So there is this underground marketing current which almost “appears” at will. Think about the explosion of Google, MySpace, YouTube, Flickr, Facebook, Del.icio.us – all of these sites are among the most popular on the web without one thing – Television Advertisements. Heck they really don’t have any mainstream advertisements. When was the last time you saw an ad on CNN.com for Del.icio.us? You didn’t – and that is remarkable.
I have seen a lot of ads on TV lately for Ask.com – you must remember them – they were the site which was previously launched as “Ask Jeeves?” – that corny little butler that was supposed to hunt for your information. Well they are at it again with this whole – “monkey” campaign which compares other search engines -with little or no tools – to Ask.com with their “Binoculars”. The tool allows you to “preview” the page before you navigate to it. In this small 150px by 150px window.
And who could forget slogans from other Internet company’s: “Do you Yahoo!?” “GoDaddy.com” “When I grow up – monster.com”. They all spent millions for 30 second advertisements to help launch their brand.
And then there is Google. Amazing. This little search engine came out of nowhere and stole the stage with it’s simple home page, amazing speed and incredible accuracy. They became the most popular search engine on the planet without a lick of advertising. Heck they have even obtained covenant status similar to that shared by the “Kleenex” brand for its “Kleenex” facial tissue. You don’t find things on the Internet any more and you certainly don’t “Yahoo something” – you “Google” it. For instance, I ‘googled’ that story about the… or I ‘googled’ so and so and returned…
Two questions arise from this 1.) What would happen if Google did create TV (or other mainstream media) ads? and if they did – 2.) What would they say? I can think of a few:
“Google – we are not taking over the world – we are the world”
“You’ve tried oxygen now try Google”
“When your Kitchen sink just has to be a part of your Desktop”