Disclaimer: I am a huge fan of Google and own online businesses that have been helped greatly by Google over the years. This post is only focused on the integration of Google+ within the search results and why I believe it is the wrong direction. Even though I believe it’s the wrong direction I am already actively integrating Google+ into all of my marketing and I recommend you do the same. I have already seen a boost… This post is mostly from a users perspective, not a SEO’s.
There is a key principle in the marketing world: Where the people are, the marketers go. If the people aren’t there than there’s no point to advertise anything. There’s nothing in it for businesses.
On a highway with cars, you’ll see billboards. Where people are searching things online, you’ll see ads. When people are flying, you’ll see magazine or cabin advertisements. When kids eat at McDonald’s, you’ll see toys for movies coming out. When people are watching TV shows, you’ll see commercials. When people are on facebook, you’ll see business fan pages and ads.
Active. Active. Active. – Where people are active, businesses will work their marketing in.
Google+ doesn’t understand this. The slogan for their social network should be: Where the marketers are, the people go. Only that isn’t the way the world works. As a business, you don’t put billboards up and not have a road where people are actively driving. Or partner with a restaurant that hardly get’s any foot traffic.
Google+ is trying to merge a search engine where people search the most personal things and a social network that is kind of, well, lame. Google’s goal isn’t to make the world a more open and connected place like facebook, it’s to generate more personal search results. Well, guess what?
It doesn’t fucking work. At All.
Sorry for the language kids, but let’s be honest. If people aren’t active on Google+ (which they aren’t) than why force businesses to work this into their marketing strategies. It’s backwards. Completely fucking backwards.
First, you need to have a great product or place with active users AND THAN integrate it into the search engines. Google+ did it backwards. They jumped the gun by launching Google Search Plus Your World without even knowing if Google+ would succeed.
That said, I don’t think Google+ is going anywhere. However, I do think if the social network doesn’t succeed Google will lose a lot of their staple on the consumers who use their search engine. Another start up company / search engine will arise in the next 2-4 years and take Google’s cake if Google+ doesn’t catch on. They have integrated Google+ into their whole product, it’s a huge gamble.
I hate the social networks name too, by the way.
Too often advertisers completely miss the mark when trying to develop a 30 or 60 second commercial. People will not respond to a piece of video that conveys no emotion (or very cheesy emotion). Take that car dealership commercial that numbs your mind every time you see it. How about the one with the lawyer who can get you what’s yours, or the local plumbers try-hard ad that you don’t remember until now.
These video advertisements all share one thing in common. They miss the mark. They don’t make people laugh, think, feel something and most importantly from a marketing perspective: Take Action.
Not having a big advertising budget it no excuse for this:
But yet people don’t learn their lesson and keep blowing massive amounts of money into multiple video ads when the truth is one or two powerful ones that convey emotions could really get people to take action. Do you want your business to look like a tool on TV or be a well-respected, good tool that people will pay top dollar to use?
Classic Examples of Emotion in Advertising
As you begin to watch these video ads ask yourself: What sticks out?
These are just 3 examples of many. The reason putting some sort of emotion in your advertisement matters is because no one will remember your ad if you do not. When a consumer needs your goods or services you need them to remember you. Do you have a favorite advertisement? Post it below.