Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Posts Tagged ‘marketing

Instant Google

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There’s no flies on the Goog.

They introduced a new feature this week, Google Instant.

Unlike most instant coffees, Google’s already been there and done that when it comes to caffeination (hearkening back to the Google Caffeine update from a couple years back).

This go round, Google’s moving into the world of instant search relief.

It’s also setting off a firestorm of commentary about branding online.

Let me explain: Assuming your connection has gotten the update, go to http://www.google.com and just type in the letter “A.”

What comes up first in the listing? “Amazon.” Followed by “AOL.” Followed by “ATT.”

Then, type the letter “B.”  “Best Buy” is at the top of the list. Followed by “Bank of America.”

I skipped on over to “I,” thinking that IBM might come up first.  But no, it was “IKEA.”

IKEA???  Other than being a Swedish furniture company, what in the world is IKEA doing coming up when I search for the letter “I”??

Fortunately, when I typed a “B” after the “I,” IBM finally appeared at the top of the short list.  Whew!

I can already envision the crazy games people are going to try and play to game their way to the top letter of the new Google search alphabet.

The new Instant, non-caffeinated search coffee Google’s brewing is also likely to turn some heads at the online advertising marketplace.

Impressions are going to likely go up with this new feature.  Possibly way up.

For those of you not in the online advertising know, online impressions are typically the ways by which advertisers measure the number of times their message or ad was presented to an individual consumer via a search or online display ad.

But by saying they expect this number to go up, does that mean there really were more search queries Did the Google search sea, in fact, rise?

Google seems to be saying, well, possibly.

On the GoogleWebmasterCentral blog, Doantam Phan from the Instant Search team at Google explains that impressions will be measured three ways with Google Instant:

  1. Your site is displayed in search results as a response to a user’s completed query (e.g., by pressing “enter” or selecting a term from autocomplete). This is the traditional model.
  2. The user begins to type a term on Google and clicks on a link on the page, such as a search result, ad, or a related search.
  3. The user stops typing, and the results are displayed for a minimum of 3 seconds.

So, marketers everywhere, let me be clear: If I’ve been up half the night writing this blog post, and I suddenly go to Google long enough to search on “sleep remedies,” and I fall asleep on my keyboard during that three second interval…well, you’ve just bought yourself a valuable search impression.

I fear this new (and seemingly arbitrary…but hey, you gotta draw a line somewhere) three second rule is going to be talked about ad nauseum.

Hey, could somebody call Miss Blankenship and get Don Draper on the line?!

While we wait for Don to finish his three martini lunch, let’s not forget the great productivity enhancement this new change provides.

Google user experience queen Marissa Mayer wrote in a blog post introducing this new feature that Google Instant saves the average searcher two to five seconds per search, or 11 hours with each passing second.

Awesome.

Google’s just saved nearly 350 million man hours (Note: The latest top-trending search on Google was “tom brady car accident,” just in case you were wondering what folks were doing with that productivity boost).

My only question is, can Google Instant do my laundry instantly as well?  That could save me tens of hours a day per year, hours I could have better spent online searching via Google and contributing to the “Google Bottom Line Benjamin Franklin printing press” (Try finding that query on Google Instant!).

Well, who am I to complain about progress?

I lead SEO in IBM’s Software business, and I think I’m going to go ahead and chalk up the increased impressions from Google Instant as part of my year-end bonus package.

Just don’t look for my name under the letter “T.”

That’s been reserved for “Target.”

Written by turbotodd

September 9, 2010 at 3:41 pm

Best Marketing Idea of SXSW Interactive 2010…So Far

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Chevy Volt wins for best marketing idea at SouthBy Interactive 2010 so far.  They identified a need, and then they delivered.

If you’ve been to SouthBy for more than a couple of years, you know that everybody and their grandmother brings their laptop computer.  And after a few hours blog posts, Tweets, and so on, their battery doesn’t have any juice left.

Enter the Volt in 2010.  Chevy placed these cool looking little branded power bars throughout several places in the Austin Convention Center so we could get juiced up during the day….before we go get juiced up in the evening (there were other sponsors for that!).

Hats off to Chevy Volt, where the medium and the message came together in a way that would have made Marshall McLuhan proud.

Over and out for now…

Written by turbotodd

March 13, 2010 at 10:46 pm

Super Wednesday

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Wow, tomorrow is gonna be some Wednesday.

First, the World Economic Forum kicks off in Davos, Switzerland. Once again this year, my tickets seem to have gotten lost in the mail.

Second, President Obama is slated to make his first State of the Union speech before Congress and the American people.

But we all know what the really big story is for this particular Wednesday: Steve Jobs’ introduction of the new Apple Tablet computer tablet thingamajiggy that I don’t think Apple has ever even confirmed existed, much less what its feature/functions are.

Once again, the brilliance of the no talky Apple marketing machine speaks volumes without ever even so much as a head nod.

Me, I don’t need another Apple device.  But, I’ll likely end up buying one, anyway.

Maybe.

Possibly.

Almost most assuredly.

Can I go ahead and pre-order one now?

(Full disclosure: I bought some Apple stock recently.  I’m banking on this tablet sucker taking their stock sky high, and with the profits I hope to make off the sale of the stock, I’m going to turn around and buy an Apple tablet.)

That means all the rest of you have to go out and buy one first so that you send their stock into the stratosphere so that I can make enough to buy one for myself.

Now, I don’t own many shares, so that means you all really need to go out and buy two tablets just to give me a safe margin.

Sound like a plan?

Of course, with Apple’s quarterly earnings announced yesterday against a record sale of Macs in a single quarter, we’re well on our way.

I just pray the new tablet isn’t the second coming of the Newton.

Written by turbotodd

January 26, 2010 at 2:01 pm

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