Multi Channel Integration

According to an eMarketer survey, 85% of marketers see the value in multi channel integration, but only 12% currently compare performance data across channels. This leads to channel conflict and sub-optimization (optimizing one channel at the expense of others, negatively affecting top level ROI). Intersynthesis can help with meaningful interactive channel integration.

The thing about Bing

Microsoft launches Bing tomorrow, its new search product. Ad Age reports that Microsoft will spend $80 Million on advertising campaigns to convince us to switch from Google to Bing. Admittedly, the marketing on this is well done so far. The brand name is simple and memorable, and the positioning as a "decision engine" sounds like good differentiation. But the proof will be in the functionality.

Microsoft is going out on a limb, betting that it understands the context of WHY people search for the terms they do. Not just what information they want, but what do they want if for? In particular, this idea holds interesting possibilities for travel, online shopping, local results and health care. The true mark of good service is anticipating your customers' needs before they even know what they want themselves.

So kudos to Microsoft for taking a risk and pushing the envelope. If they actually get this right, it will definitely be a step forward. If not, it will just make search results annoyingly irrelevant. And that would be a shame because the idea behind this new product is fundamentally sound. For all our sakes as consumers, let's hope it works.