In today's coverage of the new Yahoo! Search radio advertisements, Erick Schonfeld at TechCruch says:
So can an advertising campaign change any of that? Search is not like a soft drink. People use the search engine that they think can do the best job in helping them find things. Now, maybe Google has brainwashed all of us to believe that it does indeed produce more relevant results. And in a blind taste-test more people might choose Yahoo's results. But if that is the case, I'd rather take an interactive quiz that puts each search engine to the test and make my own decision. That would go much farther to convince me to switch than Yahoo's current creative.
Funny he suggests that. I remember suggesting exactly that a few years back when I worked in the marketing group for Yahoo! Search. I suggested we do something inspired by Twingine but which hid the engine identity and let users judge for themselves.
Why didn't it happen? Because some of the same people who were convinced that Yahoo! Search was "just as good as" Google (and better in some cases, they said) were afraid that people would realize that this was not the case.
The cognitive dissonance was amusing, but it was also frustrating and stupid. "Either we believe we're better or we don't... Which is it?" is the sort of argument I tried to make.
I guess that question eventually answered itself.
Posted by jzawodn at October 14, 2008 07:12 PM