Grab Yourself Some Bing
Seventeen days after its launch, you probably have heard something about Bing. With a US$100 million marketing campaign behind it, which includes commercials and paid ads on Google, Bing.com is generating some major buzz. What is Bing? Microsoft has re-launched and re-branded their search engine, MSN Live Search, as a ‘decision engine’ under the new name of Bing.
According to an article by StatCounter, for a brief moment on June 5, Bing had overtaken Yahoo! in search market share. This has since leveled off and Bing.com once again is behind Yahoo slightly. Now 17 days after the launch of Bing.com, Alexa is showing a small decline in traffic. This is to be expected. A lot of Google or Yahoo fans have heard the buzz and have jumped ship to take a look. Most, but not all, have gone back to their original engines.
The reason people are sticking with Bing is the presentation of the results. Bing is organizing results in a new, fresh and clean way. The new presentation allows users to find answers to questions that might have more than one type of result. For instance, while searching for a hotel in Chicago, one will see a Web page for a hotel in Chicago, the address, rate of the room and phone number, as well as news results for hotels in Chicago, thusly allowing a person to make a better decision on what s/he is searching.
Another feature of Bing is the menu of options to be found right on the home page. For people looking for travel, it a simple step to click on the travel menu link. Then they are taken to Bing Travel, formerly Farecast and MSN Travel. For the smart hotelier, this opens a direct line to potential revenue generation via a Pay-Per-Click advertising model with Bing Travel, in addition to the exposure on the search or decision engine side of Bing.
From a management standpoint, Bing offers advertisers tools similar to Yahoo and Google. One is able to create unique ads, variant test those ads and target specific geographic regions, to name a few options.
Is Bing here for the long term? After only 17 days of information to analyze, I look into my crystal ball and believe that Bing is onto something. People are looking for the next best thing and right now Google and Yahoo are flat. Bing is fresh and exciting. Bing is the facelift MSN Live Search needed to appeal to a larger and more diverse demographic. Also, let’s not forget Microsoft is launching a new operating system October 22 that I guarantee will have major integrations with Bing. This buzz is only going to continue to grow, along with Bing’s market share. Time to jump on board and grab some market share.
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