Google, Yahoo and Bing?
Bing? As in Chandler Bing? The Bada Bing? Bing Crosby? Or even Bing Cherries?
Nope. As in Microsoft’s newest search engine, Bing.
Rumors continue to grow in regards to Microsoft’s plans to relaunch its search engine under the new title of “Bing”. According to an article in AdAge on Monday, Microsoft will spend $80 to $100 million in advertising its newest search engine effort. The article goes on to state that the focus of the ads will be on “planting the idea that today’s search engines don’t work as well as consumers previously thought by asking them whether search (aka Google) really solves their problems.”
As recent data shows that 42% of searches require refinement, and 25% of clicks are the back button, Microsoft may actually be on to something. While Google does continue to dominate the search market, I think it is fair to say their search results could be better. Even as a seasoned search engine user, I constantly have to refine my searches in order to find exactly what I am searching for. And as Google has become such an ingrained part of most people’s online search regiment, I think it is safe to say that most user don’t think to question the relevancy or usefulness of the engine.
With Microsoft’s newest engine reportedly being powered by open source, and CEO Steve Blamer stating “We are going to have to be more disruptive” when it comes to search, it will be interesting to see if Microsoft can actually provide a more intuitive product that provides users with more relevant results. Although I have a feeling that the real question in all of this might not be if they can do it; the real question might really be if anyone will notice it? Microsoft, even with their millions of advertising dollars, will be facing an uphill battle when it comes to wrestling search share from Google, the established search giant. I mean we are now so use to hearing, “I Googled it” that the chances of someday hearing “I Binged it” seem remote.
It is odd to see Microsoft as the underdog. Yet it is going to take some innovative thinking and new approaches in how we think of search in order to create the next generation of engines. I for one will be interested to see once Bing is launched, if it is going to be one of the first steps towards advancing the way we view search, or if it will be another failed attempt in Microsoft’s desire to shake up the world of search.
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