Firefox Launches marketing campaign
Friday, 11. November 2005, 16:39:57
Mozilla's Firefox web browser set a goal of getting 10% market share, but instead has numbers just under 9%. The obvious next step for the now commercialized Mozilla organization is a marketing campaign. According to Mozilla, "community, open-source marketing only gets us so far." Here are the details.
Firefox Turns 1, Ratchets Up Marketing
By Gregg Keizer, TechWeb News
Nov. 9, 2005
[snip]
According to the most recent numbers cited by NetApplications, Firefox accounts for 8.6 percent of the browsers used, still slightly down from the year's high of 8.7 percent in June.
To boost those numbers, Mozilla's planning on changing its marketing tactics. "We've had very strong adoption by power users, far beyond what we're seeing for average consumers," acknowledged Beard. "Next we'll target technically-savvy consumers with a campaign that focuses on a great user experience, how Firefox is simple to use, and how it has a good security profile." In the next few weeks, the SpreadFirefox.com site -- Mozilla's community-based marketing and enthusiast site -- will re-launch with a new set of campaigns, including video that site operators can add to promote the browser.
"But that kind of community, open-source marketing only gets us so far," Beard admitted. "To reach people who aren't as familiar with the Web, we need more traditional approaches." Although he declined to name names, Beard said that such efforts would rely on partner relationships, new and existing, in 2006. Those partners -- Google is one already, as is EarthLink -- would include ISPs and Web service providers.
Firefox Turns 1, Ratchets Up Marketing
By Gregg Keizer, TechWeb News
Nov. 9, 2005
[snip]
According to the most recent numbers cited by NetApplications, Firefox accounts for 8.6 percent of the browsers used, still slightly down from the year's high of 8.7 percent in June.
To boost those numbers, Mozilla's planning on changing its marketing tactics. "We've had very strong adoption by power users, far beyond what we're seeing for average consumers," acknowledged Beard. "Next we'll target technically-savvy consumers with a campaign that focuses on a great user experience, how Firefox is simple to use, and how it has a good security profile." In the next few weeks, the SpreadFirefox.com site -- Mozilla's community-based marketing and enthusiast site -- will re-launch with a new set of campaigns, including video that site operators can add to promote the browser.
"But that kind of community, open-source marketing only gets us so far," Beard admitted. "To reach people who aren't as familiar with the Web, we need more traditional approaches." Although he declined to name names, Beard said that such efforts would rely on partner relationships, new and existing, in 2006. Those partners -- Google is one already, as is EarthLink -- would include ISPs and Web service providers.
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