Three factors to watch to determine if the Internet powerhouse continues its remarkable ascent.
Google celebrates its 10th birthday this month. For a present, I wanted to send it unchallenged domination of the search market, a $130 billion market cap, and some of the greatest executions of Web applications ever, but it seems I checked the gift registry too late. Maybe I'll just send it a card instead.
As I reflect back on Google's unparalleled success, I'm most struck by how little time the search engine took it to get where it is. Google opened to the public in 1998, just a few years after the first real, usable Web browser was even developed. The fact that it's matured so quickly is impressive, which leads me to wonder how far it will actually be able to go. After all, not only did this company bring advances to search engine marketing, but it has made tools, such as Google Analytics, accessible to more people, thus helping marketers better analyze and execute campaigns.
Take television as a metaphor. The first TV broadcast with actual content on a full daily schedule came in 1931. Not many people had televisions (only a few thousand were even produced before World War II), and even if they did, they couldn't hear anything and they could only see the programming if they lived in a few big cities. It wasn't even until 1941 that the Federal Communications Commission (FCC) allowed anyone to broadcast advertisements.
At its advent, nobody had a clue what would be possible with television. Nobody had a clue how to make money from it. More than 80 years later, a lot has changed as TV grew to be the media of choice for the entire country. On average, there are more than two televisions in every household. And we have tons of mechanisms for businesses to monetize our prolific addiction to television, representing billions of dollars in commerce -- DVRs, flat screens, and screen definition so high that you can tell whether quarterback Peyton Manning forgot to shave on Sunday. Thousands of channels for thousands of audiences (there are six different MTVs in the U.S. alone), and, of course, many, many thousands of television ads for everyone.
So while it's impressive for Google to be so relatively mature (after all, it's a verb now) at the precocious age of 10, I wonder where it will be in 25 or 50 years -- when the Internet has had as much time as TV to make an imprint on the world. If you are the least bit bullish on Google (and it's hard not to be), your mind boggles to consider the innovations it will bring in the coming years. The reality of the industry, however, forces us to wonder whether Google can continue at the breakneck speed it has demonstrated in its early childhood. We all get a bit slower as we grow up, after all.
I'll be looking at a few important factors as Google enters young adulthood to see whether and how effectively it will mature with age:
What's noteworthy about the advice for Google is how relevant it feels to every business or application on the Internet (even if yours doesn't happen to have a $130 billion market cap). We're all relative novices in a medium that's just barely emerging and is changing constantly. Keeping your business goals focused, retaining your best people, and managing your reputation are key strategies we should all take to heart.
Join us for SES Search Engine Marketing Training Day, September 26 at the Fairmont Dallas.
In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services — one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
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