Will Microsoft’s BING Prevail?

The internet has provided the platform for the likes of Google and eBay to succeed. At the core of their respective brand promise is the consumer branded experience they deliver.  Consumers are very discerning and if you’re offering resonates, then you have created an evangelist, which will sing your praises via online communities and “chk chk boom”- you’re an overnight success. Disappoint them at your own peril because many will learn about it quick time!

Of particular interest is Microsoft’s recent announcement regarding their intention to launch its much anticipated search offering, BING.  Adage.com in the States reports that Microsoft have partnered with JWT advertising to create a multimillion dollar ($80-$100m) integrated campaign to support the launch.

In order to win the hearts and minds of consumers the product must be first class or superior to the Google experience. Despite investing millions in marketing, ultimately it will be the user experience that will determine its success. I truly hope that it meets consumer expectations because competition is lacking, especially within the Australian search landscape.

You can take the horse to water but let’s hope he drinks it to!

What are your thoughts on this topic? Cynic or supporter?