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What if Google Focused on Traditional Media?
Monday, October 29, 2007
Can you imagine if Google was around in the 50's when television was in its infancy or prior to that when radio came across the airwaves? We all know that Google dominates online advertising with their Google Adwords program (a pay per click program where advertisers/webmasters can create their own ads and bid on placement for their chosen keywords) and their Google AdSense program (a contextual advertising solution to web publishers/site owners that delivers text-based Google AdWords ads that are relevant to site content pages. You earn revenue by showing ads that are relevant and targeted to your website's content.).

So I would like to throw this out there. What if Google set their sights on traditional marketing media such as television and print? Hear me out, wouldn't this be an interesting approach? Focus on the Internet and on online advertising, which is how Google makes money Think about this; Google dominates the online ad space so everyone else is playing catch up and just when they are not looking, Google reverts their focus on traditional forms of marketing media such as television and print.

Sound far fetched? Well maybe it's not as "out there" as you think. In fact Google has already began down this path. I have heard various rumours and read countless articles on Google looking to expand its wings into areas such as TV advertising, in newspapers and other print destinations.

Ever heard of Google TV ads? Probably not, but they exist. Google is smart enough to figure out that users spend a lot of time watching TV so improving the relevance of advertising information on that medium is important. The goal of Google TV ads is to:
  • Deliver more relevant ads to viewers and provide better reporting for advertisers
  • Bring more advertisers to TV and help inventory owners
  • Create efficiencies in the existing model
We're not the first to throw out this theory of Google becoming a traditional marketing machine. Earlier this year, the NY Times had an interesting article about Google's ambitions in the advertising world. The article points out that may in the traditional markets may indeed fear Google:
Many in the radio industry are determined to keep Google at arm’s length, suspicious that its technology-based approach will turn their business into a commodity and take away the relationships with advertisers that stations have spent years building.
While analysts and traditionalists will question whether Google will be successful in this arena, you can be sure that if anyone can do it, Google just might be the one entity that can be successful in the television and print advertising space. Google has the ability, the passion, the innovation, the resources and the drive to change the way advertisers market their products via these traditional source. Factor in Google's mission to make the world a more "relevant" one by organizing the world's information and make it universally accessible and useful and you might just have the secret sauce to dominate all forms of advertising.

Google: The Ultimate Answering Machine?

Yet there are those who continue to bash Google and look to exploit the search giant. Google just keeps on innovating and pushing the envelope on the advertising world. Is Google the closest thing that the Web has to an ultimate answering machine? Well this can be debated as there are other such as ASK that are working to provide a tremendous user experience when they search for information. The fact is Google, even as an online advertising pioneer, seeks to ultimately provide the best possible user experience for both the end user and the advertiser.

If Google has indeed set their sites on traditional marketing media, their strategy is an interesting one. Dominate the online advertising space and then go back and look at traditional marketing channels that include newspapers, television and radio. In 10 years, Google may just become the ultimate advertising resource, and for many may indeed become the ultimate answering machine when it comes to advertising.

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posted by Jody @ Monday, October 29, 2007  
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