Microsoft Bing: Decode Jay-Z with Bing

Microsoft's internet search engine, Bing, launched in 2009 into a market dominated by Google and its share remained stagnant despite a multi-million dollar advertising campaign.

Microsoft Bing: Decode Jay-Z with Bing

Droga5

How Microsoft Created a Search Engine for a New Generation

This is a story about how Microsoft's search engine Bing was able to create competitive advantage over its much more established and outsized rival, Google. Bing launched in 2009 - into a market dominated by Google - and remained stagnant despite a massive, multi-million dollar advertising campaign. Bing needed to increase usage and position itself as a modern choice. A younger target was key to growing Bing's market share, but is highly suspect of advertising and product claims. The challenge required a non-traditional...

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