Bing is Microsoft’s newest search and is already a significantly more competitive product that Live Search.  While Bing rates higher than Yahoo in initial polls, it still falls below Google. This isn’t surprising, as the Google brand influences many of us before we even try the competition. (Think Kleenex or Saran Wrap). It’s a hike to get past Google’s branding.

In addition, the search giant is the default de jour in Apple’s Safari and Mozilla’s Firefox and the Google toolbar comes pre-installed in many new PC’s. Microsoft is budgeting $80-100m in advertising, but will this be enough to change our search habits?

I, like many techies, jumped in and used bing for a few days and found it to be impressive…but like many, I reverted back to the “tried and true” Google, mostly because it is where I am comfortable.

Intuitive Features

A few things I like about Bing? The features seem more intuitive than other searches. The table of contents feature, the enhanced search history, the pop-up balloon showing a glimpse of content, the cool panel to the left of my search – giving me more specific searches.

Want to take a test drive?

A great place to do this is on the new site: Bing vs. Google.  Here you can see real time results side-by-side and compare for yourself.

I “binged” it?

Honestly, I think Bing looks better and acts more intelligent, and I think it may actually be a better search engine…but moving me from my comfort zone will take a little effort.

Marketing will help, but Bing will have to gain the “hip” factor and that’s a marketing strategy in itself; it doesn’t require $100m in marketing… just good old fashioned word of mouth.

My favorite example of word of mouth marketing is presenting this question “Did you ever see a Google ad?”

Well, Microsoft really can’t call Google for advice…maybe they should give Twitter a call.  My advice to Bing?  Listen. A lot. Because the masses will determine your future, not your marketing dollars.