Content Marketing about Bing Changing Lives
July 25, 2016
I love content marketing. Stories which contain a mixture of facts and other information are amusing. Consider “How the Power of Search Has Changed the Way We Live.” I use Bing. I also use Yandex, the Google thing, Unbubble, MillionShort (when it is online), Gibiru, and a number of other systems. No one search system duplicates the result sets of other systems. The write up blithely ignores this observation.
I learned that I could learn about search in a Microsoft white paper (yep, another content marketing thing) called “The Humanization of Search.” I assume Microsoft has abandoned its effort to co-opt the phrase “beyond search.” Nice try, folks.
You can download this write up from this link and watch a video. The write up is 18 pages of juicy fruit. I noted three statements:
- Voice queries are longer than text queries
- People ask questions when entering a search via voice
- Questions use who, what, how, when, and where structures.
Okay, take a moment to catch your breath.
Microsoft wants to be the big dog in voice search. I understand. The hitch in the git along is that the big dog seems to be cross town neighbor Amazon with its weird black speaker gizmo. Then there is the persistent problem of the Alphabet Google. Microsoft is in the game, but I don’t see the company pushing the Messis and Ronaldos of voice search to the second team for a while if ever.
Like IBM, the notion that saying things is much easier than delivering results. I find the parallel between IBM Watson cognitive computing marketing and IBM’s performance start evidence that talk does not generate sustainable revenues and rising profits. Microsoft may be dazzled by its white paper lingo, but the company has to demonstrate that its mismanagement of the mobile market is an exception, not the steady pulse of missing shots in front of the goal.
Read the white paper. Watch how the shift from search leads to marketing; for example:
As experiences across platforms become more prevalent, marketers need to familiarize themselves with emerging technology, as well as the massive growth opportunities that stem from search being more incorporated into everyday human life.
Confused. So was I.
Stephen E Arnold, July 25, 2016
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
