“Google Bases a Campaign on Emotions, Not Terms”
I found this article very interesting as much as its title. As everyone knows, Google’s technology is world’s best and millions of people use a lot of Google’s services from basic search to Zeitgeist. And the article analyzes Google’s recent campaign to evade a user’s function-oriented recognition.
Screen Capture: Lady Gaga in YouTube
But Google needs more and is trying to evoke a user’s sentimental side. It aims to send out the meaning and story to the users rather than the function. And all messages of these advertisements are connected to the integration of Google’s services based on a story. In the area of “Search”, Google is a dominant player and invincible for the time being. But there are several other players in this areas. In particular, Google wants to retain more power in social networking by launching Google +. Because Google is acknowledged as a functional service and is not good to get enough engagement between a user and Google’s services. So Google wants to connect personal life to its services closely. Even when people asks for one’s love, Google stresses that its services will act as a messanger to deliver it.
Dear Sophie in YouTube
Normally there is a non-verbal agreement about tech-based companies that they don’t need advertisement. Surely, sometimes internet service providers promote their services for a certain time period. But Google’s campaign is different from those temporaries. Google wants to integrate all technical elements into a sentimental story for every user’s taste. It may be the sign of a paradigm shift in the internet industry. While start-ups continuously enter the market, mega services become commoditized rapidly. And the point seems to be dependent on how to mingle those things for a user’s favorite. And Google doesn’t choose the technology for the tool to harmonize their assets. If it works, this trial will drive others to a totally different battlefield.
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