Vice President to Publishers: Microsoft is a Partner, Not a Competitor
Even so, Bradford recently had some not-so-kind words for a company that told her they had given up on search after one failed try, "I said, ‘Oh really? You don’t want to get into one of the largest movements in marketing. You don’t want a high ROI?’ Search like any other tool is only as good as what you put into it," Bradford continued. "Most people don’t know how to optimize words. It’s daunting and you can lose a lot of money very fast, if you don’t know what you’re doing."
That’s where Microsoft comes in, Bradford said. The company hopes to partner with publishing companies rather than compete with them. "Our goal is to give you the technology to do it and split the revenue," she said. "Who is going to believe that Microsoft is the king of the vertical search for chemical engineering? We see ourselves as more of an enabler than a competitor."
Bradford said Microsoft has a number products available, as well as some in the works to help publishers create vertical searches across multiple sites. She said the company hopes to some day give Google a run for its money. "Our advertising community has told us it wants an alternative to Google," she said. "Search presents more of an upside for us, than a downside. In fact, there really is no downside."