If Google Jumped Off A Cliff...
If Google Jumped off a cliff, would you? If your answer is no, you should probably think again. Chances are there is a pile of cash over that cliff.Google Knows You!
No one will argue that Google has the most accurate and efficient market research information on the planet. Because a majority of people use their search engine, email, free apps, and even their own web browser (Chrome) they have some serious insights into your behavior. Have you ever noticed the ads on the right column of your mail that just so happen to coincide with your mails content?
Google, Don't Jump!
Businesses are jumping onto the Twitter, Facebook, and SEO bandwagon at a break neck pace. They believe these avenues hold the keys to new marketing efforts, without traditional cost. These companies should take notice, however, that Google doesn't agree. As a matter of fact, in a move to fully promote their ad words service, Google has turned to direct mail! In the words of Nathan Kring over at Catchfire Media, these digital avenues aren't "the Whole Enchilada"
Traditional Avenues Actually Work?!
Like Nathan, Google understands that people still react to these traditional marketing avenues. That is why they spent thousands upon thousands of dollars to send business owners print-it-and-put-a-stamp-on-it mail. Paper and Ink are certainly not dead, and when Google in all their superiority launches a direct mail campaign, that alone should confirm that maybe web advertising avenues aren't quite the "magic bullet"* we are looking for. At least not by themselves.
Take The Leap
It feels odd to say, but for the businesses who arrived to quickly into the social media soap opera, or those who are considering joining in, don't forget the good ol' printing press; Google certainly hasn't...
*Magic Bullet reference also taken from Nathan Kring's article.
Labels: direct mail, google, paper, printing, traditional marketing
posted by justbrady @ 2:56 PM
5 Comments:
Well done, Brady. We were actually going to blog about our Google direct mail but you beat the AdMavericks to the punch. We've been getting hammered with direct mail from Google for months now. Initially I found it odd that Google was going direct, then I realized how well it was working when I started using their freebies. Its worked so well, that one of our clients actually doubled traffic with the use of Google Ad Words.
Social Media rocks, but it's not the only thing. Using social media to enhance traditional media is a song ad agencies need to sing, but its also the best way to market a company.
John Battelle wrote that "Google is the Database of Intentions" http://battellemedia.com/archives/000063.php- you either intend to buy something, learn something, find something, whatever it is, you "intend" to do something. Social Media hasn't changed search - yet.
Justin, Nice work! Interesting to see one of the biggest companies resort to direct mailing. But, as you point out, why wouldn't they since they know so much about us already...It will be interesting to see who follows this trend, as I have to assume they will do so just in the follow-the-leader-motivation and without any of the data Google amassed before they took their jump into direct mail.
Thanks for your kind comments! I once told the owner of a print shop this story, "Have you heard of the hottest new marketing trend? It is a portable surface, in which you can alter the very nature of its appearance. You can fix permanent color images to it, and even customize its size. It is two sided, and can last almost one hundred years without any battery power at all. It's called PRINT!"
Justin, great post. I like how direct mail is being called a trend. Judging by the amount I receive at home (especially from Hy-Vee, PRSA, houseware stores, and various pizzerias), I don't think too many traditional direct mailers have switched to social media only strategies. My favorite Google snail mail piece (by request only) was their offer to send a well-designed physical holiday card to a friend. My wife loved hers! Keep up the awesome blogging!
Thanks for the reference! Google is smart. As they mature in the ad/marketing space they continue to try and increase the size of the pie. They know there are many ways to effectively communicate with consumers and understand although they dominate the "pull" environment with search, they have room to grow in the "push" environment of traditional marketing efforts. There is lots of money to be had off that cliff too!
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