‘To Google’ – With Love

‘To Google’ – With Love

Why is everyone so critical of Google? Is it because the company is too big for its boots? Is there a niggling feeling that maybe they’re abusing their monopoly power? The truth is: it’s probably neither. A company that can become a household name across the world in less than 20 years must be doing something right. ‘To Google’ is now a verb for goodness sake! Google has joined the likes of Hoover, Photoshop, Superglue and Velcro where the brand has become a verb. ‘Googling’ is synonymous with using the search engine to solve all your problems. No other company comes close – not even Bing/Microsoft/Yahoo!   AdWords and SEO Collide  So why do so many people want to take a pop at this online behemoth? After all, there are plenty of dynamic companies who monopolise their niches without attracting the same levels of opprobrium as Google. Steve Jobs’ Apple or Richard Branson’s Virgin are two examples that spring to mind. Could it be that Google is a victim of its own ingenuity? No-one could deny that its AdWords cash-cow is a fiendishly clever concept. And it somehow seems churlish to complain that SEO has been made overly difficult for marketing professionals when the system of online organic ranking of website pages is free-at-point-of-entry anyway. What many people forget is that Google has achieved its phenomenal success by doing what every business sets out to do: namely, to provide its customers with the best service possible.   No Such Thing as a Free Lunch!  As a search engine, Google’s primary responsibility is to make sure its search results provide... Read more...

Integrated Marketing and The Endless Echoes of Mad Men

In case you hadn’t noticed, ‘integrated marketing’ has come full circle. Back in the day, when Mad Men roamed Madison Avenue and TV advertising was the new kid on the block, everyone wanted a slice of the marketing action. In late-1950s Britain, television sets in everyone’s living room marked the end of post-war austerity and, with it, the beginnings of an affluent consumerist society that continued throughout the 1960s and on into the present day. TV advertising was a powerful tool of mass communication that eclipsed print media, direct marketing and PR almost overnight, particularly among those with bigger budgets. It’s often said that history repeats itself. That would certainly seem to be the case with integrated marketing. To get a handle on the historical perspective of it all, you need to compare the Mad Men era and the arrival of TV advertising with the emergence in our own era of Internet marketing and Google. Both of these phenomena transformed marketing as it was known hitherto – and both ended with an aftermath of integrated marketing that sought to make sense of a new and dominant marketing force. The underlying driver on both occasions was the realisation that we shouldn’t risk throwing the baby out with the bath water.   In The 1960s… TV advertising in the 50s and 60s was a potent and entertaining medium with the power to engage and persuade like nothing that had gone before. Or was it? Apart from being incredibly expensive, TV advertising in 1960s Britain had a limited platform of only one commercial TV station. Even if your company could afford it,... Read more...