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Microsoft, home of the Zune, has just announced that they're going to launch Bing, a rebranding and reformatting of their search engine (they actually call it : Decision Engine). So far, they've earmarked $100 million just for the marketing.
Bing, of course, stands for But It's Not Google. The problem, as far as I can tell, is that it is trying to be the next Google. And the challenge for Microsoft is that there already is a next Google. It's called Google.
Google is not seen as broken by many people, and a hundred million dollars trying to persuade us that it is, is money poorly spent. In times of change, the rule is this:
Don't try to be the 'next'. Instead, try to be the other, the changer, the new.
If Microsoft adds a few features and they prove popular, how long precisely will it take Google to mirror or even leapfrog those features?
With $100 million, you could build (or even buy) something remarkable. Something that spread online without benefit of a lot of yelling and shouting. Something that changes the game in a fundamental way. The internet works best when you build a network, not when you buy a brand. In fact, I can't think of one successful online brand that was built with cash.
Comment: We predict Bing will take some market share so we need to be prepared for that and we are working on it. Bing is a new search engine and your OLD SEO campaign may not work for it. Our engineers are constantly evolving and working with new technologies and Bing is one of them now. If you need SEO that works today and will work tomorrow, contact us!
If you really want to know what the NEXT GOOGLE is ready this Blog entry about WAVE, the new product coming from Google.
Original Blog entry: sethgodin
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