Thalasar Ventures

I was at a family member’s house about one week ago, went to use the computer to check my email and something appeared different. Something a little strange lurked; there was no quick way to use Google as a search engine.

Where the Google toolbar used to be, there was a Bing toolbar, where the Alexa bar used to be, there was a Bing toolbar.

Can They Capture the Market?

Not totally, but from this maneuver Microsoft’s Bing will gain a lot of search share. While MAC computers still use Google and there is no option to download a Bing toolbar (ironic because Google and Apple are seemingly bigger competitors than Apple and Microsoft), more people, in this economy, are buying PCs. This could be true for a long time. Yes, the iPad and iPhone will help a little, but it won’t do anything close to drastic.

Despite buying a PC, the younger generation will still download Chrome or some other browser conducive to Google searching. Conversely, for those who are lazy or don’t know about these specialty browsers, it appears that they are looking at a Bing life sentence.

Additionally, when the economy turns, more and more companies are going to have the need to replace old computers. Subsequently, more and more companies’ employees (decision makers as well) are going to have to turn to Microsoft’s search engine. You can circumvent it, but going to a 3rd party website prior to finding what you want is tedious for a population who has become decidedly lazy due to the web.

It is my true belief that Bing can get a 5%+ gain from this little trick. However, I would not be surprised if a Google vs. Microsoft heavy weight court battle commenced over this subject. Though, by the name any decision would be made on this matter, it would be too late.

Some Subsequent Business and Marketing Implications:

Online marketing companies

Mainly this concerns your online media and SEO companies. To stay in business, they are now going to have to study the Bing algorithm. The public knows very little about the search engine, though to really dig deep and find out what makes it tick will take a lot of time, a lot of studying and we all know that people are lazy. Though, I do recommend that you learn the algorithm. It’s not as difficult.

Google looses advertising revenue geared towards the older generations

Despite the fact that most young adults are buying MACs, American’s older generation (60yrs and up) is almost definitely going to stick with the PC. Therefore, they will be forced to use Bing. That is unless grandma figures out how to download Chrome and piling on an Alexa toolbar (mirrors the Google algo) on top of that.

Drug companies will then bring in swarms of marketing personnel to figure out how the older crowd searches Bing and their particular usage of the search engine. Wilfred Brimley will become more of an internet sensation than Justin Bieber.

MACs get some of the 40 – 55 age group

The word is going to get out quickly that PCs are, indirectly, blocking Google. This may present an opportunity for MACs to sell to the older, upper-middle class consumer. They won’t get the aforementioned crowd, but they will make a go at it.

Google continues to fight to make their PPC campaign work, but it will now see more roadblocks

There has been a lot of speculation around Google’s new ad platform. They need one because, for most companies, there is no ROI generated from the advertising model. It’s a long explanation as to why this is, but let’s put it this way, corporate America, the failure is more your fault than theirs.

Microsoft’s marketing team may have to come to work and beat the PPC model

After getting beaten badly by Apple and Google as if they were the Cleveland Browns, Microsoft’s marketing team may have to come back from the South of France, Mexico or wherever they have been hiding. They then have to stop letting the interns run the advertising: “Los-links” equals “Loss-Dollars.” The PPC model won’t bring Microsoft back to glory. On the other hand, if Microsoft can pull something off, they may take a chunk of B2B advertising to Google’s behalf.

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