Bing it on, on what?

MS’ recent campaign of “bing it on” bring you back to the 90s of last century when search engineer was really a buzz word for everyone.  

As a late comer, and finally realised how search engineer could help their business, MS massively entered into this market, after Y2000. One major focus is the Bing. And I recon its the bigger background of this campaign.

Yep, it can be called a nice try and a good take on Google’s dominance in search market.

How ever, if we look into more details and will know this is actually just a marketing campaign rather than anything else. MS is trying to build a perception that is based on inappropriate comparison.

In essence, the experiment tell us one thing: if you type one key word respectively in bing and in google, what results will be returned, without any other information input but the key word itself. You will instantly know it is not the case in real world.

In a real world, what result to be shown and in what order depends on heaps of factors. relevance of the content to the key words, format of the content etc and etc. There might be also the user historical behaviour data involved in the scanning and filtering process before a result is popped to the user. People click video content more often in search result obviously will be feeded with more video content compared with one that is less likely to do so. And the search through a mobile device definitely need a ‘different’ result vs its desktop peers. The more ‘background’the searching engine has, the better result it can provide, should their model is really good.

So, when the comparison has been conducted in a way that eliminated all the other factors but the key word itself, it can hardly be a true reflection of what happened in real searching behaviour. It is not reliable a test result.

Then people might argue, any way, a common user might not notice it. Yes, that is it, but a common user might not change a searching engine, the one he used to, only because double people selected bing in a test vs google. For individuals, the loyalty to a searching engine relies on  heaps of factors, technology superiority is only one part of them. People used to google might not know to what degree Bing is better and nor mind the result. As long as google is fine, he might not select bing.

Also, thinking that google is building up his own eco-system of searching and stretched its coverage to content side, like youtube, blogger. This is gold mine that Bing/MS is lack of. 

And think of users, how their searching behaviour change along the journey? will social searching be another source of info or anything else? it will be an interesting topic.

It is a nice try, yet not so disruptive. I may say so.

MS shouldn’t try to build another empire, like google, to fight with google. you can’t beat a dog if compete in the ‘hunt for the duck’ game. Rather, you should play chess with him…

 

the original blog from bing is here@

http://www.bing.com/community/site_blogs/b/search/archive/2012/09/06/challenge-announce.aspx

Photo from bing blog

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About Mark Yan-Yangenesis

Marketer Mark
This entry was posted in Branding & Marketing, Computer/Internet/Mobile/Application, The Campaign. Bookmark the permalink.

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