DIGITAL MARKETINGCASE ANALYSIS GROUP E Lior Agassi Valeria Deserto Anurag Jaiswal Einar Jóhannesson Shirley Kleinman Roberta Narikawa Carlo Stimamiglio Ruchita Vora
Should Microsoft be worried about thepossibility of Google taking the lead in the Operating Systems field?
Operating Systems Mobile / Tablet DesktopSource: www.netmarketshare.com
Google Chrome OS The operating systems that browsers run on were designed in an era where there was no Web.‖ We hear a lot from our users and their message is clear - -computers need to get betterSource: Google Official Blog
Google Chrome OS ADVANTAGES DISADVANTAGES• Open source • Network’s speed and availability• Speed, simplicity and security• The user experience takes place on the • Existing web apps do not replace all web Windows applications (ex. MS Office, – No programs, no updates Photoshop, etc.) – No desktop – No anti-virus, no firewall• Cloud storage• Hardware: – Easily replaceable – Low cost
Microsoft should be worried!• Innovation moves towards decentralization (cloud-based) – Microsoft is currently heavily dependent on centralized computing and on its cash cows (Windows and Office). – Chrome OS and Android affect Microsoft in 3 ways: Operating system Search engine Internet browswer (Chrome format) – Impact not immediate but in the long term• Microsoft response: Windows 8
Do you think thematic search engines are going to work in the near future? What about the semantic web?
What is “Thematic Search Engine”?Definition: A theme is an idea, message, or lesson conveyed by a work — Wikipedia When no a priori knowledge on the user’s desires beside the search keywords is available, it is possible to design search methods that operate on a thematic database of web pages that refer to a common body of knowledge (i.e. themes), this is also known as vertical search engines — Improving Search Results with Data Mining in a Thematic Search Engine, M. Caramia, G. Felici, A. Pezzoli
Examples of different Thematic Search Engines Google Books is a service that searches the full text of books that Google has scanned, converted to text using optical character recognition, and stored in its digital database. Google Scholar is a freely accessible web search engine that indexes the full text of scholarly literature across an array of publishing formats and disciplines LexisNexis is a company providing computer-assisted legal research services. A free database accessing primarily the MEDLINE database of references and abstracts on life sciences and biomedical topics. The American Economic Association’s electronic bibliography, EconLit, indexes over 120 years of economics literature from around the world.
What is “The Semantic Web”?Definition: The Semantic Web is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation.‖ — Tim Berners-Lee So in laymen’s terms – the Semantic Web Technologies, also known as Web 3.0, are techniques you can implement into your sites to help define the context and meaning of the content you are presenting, in a way that computers can understand
Semantic Web search optionsThere are several semantic search engines creating a alternative (and possibly abetter one) to Google
Google and Rich snippets (microdata, microformats, and RDFa)In 2009 Google launched “Rich snippets”, a feature using semantic web technologythat gives users convenient summary information about their search results at aglanceGoogle currently supports the following information types: reviews, people profiles, products,business listings, recipes, and events.Providing this information doesnt affect the appearance of your content on your own pages, but it doeshelp Google better understand and present information from your pageLatest available information reveals that less than 5% of WebPages currently havesemantic markup. Google wants to see this rise to 50% or more. It is looking for criticalmass (Google data, 06/2010)
What does this mean for the digital marketing? In the near future semantic web will probably not reach critical mass, keeping the existing importance of thematic search engines. However, once semantic web reaches critical mass, two major changes will become relevant for digital marketers:Media buying Marketing toolsGoogle will be able to conduct insightful New tools and technologies will becomethematic searches more easily, thus increasingly importanteliminating most of the current ―Niche‖playersThis shift in the competitive landscape will SSEO will be an important additionalinfluence where the digital marketer wants aspect in SEO work. Early adopters couldto buy media in order to reach maximum improve rankings while competitiontraffic catches up
How do you think Google Instant and,above all, Google Realtime are going to affect SEO?
Google Instant Search — Google DefinitionUpdate for Google SuggestGoogle can answer a query in milliseconds but it takes seconds to type it in.
Google Instant Search Example Thank you
Google Instant Search effect on marketer• The search results are based on viewers history and previous searches• May affect behavior in how people perform searches• May cause peoples searches to be diverted as they spot new options• Long tail searches will become more prevalent as people can keep typing until they find what they want• If you pause for 3 seconds it counts as an impression so as a marketer you must be aware of effect on your metrics
Google Realtime Search Rest in Peace - December 2009 - July 2011
Google Realtime Search Continued• Twitter tweets• Google News links• Google Blog Search Included a lot of content but most of it came from Twitter links• Newly created web Opened up space on front page of Google results for real time trends pages• Freshly updated web pages Promotions could therefore gain quick access by having Twitter• FriendFeed updates campaigns• Jaiku updates• Identi.ca updates Google say they will reinstate real time search for Google+ but• TwitArmy updates @googlerealtime on Twitter has been quiet since 4 July.• Google Buzz posts• MySpace updates• Facebookfan page Many real-time events are more news than campaigns updates• Quora Google Social search has replaced some aspects as logged on users• Gowolla get links to blogs, flickr, twitter etc of people theyre connected to• Plixi• Me2day• Twitgoo
In Conclusion• Operating Systems – Google is actively attacking Microsoft’s value chain – Microsoft should and is fighting back• Thematic Search and Semantics – Helps the user narrow down search results – In the near term only a fraction of websites will be doing semantics – Once the semantic web becomes prevalent generic search engines will be better positioned to serve niche markets• Google Instant and Realtime – Instant changes search behavior and the digital marketer must be aware of the increased importance of the long tail keyword – Realtime was a way for upto the second information on the front page of search results. – In the end it’s more important for fads and promotions than actual brand building.