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Categories : Advertising, bloomberg, chevy nova, china, Funny, gerbers, google, international marketing, japanese, Marketing, naming, web 2.0 names, yahoo
Goo – what? Chinese can’t pronounce Google.
Interesting article here from Bloomberg that explores a huge problem that Google faces in China. People can’t pronounce the now ubiquitous verb.
In the annals of advertising history we have a number of comedic stories such as the latin Nova launch fiasco, and the debatable Gerbers selling ground babies in Africa tale. These were always cute stories, used to get a chuckle from intro level marketing students, but it is indeed a difficult issue that global brands need to contend with.
Web companies names like Yahoo! were hailed as perfect for international expansion as they were very phonetic and didn’t have clearly defined meanings. As internet penetration in China increases rapidly, entrepreneurs and conglomerates alike need to start rethinking their naming processes. China also appears to a be unique as for some reason many 2.0 names roll off the tongue in a cutesy way in Japanese.
Can any readers weigh in on other languages?
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Categories : Community, convergence, Conversation, crunchbase, Digital, google, jaiku, media, web 2.0, web 2.0 names, yahoo
2.0-tization of names is a barrier to adoption.
This is a bit of rant, but I had to get it off my chest. Everyday, I login to G-reader, click on my feed for technology news and I’m assaulted by 500 new companies with gibberish names. Most of them sound the same and with the glut of new 2.0 companies who can remember them all.
Well what about Google and Yahoo?
They came around in a far less crowded environment. In addition, Google is a media darling and Yahoo spent hundreds of millions on advertising.
Also, they are phonetic.
I’m in the process of developing a fashion based social shopping site and I know how hard it is to find a URL that isn’t being squatted on. But, honestly how many properties do we need that drop the E in -ER. Now it may make perfect sense to people in the space and you can always pop into CrunchBase, but it is another case of developers naming for other developers.
Have some fun with the WEB 2.0 NAME GENERATOR.
Here’s what it spit out:
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Categories : Advertising, amazon, Community, contextual advertising, Digital, Education, experimentation, facebook, google, Innovation, Marketing, Thought Leadership, trends
Hyper-targeting isn’t the solution. The holy grail is placing ads at the point of intent.
The success of Google in the search advertising realm is of course facilitated by their contextual engine; however, the reason why their pay per click model works is that they control the moment of intent. When people are searching they are actively seeking out information. In the same vein Amazon recommends books that are similar to the one I chose right before checkout. They get me every time, I never leave the Amazon site without purchasing 2 or 3 more books than I originally intended.
Targeted ads are a step forward, but over hyped.
Facebook just announced its new advertising platform that can target anyone on the network by political affiliation, gender, location, or anyone of the keywords on one’s profile. Your experience might be different, but I’ve never paid attention to a single ad on the network EVER. Not because it wasn’t relevant, but because I wasn’t in a receptive state. I am on Facebook to communicate with friends or catch up on the new feed. I simply disregard all the ads displayed on the site. For me this is consistent with most display ads online. The fact that I’m reading an article on trucks doesn’t mean I’m looking to buy a Dodge. Granted it increases the likely-hood of clicking on the ad, but the key to place display ads in places where the customer already has intent. For example place the Dodge ads on a car review site.
Feel free to disagree with me, but I’m not one to preach a 100% transition away from mass media. I still believe that for increasing overall awareness of a brand or product, mass blasts can be effective. I also absolutely believe that marketers need to reach out to influencers and communities; however, general awareness helps grease the wheels. For example when an influencer recommends a brand and their audience has already heard of the brand it just makes the sell that much easier. An added benefit of a national spot is a level of security it provides customers. Launching a product by spamming banners across the range of sites might be be cheaper for the same amount of eyeballs, but is drastically less effective.