I didn’t download it because
a) I already know what’s in it.
b) It’s probably already obsolete to some extent.
But his email did get me thinking about Google and marketing in 2011, which led me (of all places) to Pearl Jam…My response to my friend:
My guess is that you’ll be getting lots of interesting emails from them going forward.The actual fact of the matter is that things are changing so fast that any “guide to getting your business…” is partially obsolete almost as soon as it comes out. The big news this week is Twitter released a new business page feature, and everyone in that space is scrambling to get theirs designed / put up, next week it will be something else.The real news for 2011 was the end of Google as a search engine. Do a search for the following: HD monitor – Never mind – I launched a clean browser and turned on privacy to eliminate personalized results and we see the attached. This is what appears in most people’s browsers for most any product or service related search.Google is now simply a big list of advertisements and the last place to go for information. Lots of small businesses selling say, specialty gardening tools, are going under as the search results now consist of paid advertisements and listings for large box stores.Of course you will not see this discussed much in the media, although it is the subject of continuous and heated debate in internet marketing circles.My own take is that there is an opening for a search engine that filters out commercial sites – wouldn’t that be interesting?This all – the big media ignorance (or ignoring?) of the real issue – reminds me of Pearl Jam. When their first album came out, I loved it, but was not “overwhelmed with the originality and raw anger” like some reviewers were. Then I saw a single line review that captured my feelings perfectly:“It’s just pop hooks draped in grunge.”Of course. It’s obvious in retrospect. And two years from now (a lifetime on the net) people will be talking about when Google “turned the corner and became a shopping engine.” In the meantime, those of us who make our living there have been watching this since 2009 at least.