Marketing Technology » Google Combining marketing and technology to develop new markets and grow existing ones Tue, 11 Jan 2011 16:47:54 +0000 en hourly 1 Is your company’s real home page? Tue, 15 Jul 2008 10:22:00 +0000 admin Forrester Research analyst Jeremiah Owyang thinks so.

I’m not convinced though – his hypothesis only holds water when people use Google to look for a company. So if 50-60% of the web traffic to your company’s site comes via Google (as ours does) then it’s a fair point – but only for that proportion. You can pretty much guarantee that the first page of search results for your brand name on Google will shape someone’s perception about your company – the job of your web site is then to either reinforce or attempt to change that perception.

I have been banging on for some time now about the need for companies to invest as much attention – and budget – on the 99.999999% of the Internet that they don’t control as the remaining 0.000001% that they do (i.e. their website).

The examples in Jeremiah’s post simply serve to reinforce that view.

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Google’s reputation opportunity in the Viacom case Fri, 04 Jul 2008 09:17:00 +0000 admin Google receives its fair share of criticism over how it exploits the personal data of the users of its search and other services, so what a refreshing change to see it defending privacy rights in its tussle with Viacom.

The entertainment company has won a legal battle that will see Google disclosing the usage data for its video-sharing service YouTube, as Viacom tries to prove “the attractiveness of allegedly infringing video with that of non-infringing video” on the site.

Regardless of the legal rights and wrongs – or why Viacom needs user logins and IP addresses when they only want to compare the popularity of original videos with those that feature copyright material
– Google has an opportunity here to prove to its critics that it really respects its users’ private information. By publicly standing up for privacy in the face of Viacom’s demands it could change perceptions about its motives for good.

For the benefit of internet freedom, I really hope it will.

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Software as media Mon, 04 Feb 2008 10:49:00 +0000 admin With Microsoft’s unsolicited bid for Yahoo! it looks like the media industry and all those who feed it and feed off it – like advertising, and to a lesser extent PR – will have another predator to fear. Not only is Google eating their lunch, but Microsoft and Yahoo!, in whatever form, look set to help themselves to breakfast and dinner too.

Nicholas Carr reckons it’s because software, and particularly software based on the Internet, is becoming a media business. As he says, “the Net is not only a universal medium… it is also turning into a universal computer”.

He points to the way in which young people in particular buy software nowadays. Rather than popping down to PC World to lay out for packaged software, they’re going online and using the software already running on the Net like Facebook, Flickr, Gmail, etc. Even word processing suites are being offered for free by the likes of Google.

And it’s free that is making software a media business. The media industry has long understood the power of giving utility away (or at least at a very low cost) and subsidising this with advertising. And that’s basically what the like of Google and Yahoo! have always done. Having made its billions relying on people like you and me to buy software to install on our PCs, Microsoft now realises that the only way it can compete with the likes of Google is to acquire online scale, and acquire it fast.

The media industry should be quaking in its boots. Imagine another Google, just as large and just as powerful – taking more and more of the advertising budgets. It’s time to rethink the business model, and that might not be a bad thing.

Note that Yahoo! is a client of Hill & Knowlton, but I have no involvement with that account.

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