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...