Why is Google in such a hurry to digitize the world? The more stuff Google digitizes, the more stuff you’ll be able to Google. And the more stuff you’re able to Google, the more ads Google can sell. For marketers, the more ads Google sells, the more marketing costs increase due to bid competition. And, the more costs increase, the more important it becomes to distribute your digital assets in places that don’t require paying for placement but can still drive revenue. Marketers must digitize all their assets, even the less tangible or obvious ones like brand iconography. The key is to think about what utility you can provide with your assets, not what objects you can create. Take stock of your asset inventory and look for opportunities to extend them far beyond your website and/or retail location. Chapter 17: Show Off Your Assets QUOTABLE: “ Information now lives everywhere.” – Gord Hotchkiss, President, Enquiro Search Solutions GET GOOGLEY: When it comes to leveraging your assets, shake what your momma gave you.