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Monday, May 13, 2013

BING Versus GOOGLE - Critical Market Timing! Scroogled?

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Bing is going head to head with Google (campaign catchphrase and slogan: "Don't Get Scroogled") to become the internet search engine of choice primarily to consumers and secondarily to institutions. The campaign is comprised of:  

1) consumer polling, with favorable results shown on television commercials:  
2) aggressive promotion, advertising branding and name recognition a diversified media mix: 3) Trying to interact with consumers in order to increase engagement and evangelism amongst converts.

Bing has indeed chosen an opportunistic time -- Google is becoming increasingly disliked (in particular for its 'customized' and distorted search results based upon observed and integrated user data [increasingly marketing oriented and decreasingly informational], and by webmasters and bloggers all over for its constant changes in ranking algorithms...Pandas, Penguins...Puke).

Sadly for Bing (such a cute name!), Google has more than a single product (each separate product is an axis), giving a greater perceived overall utility and giving it multiple points of potential consumer interface. They capture market by a combination of a vast number of product offerings combined with vigorous cross-selling and cross-linking of these sticky tentacles.

The goods that Google delivers: email platform, blogging platform, other connected benefits which foster increased marketing access outlets and perceived benefit"hooks" into consumers to capture market share, breed loyalty and create increased dependency upon Google in general.

The only advantage that Bing offers, aside from a better visual results experience and more objective search results (with less of that algorithm rubbish) is that it is creating a batch of user-friendly ways to integrate search results obtained with social media sharing.

Mad Marketing Tactics Campaign Analysis:
The most glaring marketing focus error that Bing is making in this campaign, is that it is not focusing in on its individual points of strength, i.e., advantages over Google. It is, in essence merely asking consumers to take a "taste test" without telling them that the reasoning that are performing the test is to find the difference in taste!

As always, thank you for reading me, and thank you for sharing my articles (excluding my wallet, my watch and so forth) with your contacts and colleagues across your various social media platforms.

Douglas E. Castle




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