How might Google be broken up into various companies? The story below explores the idea, in the guise of a chapter from a fictional book about how a Google break-up might have come about and the results from it. It explores the idea of a Search Engine Reform Act that breaks-up the company, as well as a Search Commerce Commission that oversees the search space. The Birth Of The Baby Googles Previous chapters have covered how the growth of Google and fears of how it was reshaping the communication landscape led to the application of existing anti-trust laws along with new ones to force a Google breakup in 2010. This chapter looks at the immediate aftermath: the “Baby Googles” or “Googlets” thatwere formed in the name of greater competition and consumer choice. Google (Search Products) The Google brand name remained with the company’s first product, search. Virtually all search-related products were kept part of Google, including enterprise search. Google … [Read more...] about What Would A Google Antitrust Breakup Look Like?
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Every day, more and more consumers are flocking to online shopping outlets and connecting with brands through social media. We’ve reached the point where more than 50% of consumer shopping happens on the web. Global Web Index released data last year that indicated over half of Instagram users are following brands online. With the continued growth of digital engagement, marketers are increasingly focused on online marketing to attract new customers in addition to fulfilling their current customers’ needs. According to Content Marketing Institute, nearly 95% of marketers engage customers on Facebook and, overall, 90% of B2C marketers prioritize social media for engagement. Of the top 14 content marketing tactics, approximately 73% of business owners incorporate in-person events into their marketing strategies. It’s surprising that we don’t see more marketers trying to integrate offline marketing with their online efforts, considering the reach and engagement that … [Read more...] about Combine Online & Offline Marketing for Exciting Customer Experiences
A few years ago, I launched a website called FindHow, and we gave it a full-court press from a PR standpoint. In this series of articles, I’m running through all the best practices we leveraged. In Part 1 and Part 2, we talked about how to convince journalists that your topic is newsworthy, the basics of writing a press release, strategies for targeting journalists and tips for scheduling your announcement. Here, we conclude with tips for pitching journalists and how to work it before, during and after the announcement of your release. Pitching Journalists Before you start, understand two things. First, journalists are human beings – try to put yourself in their place to understand where they are coming from. Hundreds of people are constantly bothering them to try to get their news covered, their editor is probably hounding them for material, and often, they’d really rather be taking their wife or husband out to dinner. So, be respectful of their time and … [Read more...] about Public Relations For SEO: How To Pitch Journalists
Google says it’s spending “millions of dollars” to police AdWords ads to ensure they’re not contributing to human trafficking, but the head of a victim’s rights group seems to believe that’s not enough. Asked what he thinks Google should do, Philip J. Cenedella of the National Association of Human Trafficking Victim Advocates (NAHTVA) says they should, “stop ALL of these ads until they can guarantee 0.0% of the providers of the services are NOT trafficking victims, exploited women, men, girls and boys.” Based on NAHTVA’s efforts, two lawmakers yesterday wrote a letter to CEO Larry Page questioning the company’s efforts to police possible human trafficking ads itself. Google maintains it’s doing the best that it can, putting millions of dollars of resources toward solving the problem of bad ads. “We…work closely with law enforcement and other government authorities,” the company said in a statement. … [Read more...] about Google Should Halt All Online Dating Ads Until They’re Sure None Are Fronts For Human Trafficking
Google launched its Google Books Ngram Viewer this week, a tool that lets you research how popular words and phrases have been over several centuries, based on their appearance in books. But can you trust it? In the case of the F-word, no — and perhaps in many other cases, as well. I read several mainstream news stories about the viewer after it launched, including a long piece in the Wall Street Journal. Those articles were generally filled with excitement. My own reaction to the tool was more muted. I immediately wondered if the underlying data was actually that accurate. Counting Words Often Goes Wrong For years, I’ve seen people try to use regular search data to plot the popularity of terms and trends over time. That’s been fraught with issues, in particular, when web pages have the wrong date on them. With the Ngram viewer, I figured it might have its own issues, such as: Does Google Books get the dates of some books wrong? Is the distribution adjusted? IE, if … [Read more...] about Google’s Ngram Viewer & The F-Word