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Google is an amazing company. In just over 10 years, it’s become the most valuable brand in the world and generates more t...
<ul><li>Why do you Google? </li></ul><ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Commerce </li><...
How does Google work? Essentially, Google counts the number and quality of links pointing to each website as a measure of ...
What are you supposed to do on  Google.com ? Duh, search.  But why is that such a rhetorical question?  Because the Google...
Why do search ads on Google work so well? Because people are often in “buy-mode” when they’re searching.  They’re looking ...
Where do Google searches take place? Everywhere.  Google-owned properties.  Google-syndicated properties.  Mobile phones. ...
Why do Google search ads get such high response rates? Ads on Google reach people at the right time. They don’t interrupt ...
Why do so many people confuse Google’s paid and organic listings? The content is a bunch of blue links. The ads are a bunc...
How did Google choose the design for its now-famous logo? The same way it approaches every aspect of user experience — ver...
How do you know your Google ads are working? By tracking them.  There are myriad data points you can track related to your...
Who is the key decision-maker at Google? Not Eric Schmidt nor Sergey Brin nor Larry Page nor any other member of the  Goog...
What would Google look like if you removed all the brands? Let’s just say it would not be a pretty picture.  You’d have a ...
What catches your eye in a sea of Google text listings? A differentiated value proposition aka a unique selling propositio...
Who does Google compete with? Pretty much everyone.  But, most, if not all, of the companies Google competes with, it also...
Why does the same Google search bring up different results for different people? By tracking people’s queries over time, G...
What’s the most popular search category on Google? Porn.  Surprised?  You shouldn’t be.  The Internet makes it easy, priva...
Why did Google choose “Don’t be Evil” as its corporate credo? For one thing, it’s a great public relations spin.  “ Don’t ...
Why is Google in such a hurry to digitize the world? The more stuff Google digitizes, the more stuff you’ll be able to Goo...
Why does Google limit the number of listings each advertiser can buy? A relentless focus on user-experience dictates that ...
How did Google get started? We all know this one.  Two guys in a dorm room set out to change the world.  Why do we all kno...
What leads you to search? There’s always some stimulus that triggers a search query.  Often, that’s a marketing message.  ...
In 10 years, will everything I know about marketing still be learned from Google? Who knows.  It’s unlikely search as we k...
Get Googley! Anyone who tells you they know what the future holds for marketing is either lying to you or trying to sell y...
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In 10 years, will everything I know about marketing still be learned from Google? Who knows. It’s unlikely search as we know it today will be search as we know it in 10 years. Relevancy must be replaced with usefulness. This means reimagining the search interface and changing the entire search paradigm. The key will be allowing people not just to search but to search and act. In the coming years, we’ll see a shift in focus towards applications -- aka app-ssistants -- that can handle complicated tasks based on our stated intent. Google’s role could be providing search functionality within apps or it could be a provider of apps and/or app platforms. The monetization model for app-sisstants is unclear but brands will certainly have a role. To give your organization the best chance to succeed in a world of search-and-act engines, follow the 20 Googley Lessons in this book. Chapter 21: Future-Proofing QUOTABLE: “ Google is actively tackling technology challenges that are required to pave the way for a future world that puts intelligent technology at the center of both micro and macro decisions.” – Matt Spiegel, Global CEO, Digital, Omnicom Media Group GET GOOGLEY: In the end, Google may not be the big winner, but, by learning from the Big G’s successes and setbacks, you just might be.

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