Subscribe to RSSDigital CMO Series: Bing – Building a New Brand in the Digital Age
Breaking through the noise to launch a new brand in today’s marketplace requires harnessing traditional marketing techniques as well as the unexpected. Reaching users online is relatively straightforward, but building emotional connections, staying relevant and delivering value is considerably more challenging. Hear from Kirsten Ward, Director of Digital Advertising, Microsoft as she discusses the challenges faced and innovation by Microsoft to build the Bing brand and steadily gain market share from Google and Yahoo.
Kirsten shares answers to:
- What was the strategy to start attracting customers to Bing?
- What was the inspiration behind Bing’s identity and interface?
- What risks were taken in marketing Bing?
- The importance of measurement and how Bing is using Compete to measure campaign success and impact.
- And much more!
Check out our YouTube page to hear Kirsten’s perspective on The Big Brand Theory and what it means to Bing.
