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The proposed unification of Yahoo and Microsoft Bing has taken a major step forward having sealed the approval of the European Union.
YaBing could soon be a reality having now gained an unconditional thumbs up from European lawmakers. Whilst this is just the first of many hurdles to overcome, it is a major stepping stone towards completing the union of the second and third most popular search engines in the world.
The merger is still on course for completion in the first half of this year, assuming that it can gain backing from the other major markets; not least in North America. Google’s stranglehold on the worldwide search market has been undiminished though, with the latest figures showing that they control 90% of searches. Yahoo and Bing by comparison only mustered 7.4% between them, which means there’s plenty of work to do in reducing the deficit.
The effectiveness of any such collaboration against a brand as strong as Google is very much up for question. Certainly any initial gains are likely to be slight, although with the combined powers of the two companies we can expect some innovations to emanate from YaBing. Hopefully this will promote greater competition, improved tools and more even marketing opportunities for online companies.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.