Wednesday, June 29, 2005

What is Advertising?

Companies spend a lot of time and money on their advertising campaigns. From media research to budgeting to negotiations with publications to press releases, it's about getting your name and your products in print. Google, ever the innovator, has a different tack, and I'm not even sure it's a conscious move, but it sure it effective. In the last couple of days, we have heard about Google video search, as well as Google 3-D satellite mapping, and even a PayPal like Google service. In recent months, we've been introduced to a customizable Google portal as well as Google desktop search for enterprise.

I guess Google has decided why advertise when people will cover your new products religiously. Every time a new Google offering hits the market, Google News (the irony) picks up well over a hundred articles about it. And that translates to millions and millions of dollars worth of print advertising. Why bother to pay for advertising when the world is so in love with your products that they give you column inches if you so much as whisper about a new venture.

A lot of this stems from Google's culture, which is no surprise since it is many times culture that makes or breaks a business. I'm not sure how many of these ideas come directly from private employee projects (Google allots 20% of work time to whatever you want to work on), but certainly some of them do. And this means a steady stream of innovations that consumers and reporters alike are eager to gobble up.

On a related note, check out my Letter to the Editor in the Computer Reseller News (CRN). Lots of bad ideas for VARs to start making a buck off of the oracle. Unfortunately, its only in the magazine, and not online. Here is the text in full; the editor title it "Gaga for Google":

Dear Editor,

I think that Google has the potential to make a huge impact on the world, not to diminish what the fledgling company has already done. I think in ages hence, Google will be the oracle of our day, and I hope to see the Google API expanded and supported to further this goal.

There's certainly no lack of marketable commodities based on Google's
various offerings:

1. Data aggregation software that allows companies to track news coverage(to gauge marketing efforts). GUI-based, customizable, integrates with ERP, the works.

2. Applications that simplify Googling people for the purposes of background checks, or even that provide automated reports based on some simple data.

3. A Google News educational and children's addition, customizable.

4. Google consultancies that teach employees how to apply Google to their jobs.

5. Software that checks source code for its origins on Google, for anti-piracy and just origin tracing for its own sake.

6. Custom Google searches that monitor select sites and provide reports on certain subjects or just in general.

7. Gmail for enterprise -- it would certainly be better than this web-based Outlook.

8. A secure, private blogging environment for enterprise.

9. Applications for government including using Google to report on new and potentially illegal websites, or to use Google to aid in crime-fighting by taking data about various crimes and connecting the dots.

10. Extending Google and Froogle to help optimize sourcing/purchasing.

Andrew Johnson
Pittsburgh, PA

No comments: