BING is certainly making a BIG splash. Microsoft’s new project (But It’s Not Google) may sound irreverent in its stance but is that combined with a huge marketing push enough to make it relevant?
Pundits claim BING is bigger than Twitter. This is true if you refer to these statistics.
However, here’s a fundamental mistake in measuring the wrong metrics. BIG means nothing if YOU mean nothing. Having reach and awareness only count when you can make customers care about your product.
Compare, say, Scion vs Cadillac. You all know the Caddie and only a few of you know Scion. But, how many own a Caddie? Very few I bet… Awareness means nothing. Take a look at Scion owners and how they are passionate about their brand. And, yes, it’s a Toyota (in disguise).
Compare the American Automobile Association with TED. One has millions of members the other 1000s but which one has the biggest ability to influence and make change in our lives?
So this is the problem with BING. Firstly, no-one trusts Microsoft so they’re effectively shovelling s**t uphill when it comes to marketing – a lot of money and energy investing with little return. Secondly, if they want to make a success of it they’re going to have to play a different game – one of relevance.
Yes, people are visiting BING and using it. Twitter may not have as many visitors and growth may be slowing but people care about Twitter and have invested their own energy in making it work.
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