Whether Google will die?

Every now and then appears various analyzes that some Internet service will disappear under the pressure of competition. Some time ago, it was written about the disappearance of Facebook, and the other day I listened podcast that FB will destroy Google, and once I read that supposedly Pinterest will surpass AdWords advertising. It is not reasonably possible. Yes, Google+ failed but it was not Google's core business, but only one of the attempts to enter the social, because of profitability due to the increasing involvement of the users. There is total war between Internet giants in all fields. All trying to get into all profitable segments: Google in the social network with G +, FB in search with Graph Search, both in voice to compete with Skype … But the core business is still the main source of profits. Google through AdWords and AdSense delivers 90% of advertising on the Internet, FB has gro social profiles even though his growing importance in the advertising market. Dominate and in some other parts of the market such. E-mail through Gmail, storage of documents through Google Docs … Internet giants 'killed' some services, and is thus FB 'killed' dating sites. Nevertheless, other local market niche - sites for jobs, real estate, cars ... There left just a few services in major markets such. Match.com in the USA. To disappeared Google, must disappear the need for people to learn and immediately find out answers. Nobody anymore buying encyclopedias but all use only search for knowledge necessary information. That this isn't true Yahoo would disappear long ago. In this total war will not be none of the existing one to win, but as Larry Page of Google said - Some kids out of the garage will kill us!

You pay sooner or later! No free promotion!

For few weeks, I intensively deal with the details of paid advertising on social networks. Especially on Facebook and You Tube. For me this has prompted two podcasts that I listen regularly: Online Marketing Made Easy by Amy Porterfield and The Art of Paid Traffic by Rick Mulready. All about Facebook Ads and initial step was: http://www.amyporterfield.com/2014/07/hyper-target-your-facebook-ads/ http://www.amyporterfield.com/2014/05/facebook-ad-targeting/ So I learned about Yahoo Gemini Network via http://rickmulready.com/yahoo-gemini/ (platform aimed at mobile devices and applications) for which most experts had not heard. Although I was generally familiar with all the options, after listening to this podcasts I met with some of the details, and then decided that I meet all the details. With Google Adwords I deal since 2005. and now it is a completely different discipline than it was then. A good indicator is that most of the people did not know about Google, and now we all identify it with the search. These are standard methods of online advertising. There are also alternative models. One of these are free programs. Developers of these programs, through the free use of them, reach wide audience. And then within the program display promotional messages. Example: On my torrent client is running advertisements for video games. So search engines pay browsers for the amount of traffic that they are directed towards them. That case was the last time there was an increase in the Yahoo! among browsers, after Yahoo! and Mozilla agreement to set Yahoo! as the default search engine. Let's be clear - NO FREE ADVERTISING! SEO is an example of this - or you know or pay someone who knows it, but this knowledge is either already paid or will be charged! Before the start of advertising is necessary to establish basic steps: Website and E-mail Database. Anyone who wants to deal seriously with the Internet marketing must have its own site, your base from where everything begins. Reliance on FB FanPage is error because FB often changes the rules of use, so one day you bring yourself in a situation to experience shipwreck! What could be done yesterday, not can be done today .... The basis of any promotional work is your base of e-mail address. Based on the base, You start with all the promotional activities. As the creation of Interests, Custom Audiences and Lookalike audiences on FB, and so on ...

Marketing idiots

For a long time, I am thinking how to properly formulate this blogpost. So I kinda figured out that to try ... To this post encouraged me my friend . I come to her at birthday and see that she has some expensive smartphone , and while talking to her, she says that she does not have a profile on FB because she do not approve that method of communication! And it made me into thinking - why generally people have that kind of phone ? She speaks with that phone with her sister and her boyfriend , and few girlfriends on every couple of months, and has a business phone... Thinking on this topic, let me to figure the term for such people - Marketing idiots. Marketing idiots are the people who under the influence of marketing industry, especially promotional aspect, buy things which they do not need , that do not use it in a way that things are intended , and most importantly - buy with money that they not have! If we take the marketing as part of the economy , and that is the basis of economics is rationality, and this topic is addressed by various parts of economic theory - Microeconomics , Macreoekonomics etc We come to that that purchase of products that do not meet the basic human needs are led by irrational motives. The subject is engaged in marketing with book - Hidden Influencers, and all that led to existence of Neuromarketing! To return to the example of my friend - she means no FB but smartphones are just intended it to be easier and quicker to connect with your FB , Twitter , Instagram ... she does not approve of this method of communication , but couple of times she not even answered the call or respond to SMS ! So , these people do not realize that they donate money ( usually not their money but from their parents , romantic partners etc ) to the shareholders of Apple , Samsung ... And that is my opinion it qualifies to call them idiots , and in this aspect marketing idiots because they are due to irrational social prestige buying things they do not need , that they do not properly use, not use at all and all this with money that they do not have! From all the foregoing it follows that the whole point and purpose of any successful marketing campaign is to recognize the hidden motives that lead people to purchase a product or service and appealing to them leads to the achievement of the goal-PURCHASE!

Marketing and PR are EVERYTHING!

During the holidays season , a man comes in touch with different people . So, at one celebration, I found myself surrounded by a mass of lawyers ( what a boring people :-) ) . During conversation, I say to one lawyer that lawyers invented New speak , etc. And at one point to justify mine argument , I say that I have never interested in accounting , and than other says - that is the basis of everything! Because of course what limited and insolent lawyers can say .... On that, I say that is not true as bookkeeping, accounting in general, notes on just what it was . Do not create anything new! To strengthen mine argument , I told the story , description of life , that Marketng and PR are EVERYTHING! I say : - Give birth to a child , and parents want to prove that they are successful, they are buying things that are showing how their child is cute. And thus the child becomes an instrument with which they arw sending the world a message about themselves! - And so it goes through the whole childhood. - Then they want to enroll their child in the best possible school , buy him a nice school bag , etc. And the child is still an instrument of his parents . - The child grows , and eventually wants to identify with peers. So he wants such and such jeans, best mobile etc - Coming to adolescence and then begins PR. Are you from a respectable family , whether you 're a though guy , whether you 're a ' best girl ' etc. ... And PR follows through out the whole life. - And life goes , a man grows old , desire is to be lovable person , and Marketng and PR , are way to achieve this, and the man comes to the end of his life , dies and then it would bury him , what kind of funeral equipment , again sends a message ... Maybe people do not realize but our whole life we are instruments of promotional messages , or under its influence!

Each tribe has its own tribe

In the last couple of years, in the field of building brands, is popular concept of ' tribe ' . Few marketing gurus promote the concept that the brand should be trying to build a base of loyal customers, clients , supporters , etc , and in this way strengthen its market position through a strong relationship with the brand. The main question is - How to build a tribe ? The first and most important step is ATTENTION . The goal is to cause as much as possible notice of brand , attract attention , arouse interest. With the analysis of social networks and services - Facebook, Twitter, Google+ , Pinterest ... comes to the conclusion that there are users who are micro - leader and have a mass of friends , follower etc From targeting these people comes exponential breakthrough in promotion. When the brand is targeting a specific cohort of people who are in the real world ' respectable ' by some parameters that are important to certain people . ( example - a girl who is popular in a society and trendsetter , some teen athletes , etc.) , there is an exponential promotion because - they have 300,500 friends, their friends 200 and so on. Example: Targeting 100 of them , with 300 friends , come up with promotions for 30,000 + people Tools such as Graph Search on Facebook, facilitate the whole process , because with searching for various queries, type - like what are users who like XYZ , leads to information about what interests your followers , fans, what they like with the competition , geographic location , age , etc. And the process can start ... E- mail marketing, FB Like Box etc Only remains to determine the parameters of smart targeting !

Evaluation by the worst!

For many years I read and hear about what constitutes a brand and determines its value. There are plenty of different opinions and each wants to emphasize a different aspect. I think that is constantly ignored the negative phenomena that participate in the evaluation of a brand. Any judgment about a brand is based on personal experience with that brand. It is easy to forget what it was good for a number of times, and after the first negative experience - brand is past! There is a saying that the reputation is long building process, and disappear in no time. So it is with the brand. For example, for years You can go into a bakery, but when first time they give You something of poor quality, You are going to leave them. Years can pour gasoline on a pump, but after the first unkind services You will forget them forever. You can go for years at a coffee shop, but after the first 'mischief', you will never go there .... All this is happening because: 1. We live in a time of overcrowding products and services, and we are not forced to suffer something bad for ourselves, but the next moment we turn to next alternative. 2. Professionalism is understood and mandatory. 3. Superior service is meant. 4. Top quality is understood. When taking into account all ,the above mentioned, components, leads to the conclusion: Brand strength is measured by the strength of the weakest link in the marketing mix!

Are you a climber or a sherpa?

From time to time, marketing and PR profession are under attack, with the desire to present them as something bad or dishonest. This tendency is present from 60’s of the 20th century when the people who dealt with advertising proclaimed as 'polluters', 'fog sellers' etc This tendency arises from ignorance and then concepts about which they know nothing is declared dishonorable, filthy, etc. Response to such claims is based on the answer to the question - Are you a climber or a sherpa? About climbers, alpinists who win the Mount Everest is known everything. Their pictures are everywhere, they are giving interviews, provide expert comments etc And the people who allow them that and carry most of baggage – sherpa, are practically invisible, but they are many times during their lives climb Mount Everest. Climbers would not have succeeded in their "enterprise" without these poor people who for a pittance does not bear the burden up to the mountain. Vital issue is - What are you? Can a company have a great product, provide the best service, have cheapest price etc but if nobody knows about it - then what's the point? Can someone be the best worker in the company, the smartest, etc. but if nobody knows about it - then what's the point? Sherpa is wise, they are not climbing if they feel a storm iscoming. So die if you're stupid. But for them it is not known. They do not enter the annals, but the law of life - Winners take it all!