Home > Identity and Branding, Lead generation, Online advertising > Advertising above the fray

Advertising above the fray

One of the biggest problems with advertising today is that there is so much of it. There are so many print ads that everyone ignores them. There are so many banner ads that everyone blocks them. There are so many TV commercials that everyone fast-forwards through them.

But today, January 6, Google rose above the loud, graphics-driven advertising fray. Google advertised their new phone, the NexusOne, on the Google home page, with a single line of text and a really tiny picture of the phone.

300 million page views, $0The NexusOne has received its own share of press in the last few weeks, with some people saying it’s going to be the biggest story of the Consumer Electronics Show (even though Google won’t be at the show). But the line of advertising–which essentially cost Google nothing–has also been written about on media sites and on, um, marketing blogs.

Google gets about 450 million page views a day, and for its very minimal investment, Google has put the name of its phone in front of over 100 million people. In one day. (Plus, marketing geeks like me are writing articles about it.)

When a company like Google can reach 100 million people in their target audience in a place people don’t expect to see an ad, that is much more effective than a traditional ad. Marketing above the fray was the source of an interesting book by Mark Hughes called “Buzzmarketing: Get People To Talk About Your Stuff” When your product gets discussed in the media, that’s good. When your ads get discussed in the media, that’s great. And when the medium of advertising gets discussed in the media, people start talking about your “stuff” in ways that make your brand noticed.

That’s part of the reason that Google is trading above 600.

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