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Microsoft Searches for Cool with Bing

OK, we'll admit it -- we like the Bing ads where people shout random things at some poor person who just wants an answer to a simple question. If only Bing were that much better than Google search, we'd be devotees of Microsoft's engine. But we really don't see that big of a difference between the two, other than the pretty pictures Bing has in the background of its start page.

That's OK, though, because Microsoft is getting ready to woo us with a Bing cool offensive, which includes deals with rapper Jay-Z (who, if he was still cool, probably isn't anymore) and destroyer of college football ESPN. Of course, Microsoft isn't cool and never will be, so this campaign will likely be a mitigated success at best. Bing's market share is growing, though, so maybe something in the scatter-shooting of advertising and marketing Microsoft is doing is working.

Posted by Lee Pender on 01/26/2011 at 1:23 PM

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Reader Comments:

Wed, Jan 26, 2011 CW

travel results are pretty good with Bing.

Wed, Jan 26, 2011 Tom

One of the challenges Bing has is that the word 'Google' has become almost synomonous with 'Search' and is treated as a verb. I have never heard someone say 'Go Bing it', but always hear 'Go Google it'. This is also unfortunately the case in schools/universities where faculty commonly tell students to 'google it'.

Wed, Jan 26, 2011 Dustin Omaha, NE

The way I see it is, even if the search results are only 'just as good' it is still leaps and bounds above what Microsoft search used to be. Before Bing, Microsoft used to make pushes for more advertising to try to increase revenue and I always said it was only as good as the search results. Why would people want to invest heavily in advertising with Microsoft if the search results are poor and they have a much much smaller user base? Bing was the right move and definitely something to get advertisers excited about again when they think MS.

Wed, Jan 26, 2011 Tom

One difference: I haven't yet found any evidence of Bing biasing the search results, and thus it seems to be more neutral than Google search.

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