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Monday, May 25, 2009

Will Microsoft's Search Ad Campaign Work? (Groundhog Day... All Over Again)

So via AdAge, we're told that Microsoft is readying an $80mm+ advertising campaign, and that it will promote yet another brand of their search technology, this time, called Bing?

Further to Cory's piece about potential reasons for consumers to switch to Yahoo Search, now we have evidence that Microsoft plans to put not only persuasion, but money, into the "getting people to switch" effort.

What a shame, though, that these two companies don't get serious about working together to achieve that goal.

We can only be excited about the potential for Microsoft to create better technology in the space. Competition is good. But it's already a concern when the story is shaping up to be more about the promo of the alternative to Google, as opposed to the technology it actually offers. That's certainly been the case with the various lavish Ask campaigns (and I still won't forget when their PR people wanted me to write about the "significance of getting rid of the butler," as they saw it), and we all know that all that money didn't move the needle on market share.

The premise is that search technology doesn't matter all that much, and that brand does: you put a Google skin on other people's search, and consumers still prefer the Google. Sure, but how did Google build that brand? Through innovation, focus, and technology... not advertising. And by keeping the *same* brand for ten years. I don't think consumers are going to be compelled by the "meta-story" of how Microsoft is (again) spending a lot of money to make (another) stab at the search space.

Microsoft and Yahoo are already working together on some cross-promotion efforts. But the $80mm standalone campaign for the Bing technology seems to work at cross-purposes with that.

With one major search engine (Yahoo, say) benefitting from the largesse of toolbar love from 96% of browser share (IE, Firefox, + Safari, say), a real alternative could be created organically out of how consumers already behave, and how they already think about online brands.

So rather than waste breath casting aspersions on the potential cash sinkhole that could be opened trying to build the Bing brand, I'll vote again for the only major brand alternative to Google that makes economic and emotional sense to a wide cross-section of consumers: Yahoo.

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Posted by Andrew Goodman




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