In mid-June, Google organised an event called the Google Inside Search event, during which they launched a few digital marketing features related to smartphones and desktop search. Events organised by Google generally have a unique resonance, and this event was pretty much the same. The employees in the crowd were at their boisterous best, while the techies made every effort to describe the smart technology that made the new innovations work. During such events, it is often easy to miss noticing the real digital marketing potential of the new features being launched.
One of the short and obscure elements of this event was how Google defined search. While Bing is marketing itself as a ‘decision engine’, Google has proclaimed that online search is about ‘removing barriers’ from finding what you want, and stopping your ‘train of thought’ from being driven off the rails. The new digital marketing feature which is supposed to do this is named ‘Google Instant Pages’. This feature is a new version of the ‘Google Instant’ feature, originally launched last year.
Google Instant Pages moves the concept of Instant forward, by predicting the most popular digital marketing searches run by users, and creating cached entry points with no delays for page loading. Just like Tom Cruise and Anthony Edwards proclaimed their strong ‘need for speed’ in the movie ‘Top Gun’, Larry Page and Sergey Brin of Google seem singularly focused on enhancing Google’s searching speed. With Google Instant Pages, the time spent by individual users on a digital marketing query is expected to be shortened, immensely.
Every month, searchers from around the world run billions of search queries on Google. This means that Google’s new search feature would potentially have a strong digital marketing impact on a large majority of Internet users. The only thing that poses a problem in this scenario is that Google has an inexplicable obsession with immediate gratification associated with individual searches. The search engine giant has been unable to view ‘search’ as a journey of discovery.
In most digital marketing situations, the faster each search is conducted, the more profitable it is. However, sometimes, a customer may be looking for data from different sources to help them in further decision making. Hence, a search engine should enable users to collect and store information, as they progress through the search process.
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