share
Draw your own conclusions about what works.
It sounds like Smith and Kennedy acknowledge the power of interactive, but only for lead generation. Are they ignoring study after study that illustrates the effectiveness for b2b marketing? Does their interactive agency realize that AMD needs to place their message in the same hot spots where Intel has pounded away?
Having worked in corporate marketing for 10 years, the past 3 with interactive, there is little doubt that online works well for branding a large company and it comes with built in lead generation too. It comes down to producing a strong creative, clear message, and a value proposition for the audience.
Yes, it does seem very strange that supposed experts are disputing that Internet advertising works well for branding, which is almost undeniable.
Time to wake up AMD!
Maybe what they're really saying is their advertising budget doesn't allow them to include a significant piece of web activity in their mix?