by Andy
June 1, 2010
It’s a tech firm based in California. Oh, you’ve heard of Google?! Yup, me too.
Google is the World’s #1 search engine. Their primary source of revenue comes from advertising based on page rankings. The higher the page ranking, the more they charge for advertising.
In six short years, Google has zoomed past many of our country’s largest firms in terms of market capitalization. As of June 1, 2010, Google’s market cap was over $155B! For comparison, here is a partial list of our country’s business stalwarts and their June 1 market cap (according to Yahoo! Finance):
- Coca-Cola $118B
- Home Depot $56B
- McDonald’s $71B
- Disney $65B
A few are larger like P&G ($176B), GE ($174B), Microsoft ($227B) and Apple ($239B), but the vast majority resides in their rearview mirror, likely forever. Better yet, Google’s expansion plans could put it on a path to surpass these leaders in very short time. Not bad for six years of public trading.
I find them interesting because their technology is based on relevancy. Google says so itself (http://www.google.com/librariancenter/articles/0512_01.html).
“Once we’ve built our index, we’re ready to rank documents and determine how relevant they are. (Generally speaking) we need to do two things:
- Find the set of pages that contain the user’s query somewhere
- Rank the matching pages in order of relevance”
Seems simple enough. Isolate and/or publish the content that matters, then be the leading provider of that content.
I believe good firms do not sell products or services; rather they sell solutions or (more accurately) Value Propositions. The product itself is just the physical form of the solution. To maximize future revenues, the target audience must believe that future solutions will be as valuable as those you currently provide. This is of particular importance in the B2B space because purchase cycles are often long and critical to the mutual success of each party.
Unfortunately, the marketing support given to these solutions rarely have the ability to carry the true importance they provide. Traditional formats are incapable of doing so, meaning their relevance to the category does not match the value of their solution.
All marketers should take a page out of Google’s playbook. The reality is that few do. Traditional B2B marketing programs (ads, collateral, trade booth) leverage formats incapable of effectively communicating intelligence, depth, expertise and relevance — the very attributes Google ranks the highest. Yet that’s the primary way they continue to market. There is a roadmap to strategic marketing success is out there. It’s telling you how to do it.
I’ve heard of Google. Marketing should too.
Clever. Google as a way to understand Relevancy. Of course.
Clever. Google as a way to understand Relevancy. Of course.
Spot on! It doesn’t just seem simple. It IS simple. The most effective ideas generally are. (Until humans start complicating them and distorting their effectiveness.) Your enterprise is either relevant or it’s not. It’s that simple.
Spot on! It doesn’t just seem simple. It IS simple. The most effective ideas generally are. (Until humans start complicating them and distorting their effectiveness.) Your enterprise is either relevant or it’s not. It’s that simple.
Great read! I 100% agree humans have a way of complicating even simple things sometimes. Remembering to speak with relevancy to your audience and organizing your thoughts/message in some hierarchy as in the Google example, is an important communication skill. Remember The KISS principle. Great thoughts!
Great read! I 100% agree humans have a way of complicating even simple things sometimes. Remembering to speak with relevancy to your audience and organizing your thoughts/message in some hierarchy as in the Google example, is an important communication skill. Remember The KISS principle. Great thoughts!
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Hello may I quote some of the content here in this post if I provide a link back to your site?
The emotional feelings, fear, greed and many times the addiction to trade can just kill what we have in terms of market knowledge. Psychological factors and sentiments greatly affect the performance and hence the results because of the dynamics of the market. When we talk about psychology, it’s about both, the mass psychology of the traders around the globe and our individual psychology.
The emotional feelings, fear, greed and many times the addiction to trade can just kill what we have in terms of market knowledge. Psychological factors and sentiments greatly affect the performance and hence the results because of the dynamics of the market. When we talk about psychology, it’s about both, the mass psychology of the traders around the globe and our individual psychology.
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I found your site via google thanks for the post. I will save it for future reference. Thanks IPO Trading