AMA Google Luncheon Review by David Culbertson
The following review of the April AMA Luncheon with Mark Marinicci of Google was written by David Culbertson of Lightbulb Interactive:
A brief summary of the April Columbus AMA Luncheon
Today, a representative from Google came to Columbus and local marketers turned out in droves – there were at at least 150 people attending. The Google rep covered Five digital marketing trends – more accurately, best practices:
Redefine your notion of fast
- Annual marketing plans are too slow today; think months and quarters
- The simple Betty Crocker widget crushing the fancy Kraft widget on iGoogle in terms of users.
- Speed trumps perfection
- Get it out rapidly and iterate faster – incrementally
Get to know old friends – search
- Search results have changed over the past few years- have you changed your search practices?
- Consumers research online and buy offline; it’s not all about e-commerce
- YouTube is the #2 search engine (since summer of 2008)
- The next horizon – mobile search. Are you preparing?
- Twitter – real time search. Still in infancy, but showing promise. Check out Twist.
Tap the wisdom of crowds
- Good crowdsourcing examples: threadless.com, priceless.com, mystarbucksidea.com.
- Let consumers co-own the brand through digital communication and collaboration.
(Personal opinion here – MyStarBucksIdea hasn’t helped their sales at all.)
Think like a publisher
- Attention spans are very short – 8 secs
- The average American exposed to 300 – 600 ads per day
- So stop trying to break through ad clutter – start build engaging experiences and content (Mountain Dew Green Eyed World.)
Bet on data – it beats opinion
- Use data to find your sweet spot.
- Establish success metrics and track them.
- Use web analytics such as Google Analytics.
- Test test test!
- Apply science to what others consider an art.
Submitted by Jason Rubinstein, AMA VP of Communications.
