Some of you might ask, “Bing? What is it?” It’s the latest, newest search engine. “But It’s Not Google—BING.” Bingo! You got that right. Launched by Microsoft in the first week of June 2009, they claim it’s not just a search engine but more of a decision engine. Actually I don’t understand what that means—a “decision engine”? But seriously, yes, they assert that Bing is the new search cure and not just a rebranding of Microsoft Live Search. It has some new features such as instant preview of websites and videos, automatic categorization of search results, and the best match results with deep links.
Microsoft is spending about US$100 million advertising Bing and you can watch some of the TVCs (though my personal view is that using the older TVC approach may not be the most effective channel for publicizing one’s online property) at this YouTube channel: http://www.youtube.com/user/bing.
So do I think Microsoft will replace Google in the search market? I doubt it, with more than 73 percent of Internet users and 93 percent of mobile users searching online with Google.
As Michael Arrington at TechCrunch states, “Whether Microsoft ultimately succeeds or not in ‘winning’ the search war, the competition is very good for the rest of the Internet. Google needs to be pushed to try innovating new things. And search marketing competition will ensure that Google doesn’t get too greedy. We don’t need Microsoft to win, but we do need to avoid a world with just one search engine that matters. Maybe Microsoft can win that lesser war, at least.”
But what does the consumer want? We all need the relevant search results from a trusted source. Whether that happens with Google or any other search engine, it looks like we definitely stand to benefit from the spoils of this war.