Posted by: sClarke | 06/11/2009

Bing! Microsoft has their own freshly-microwaved version of Google.

So in attempt to compete with Google, Microsoft has created a new and rebranded search engine (http://www.bing.com/).  Originally, the search engine took on Kumo as its codename was renamed Bing upon the launch.  According to AdAge (,http://adage.com/digital/article?article_id=136847)  Microsoft is planning to spend $80 to $100 million for the advertising campaign for the new website.  To put this in perspective, Google’s entire advertising budget for 2008 was $25 million.

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The new campaign will include TV, print, and radio.  In a world of layoffs and cut budgets, JWT, Microsoft’s choice of ad agencies, needed to add creative teams in order to provide a sufficient workforce for Microsoft’s campaign.  The new ads won’t directly attack Google or Yahoo, but rather will plant the seed of doubt into consumers’ heads that their choice search engine doesn’t really solve their search problems or find a sufficient fix for their problems in general.  This is all in hopes that those consumers with enough doubt will switch over to Bing.

Bing is being compared to the iPhone, prelauch.  Majority of people did not know they were missing a touchscreen phone that delivers applicatons for just about anything, until Apple demonstrated that need through their marketing. 

In all honesty, I don’t think that Bing will be able to compete with Google.  Google is established and trusted.  The ads in Google are clearly seperated from the search results in order to clarify for the searcher that the ads are not intended to be an answer for the search.

“I don’t think they can win this game with a better mousetrap,” said Allen Adamson, managing director of Landor Associates, New York. “They have to compete with Google on a brand front — there’s no other way to skin this but go head on against the Google brand.”

I played around with Bing and it really doesn’t seem that it has that much more to offer than Google, other than seperate searches for travel, shopping, videos, news, and maps, and that’s what is going to make all the difference, not $100 million on advertising campaigns. 

-Shannon

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