Intro to Digital Age

Publishing 2.0 brought up the use of brand advertising in the future for Google.  The problem for Google is that brand advertising cannot be measured like its current advertising model.  The pay-per-click model is becoming out-dated, and in order for Google to remain competitive, it will need to step up to brand advertising.  These days, however, niche markets are realizing they do not necessarily need Google in order to sell brand advertising.  In fact, Bruce Sterling wrote in an article in Wired magazine (handed out in class) that online businesses do not need to advertise.  Businesses are now directly connected to consumers and engaging in, as Sterling notes, “meaningful activities.”  Businesses are attracting consumers online with free services and charging later for special features.  With this structure, consumers try the product or service and if they like it, pass on the information to others.  Bloggers are particularly effective in this form of advertising, though users communicating with other users are equally valuable.   

Marketing still has a place on the Internet, though, and marketers have become increasingly interested in search behavior.  A recent article on searchenginewatch.com discussed the implications of understanding search behavior.  Recent studies noted that local search has taken the place of the phone book for many people.  Additionally, search is one of the first places people turn when looking for information about an automobile.  Therefore, an effective marketing strategy in the auto industry should focus on catching the online searcher’s attention and keeping it.  Understanding search behavior can give companies a major advantage over the competition.  Knowing what consumers want and how they receive the information allows marketers to more specifically target their audience.

 Google keeps a running list of what’s hot on the Internet through its site zeitgeist.  This site contains information on the patterns and trends of searchers on a weekly basis.  It is a major source of information on what people are looking for and how they are getting that information.  Google recognizes this asset in its company and uses the information to make changes and give people access to what they want.  Google news developed, as mentioned before, as a result of people wanting news from sites that were not able to handle the volume of traffic as a result of the events on September 11.  The company has also expanded into the areas of photos, mapping, e-mail, instant messaging, and more.  Google started by doing one thing and doing it well.  Now, the company has created competition for both traditional media and new, from the yellow pages to Microsoft.