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GOOGLE MARKETING: EVERY MILLISECOND COUNTS

What Google does runs contrary to much business thinking. It
sees the customer's time as the scarcest resource.

The organization is buying time from the customer. Time is
scarcer than oil or gold. It is ultimately all that we have.
When it runs out, everything shuts down.

"Google Deliberately Sells Fewer Ads - and May Have Gone Too
Far" was a recent heading in the New York Times. "Some of the
softness in Google's advertising revenue, moreover, was
self-inflicted," the Times article stated. "Jonathan Rosenberg,
Google's senior vice president for product management, said that
Google had chosen to reduce its advertising coverage - the
percentage of Web pages on which it displays advertising - to an
all-time low.

"That's a puzzling decision on the surface. Virtually any other
company facing slow economic times would be interested in
increasing the places in which it could sell ads. It certainly
wouldn't take steps to reduce them.

"But Mr. Rosenberg said that Google has no plans to increase its
coverage because of its efforts to improve what it calls "ad
quality" - the idea that Google should only show ads that users
actually like. Mr. Rosenberg said that the company's co-founder,
Larry Page, would like to see even fewer ads.
"Larry often says we would be better off if we showed one ad -
the perfect ad," said Mr. Rosenberg."

The top two Google principles are:
1. Focus on people - their lives, their work, their dreams.
2. Every millisecond counts.

"Above all, a well-designed Google product is useful in daily
life," Google states. "It doesn't try to impress users with its
whizbang technology or visual style - though it might have both.
It doesn't strong-arm people to use features they don't want -
but it does provide a natural growth path for those who are
interested. It doesn't intrude on people's lives - but it does
open doors for users who want to explore the world's
information, work more quickly and creatively, and share ideas
with their friends or the world."

The above paragraph sounds like it has come from some sort of
hippy commune, not the most powerful brand in the world. The
above paragraph turns a lot of traditional marketing on its
head. Google makes money. It is profitable.

It is so obvious what the Web is about. It is about the
customer, not the organization. It is about our time. It is
about our time. Time. Time. Time. Wasting my time is like
spitting in my face.

Before you can sell anything to anybody, before you can
communicate anything to anybody, you are demanding of
them-buying of them-their time. What are you giving them as
payment? Is it worth it? Whenever you waste your customers' time
you destroy your brand, your reputation. They will only wipe
your spit from their faces once.

Every millisecond counts.

New York Times article
http://bits.blogs.nytimes.com/2008/07/17/google-deliberately-sells-fewer-ads-and-may-have-gone-too-far/

Gerry McGovern
mailto:gerry@gerrymcgovern.com

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Comment on this post at our Giraffe Forum Blog
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NEW THINKING NEW THINKING NEW THINKING NEW THINKING
By Gerry McGovern - http://www.gerrymcgovern.com
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July 21, 2008 - Volume 13 Number 29
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Published by Gerry McGovern (mailto:gerry@gerrymcgovern.com)
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