Archive for the ‘Web 2.0 Search Marketing’ Category

How Google Glass will change search forever

Yup, that is a pretty bold statement. But, in our last 2 weeks of testing Google Glass, we strongly believe that Glass will be a tipping point in the new frontier of search: Voice.

 

Google has been in the process of building what they call a “Knowledge Graph” for years now. This is different from a typical search engine as we know it, rather, it tries to link information contextually- much like how a typical human brain works. By building this Graph, Google can serve up better results as its now not just looking at the term you are searching for, but also the context. This becomes extra important as we witness the rise of Voice Search.

 

Only recently has Google introduce Voice Search on the desktop version of Chrome. The Android operating system has had Voice Search for longer and as time progressed, it got smarter and smarter. When Google introduced Google Now for Android (and eventually iOS), Voice Search was a huge part of it. But, it’s a smartphone- there is more than one way to interact with it (voice and typing). This is where Google Glass will help shift the paradigm.

 

To (mainly) interact with Google Glass, you have to use your voice. Yes, you can navigate menus by touch, but if you want any sort of text entered, you have to say it. And, if you are like most people, you usually speak slightly differently than you type. This is where the Knowledge Graph comes into play. Now, not only can Google search for the specific term you state, but the context around it (Where is the closest train station to me? is an example). Based on the large pent-up demand we have witnessed around Glass, we predict that the amount of searches by voice will skyrocket once Glass is released to the public.

 

Don’t believe us? Google even has an HTML webform to embed in your own site (must be using Chrome to see):

 

<form method=”get” action=”http://www.google.com/search”&gt;
<input type=”text” name=”q” size=”30″ x-webkit-speech/>
<input type=”submit” value=”Google Search” />
</form>

From better searching, to finding translations, to interacting with devices in a new way- Voice Search is here. Are you ready?

 

http://www.google.com/insidesearch/features/search/knowledge.html

http://www.google.com/insidesearch/features/voicesearch/index-chrome.html

 

 

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Caught In A Paradigm Shift – From Outbound Marketing to Inbound Marketing

Little did we know as pioneers in the Search Engine Optimization field in 1996, that The InterCon Group was present at the very beginning of a paradigm shift as to how marketing messages are delivered to the masses.  The shift from an outbound model to an inbound model was just beginning to take hold.

Since the Internet and search has become commonplace, (and now you can add social media), marketing has transitioned from an outbound traditional model to an inbound model.  Let me explain.

When thinking of making a purchasing decision, people today prefer to do their research via Googling  the keyword  of the product or service they are interested in, visiting social media sites to see what others are saying about it, reading blogs to get more information, or watching videos, etc. These are all examples of inbound marketing.  The question is, why do people prefer this method today?

Inbound marketing is a 2 way communication.  The consumer comes to you ready to make a purchase and you as a savvy marketer, provide value to them by educating them (and entertaining them) via your website or the mediums previously listed.

This is opposite of outbound marketing (1 way communication) where consumers are sought out via billboards, TV commercials, direct mail, phone soliciting, radio commercials, etc. wherever they are and whether or not they are in the purchasing mode.  You, as a marketer often provide no value and rarely educate your consumer this way.  In fact to a majority of people, you are intrusive and annoying.

Facts to support this:

  • 200 million Americans registered for the do not call list
  • 86% of people skip TV ads
  • 91% – of email users unsubscribe from an email they previously opted into.
  • 44% of direct mail is never opened.

More facts:

  • 67% of B2C companies have acquired a customer via Facebook.
  • The number of marketers who say Facebook is critical to their business increased 83% in the last 2 years.
  • 42% have acquired a customer via Twitter.
  • 57% have acquired a customer via a blog.

When you engage your target market with interesting and useful content and combine it with a strong presence, you will reap the benefits by obtaining new business.

Another advantage? Inbound marketing costs approximately 67% less per lead than traditional outbound marketing. 

 Today’s consumers are more educated and as a result, will never return to responding well to outbound marketing/advertising.

*All statistics are from ComScore.  (ComScore is a global leader in measuring the digital world and preferred source of digital business analytics).

 

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