Microsoft Bing, a new search engine going live next Wednesday, has set its sights on Google. Word on the Avenue is that Bing will be supported by over $100 million in advertising and with preloaded Bing search bars on new HP and Dell computers the communications spend will go way beyond. I like the product name and from what I’ve read I suspect Bing will have some good traction, but two things I anticipate will get in its way: over-engineering and a feisty ad campaign.
Google started out simple and people loved it. Bing will start out rich in features, with more feature creep on the way, and the masses may balk. Can you say Mahalo?
The advertising, which I’m assuming will come from Crispin Porter, should be good. But it will be a bit competitive towards Google and will be the wrong approach. I would go just the opposite and use my Microsoft Bing dollars to tell everyone how great Google is. Be nice doggies. Unexpected with praise. At the end of the spots, don’t zing Google, tell people the message was brought to you by Bing and ask people to give it a try. That, in and of itself, will signal it’s different. The end. Peace!