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Gran anuncio de Google Instant, ¿quién es el rey del marketing?

admin — Thu, 09 Sep 2010 17:04:12 +0000

Busca tan rápido como Bob Dylan canta con Google Instant es la frase de este anuncio para televisión de Google para Google Instant. Es un gran anuncio, qué duda cabe.

En general, todo el lanzamiento ha estado muy bien planificado, con un marketing inmejorable. Hoy se han escrito miles de artículos hablando maravillas de la herramienta. Gawker va más allá y ve intenciones ocultas de Google en este anuncio hacia Apple, con quien más rivalidades parece tener últimamente. Se pregunta si será una pequeña pulla a Jobs o si éste se lo tomará como una especie de homenaje por imitación, ya que Schmidt ha dicho que admira a Jobs tal como éste admira a Dylan y sabe que, además, Google está intentando que su imagen sea menos sobre ingeniería precisa y más sobre la relación entre personas.

Entonces, ¿pulla o no tiene nada que ver?

adseok.com

Innovación: esa es la clave

admin — Thu, 09 Sep 2010 17:03:45 +0000

Google Instant podría ser “un cambio fundamental en las búsquedas”, tal como lo definió Marissa Mayer. Pero, ¿por qué ha tenido que ser Google el primero en dar el paso? ¿Tiene algo que ver la fuerza de Twitter, o no? ¿Es realmente necesario este salto?

Antes de nada recordemos esta historia de Yahoo que comentan en SEL: Yahoo sacó en 2005 una innovadora herramienta llamada Yahoo Instant Search. La colocaron en la url http://instant.search.yahoo.com/ que ahora da un error 404. Se puede ver en archive.org:

Sin embargo, nunca estuvo disponible en la portada de Yahoo.com.

Paralelamente, los ingenieros de Yahoo estaban trabajando en una herramienta similar pero independiente llamada AlltheWeb Livesearch. Era algo mucho más parecido a la herramienta actual de Google que Yahoo Instant Search. Pero en lugar de instalarla en su portada, la dejó en AlltheWeb – http://livesearch.alltheweb.com/:

¿Qué pasó con aquellas herramientas? El product manager de Yahoo search en aquella época comentó ayer tras la presentación de Google:

Era bueno, extremadamente útil. Era un “game-changer” en potencia. Y era casi exactamente el mismo producto que el de Google.

Entonces, ¿por qué Yahoo lo deshecho si era tan bueno?

Yahoo tenía muy poco apetito institucional por los productos riesgo. Yahoo no nos dejó ponerlo en yahoo.com, solo en AllTheWeb, un buscador más pequeño también propiedad de Yahoo. Google acaba de anunciarlo. Boom.

Otros ex empleados comentan que un factor fue que no disponían de los recursos necesarios de los que sí dispone Google.

Si miramos un poco la evolución de Yahoo, vemos que primero no quisieron comprar Google, después no quisieron ser comprados por Google, y por último se van con Bing. Es una empresa que no quiere riesgos, y por lo tanto, no quiere innovación.

Google, por otra parte, basa su éxito precisamente en hacer las cosas de otra forma. ¿Por qué debería proponer un cambio tan grande en su buscador cuando domina el sector de forma abrumadora? ¿no se expone a un riesgo innecesario? Parece que no, además quizá por ser tanta su ventaja puede permitirse estos cambios. O quizá pueda ser que estaba viendo cómo otro formato de la web, el de la información en tiempo real, estaba ganando terreno. Sin embargo, estos cambios no tienen que ver con el tiempo real, ¿será que necesitaba un golpe de efecto, un poco de ruido para decir, aquí seguimos?

Sea lo que sea, Google está en permanente innovación, aunque no siempre le salga bien. Pero en esta ocasión no ha sido con un producto paralelo, sino en su centro: su buscador. Y sinceramente, me gusta esto. En cuanto a Google instant, también me gusta, aunque raras veces utilizo la portada de Google para buscar, y creo que distrae demasiado.

En cuanto al seo, va para otro artículo, pero creo que puede ser bueno en el sentido de que ahora tenemos unas cuantas posibilidades más de aparecer para distintos términos relacionados con una búsqueda concreta.

adseok.com

Display advertising: “WATCH THIS SPACE”

admin — Thu, 09 Sep 2010 17:03:12 +0000

Last year, the travel industry—like many others—was having a difficult time. To grow its business, Hawaiian Airlines created and ran an engaging and interactive display ad campaign on the Google Display Network (comprising over a million partner websites, as well as Google sites like YouTube), encouraging people to fly to Hawaii. The campaign worked. Hawaiian Airlines increased online ticket orders and revenues by three percent in a very difficult year, and now spends 15 percent of its advertising budget on the Google Display Network.

We’re now proud to see thousands of great display advertising stories like this every month—from large and small advertisers. If you’ve read this blog or the press over the past few months, you’ll know that display advertising is no longer just the “next big business” for Google—it’s already central to what we and our clients do.

Advertising with Google used to be all about four lines of text, on Google.com and on our partner sites. No longer. Did you know that, outside of ads alongside search results, more than 40 percent of the ads that we show are now non-text ads? And that doesn’t include the 45 billion ads that our DoubleClick advertising products serve every day across the web.

We get excited by display advertising for a number of reasons. First, we now know that we can use all the technology and expertise that we’ve developed in search and search advertising to improve display advertising for users, advertisers and publishers, right across the web. Second, helping advertisers and publishers to easily deliver the most engaging, relevant, creative and valuable ad contains the sort of huge technical challenge that we love. And third, great display advertising helps to fund great content on the web.

Display advertising has come a long way from the ugly banner ads and pop-ups of the mid 1990s, but there’s still huge improvements to come. As we’ve indicated in previous posts, our efforts are focused on three core areas.

Simplifying display advertising

Many advertisers still don’t bother with display advertising because buying ads across millions of sites in various formats causes too many headaches. We’ve been working to simplify the process for advertisers and agencies so they can buy with ease. For example, our DoubleClick platform manages the complexity of planning, scheduling, measuring and optimizing ad campaigns across the web. And Teracent’s technology can automatically tailor and select the creative elements in an ad, and adjust them based on location, language, weather and even the past performance of ads, to show the optimal ad.

Delivering better performance

We’re focused on helping advertisers get the best results from their campaigns—by enabling creative branding campaigns, precise targeting, wide reach and effective measurement. Over recent years, we’ve added a ton of new features to YouTube and the Google Display Network, to help advertisers get—and measure—the results they’re after. From remarketing to Campaign Insights to video targeting on YouTube, we’re building tools that are helping advertisers get great results and enabling them to run some of the most amazing ad campaigns the world has ever seen.

Opening the display ecosystem

Like search advertising, display advertising should be accessible and effective for every advertiser and publisher, from the smallest corner store to the biggest global brand. Display advertising will grow if it is more open and inclusive. Products like the DoubleClick Ad Exchange, which enable publishers and agencies to buy and sell ad space in an open, competitive, real-time environment, are making it happen. Every day, there are more ad calls on the DoubleClick Ad Exchange than there are trades on all the world’s stock exchanges combined.

WATCH THIS SPACE

Our single message about display advertising can be summed up in three words: “WATCH THIS SPACE.”

Starting today, we’re going to be talking about our vision for display advertising with a campaign called “WATCH THIS SPACE.” As part of this, you might see ads across the web, in print and maybe even elsewhere. Drop on by the site, read about what’s happening today in display advertising at Google and—even more importantly—what’s yet to come!

Posted by Neal Mohan, Vice President of Product Management

googleblog.blogspot.com

Announcing our new Family Safety Center

admin — Thu, 09 Sep 2010 17:02:45 +0000

(Cross-posted to the Google Public Policy Blog)

Helping your children use the Internet safely is similar to teaching them to navigate the offline world. There are parts of the real world that you wouldn’t let your children explore unsupervised—and that goes for the online world as well. But while most of us remember being taught to cross the road and not talk to strangers, we probably weren’t taught how much personal information we should share online or how to handle cyberbullies.

Therefore, it’s no surprise when parents and teachers tell us they want to learn more about how to help their kids use the Internet safely and responsibly.

Today, we’re launching our new Family Safety Center; a one-stop shop about staying safe online. We’ve included advice from leading child safety organizations around the world, tips and ideas from parents here at Google, as well as information on how to use the safety tools and controls built into Google products.

For day-to-day practical tips we asked some of our parents at Google to share their own ideas. Tactics they use range from limiting screen time and preventing computers in kids’ bedrooms to ad hoc checks on their browser history and social networking profiles. Everyone has different ideas and there’s no right or wrong answer, but hopefully some of these will resonate and inspire you. See more videos and let us know your own thoughts on our YouTube channel.

To answer some of the toughest questions most important to parents, such as accessing inappropriate content and meeting strangers online, we went straight to the people that know best; the organizations that advocate and promote child safety and digital literacy. Organizations that we’ve partnered with around the world include the U.S. Federal Trade Commission’s OnGuard Online initiative, the Canadian Centre for Child Protection, the Australian Communications and Media Authority, U.K.’s ChildNet, and New Zealand’s NetSafe.

The new Safety Center also provides information on the safety tools built into Google products. SafeSearch and YouTube Safety Mode can help you control what content your children stumble across. Sharing controls in YouTube, Picasa, Blogger and others ensure your videos, photos and blogs are shared only with the right people. And in response to popular requests, we’ve added a section on managing geolocation features on mobiles.

With kids growing up in an age where digital know-how is essential, it’s increasingly important to ensure that they’re developing healthy, safe and responsible online habits. And we’re thinking every day about how we can help parents and teachers to do just that.

Posted by Kate Hammond, Marketing Manager

googleblog.blogspot.com

Yahoo Offers Handwritten Searching In Taiwan, Hong Kong

admin — Thu, 09 Sep 2010 17:02:32 +0000

If you thought instant search suggestions and results was fun, get a load of this: At Yahoo Taiwan and Yahoo Hong Kong, searchers can handwrite their search queries and Yahoo will try to match the handwriting to letters, and then show suggested searches.
It’s all described in this Yahoo blog post, complete with screenshots showing how [...]