07 November 2006
Google and Small Advertisers
The new Google enterprise to sell newspaper advertising online to SMEs is an inevitable recognition that small companies act more like individuals than like corporations. Their marketing decision-makers are part of the ATM generation – people who would rather stand in line at the electronic cash dispenser and deposit drop in a local bank branch than walk up to a vacant teller line. No one wants to deal with a human provider if he can obtain the same service from a machine over which has more control, even if that is only a delusion.
Likewise, those individual entrepreneurs don’t have the patience to deal with newspaper sales representatives. They are more comfortable going online in order to fill their advertising needs.
Google’s analysis of this trend also has apparently detected what may be a divide between the generation of business innovators and an important segment of their customers. The irony is that selling the archaic medium of print advertising, which best addresses that customer segment, requires the use of a much more with-it medium – the Internet.
The new Google enterprise to sell newspaper advertising online to SMEs is an inevitable recognition that small companies act more like individuals than like corporations. Their marketing decision-makers are part of the ATM generation – people who would rather stand in line at the electronic cash dispenser and deposit drop in a local bank branch than walk up to a vacant teller line. No one wants to deal with a human provider if he can obtain the same service from a machine over which has more control, even if that is only a delusion.
Likewise, those individual entrepreneurs don’t have the patience to deal with newspaper sales representatives. They are more comfortable going online in order to fill their advertising needs.
Google’s analysis of this trend also has apparently detected what may be a divide between the generation of business innovators and an important segment of their customers. The irony is that selling the archaic medium of print advertising, which best addresses that customer segment, requires the use of a much more with-it medium – the Internet.
Comments:
Post a Comment
