What should Google do?

From: Cliff Kurtzman <moderator_at_o-a.com>
Date: Thu 11 Sep 2003 11:03:44 -0500

Last month, Seth Godin, in conjunction with Fast Company,
opened up this topic for comment, and then he published a
free report detailing his opinion along with hundreds of
suggestions that he received from readers. Pretty interesting
stuff. You can download the report at:
http://images.fastcompany.com/blog/googledo.pdf

Godin wrote: "They're hiring tons of people--some neophytes,
some seasoned experts. They have access to tons of cash,
legions of smart people and a brand that's just waiting to
do something more."

I would agree. Google has build a very strong brand, solid
awareness, and a passionate user base. But I have long felt
that Google is missing one element key to its long term
success and the fulfillment of its potential value. Google
lacks a way to connect with permission to the general public
that uses it. And until Google finds a way to strengthen its
connection and relationship with those that use it, the
connection is weak, no matter how much someone might say that
they love Google today. (I'm certainly not original here...
Godin's own opinion in his report is along the same lines.)

Yahoo has a strong connection with me and a way to contact me
(if I give them permission to do so) because I signed up
for a Yahoo email and Messenger account. Ditto for MSN/hotmail
and AOL. Amazon knows who I am (and a good bit more about me),
and so does eBay. But amazingly enough, Google doesn't know who
I am. I have a relationship with Google, but Google has no
relationship with me. And as Yoda would say -- that, young
Skywalker, is why you fail.

But things do seem to be changing... I've noticed a new service
on Google News called Google News Alerts that allows me to enter
my email address to receive an email when new articles appear
online that match my search criteria. A small step in the right
direction.

What do you think?

--Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com/
281-480-6300




Received on Thu Sep 11 2003 - 11:03:44 CDT