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Why Google Is Running Away From The Crowd
John Battelle analyzes why Google is running away from the crowd in the search space internet advertising space. Hey, I can tell you that one. I work for a Google competitor.
We simply aren't as good. Yet.
The word-of-mouth network around the world is so efficient now that you can NOT win if you don't build the best of breed products and services. When I can honestly say that MSN is better than Google, you can bet I'll be singing that from the rooftops. MSN +is+ getting better. I can see the improvement every month. The question is will we pass Google's quality? Will we have an advertising engine that's better than Google? I believe we can. But we're not there yet (even the guys who make MSN's search engine admit that). Until we are, Google will continue being rewarded by the market.
This reminds me of working on a magazine. See, Google isn't a search company. It's in the audience aggregation business. Get an audience together and then figure out how to serve advertising to that audience. Lots of people think Google is a search company. It's not. This is why Google probably doesn't care too much about newer search engines like Technorati, Feedster, IceRocket, Sphere, or Exalead (all of which have some search advantages over Google).
Google just wants to make sure they have the biggest audience (and smartest, and richest, and youngest).
Do you have a way to attract an audience on the Internet? That's what the business types at the big companies are looking for. Do you have a way to serve better advertising to those audiences? That's what they are looking for too. There's business opportunities in those two places. The trick is, getting an audience is getting harder due to the choices we all have as to where to spend our time (and our money). The more choices there are, the harder it is to get any decent sized audience.
And on the advertising side, getting advertisers to feel comfortable spending money on your service will be hard. I remember when I helped run a camera store in Silicon Valley. We used to advertise in the Yellow Pages. Lots of other competitors would always pitch us on spending money with them. So we tried the alternative once. It didn't work. So we went back to where the audience was.
You want to know where the money is in the internet advertising business? Follow the audience. That's where it's going to be.
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About the Author:
Robert Scoble is the founder of the Scobleizer blog. He works as PodTech.net's Vice President of Media Development.
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Robert Scoble
