Hey, Google's actually advertising, which raises the question about whether it has dumped it viral-only marketing philosophy. Probably not, but it's still interesting to see Google sponsoring PBS's Nova science show. This includes a 15-second video clip in which Google proclaims "it is proud to support Nova in the search for knowledge". You have to wonder why Google even bothers with advertising given its brand is so strong and ubiquitous. Perhaps Google is starting to become concerned about a backlash as more people bristle at its influence, power and ever-increasing number of services. As Bill Gates can tell you, there is a price for being an industry monster: no matter how good your products and/or intentions, market size tends to attract critics who push back against dominant players. As much as Google says "Don't be Evil", there is no way it can avoid being seen by some people as an industry bully. Google hasn't helped itself by getting into battle with copyright owners over the Library Project and the concerns over privacy when GMail was introduced. So perhaps Google has implemented a goodwill campaign to pro-actively stay onside with consumers. As much as Google is the dominant search engine player, it's still a long way of attracting the kind of wrath that Microsoft attracts.
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Mark Evansthe blog - examines the world of telecom and technology from a distinctly Canadian perspective.the person - lives in Toronto, CA with his wife and three children, and works as director of community with PlanetEye Inc. 
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Google Advertises
by
Mark Evans
on Wed 14 Dec 2005 03:06 PM EST | Permanent Link
Hey, Google's actually advertising, which raises the question about whether it has dumped it viral-only marketing philosophy. Probably not, but it's still interesting to see Google sponsoring PBS's Nova science show. This includes a 15-second video clip in which Google proclaims "it is proud to support Nova in the search for knowledge". You have to wonder why Google even bothers with advertising given its brand is so strong and ubiquitous. Perhaps Google is starting to become concerned about a backlash as more people bristle at its influence, power and ever-increasing number of services. As Bill Gates can tell you, there is a price for being an industry monster: no matter how good your products and/or intentions, market size tends to attract critics who push back against dominant players. As much as Google says "Don't be Evil", there is no way it can avoid being seen by some people as an industry bully. Google hasn't helped itself by getting into battle with copyright owners over the Library Project and the concerns over privacy when GMail was introduced. So perhaps Google has implemented a goodwill campaign to pro-actively stay onside with consumers. As much as Google is the dominant search engine player, it's still a long way of attracting the kind of wrath that Microsoft attracts.
Comments
Re: Google Advertises
by
Jim Courtney
on Wed 14 Dec 2005 03:31 PM EST | Profile | Permanent Link
A little known fact is that the only advertising my former employer, Quarterdeck did, outside the traditional trade press, was to sponsor a weekly classical music program (Symphony something) on PBS. (The only time I heard it was once on a drive from Vancouver to Seattle.) And the President did it purely because she wanted to further the understanding and appreciation of classical music. (I don't think she was even a musician.) It was largely a public service gig; in fact the Quarterdeck product did not lend itself to consumer advertising (unless we said something like "Bill Gates once said you would never need more than 640K memory!)"
Can I take a more idealistic approach and suggest Google really is "supporting the search for knowledge"? Keep in mind there is no government owned CBC equivalent in the U.S. and PBS needs corporate support to keep its (hihg quality) programs coming... Re: Re: Google Advertises
by
Mark Evans
on Wed 14 Dec 2005 10:26 PM EST | Profile | Permanent Link
perhaps google needs to do something with all their cash given they have shown no interest in making a major deal.
mark Re: Google Advertises
by
Stuart MacDonald
on Thu 15 Dec 2005 12:16 AM EST | Profile | Permanent Link
It's not about spending cash, Mark. C'mon. It's about building brand meaning and attempting to influence what could easily become a negative and business reducing conversation, and I say good for them. Sure, to date, the product has said a lot about who they are, most of it very positive, and call it 90%+ of their PR has been ultra-positive. But, they clearly see that the bar is now so high and soooo much is expected of them that *not* attempting to build some brand meaning of their own choosing would be almost reckless. If they don't, when the tide turns (yep, that's "when") they are swinging in the breeze. They *have* to build a positive image now, to have some degree of support to fall back on when things change. And yes, sometimes (in most of the world, almost always) that means paid advertising.
Lots of money has been spent on worse things than molding a reputation. Good on them for realizing that, I say. - Stuart |
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