Why is Google in such a hurry to digitize the world?
The more stuff Google digitizes, the more stuff you’ll be able to Google. And the more stuff you’re able to Google, the more ads Google can sell. For marketers, the more ads Google sells, the more marketing costs increase due to bid competition. And, the more costs increase, the more important it becomes to distribute your digital assets in places that don’t require paying for placement but can still drive revenue.
Google is busy digitizing books to “preserve them” for future generations. Marketers take heed. Digitize all your assets, even the less tangible or obvious ones like your brand iconography.
Microsoft is running a project called MyLifeBits in which it’s developing a memex – memory extender – by digitizing one person’s entire life from email to phone calls to photos to media consumed. Imagine the highly-targeted marketing opportunities within a memex.
The key is to think about what utility you can provide with your assets, not what objects you can create.
Take stock of your asset inventory and look for opportunities to extend them far beyond your website and/or retail location.
“Google lucked into the best business model in the history of business models.”
“Information now lives everywhere.”
When it comes to leveraging your assets, shake what your momma gave you.
May 20, 2011: Per the Boston Phoenix, Google has abandoned its “master-plan to archive the world’s newspapers.” Looks like publishers are on their own when it comes to digitizing their assets. Let’s hope that “All the news that’s fit to print” is also still fit to archive!