Bing Marketing Strategy

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Section I: Introduction

Bing is a web search engine from Microsoft Corporation. Unveiled in May 2009, Bing claimed as a “decision engine” to help people more easily navigate through the overload amount of information to come up with better decisions in purchasing, planning a trip, researching a health condition or finding a local business. However, things seemed not as easy as it was expected. The idea of it being a “decision engine” doesn’t do a great deal to mask the truth that Google will remain the dominant search engine. Bing has been bloodied and repeatedly humbled in its battle with Google in online search. reported that Google’s market share in the United States was 72.11% in 2009 and it continues to dominate and increase share. Being faced with insurmountable competition from Google, whose name is already entrenched in the public consciousness, Bing is in its development stage as a product. Microsoft, the service’s parent company, has had difficulty in the past carving into the search engine market that is almost completely Google’s. Yahoo is also the other biggest name in search engine technology, controls a fraction of its previous share. Besides these, Ask and AOL are also other search engines available in the market; however, they do not get much attention of online searchers.

Microsoft has pushed the changes into Bing’s home page features a rotation of stunning photography, for instance, which can be clicked on to produce related image search results. Yet the most significant changes are under the covers. Microsoft senior vice president Yusuf Mehdi said that “We have taken the algorithmic programming up an order of magnitude”. Each search result page is customized according to what type ò search you do (health, travel, shopping, news, sports). The algorithms determine not only the order of the results on the page, but the layout of the page itself, concluding what sections appear. These sections can include anything from...
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