Search+ Social Converging Means More Than You Think

The Interwebs are aflutter with the launch of Search+ (your world) from Google with discussions around unfair competitive advantages, stabs at Facebook, evolution of search, etc… I believe it’s a move that is the start of a new platforms, new behaviors, and new horizons for both users and marketers. Regardless of your thoughts about the move, we are all now a part of a transformation that shouldn’t be that much of a surprise. After all, search and social both happen online… it’s like being surprised that a car dealership has a service department. Both happen at the same place, it just makes sense the two should merge.

the semantic nature in how we, as individuals, behave in the digital world, is finally becoming personal.

The thing that is cool about the transformation is that the semantic nature in how we, as individuals, behave in the digital world, is finally becoming personal. With such an ambiguous activity of searching for a particular end, we are now connected with the collective genius of our social community… all in one place. When looking at the future of the internet, we see many of these different silos breaking down to form around our real-time needs, wants, and desires. As technologies continue to evolve, we need to embrace the dynamicism and prepare our brands for this real-time world, while continuing to add value to our consumer base.

our strategies and messages have become extremely silo’ed as the result of the way organizations are structured, not the way consumers consume.

The real issue that this transformation brings is the breaking down of communication silos. It was only a matter of time before we witnessed a convergence like this, but the implications should be shuttering I’ll equipped board rooms across the world. As an industry, our strategies and messages have become extremely silo’ed as the result of the way organizations are structured, not the way consumers consume. We have internal marketing functions dedicated to search with another dedicated to social, and then another dedicated to our website all with our counterpart agencies adding to the ambiguity.

The convergence of these functions is an amazing transformation from a consumer perspective; “We want what we want, when & where we want it… Oh and we want our friends to agree or chime in.” But from a marketing / agency organizational perspective, it’s chaos.

Call the Search+ move what you want, but it is shining a blinding light on the need for an overhaul within our marketing organizations and agencies. The future is upon us. We must prepare.

 

Photo courtesy of Flickr – Lexinatrix

Tags:

connect with blackwhalegroup

Choose how you'd like to read our industry leading content, whether you tweet, "like", subscribe, or watch.

No comments yet.

Leave a Reply