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In April 2004, Google handled only 200 million searches each day. Today, there were around
2 billion Google queries before lunchtime.
“Search” has changed our lives. Along the way it’s changed our businesses.
But more important than the statistics (which our guest columnist points out will be dated
before you read this) is the reality of how marketing must evolve if our brands are to survive
the digital age.
Speaking at a recent marketing event (the Financial Standard MAX Forum) I shared a view that’s slightly shocking but hard to argue against.
It’s this: if we don’t aim for digital leadership – as brands and individuals – we will go the way of the dinosaurs. And Nokia.
This last year (our tenth in business) we’ve finally seen many clients reach a digital tipping point. We define that as the point at which they commit to investing in digital, social and online. It’s been the ‘wake-up’ call for an industry that has (self-admittedly) lagged many others in digital innovation.
For the team at BlueChip it’s a milestone year. Yes, we turned ten. More importantly we turned in earnest from traditional media to blended and online media. While much of our work remains in traditional PR and media, our new business is in social media and content marketing. In this new world clients typically want an integrated solution that works across earned media (the news), social and content or thought leadership.
This is simply a reflection of how, and where, reputation is now built and protected – online and off. Managing ‘the front page’ is now page one of Google. That’s the enduring reputational footprint for brands and each of us personally. Managing that starts with understanding and harnessing the power of our part of those (as I finish writing) 2.4 billion searches that have already happened today.
