20 April 2009

Search engine Ask Jeeves is back

Following UK market research that revealed brand identity was 83 per cent stronger with Jeeves, Ask brought the butler out of retirement, a mere three years after ditching him.

The YouGov poll revealed that a comparatively low 72 per cent acknowledged brand awareness from Ask.com and, on the basis of such conclusive findings, the company decided to reintroduce its search mascot.

Since his re-emergence from retiral, Jeeves has undergone a significant change of appearance - most notably gaining a dimension - although he still boasts the rotund characteristics of P.G. Wodehouse's famous servant.

The relatively quick turnaround and re-emergence of the original brand has had many questioning Ask's motivation and whether it is continuing to seek a way out from beneath Google's shadow in the search engine market.

Ask Jeeves offers users a service not dissimilar to Google's and has struggled to define itself in the search market - much like AOL, MSN and Yahoo have - battling for a stake in the remaining 10 per cent market share afforded by Google's dominance.

However, Ask.com's Managing Director Cesar Mascaraque refuted this. Telling the BBC: "We have seen a growth of 20% this year, so we are not struggling.

"We have been focused on developing an outstanding producer that will deliver outstanding results and Jeeves is just the icing on the cake.

"Our aim is to give our users the answers they need for the lives they lead and Jeeves's role is to give our users answers in a more human way."

Ask Jeeves' key remit is to offer answers to more specific questions, as well as provide additional information and suggested search options to users of the service.

The Jeeves character will appear only on the UK site, but US and other worldwide users can access him via uk.ask.com.

Mr Mascaraque told Search Engine Land: "Our users have emphatically told us that they find Jeeves enhances their search experience - adding character to what can otherwise be a very functional experience. They see Jeeves as approachable and trustworthy and, above all, helpful."

In terms of brand awareness, Peter Matthews - brand expert for Nucleus - identified Ask's troubles to the BBC: "Ask without Jeeves lacked character and while the actual product - searching the web - is very effective, in trying to be more like Google they shot themselves in the foot.

"Not only have they got a brand issue, but they need to be famous for answering questions rather than producing reams of search results."

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