Google is alltime emerging company because they always come-up with new product & services in short interval. Now, Google like to do real business with start-ups and SMBs. Google Entepreneurs has resource center that showcases Google products for start-ups.
Now, publishers can use this tag <Meta Name="news_keywords" content="keyword1, 2,3">to woo traffic from search engine. Even though Google Won't explictly support SEO methods, why they come-up with News keyword tag?
To increase its revenue through Adwords display network – Google wants to keep the news publisher happy because they drive their revenue throulgh them. News publisher produce lot of fresh content. Most of the News Publishers are part of adsense network. News Publishers customers are google customers. For Google content matters…
Videos – Most of the news publishers started uploading news vidoes & even telecast the news live through web. This Tag help to convey the video content better
To Promote Site Search Product – Many News Publishers uses "Site Seach Product". This keyword tag may help the product to throw better result
- To Promote the Brand "Google News"
Marketing Communications: Below the Line (BTL) should Connect with Above the Line (ATL) for better ROI
In Marketing Communications (Marcomms), Below the Line activity should link with ATL activity. This will help to measure the BTL Communication responses.
Below are the ways to connect BTL with ATL
- Coupons – Giving Free Coupon Ad Via Newspapers & magazines and redeem it through website (B2C Market)
- Contest – Conducting Online Contest by reaching through BTL medium (Good for B2C & B2B Market)
- Free Samples – Giving Free Samples through online registration by reaching though BTL Medium (B2C)
BTL should connect with ATL medium because, it is easy to measure the engagement of BTL medium through ATL response.
This will help both the B2B & B2C Category to measure its offline activity through online responses.
Localized targeting & customized messaging takes the digital marketing into a newer level. Pincode targeting helps in behavioral segmentation based on the area. Customized message delivers a better response.
Localized Targeting – Advantage B2C Industry
- Fast moving consumer goods (FMCG)
- shopping malls,
- bouquet shop’s
- call taxi
They can derive better results through this option. With localized targeting & customized messaging, advertisers can easily connect with the local people.
Even display networks can deliver better results & decent ROI. Consumers who see local area ads while reading a news or article, deliver better response & helps in brand recall. Moreover display network through zip code targeting will reinforce brand image.
Local Searches are done through mobile device than in desktop. So, Zipcode targeting through mobile devices to leverage on local search is very essential. Zipcode Targeting through a display network in PC/Desktop delivers a better results. Because engagement is more in display network.
It is always a good practice to create a roadmap of how to use these local targeting for better results.
It is interesting to watch, how Google has been transformed from statistical to search engine giant to Product company. Google strategy has very good foresightedness as compared to another other company in his class.
In most of the case Google won’t build product from the stretch. They acquire small companies and integrate with their existing product’s & services. For Example
- Google Analytics (Urchin)
- Writely (Google Docs)
Moreover, they update the product regularly to suits their product-line & consumer needs. All the Google products are free of cost (Except: Adwords – Bread & Butter for Google). They make the consumers addictive to their product’s & services. Once the consumers started using their products rigorously, they come-up with the “Premium Version” and start to generate revenue through them.
- Google Analytics -> 86% of the business use GA. They come-up with premium support and start generaing revenue
- Youtube -> No.1 Video property in the world. Google run ads & campaign in youtube
- Google Drive (Google Docs) -> Premium backup plan
Beauty of Google is that, the way they implement new feature’s & upgrades to their products in short span. This is possible because, most of the Google employees love what they are doing (They have passion & entrepreneurial qualities). Google has all the ingredients to be No.1 in the Web (Like Money, Passion, Innovative, adaptability). In Most of the Google’s product life cycle, there is no saturation stage. They are always with the growth curve. Love to see you growing Google….