Why Read This
Microsoft's new "decision engine," Bing, changes the search game, not by catapulting Microsoft ahead of Yahoo! and Google but by introducing a new user-centric way of finding and displaying relevant search results. Forrester expects Bing's concierge approach to set a new standard for search engines and steal share from Yahoo!. Marketers will find that this paradigm shift brings about new search engine optimization (SEO) needs, mobile search, more expensive paid search ads, and display media innovation.