In my humble opinion...

I'm Dreaming of a White Christmas - Microsoft's New "Decision Engine" - BING

Is Steve Ballmer singing "You're Getting to Be a Habit With Me?

A recent article in the New York Times asks, “Why don’t you Bing it?”  This same article suggests, “A year from now, if you hear someone say that – and actually understand what it means – Bill Gates will be a happy billionaire.”  I believe “Bing it” is poised to become a household name in “less than a year.”  Here’s why.

There are individuals who believe Microsoft’s domain name, Bing.com, is meaningless.  I am not one of them.  Seventh Stream Marketing coined the term, the new MBA, marketing, branding and advertising as art.  Was Microsoft listening?

Bing Crosby was never just about Christmas music.  He is, however, best remembered for his CD collection of “Holiday Bing.”  Bing Crosby immortalized the song “White Christmas.”  I believe Microsoft should consider utilizing the same strategy with its game-changing, new search engine named Bing.  Sharing the Holidays with Bing Crosby.

Microsoft Senior VP Satya Nadella commented on PCWorld.com that “a third of searches don’t get answered in the first search and first click.”  Google has educated the masses about how to search.  The infrastructure is in place for Microsoft’s semantic search technology (Powerset) to bolster its search strategy to capture market share.  Semantic search extracts meaning from search queries and web results matching information with relevant links based on keywords or previous searches.  Google, primarily, uses keywords to deliver search results.  Framed with calendar marketing, I believe Bing’s detailed results in four search categories – travel, health, shopping and local businesses – can gain Microsoft a bigger slice of search.

Consider: Back to School Shopping. Holiday Gifts. CEO Moms. E-commerce.  Moms shopping online want a shopping-search provider to solve their problems – in essence help them make “decisions.”  Does Bing make it easier to return to previous queries and related searches?  Does Microsoft’s semantic search, in real time, make it easier to search for holiday gifts to purchase online or identify inventory in stock at businesses only a short drive to the mall “locally?”  Will a richer search experience get Moms, college students, and consumers, in general, excited about switching  - to Bing?  As Kevin Lee, Chairman of search marketing firm, Did-It, recently commented in the New York Post, “It’s a marketing problem.”

Experiential marketing is all about establishing a connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.  Most Moms do not know what an algorithm is, nor do they care.  Most Moms, on the other hand, do have an awareness of Bing Crosby and knowledge of the timeless song, White Christmas.   The BIG gift in BING’s Christmas stocking this year (www.bing.com)  should be the psychological bell – the “aha” pull -- of the lyrics in another Bing Crosby song::

You’re Getting to Be a Habit With Me

Every kiss, every hug
Seems to act just like a drug
You’re getting to be a habit with me

Let me stay in your arms
I’m addicted to your charms
You’re getting to be a habit with me

I used to think your love was something
That I could take or leave alone
But now I couldn’t do without my supply
I need you for my own

Oh, I can’t break away
I must have you every day
As regularly as coffee or tea

You’ve got me in your clutches
And I can’t get free
You’re getting to be a habit with me

Can’t shake it
You’re getting to be a habit with me

Oh I just can’t break away
I must have you every day
As regularly as coffee or tea

You’ve got me in your clutches
And I can’t get free
You’re getting to be a habit with me

Can’t break it
You’re getting…

Harry Warren, Songwriter
Al Dubin, Songwriter
WB Music Corp., Publisher

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