The market position of Google, the biggest digital marketing search engine company is at stake with the emergence of new search consultancy of Microsoft, Bing. Initially it was though that the presence of Bing will pose some problems for relatively comparable company like Yahoo search engine. Though that expectation was fulfilled with a report drop in Yahoo’s market share; but now Bing is shaking the share of even bigger digital marketing agencies like Google. Microsoft has invested hard on the sustainability of Bing and has succeeded when in June comScore broke news of Bing search consultancy stealing market share of big competitor Google.
Bing market share has risen pace since the last one year. Since its entry into search marketing industry; from last June up till now in just a small span of time, its share has reached 88%. The present market share of Bing in U.S is 9.85% as compared to 5.25% share when Bing started its digital marketing search engine. Calculations by Hitwise show that Bing has disturbed its competitor’s digital market where percentage in Yahoo’s share has gone down by 11.24 whereas Google’s marketing has been affected by 3.2% during that time period.
Further decline in Google marketing is witnessed by com Score, when it compares the present market share with that of previous. In February Google disclosed its share to be 65.5% which has now dropped to 63.7% in May, further down in June by 62.6%. Thus in a series of these four months, Google has lost some of its market to its small competitor.
Not all search engine focus on the use of numbers to get an estimation of their market share. Microsoft (Bing) and Yahoo marketing search engines rather stress upon context and content use. But both are beyond Google in either case. Imran Khan an analyst at JPMorgan presented his argument by saying that during the period between May and June, in contextual sense; Google share went down by 110bps while Yahoo and Microsoft are up by 60 bps. If take into consideration individual contextual ratings then Microsoft rose by 20 bps, and Yahoo at 10bps up; on the other hand Google suffered and came down by 20 bps.
Revenue at digital marketing search engines also comes from advertisement placement and click.com. Bing led in getting more revenue coming from both these sources when compared with Google and Microsoft.
The overall U.S industry in search engine sectors has shown an increase by 16.9% in June as compared to 11.2% in May. Bing is not imposing any negative influence rather use of online market has gone up from 11% first quarter to 14% in the second quarter. (ComScore)
CEO Search Ignite has reported that there is an increase willingness by marketers to invest in digital marketing to promote their products.
Asian market is an opportunity for Google to regain its lost revenue. After license and ICP approval from China, Google can return to its lost glory. But this news may not be good for Bing.
James is an experienced digital marketing strategist at Qudos Digital. He works for a leading digital marketing providing digital marketing consultancy to numerous businesses.