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?
Where slip occurs
We wrote about the progress that influencer marketing made in 2016, but as a marketer, you always need to be looking forward to be prepared for what the future holds. So what direction can we expect influencer marketing to take in 2017? We’ve seen the tactic grow, but we’ll see it explode in 2017. Here are a few things that we expect to see in the New Year: Less is more Influencer marketing’s growth across each individual network can largely be credited to the growth of the big player “celeb” influencers. The Logan Paul’s and Andrew Bachelor’s of the social world. These are the big names who are getting the headlines from mainstream outlets like “60 Minutes,” taking the marketing tactic away from a niche specialty among forward-thinking marketers, to an everyday occurrence. Though they’ve made influencer marketing popular, what’s made it successful is the use of “micro-influencers”. These are creators who may … [Read more...] about Influencer marketing: where we’re headed in 2017
Google’s share of the Internet ad market has risen almost 10 percent in the last five years, from 34.9 percent in 2006 to 44.1 percent in 2010, making it the undisputed Goliath in online advertising. Google also dominates global search, accounting for 85 percent of all searches as their three main competitors, Microsoft, Yahoo, and AOL, have slipped to just a 13.8 percent share combined, according to advertising and communications firm ZenithOptimedia. As Google continues to grow, thanks to acquisitions like DoubleClick and YouTube, Facebook has also increased their market share, though it is more at the expense of companies like Microsoft and AOL. Facebook’s 0.6 percent 2006 market share had grown to 3.1 percent in 2010; ZenithOptimedia expects they will surpass Microsoft by the end of this year. They doubled AOL during 2010. In times of persistent economic uncertainty, it wouldn’t be difficult to take a pessimistic view in predicting expenditures in the coming year … [Read more...] about Google Now Owns 44% of Global Advertising Market
Watching the number of visitors climb on your website is fantastic. You feel like all the work you’ve done is finally paying off. But visits are just vanity metrics and these don’t necessarily equate to success. A retail store would fold if hundreds of people wandered in and out each day but never purchased anything. You need to work on converting more of those visitors into customers, and there are plenty of ways to use content to transform a popular site into a profitable one. Here are ten ways to use content to boost customer engagement and turn your visitors into buyers. 1. Produce High-Value Offers for Free You’re in business to make money, so it might seem counterproductive to give things away for free. Some companies offer product samples or promotional items, while others give away content designed to help visitors with a problem. High-value content like e-books and reports work very well for getting opt-ins and trial sign-ups for subscription-based services, … [Read more...] about 10 Tips to Use Content to Transform Visitors into Buyers
Change might not always be fun, but sometimes it is necessary to get ahead in the game of Google. Over the last several months, Google has rolled out two fresh updates to shake up the bad content and spammy link world once again: Panda and Penguin. At this point, Panda and Penguin updates should almost be expected. Although the two updates did not rock our world quite as bad as we anticipated, there is almost always someone who suffers when an update strikes. Panda and Penguin are notorious for rolling out harsh penalties, and it is best practice to stay with the tide and keep those penalties at bay. If you are in need of a content strategy upgrade, these techniques should help repel any pandas or penguins that cross your path. Panda’s Push For Quality Content The purpose of Panda’s update is to encourage quality content from websites and downgrade offenders in the SERPs. Google introduced Panda in 2011 as a solution to wipe out low quality content farms. The update was … [Read more...] about 10 Content Strategy Tips to Beat Panda and Penguin