You’ll likely see that headline alot in this blog. I mean, we all agree Google will eventually own everything and employ everyone in the workforce, right?
The latest, greatest feature from Google is (no, NOT Chrome…at least not yet) aggregated, digitized historial newspaper content from some of the most reputable newspapers. How is this cooler than a flashy new browser, you ask? Well, at least as it pertains to marketers, it’s cool because it adds a ton of targetable new content to the hallowed terabytes of the Internet.
Ok, so maybe Google isn’t super-monetizing it right now. Yet, when it does, it’s sure to offer marketers a great opportunity (put that in newsprint). It could add an all-new dimension to campaigns. At the start of football season, forget targeting fans just on NFL.com and ESPN.com — you could include your message next to football-related content indexed from top publishers all the way back to 1967 (year of Super Bowl I) and beyond. That’s a pretty powerful impact. Any time a football fan did the things football fans do online to get ready for the start of a season — look at a team roster, search for local media interviews with the coach, see what a player did in college, find out the last year your team had a winning record (if you’re a 49ers fan, anyway), locate photos of what Lambeau Field looked like when Vince Lombardi coached there — your company’s message could be right there via Google. Online, in metrics, with ROI spelled out.
Copy that concept to any topic for any company in any market. It’s typical Google targetability, yet it’s enhanced because the Google search results are top-tier publishers and top-tier content. Boeing could target against all content indexed about airplanes. Wharton could target against all content about business schools. When Google’s typical targeting functionality is included, the local Ford dealer in Milford, CT could target against any search on auto-related content from the Connecticut area.
Hell, an ISP, hardware maker or software company could put a message among every story ever written about the Internet. They’re campaign tagline could be something like “We weren’t there when it all started — until right now.”
Makes sense. Just ask Google.
Filed under: Brands, Google, Marketing, Media, Online Marketing, Publishing, Targeting | Tagged: Boeing, Chrome, content, Google, Google Chrome, Google News Archive, indexed content, newspapers, Online Marketing, Targeting, Wharton |