Microsoft is reportedly discarding the old code name of new search engine “Kumo” and is replacing it with an all stylish brand name “Bang.” It is not an easy task to let the word out to the entire world. Therefore, the software producing giant is planning a colossal advertisement campaign in favor of the new brand name. This step is certainly needed in order tell everyone out there that the old name has been discarded, and they need to enter “bang” instead of “Kumo” after World Wide Web.
According to AdAge, this advertisement promotion will cost MS $80 to $100 million. This is indeed a huge amount, but perhaps MS does not care about the zeros. The word will be made public via internet, radio, TV and press. Nice time to compare two giants; Google’s entire budget for advertisement during the past year was $25 million. This implies that MS is once more trying to do the same as it did in its struggle for standing out against Apple’s laptops by massive advertisement; it is trying to push Google away with the immense ad campaign. But perhaps MS is forgetting how much Google is loved by internet searchers.
MS has offered some private data that shows that almost 42% of all the searches require refinement after first query. Also, the company has come to know that search results of modern search engines are so poor that 25 percent of all post-search clicks are not to the website link, but at the “Back” tab.
Microsoft needs to understand that today, Google has become synonymous with web search; usually to search something online is referred to as “Google it.” Would the hard-core ad campaign by MS make people forget the relation between Google and online search?
Source: pcworld
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Tags: kumo, microsoft, online search, software
