July 24, 2012 Offsetting Google dependency, an upsetting thought? Social Media Share this post: Having just listened to the podcast interview by Daniel Rowles (Target Internet) of Dr Dave Chaffey, I was intrigued by the concept of avoiding reliance on Google for your business. Is it possible or desirable to avoid Google for your business? What Dave and Daniel were promoting was reducing the reliance on Google search. Specifically, the idea is not to be dependent on being “found” via Google search requests. Living in isolation To my mind, however, everything is related (and relative, of course). For example, one’s strength in social media will help garner better first page scores in search. Good work in search engine optimization (SEO) will be relevant for good search engine marketing (i.e. Google’s Quality Score). An email campaign should be socially enhanced to gain maximum impact. So, is it possible to speak of separate “e-eco-systems”? How many of the channels are truly working in isolation? I have written in the past of the convergence of social, mobile, social and browser and the implications for brand marketing. The different digital marketing channels First, what are some of the different channels and levers via the internet? search browser mobile email video social networks forums blogs FTP (computer to computer for big files) cloud services The googleplex for marketing To what extent can one diminish reliance on Google? Of course, Google is one’s go-to Search engine with some 81% global desktop market share according to Netmarketshare (cf 67% for Google Sites in the US according to ComScore). But, my point is that Google also happens to be my go-to email service (gmail), owner of my preferred video service (YouTube), not to mention owner of a good blogging service (blogger). And speaking of social, the much maligned Google+ now has 150 million users. Moreover, in terms of mobile, the Android OS is doing quite well, with 61% share of the smartphone market in 2012 (BGR Source). Digital marketing: strategy first To Dave and Daniel’s point, one does not want to be a slave to Google search to drive one’s business. However, the truth would seem to be that each internet channel is important AND intertwined. The key for brand marketing is to stick to a strategy with measurable objectives and then to deploy. The more that strategy includes personality and engaged employees, I would argue that the chances of success increase. As always, appreciate any thoughts and reactions! NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! brand marketing, branding, convergence, Google, marketing, Mobile, mobile marketing, search engine, social media, social media marketing Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter has a new book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, that released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post
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Speed, trips and whitespace – 3 keys in my pocket | Branding and digital marketing strategy | The Myndset by Minter Dial September 8, 2012 at 12:25 pm […] just because Google likes speed (i.e. the speed at which your site loads is viewed favorably by the Google algorithm), […]
Align, Alert and Absorb for ongoing learning – A digital marketing strategy | Branding and digital marketing strategy | The Myndset by Minter Dial September 14, 2012 at 3:44 pm […] their ascendancy as remarkable (who wouldn’t) and utterly irreproducible, even in bits. For Google, they may not have cracked the code in every country (e.g. Korea, Russia, China…), but they […]
Whoops, where did they go? Are you more Google Search images or Video?Branding and digital marketing strategy | The Myndset by Minter Dial February 23, 2014 at 2:17 pm […] will be amused if not bemused by the variations. Not enough of us are doing that, I would wager. Google is in constant motion. We get settled in our comfort zone (aka our regular desktop or laptop) […]