Kumo gets major ad budget – and maybe new name
Microsoft has reportedly picked the name Bing as a replacement for its new search engine, originally dubbed Kumo. The firm will reportedly spend as much as $100 million advertising it across all media.
The reports come from Advertising Age, a publication with a marketing rather than tech focus. That means the Bing story should probably be taken as a ‘maybe’ rather than a ‘probably’ at this stage as it’s possible the publication’s source is mistaken about the name rather than it indicating a late change of heart from Kumo, which has definitely been used in the testing stages.
As it happens, Microsoft’s application to patent the name Bing has just been rejected by the US Trademark and Patent Office for fear it could be confused with another firm, Bing Mobile Inc, which runs a mobile-based social networking service. It’s still possible Microsoft could either reach a deal to license the name, or simply buy out the other firm, but it seems extremely unlikely it would do so in time for the launch of its new search engine.
Whatever the final name is, the chances are you’ll hear all about it, and not just from BLORGE. Advertising Age also reports Microsoft is planning an ad campaign costing between $80 million and $100 million, covering radio, television, print and online ads. That sum represents more than a quarter of Microsoft’s annual advertising budget, and around four times as much as Google spends each year.
The campaign will reportedly not directly mention rivals, but will try to plant the idea that existing search engines don’t do a good enough job, thus creating a reason for users to try switching.
Marketing experts quizzed by the magazine were divided on the campaign’s potential. Some argued that such tactics would be necessary as Microsoft needs to create demand for new search techniques which people don’t currently know that they ‘need’. But others argued that Google’s market dominance is such that you can’t overtake it simply by offering a better search experience and instead the solution is to create an even stronger brand.
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