With a hurting search market share in April of 8.2 percent of U.S. searches (comScore), Microsoft is about to launch an $80-$100M advertising campaign hoping to gain market share with its new Bing search engine.
Ad Age says $80 million is a huge number for a consumer product launch. But Microsoft spends big bucks on advertising -- $361 million last year versus $25 million spent by Google (TNS Media Intelligence).
Bing is a revamp of Microsoft’s Live search engine and will be demonstrated at the D:All Things Digital conference May 26-28. This is a good opportunity to build buzz before its official launch in June.
Supposedly, Bing represents the proverbial light bulb that goes off in your head when you get a great idea. However, the name is still a rumor at this point. Microsoft frequently changes its mind, and has also hinted at Sift and Hook.
Nobody expects Bing to be a Google Killer, but since Microsoft’s market share is so low, it has nowhere to go but up, especially with the big rollout.
Bing is cute and memorable, which is part of what helped people remember Google. But what made people adopt Google was a clean interface and better search results. Now, the name is verb and synonymous with search. To catch on Bing will have to be really good because old habits are hard to break, no matter how much money is spent.
Ad Age says $80 million is a huge number for a consumer product launch. But Microsoft spends big bucks on advertising -- $361 million last year versus $25 million spent by Google (TNS Media Intelligence).
Bing is a revamp of Microsoft’s Live search engine and will be demonstrated at the D:All Things Digital conference May 26-28. This is a good opportunity to build buzz before its official launch in June.
Supposedly, Bing represents the proverbial light bulb that goes off in your head when you get a great idea. However, the name is still a rumor at this point. Microsoft frequently changes its mind, and has also hinted at Sift and Hook.
Nobody expects Bing to be a Google Killer, but since Microsoft’s market share is so low, it has nowhere to go but up, especially with the big rollout.
Bing is cute and memorable, which is part of what helped people remember Google. But what made people adopt Google was a clean interface and better search results. Now, the name is verb and synonymous with search. To catch on Bing will have to be really good because old habits are hard to break, no matter how much money is spent.
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