Tuesday, June 07, 2005

Google vs. B2B?

Lots of posts overnight about Google's research from Millward Brown on how it is more effective than B2B trade magazines. The one I have liked the best so far is at ABM's MediaPace : Setting the pace for business-to-business dialogue: Google research -- search vs. print?.

My view on this is that the argument that search is a more effective first step in a purchasing research process than browsing magazines is a no-brainer. Of course it is! But whether those ads themselves are more effective and whether they serve the same purpose as the ads in business magazines is much more open to question.

And I am intrigued by the argument that Google is not siphoning revenues at all but acting as an ad agency. The success of that argument depends, I suppose, on the extent to which searchers are still going to use home pages at the traditional media companies rather than Google's own or web-only sites.

In Asia, where B2B ad revenues are so relatively low to start with, all is still to play for.

1 comment:

Anonymous said...

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