Google, Bing and Microsoft; the new triangular collaboration in digital marketing

Bing pledged a new search facility which will change the traditional digital marketing. With partnership of Google and Microsoft with social networking facilities of Face book and twitter a new kind of search engine will be launched. Digital marketing will transform itself for the marketers, if the service is launched and utilized successfully.

Google and Microsoft will provide feeds from Face book and twitter, thus making the search experience more exciting and rich. With the new of search engine facilities, we will then be able to access content generated by consumers along with the corporate websites and other websites - great way for digital marketing and greater powers to the consumer. Thus, marketing agencies will need to have in depth knowledge about their client companies' brands.

Melissa Powel, a spokesperson from Microsoft defines this new facility as a better experience for the consumers and she believes that the consumers are waiting for such search experience and if not then they are definitely going to be surprised.

This will revolutionize the brand experience for the consumers particularly their digital marketing experience. This will provide digital marketing an added opportunity to market the brands of the company. For instance, if you are searching for 'Nike', you will not only get results of the company's website but also the tweets and feeds. This new experience of search can also harm a brand, many campaigns were backfired too and Skittles is one such example. No digital marketing campaign of any brand will have an objective of exposing negative feeds.

Digital marketing has other issues besides its exciting experience. According to David Berkowitz, a senior director of emerging media and innovation if any brand has any backlash then this will start indexing in the search engine and if a lot of people are talking about it will have a staying power. Therefore, this model of search facility is going to present a lot of challenges for digital marketing.

Revolutionized digital marketing will face authenticity issue of whether the company's search results are more relevant or a blog's comments. Berkowitz states that the biggest challenge will be to discover the authority and with the real time result.

The new model will affect paid search also. According to Shar VanBoskirk, VP and Principal analyst at Forrester research, advertisers will be earning more since the inventory of search will increase and give them more flexibility. In order to take advantage of new model of digital marketing as marketers will have to be extra conscious about their company's brands and brand consultancy with the advertising agencies will increase. Steve Baldwin, editor in chief of Didit.com expresses this concern by stating that marketers will then have to keep their ads updated. Moreover, a company's advertising agency will have to accordingly update itself on the brands of its client and consultancy with the client will be required.

Qudos Digital is a leading Digital Marketing Consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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