Microsoft Makes Fresh Effort to Position Bing

June 21, 2016

Microsoft is gearing up for a fresh challenge to Google,  with a Bing rebranding effort centered on the new “Bing Network.” This marks a different approach to leveraging the MS search platform, we learn from the piece, “Microsoft Rebrands Bing, Challenges Google”  at SearchMarketingDaily. The incorporation of Yahoo has a lot to do with it. Reporter Laurie Sullivan writes:

“Microsoft’s message says the network pulls together in-the-moment data from across its mobile, global and local partners to support products that people use daily. And that network continues to grow. With the transition of all U.S. accounts, people and account management from Yahoo to Bing, the network represents an expanding set of partnerships such as AOL, and The Wall Street Journal, which adds more searches and clicks to the network daily, wrote Stephen Sirich, GM of advertising and consumer monetization group at Microsoft, in a post.”

Sullivan later reminds us:

“The shift in brand strategy also marks an end to the Yahoo-Bing Network. The renegotiated search deal between Microsoft and Yahoo in April 2015, five years into the 10-year deal, has ad sales and account management returning to their respective companies.”

The article discusses reasons Microsoft has struggled so to position Bing as an alternative to Google. For example, says one professional, Bing should not have tried to change the model Google had set up, and users had grown accustomed to, for Internet search. Also, Bing’s brand recognition has always lagged behind that of Google.  Perhaps that is about to change with this renewed effort. See the article for some more background and stats on Bing’s performance.



Cynthia Murrell, June 21, 2016

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