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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Do you still look at marketing as lipstick for your brand?

Consumed => “Google Will Change Web Marketing in 2012” by Brian Whalley on HBR.

http://blogs.hbr.org/cs/2011/12/google_will_change_web_marketi.html

=> My value add (i.e., left a comment)…

Don’t let the title of this article scare you. In the end you still need to provide a useful service that customers are interested in and are willing to pay for. No matter how good, emarketing is not going to put lipstick on a pig.

What is unfortunate is that there are plenty of companies that are more obsessed with Google than they are with their own customers. That purposeful “manipulation” of Google leads to an excessive amount of clutter in SERPs. Which leads to people having less and less faith and trust in SERPs. And the cycle continues.

That said, Google can not be ignored. Just the same, your company can suffer if your priorities are not in proper order. The irony is, as that slide begins many rush towards the tipping point (i.e., become even more obsessed with Google) instead of pausing to realize that the problem is the company and business model, and not the marketing.

Yes, I have seen it happen. It’s not pretty.

p.s. My understanding is that Google holds back certain details because people have opted in for increased privacy / opted out for such things being shared. Given the growing concerns about (online) privacy (mainly) in Europe, Google really doesn’t have much of a choice.

Perhaps I am mistaken?

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