Wed Jul, 2011 by Derek Mehraban
Baidu, the largest search engine in China, has partnered with Microsoft’s Bing to provide the English language search support. China’s internet population is 477 million and there are over 10 million searches per day conducted in English. Baidu acknowledges, however, that those English language searches are not handled very well, so the 10 million number may represent a frustrated user base. Frustrations that Bing hopes to dispel.
This is a hug boon to the digital agency. Even if the digital agency does not have clients serving China, that is unlikely to remain so. Even in a world without a weak US dollar, China is increasingly important to more and more US based businesses. Advertising with Bing as a normal part of the digital agency’s campaigns will now increase exposure into a nascent market. Bing will also learn from these searches about the world’s single largest population, a population with significant presence here in the US. Those lessons Bing learns will also help the digital agency better reach out to Chinese living in the US.
New York Times: Microsoft to Partner With China’s Leading Search Engine