04 February 2010 | Author: Andrew Girdwood Head of Strategy

Microsoft brings more than Bing to London

Microsoft is serious about Search and serious about the looming Google threat. Even as Google attacks the software giant with cloud based alternatives to desktop software, Microsoft fights back by pushing and promoting its new search engine Bing.

Seemingly to good effect, ComScore reported in January that Bing's market share was up another half a percent.

While Microsoft clearly has its sights set firmly on search, it is also true that the company is active in the wider picture. A good example of this is Bing's presence in Search Engine Strategies - a global search engine marketing expo to arrive in London in February this year. Microsoft's representative in the search marketing community, Mel Carson, will be attending and involved in more than the usual SEO, PPC and search marketing conversations.

Carson will be chairing both the "Social Media 101" and the "Social Media & the Marketing Mix" sessions on Day 2. Speaking exclusively for bigmouthmedia, Mel Carson explained why Microsoft sees social media as an important element in the marketing mix.

"From a B2B perspective we've been engaged in social media marketing for over 4 years through our blogs and forums, and more recently on Twitter adCenter, MSAdvertising and Facebook too. There's no getting away from the fact the internet has given consumers a platform to stand up and be heard and it's crucial that brands and businesses listen to their customers and react accordingly.

"There are piles of data out there that companies can mine for insight into how they can be better at what they do. And there are armies of people willing to contribute to and share your businesses success. If social media platforms are the tools, then social media marketing is the discipline than marketers have to get into the groove with or get left behind."

Carson, who looks after the Microsoft Advertising Blog, also sees the chance in Search Engine Strategies to remind prominent search advertisers about Bing. He said: "Bing is obviously a huge bet for us right now and the feedback we keep getting is amazingly positive.

"We've known for some time that the quality of the traffic our advertisers get through our PPC platform adCenter is second to none, it's just the volume was so low. Bing is our response to that gap.

"We've figured out a way to grow share but also provide a different experience for our users by addressing some of the fundamental issues with search engines to date like actually helping you make the right decision quicker. Research says that 40% of queries get no answers. Bing is about helping you get where you want to go quicker and more efficiently."

Carson also revealed that Peter Maxmin will outline the thought process behind the new search experience and why it is beneficial to PPC advertisers and SEO effort at SES.

As the UK economy begins its recovery it looks likely corporate investment in digital advertising will hasten. Officials from Search Engine Strategies say the conference is already more popular than the 2009 event and with the predicted last minute surge in ticket sales still a week away.