Your marketing strategy could render the public speechless at its ingeniousness, and yet if the product is rubbish it’s not going to help. That’s the view of Google Australia’s managing director, Maile Carnegie.
In response to a question about how brands can get on the first page of Google, Carnegie explained to the audience at the Digital Marketing Forum in Sydney last Friday brands need to have a good and relevant product.
“It’s all about being smarter with the spend, but increasingly it’s all about…that you’ve got a product or service that absolutely rocks,” she said. “The ability to mask over a bad customer experience through just your marketing…is going away.
“Consumers are better informed than they ever have been and they’re being more and more informed. If you’ve got a bad product or a bad service, it actually doesn’t matter anymore how much money you throw at it from a marketing standpoint.
“To answer your question, how do you get on the top spot of Google Search, actually as much as anything it’s having the best and most relevant product and invest in the most relevant information, so actually answering the query that is being put into the search bar.
“Yes obviously you can put money behind it…but at the end of the day it’s all about your product and service.”
Carnegie’s comments echo those made by Andy Lark, chief marketing officer for accounting software company Xero, where he questioned whether marketing was merely a cover for rubbish products.
Speaking at the Daze of Disruption conference back in May Lark said: “As a marketer, I think you have to be brutally honest and ask, is the marketing just a crutch for product mediocrity?
“It is largely where marketing is where you convince people to buy stuff because the product is not good enough to sell itself on its own. And that’s the ultimate question.”
Google’s rep is on the line here as well, added Carnegie, because if the search giant put up results to someone’s query that wasn’t relevant and wasn’t good content, it hurts Google too.
In response to the changing landscape in the mobile environment and in order to become more relevant to consumers, Google amended its algorithm so that sites with a mobile responsive site were pushed further up the page when searched on a mobile device.
When asked by moderator Alan Kohler, editor at large at The Australian Business Review, about whether it was all about the product now and less about the brand, Carnegie explained how you can no longer just shove some money at the issue like the old days.
“You could have a product which technically was inferior, which you could then market your way over the top of to become the ‘market leader’ because consumers didn’t have a way of finding out very easily whether the technical comparison of one brand versus another,” she said.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]