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Google’s chief executive, Eric Schmidt is in Edinburgh today to speak at the Television festival this evening. Why? Because he’s going to reveal Google’s plans for their UK TV debut, which is set to arrive within six months. Whilst this is in no doubt another giant leap for the search giant, what does it mean for the digital marketing industry?
What is Google TV?
Co-developed with Sony, Intel and Logitech, Google TV is a set top box which allows you to watch shows from major networks and access videos from YouTube and material from catch-up TV platforms such as BBC’s iPlayer and ITV player.
The service was launched in the US in October and sees the search giant dabble in ‘offline’ advertising by transforming the way we will consume our television programmes. What makes the service interesting is that users will seamlessly be able to switch between ‘TV’ and ‘Internet’ modes through the click of a button.
That single click doesn’t necessarily have to be on your existing remote control either. That’s because your Smartphone could well be used as the remote control for the new Google TV set top boxes. Google are also reported to integrate their voice search service into the technology, according to The Daily Telegraph.
The Need for Content
By turning their attention to the television platform, Google have sent a stark message, they need TV for content. One of the biggest drivers of search is content; good, quality, unique content. With Good quality content comes the need to search and share, and this helps drive advertising, not that Google need more advertising revenues right? [See: Despite Spending Big, Google Posts Huge Q2 Profits]
However, despite its huge advertising revenues and mammoth market share, both here and in the US [See: Search Engine Market Share Statistics – August 11], Google have foreseen the need for new content in order to thrive.
What will be interesting to hear is Schmidt’s justification for their latest development when he addresses the MacTaggart Lecture theatre full of industry experts this evening (Friday 26th August 2011). It isn’t as if the search giant and the broadcasting industry have seen eye-to-eye in recent years, the launch of YouTube showing existing programmers clips didn’t go down so well, as James Robinson from the Guardian reports.
What This Means for Digital Marketing
Google are diversifying into the realms of ‘offline’ platforms with their ‘online’ service, basically meaning you’ll have access to the internet through your television. The implications can be slightly perturbing, but also exciting at the same time – particularly for consumers.
For example, what does it mean for the SEO industry? Well we can look at this as providing another platform to generate more traffic. The proliferation of Smartphones and tablets has only enhanced the need for digital marketing, and with websites designed for television, the same can be said for the television market.
For web developers, designing a separate website specific to the demands of televisions is the same as specifically made sites for mobile phones. This will allow for SEO and PPC to continue, and could be viewed as an exciting new platform to adapt to.
Google already know a great deal about our search behaviours, combined with the knowledge of our television viewing behaviours, this creates an unbelievable amount of information for advertisers and marketers – the industry could be set for a boom.
A lot does hinge on Eric Schmidt’s presentation to industry experts and whether he can garner interest in their product. In the US, major networks had blocked the service from streaming their content, which ultimately renders their product useless as Google thrive on this type of content. A lot more will be spoken about this in the coming days and weeks, but for the time being we’re anticipating some important and exciting developments.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.