Bing takes the high ground

  Bing. It has a nice ring to it. If Microsoft wanted a name that captured the sound of search, they got pretty close.

 

Speaking of smart marketing, I will say this: When it comes to content, Bing captured the high ground with its position: Bing is touted as a decision engine, not a mere search engine. Don’t we all need a decision engine in our lives? Just the sound of it promises relevant content, and Bing delivers by featuring travel, shopping, health and local categories. Right off the bat, that makes decision-making feel more organized--and relevant.

 

On the Tour Bing page, they spell it out: When it comes to decisions that matter, Bing and decide. Not sure why they didn’t put it on the home page to help users understand how Bing is supposed to be different than Google or Yahoo.

 

Supposed to be different.

 

That’s what will eventually determine Bing’s success, even it’s just the perception of being different. I’m just getting to know Bing, but I found the image Porto, Portugal, on the home page beautiful and compelling. I love traveling and wanted to know more, and you know what? As I moused over the image, a few content gems popped out: “The city is known for its wine, its cuisine and its architecture. Find out what the fuss is all about.” I’m easily persuaded so I decided then and there that Porto was on our short list of must-see places.

Ok, score one for the decision engine, but score two for the power of content. Let me know if you think Bing is living up to its promise and I’ll do the same.

 

By the way, as I’m posting this, Bing’s home page changed to feature a stunning photo of the Great Barrier Reefcomplete with content pop ups. I have to admit, Bing and I are getting a little closer every day. But a couple of experiences do not a relationship make.