But even more important for marketing and, as we mention at the beginning, for Google itself, is paid advertising.
You can earn your place in the top positions on Google with paid ads, participating in auctions to see your ad publish .
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In recent years, the number of figures in the marketing sector who deal exclusively with paid advertising has increas: it is a fast and profitable method for attracting customers and allows you to obtain results in a very short time (we have already discuss this in depth in our article: The most important metrics and KPIs to monitor in paid advertising ).
For this reason, more and more companies are investing in this marketing activity.
These are just some of the reasons that make the centrality of Google for marketing clear – even more so when talking about digital marketing.
As we know, Google also has its pitfalls and is not lov by everyone. Over the years, new platforms are emerging that want to replace Google or sell similar services.
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Has the decline of Google as a search engine already begun?
While Google is an essential tool for businesses, it has receiv a lot of criticism over the years.
A thorny issue concerns its algorithm. Google has been accus numerous times of manipulating search results. How?
For example, Google seems to devalue in its rankings those companies whose competition it fears the most, namely those that offer similar services.
This means that Google may move companies it considers threats to its business further down the search results.
We can recall, for example, the case of Expia, one of the largest online travel agencies in the world: Google was accus of having heavily penaliz Expia’s web pages, in favor of its own flight suggestions.
As we will see later in this article when we talk about communities, a similar case is that of Quora, which seems to have been penaliz in the search results page because it provides quick answers to common questions in a similar way to Google.
Another criticism we can make of Google concerns the privacy factor. Many users are starting to wonder where the data they leave online ends up and are increasingly attentive to privacy.
As mention above, there are whatsapp data some platforms that are starting to gain traction and could be future rivals to Google. For example, for privacy lovers, there is DuckDuckGo, a search engine that promises not to track user data .
Even though Google seems to be very careful with our data and promises not to sell it to third parties – it is still collect to be us for personaliz advertising.
In marketing, the balance between the
For personalization on the one hand and the ne for privacy on the other is not easy to put into practice.
As for companies, we could say that deb directory permission marketing could become the norm: the buyer will choose whether and how to communicate with the company.
We can already find it, for example, in email marketing: the customer agrees to have his email address enter into a database, to receive communications from the company.
Ultimately, it may be hasty to talk about afaka manintona mpanaraka mirotsaka Google’s imminent decline, but in the future we may see other companies that could be a better choice, or at the very least, provide serious competition to Google.
Marketing of the future, two key words: relationship and interaction
If some traditional marketing activities still work and many others have become obsolete, it is because they are no longer suitable for today’s customers.