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An Evolving View of Google (must be the Holidays spirit…)
By Chad Schott | December 10, 2007
I just returned from spending a day and a half on the Google campus for a Local Markets Symposium hosted by the Google Local team. They amassed an impressive group that extended well beyond the typical crew of local aggregators and resellers. Of course the big guys were there - YPC, Idearc, RHD/Dex et al – as were other major players like Cobalt Group and Intuit. What was far more interesting, though, was the presence of many smaller resellers in the very early stages of building search-based ad products and strategies. There were literally dozens of folks representing independent yellow pages and newspaper publishers from small, second tier markets, all there to hear how Google can help. Some had recently completed agreements with Google, and others were just starting the process, but all were clearly focused on the future, and the increasingly central role that search-based marketing will play in that future.
As we listened to our favorite industry bloggers banter on one panel, and the Google AdWords team share some insight on another, an industry analyst form Goldman Sachs present a Wall Street perspective, or Craig Newmark from craigslist.com share his story, one thing stood out to me: Google is going to great lengths to earn the industry’s trust and to be viewed as a catalyst, not as an overlord. They are committed to playing a role in the adoption of search by SMBs, by supporting the resellers who work with them. They accept that the vast majority of SMBs look to their local rep (YP, newspaper, TV, radio, etc.) for direction, and that’s just fine. Google just wants to help in the education process… (oh, and to ensure that they get fair share of spend.) They have created scalable and successful reseller programs, they have invested whole-heartedly in them, and it’s working so far. Of course, they can offset these current investments will the lion’s share of every SMB’s future spend once they do move online, but they could have sat back and let that happen over time.
Topics: Local Advertisers, PPClick, Advertising |
December 11th, 2007 at 7:52 pm
I agree, Chad. Google IS certainly going to great lengths to earn the industries “trust”. That was especially apparent with the open discussions re. other non-Google options, it was a good session.
This partnering effort will expedite the shift of dollars (which is obviously in their best interest). Events like this will also further establish their lead in the local space. It will be interesting to see if the “former king” of local (Yahoo) responds with better service, enhanced products or innovative solutions.