So I’ve been thinking about what happens when like things collide.
The most interesting thing I could come up with is a big social media trend & technical collision between Google & Twitter, think Toogle or Gitter…ok maybe not on a brand front. But seriously lets think about the two most potent forms of digital marketing on the planet today, Search & Twitter (Social Media).
- Fastest growing media on the planet (Australian est 60% year on year compound growth)
- Search network – larger scale than any ad / publisher network
- Media with the highest level of accountability & conversion
- Performance related media – no click, no pay
- Live media auction based market driven by relative pricing mechanic
- Investment based on conversion yield
- Media with the shortest conversion latency
- Highest integrity media – only deals in post click metrics and avoids the BS of cookie spraying, post impression conversion & analysis
- A CONSUMER DRIVEN MEDIA THAT MAPS CONSUMER THOUGHTS WHEN THEY ARE IN AN ACTIVE MIND STATE
- Collaborative social media tool
- Growing exponentially fast
- Maps social groups & connections
- Maps social conversations about content & brands
- Combines desk & mobile functionality
- Has indexable content / conversations / links
- Has location based functionality in mobile devices
- Easy to execute algorithm based analysis on conversation value & stickiness of content or users
- A Consumer driven media – WHEN IN AN ACTIVE ENGAGED MIND STATE
QUESTION : What if you combined the power of them both?
- A performance based, digital media super power
- Advertising at the speed of thought (or conversation)
- Behaviorally targeted advertising based on a collective combination of conversations and connections / social media groups
- Location based advertising & ad serving based on real-time geo-targeting
- Two sticky, lean forward, consumer engaged media channels
Immense revenue scale for both Google & Twitter.
On Google’s side an inordinate amount of live, actively engaged impression inventory to serve ads to based on conversations (past & present), combined with consumer clustering (birds of a feather flocking together etc) and search & surfing history. For Twitter a ready made ad revenue stream of either text ads, by making Twitter effectively part of the content network ( yes some tweaks to algorithms required) or make it a part of the biddable display market from a content placement perspective.
Twitter would have a ready made, low or no cost sales channel at their instant disposal. Google would have the most valuable and dynamic digital inventory available.
Together they would be unbeatable, together they’d own social & performance media, together they’d have scale and momentum that couldn’t be broken. Together they’d provide a one stop, easy solution for brands to capitalise on both in terms of performance media, social media and mobile media.