The deck has 70 slides packed with stats and the last section has some Kenshoo case studies for context on how advertisers are capitalizing on these hot trends. So warm up your fingers are start clicking!
Today I logged in to my Google Apps account on a whim to see if anything had changed a lo and behold, I was greeted with the message below.
This got my thinking about how valuable an asset it is to Google to have over 3 million businesses using Google products to power their internal operations. And why Facebook needs more small/medium business (SMB) apps if it wants to continue growing it’s share of the digital advertising pie — which is already growing quite nicely, mind you, with 1 in 5 online display ad dollars going to Facebook this year per eMarketer.
By working its way into the SMB infrastructure, Google makes itself indispensable to businesses. And with that level of penetration, cross-selling advertising products becomes much easier. Just check this box to send traffic to your domain!
I was talking to a friend the other day who works for Facebook and joking with him about why Facebook doesn’t use its own messaging system for internal corporate communication. Then the light bulb went off. Why not create an messaging app for SMBs? They gave everyone a Facebook email address. Why not let people use Facebook to manage messages to their own domains? And do it for free to trump Google App’s $50 a year.
Of course, creating business products like this would require a ton of new development around security and other protocols that are critical to servicing SMBs but, in the long run, this would really pay out for Facebook by getting businesses more active on the platform beyond managing pages. And once they’re more active on the platform, getting SMBs to fork over some ad dollars would become a much easier proposition.
Penetrating SMBs is the key to Facebook doing better than 1 in 5 display ad dollars and closer to the nearly 1 in 2 total online ad dollars that Google gets today per eMarketer. Now that would give Facebook investors something to really like!
This was my response.
In 5 years, search will be an incredibly personal experience.
When we want information, entertainment, or commerce, we’ll use apps that know our preferences and return not just the results we want but the actions we want to take.
To deliver on this promise, the search engines of the future will tap APIs from virtually every content publisher, brand manufacturer, and retailer to deliver immediately actionable opportunities.
And, to make the experience more relevant, “likes” will be weighted more heavily than “links” in the search engine algorithms. And location will be automatically factored in.
This thread is covered extensively in Chapter 21: Future-Proofing and Siri is profiled as the “search-and-act” engine or “app-sisstant” of the future.
As for Google’s role in this brave new world… as discussed in the book, the Big G can either become a search-and-act engine itself and/or the underlying platform upon which these engines are built. Think API-burner.
It’s interesting to see Bing taking steps towards this new expression of relevancy though its recent deal with Facebook to incorporate “likes” into its search algorithm. I explored the potential for a search engine that pivoted on the social graph in a blog post from 2008 titled, “The Perfect Search Engine.”
Through some investigative reporting, Laurie Sullivan of MediaPost, uncovered a few flaws in the new Facebook Places feature — namely, the ability to check-in from as far as 800 meters away from a location as well as check other people in with you.
Indeed, Facebook had to launch a location-based check-in feature asap to combat the growth of Foursquare. With Twitter, Facebook waited too long to change its status update call-to-action, “What are you doing?” to “What’s on your mind.” In the process, Twitter reached significant and sustainable scale.
Facebook won’t make that mistake again and, to be sure, the flaws with Places are relatively minor and (will be) easily corrected.
Copyright 2010 by Aaron Goldman and McGraw-Hill. All rights reserved. All other trademarks and copyrights are the property of their respective holders. Note: neither this book nor the author is affiliated with Google.
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