Microsoft Bing Brings Back the Search Engine Wars

Bling for ‘ Bing ‘: Microsoft to spend $100m branding new search engine !! — National Business Review

Microsoft is in the final stages of deciding between two names for its search engine – Bing being the front runner. The winner will be backed by a $US100 million brand campaign. From leaked memos and employee blog posts, it seems Microsoft is now trialling a new-and-improved version of its search engine, Live. While little known in these parts, or anywhere, Live is central to Microsoft’s plan to chase down Google’s huge lead in search, and search ads. The company’s ex-pat CFO, Chris Liddell is one who agrees that “Live” isn’t working, telling the Seattle Tech Report: “We have to think about things like a new brand, and marketing that.” Now, Advertising Age says Microsoft will spend $US80 million to $100 million advertising its re-launched search engine… — NBR

Tech Jackal explains the sometimes muddled and confused Microsoft search engine strategy. gOOgle has really turned on the advertising push and is full throttle on leveraging the latest social networking and Web2.0 technologies in case you haven’t noticed. Perhaps it’s the new opportunities in the on-line advertising market that has giant Mr. Softee stirring once again awakening from its sleep…

OUR FAVORITE gOOgle ad…

It’s no secret that Google has a 64% market share in the search engine market. Yahoo has captured a little over 20% and Microsoft is bouncing along at under 9% market share. Microsoft is planning to change those statistics by pouring 80 to 100 million dollars into a new advertising campaign, which will promote a new improved search engine model. This model will provide groupings of search results that are better organized, so the user can find the information needed in less time. Microsoft is also creating a Yahoo partnership, which would focus on selling ads for each other and that could eat into some of Google’s action.

Online advertising as Google has repeatedly demonstrated can produce results. The company reported a 6% increase in revenues over last year, thanks to a focused online advertising campaign. Microsoft is on the verge of introducing their new advertising rich search engine business model, as well as the brand name of the service any day. The outcome of this heavyweight advertising match will not be apparent for quite some time, but Microsoft is dedicated to improving search results as well as improving their bottom line, so they have a mission.

Google has created a search engine that is an automatic response for some casual users and their loyalty will continue to keep the company on top, but there are other users who want to get information quickly because of business needs. The Microsoft name can have an impact on that group, if the advertising dollars are spent to attract those users. — [Hat Tip: Tech Jackal]

You have to give the marketing folks at gOOgle some credit for having eyes that are bigger than their … well….  you know…