While Googleis the near-unanimous go-to for web searches, Bing has proven itself as a competitor to be reckoned with. In a market that was considered untouchable just five years ago, Bing has grown to a level that could eventually shape it into a serious, viable web search competitor. While Bing still has a lot of ground to make up, its search popularity shows that its marketing strategy is powerful enough to take on such a major name in the tech world.
Part of the success of recent Bing campaigns has come from their perceived honesty in the realm of search engine marketing, focusing on the results of their competitors and bluntly explaining the advantages of their search engine. Its brand rhetoric comes through strongly across all its mediums.
Ethos (Authority)
Bing simply does not have the same level of authority that Google does. In order to compete with Google’s Ethos, Bing must make up what it lacks in history with its current credibility. To do this, much of Bing’s advertising focuses on proving the dominance of their results, which while subjective, can lead users to trust Bing as a credible and well-established source.
Pathos (Emotion)
Bing doesn’t focus heavily on Pathos the way similar tech companies do. Usually in a brand underdog situation, the lesser of two brands will favor a rhetorical strategy that develops emotional bonds with its customers. Instead, Bing focuses on Ethos and Logos in order to present itself as an authoritative and logical choice for consumers.
Logos (Logic)
Bing’s Logos appeal is quite strong, especially compared to similar tech companies. Many of its advertisements use hard data, common statistics, and survey results to convince consumers that Bing is the superior option.
In the tech industry, Bing can’t afford to neglect Ethos or Logos, but its lack of brand familiarity and lack of history put it in a tough place against the powerhouse of Google. Nevertheless, Bing’s careful attention to building substantive, fact-driven rhetoric allows it to grow its following and become a worthy competitor.
