1. DIGITAL MARKETING
CASE ANALYSIS
GROUP E
Lior Agassi
Valeria Deserto
Anurag Jaiswal
Einar Jóhannesson
Shirley Kleinman
Roberta Narikawa
Carlo Stimamiglio
Ruchita Vora

2. AGENDA

3. Should Microsoft be worried about the
possibility of Google taking the lead in
the Operating Systems field?

4. Operating Systems
Mobile / Tablet Desktop
Source: www.netmarketshare.com

5. Google Chrome OS
The operating systems that browsers run
on were designed in an era where there
was no Web.‖
We hear a lot from our users and their
message is clear - -computers need to
get better
Source: Google Official Blog

6. Google Chrome OS
ADVANTAGES DISADVANTAGES
• Open source
• Network’s speed and availability
• Speed, simplicity and security
• The user experience takes place on the • Existing web apps do not replace all
web
Windows applications (ex. MS Office,
– No programs, no updates Photoshop, etc.)
– No desktop
– No anti-virus, no firewall
• Cloud storage
• Hardware:
– Easily replaceable
– Low cost

7. Microsoft should be worried!
• Innovation moves towards decentralization (cloud-based)
– Microsoft is currently heavily dependent on centralized computing and on its
cash cows (Windows and Office).
– Chrome OS and Android affect Microsoft in 3 ways:
Operating system
Search engine
Internet browswer (Chrome format)
– Impact not immediate but in the long term
• Microsoft response: Windows 8

8. Do you think thematic search engines are
going to work in the near future? What
about the semantic web?

9. What is “Thematic Search Engine”?
Definition:
A theme is an idea, message, or lesson conveyed by a work
— Wikipedia
When no a priori knowledge on the user’s desires beside the search keywords is
available, it is possible to design search methods that operate on a thematic
database of web pages that refer to a common body of knowledge (i.e. themes),
this is also known as vertical search engines
— Improving Search Results with Data Mining in a Thematic Search Engine, M. Caramia, G. Felici,
A. Pezzoli

10. Examples of different Thematic
Search Engines
Google Books is a service that searches the full text of books that Google has
scanned, converted to text using optical character recognition, and stored in its
digital database.
Google Scholar is a freely accessible web search engine that indexes the full text of
scholarly literature across an array of publishing formats and disciplines
LexisNexis is a company providing computer-assisted legal
research services.
A free database accessing primarily the MEDLINE database of references and
abstracts on life sciences and biomedical topics.
The American Economic Association’s electronic bibliography, EconLit,
indexes over 120 years of economics literature from around the world.

11. What is “The Semantic Web”?
Definition:
The Semantic Web is not a separate Web but an extension of the current one, in which
information is given well-defined meaning, better enabling computers and people to work in
cooperation.‖
— Tim Berners-Lee
So in laymen’s terms – the Semantic Web Technologies, also known as Web 3.0, are
techniques you can implement into your sites to help define the context and meaning of
the content you are presenting, in a way that computers can understand

12. Semantic Web search options
There are several semantic search engines creating a alternative (and possibly a
better one) to Google

13. Google and Rich snippets
(microdata, microformats, and RDFa)
In 2009 Google launched “Rich snippets”, a feature using semantic web technology
that gives users convenient summary information about their search results at a
glance
Google currently supports the following information types: reviews, people profiles, products,
business listings, recipes, and events.
Providing this information doesn't affect the appearance of your content on your own pages, but it does
help Google better understand and present information from your page
Latest available information reveals that less than 5% of WebPages currently have
semantic markup. Google wants to see this rise to 50% or more. It is looking for critical
mass (Google data, 06/2010)

14. What does this mean for the digital
marketing?
In the near future semantic web will probably not reach critical mass, keeping the
existing importance of thematic search engines. However, once semantic web
reaches critical mass, two major changes will become relevant for digital marketers:
Media buying Marketing tools
Google will be able to conduct insightful New tools and technologies will become
thematic searches more easily, thus increasingly important
eliminating most of the current ―Niche‖
players
This shift in the competitive landscape will SSEO will be an important additional
influence where the digital marketer wants aspect in SEO work. Early adopters could
to buy media in order to reach maximum improve rankings while competition
traffic catches up

15. How do you think Google Instant and,
above all, Google Realtime are going to
affect SEO?

16. Google Instant Search
— Google Definition
Update for Google Suggest
Google can answer a query in milliseconds but it takes seconds to type it in.

17. Google Instant Search Example
Thank you

18. Google Instant Search effect on
marketer
• The search results are based on viewers history and previous searches
• May affect behavior in how people perform searches
• May cause peoples searches to be diverted as they spot new options
• Long tail searches will become more prevalent as people can keep
typing until they find what they want
• If you pause for 3 seconds it counts as an impression so as a marketer
you must be aware of effect on your metrics

19. Google Realtime Search
Rest in Peace - December 2009 - July 2011

20. Google Realtime Search Continued
• Twitter tweets
• Google News links
• Google Blog Search Included a lot of content but most of it came from Twitter
links
• Newly created web
Opened up space on front page of Google results for real time trends
pages
• Freshly updated
web pages Promotions could therefore gain quick access by having Twitter
• FriendFeed updates campaigns
• Jaiku updates
• Identi.ca updates Google say they will reinstate real time search for Google+ but
• TwitArmy updates @googlerealtime on Twitter has been quiet since 4 July.
• Google Buzz posts
• MySpace updates
• Facebookfan page
Many real-time events are more news than campaigns
updates
• Quora Google Social search has replaced some aspects as logged on users
• Gowolla get links to blogs, flickr, twitter etc of people they're connected to
• Plixi
• Me2day
• Twitgoo

21. In Conclusion
• Operating Systems
– Google is actively attacking Microsoft’s value chain
– Microsoft should and is fighting back
• Thematic Search and Semantics
– Helps the user narrow down search results
– In the near term only a fraction of websites will be doing semantics
– Once the semantic web becomes prevalent generic search engines will be better
positioned to serve niche markets
• Google Instant and Realtime
– Instant changes search behavior and the digital marketer must be aware of the
increased importance of the long tail keyword
– Realtime was a way for upto the second information on the front page of search
results.
– In the end it’s more important for fads and promotions than actual brand building.

22. Thank you