Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation looks at Google's various digital marketing business and analyzes its position vis-a-vis the competition.
Google Chrome OS is a new project, separate from Android. Android was designed from the beginning to work across a variety of devices from phones to set-top boxes to netbooks. Google Chrome OS is being created for people who spend most of their time on the web, and is being designed to power computers ranging from small netbooks to full-size desktop systems. While there are areas where Google Chrome OS and Android overlap, we believe choice will drive innovation for the benefit of everyone, including Google.(from googleblog.blogspot.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!• Already
happening• 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) – Google Occupied a position left empty by Microsoft (Android), Now is directly attacking (Chrome OS) - Microsoft: a sleeping giant – Impact not immediate but in the medium/long term• Microsoft response: Windows 8
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
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
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 ContinuedSOURCES ADVANTAGES•
Twitter tweets• Google News links Up to the minute relevance for searches with a large number of• Google Blog Search sources links• Newly created web Opened up space on front page of Google results for real time trends pages• Freshly updated Promotions could therefore gain quick presence by having a web pages successful Twitter campaign• FriendFeed updates• Jaiku updates• Identi.ca updates Learned from it and Google Social search uses best features where• TwitArmy updates users get links to blogs, Flickr, Twitter etc. of people they connect to• Google Buzz posts• MySpace updates• Facebook fan page DISADVANTAGES updates Many real-time events are more news than campaigns• Quora• Gowolla Included a lot of content but most of it came from Twitter• Plixi• Me2day• Twitgoo It’s currently offline. Google says they will do it with Google+ but @googlerealtime on Twitter has been quiet since 4 July.
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.