So, understanding that search is the gateway, lets explore the place that has been the epitome of what we think of as the web today - the web of knowledge.The web has always been a place for us to store data, information and knowledge, for years we’ve used the web as the repository for every facet not just of our understanding, but also our opinions, theories and ideas.It’s incredible to think but who would have thought that back in the late 90’s after all the excitement and anticipation of what the web might bring, the best example of our achievement is a text based encyclopaedia, written by amateurs and enthusiasts.Yet, Wikipedia is a great example of what happens when you provide a platform for people to share all that they know.At the turn of the 20th century, French philosopher Marcel Proust said, of books, that when the reader finishes a book, he effectively acquires the combined wisdom of that author.Our proposition today, is based on that principle and it is simply that when we connect to the internet, we in turn are connected to and can acquire the extent of mankind’s knowledge. I get that it’s not always a good thing, but you cannot argue with the scale and potential that it brings.
When you’re up against a dominant brand such as Google, where their name has become the verb for Search, how do you even begin to shift peoples perceptions about another Search brand?We took a leaf out of Pepsi’s book…‘Bing it on challenge’ against Google in the US challenges the status quo of google and emphatically de-bunks the perceived myth that Bing isn’t as relevant as Google.Stats show from the challenge that in blind taste test consumers actually picked Bing over Google nearly 2 to 1.
Colm Bracken - Digital Journeys
“Create experiences that combinethe magic of software with thepower of Internet services across aworld of devices.” – Steve Ballmer (2009)“A computer on every desk and inevery home.” – Bill Gates & Paul Allen (1975)
VerticallyThe era of devices with integrated services
DevicesServicesPlatforms that reach consumers across thejourney
Device preferences throughout the dayMost weekday Tablet usage occurs between 8pm and 9pmComscore Report – 2013 UK Future in Focushttp://www.comscore.com/Insights/Blog/2013_Digital_Future_in_Focus_Series
Clicksincreased30%+adCTRincreased35%+CPCsreduced8%Internal data comparing performance post migration 2012 to 2013Driving better performance
“CPCs are 25% lower than Google’s.”“Clicks are up 27% YoY - now 10.3% of Google’s clicks”Adobe Media Optimizer custom research benchmarking Yahoo Bing Network vs. Google, December 2012“ROI is 8% higher than Google’s”We are makinglong terminvestments in ourMarketplace –enabling Bing Adsto deliver more