“If life gives you questions, Google gives you answers!”
Google has been an undisputed pioneer in science and technology. It is like a whale in the big ocean of the internet space.
It is one tech giant which is renowned for being innovative and hugely successful. We Digital Marketing experts in India cannot imagine our business or any business without it.
However, recent developments indicate that this #1 spot is slowly slipping away from the tech giants’ hands.
As per some marketing experts, Google has lost the hunger and the edge that it once had.
It has been reported that visitors from Ask, Bing and Yahoo are more engaged than the ones sent via Google.
They all are getting better traffic than Google with lower bounce rates. The fact of the matter is that Bing and Yahoo send visitors to more general pages, let’s say like a category page whereas, Google sends people to more targeted pages, like towards items in a specific category.
Perhaps it’s the direct approach of Google that is responsible for this while Bing and Yahoo are sending people searching for a broader range of subject matter.
Steve Jobs had once remarked that Google was dangerously close to becoming another Microsoft – spreading itself trying to do everything.
“Figure out what Google wants to be when it grows up. It’s now all over the map. What are the five products you want to focus on? Get rid of the rest, because they’re dragging you down. They’re turning you into Microsoft.”
Steve Jobs (in 2010 to Google’s then CEO)
So, is Google really losing its edge?
From a search engine company, Google has moved on to try its hand in multiple sectors like mobile, social media and digital music sales etc. Like Google+. What were they thinking when they launched this in the market?
The key to Google’s success was its innovative yet simple approach to solving individual and business needs. With Google+, they just came crashing down. From Gmail – the most disruptive free service to Google+ was a mighty bad fall.
It is speculated that Google has been investing money into research and development, just like Microsoft, to stay relevant. Microsoft always feared that it would turn into IBM. Google fear’s that it will become Microsoft.
Well Microsoft’s fear did come true!
Now, it is on Google to work to stay innovative after achieving at least a status as powerful as Microsoft.
But the question remains as to if Google is losing luster over its competition?
Well to put this question to test, let us compare its functioning with Facebook, Yahoo and Microsoft and assess the results.
Google Vs Facebook
Google has successfully dominated online advertising market in the past. Google AdWords is a great place to advertise if you’re looking to tap into that enormous search traffic.
However, companies with an increasing focus on online brand advertising, like Facebook, could dominate in the long-term. Facebook currently draws two billion monthly active users, making it a hotbed for user activity.
Therefore, Google is a great place to advertise if you are looking to generate high-quality leads and e-commerce sales. However, Facebook is the best place for brand awareness and funnel-based offers.
Google Vs Microsoft
Microsoft and Google are two tech giants who have often been compared to one another whereas they have completely different core strengths.
Google dominates in search while Microsoft dominates in providing Windows operating systems. But they are similar as they both have become strong players looking to new growth areas.
They have expanded themselves in various sectors like mobile phone space, digital advertising and other software products.
The results in the graph give a better picture. The only reason though, why Google has surpassed Microsoft is that it gave away an open platform, which none of the other companies would ever do.
Google, earlier, valued independence over collaboration. At present, however their culture has changed. Now they have a more collaborative environment. The needs of the team take priority over individual success.
Microsoft and Facebook, on the other hand, are organisations comprising of creative, driven and innovative individuals who are open to a challenge and perform well under pressure. While Yahoo, works with a greater focus on structure and organisation and have less inclination towards spontaneous decision making.
Emergence Of Instagram
Even though Instagram is pretty new in comparison to a very young Instagram, but Instagram has become very popular in a very short span of time with over 1 billion monthly active users.
Close to over half the world’s population is on some type of social media. And the stats show that half of Instagram users operate the app daily.
Instagram has suddenly become the go-to social network for young adults and teens. Over half the teens and people in their twenties and early thirties are on Instagram.
Rise Of Amazon
Amazon, on the other hand, is just as much of a search engine as it is an Ecommerce platform. Amazon has always been a threat for other retailers but with its growing digital ad business, it is posing a challenge to Google.
For the past few years, Amazon has been the starting point for more product searches than Google. With Amazon growing its advertising business, marketers are increasingly investing in the company’s own paid search products.
According to statistics, amazon has the highest sale per click with 82% of Amazon Marketing Services users buy sponsored products, while 65% pay for both headline search ads and product display ads. And it is expected to grow in the coming years.
At present, although Google and Facebook dominate the ad revenue while Amazon sits at fifth place. It is, however, expected that by 2020 Amazon will jump to the third place, beating Oath and Microsoft.
So, is Google really losing its lustre?
Has it succumbed to the pressure of corporate responsibility and the constant expectations of innovation?
It could be the desire to achieve more and expand in every sector possible.
But doesn’t every company dream of the same thing? All ventures wish for growth.
Well, the data comparisons above may provide some interesting insights for the same, but we cannot base our judgement entirely on the conclusions drawn from them.
For any of those who think Google is going to diminish soon – well, here is something for you guys:
“Google is eternal.”
It has changed and evolved, like its competitors, and above all it is thriving. No matter what happens in the future, Google will continue to grab our attention for many more years to come.