Mediative: Scalable Digital Marketing Solutions

Experience
performance

Reach more buyers. Increase conversions. Turn insights into ROI. Monetize your digital properties. We can help you achieve the best return on your digital marketing investment.

What we can do for you

Take advantage of our areas of expertise to serve your specific needs.

  • Data

    Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels.

  • Performance

    Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI.

  • Mediative LAB

    Combine the latest innovative technologies and data-driven research to drive digital performance.

  • Monetization

    Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions.

Gain insights to help you grow

Use our knowledge to improve your business: get our latest research, case studies, and insights sent straight to your inbox.

Our digital marketing solutions

Mediative Search Performance

Display network & digital media

Target millions of highly qualified consumers across all the right sites.

Search & performance

Leverage our thinking and solutions to deliver meaningful results.

Mediative Display Network and Digital Media
Mediative Location Based Mobile Marketing

Creative services

Influence online users with high-impact creative and persuasive content.

Location-based mobile marketing

Target online consumers locally to drive traffic to your stores.

Mediative Creative Services
URRL: http://mediative.com/?show_only=menu

Mediative Blog: The Digital Results People

Will Google X get Google’s Mo Jo Back?

What do you do when the search engine you started up with your fellow uber-geek partner makes you fabulously wealthy, but somehow all the billions it’s raking in leaves you feeling rather empty?

What do you do when you’re no longer the darling of the mainstream press, who once enthused that no challenge was too daunting for you and your company full of exceptionally gifted and only slightly less egotistical baby geniuses.

Well, if you’re Sergey Brin, you find a new toy. You leave the mind numbingly mundane business of running a multi-billion dollar mega-corporation to your power-tripping co-founder and you lock yourself away in an undisclosed office somewhere in Silicon valley, spending your day playing with robots, space elevators, virtual reality glasses and self-driving cars.

You go back to what you wanted to do in the first place, which was to “put a ding in the universe.” And it’s probably no coincidence that you’re following in the footsteps of your “love me or hate me” mentor, the late Steve Jobs.

Say what you want about Google, I don’t think there’s any doubt that Brin and Page wanted to change the world in substantial (and hopefully non-evil) ways when they started. But the business of running a business tends to make one put ideals on hold and focus on the bottom line. Taking your company public doesn’t help. Shareholders typically value revenue over revolution, profits over prophesy. “Sure, robots and space elevators are cool, but tell me how that’s going to contribute to our quarterly earnings?” Public companies, by necessity, tend to focus on the short term rather than the long.

But Brin has never been a short-term guy. Neither has Page, for that matter. They both love to take something and spin it into a grandiose vision. For Page, he felt he could best realize that by taking over the leadership of Google. But for all the power that comes with that role, there’s also a heaping helping of compromise. Brin apparently felt more comfortable in the more idealistic environs of the Google-X Lab.

If you’re not familiar with Google X, it’s a super secret hidden laboratory where an ultra-powerful super computer and high tech gadgets allow the billionaire to fight crime … no, wait, that’s the Bat Cave. Google X is a secret laboratory where Brin has been spending a lot of time lately. In a NY Times article from last November, it’s described as a, “clandestine lab where Google is tackling a list of 100 shoot-for-the-stars ideas. Google is so secretive about the effort that many employees do not even know the lab exists.”

What are some of these “shoot-for-the-star” ideas? There is no definitive list, given the “hush hush” nature of Google X, but third party reports commonly mention space elevators, driverless cars, connected household appliances, and one project that is starting to see the light of day – Google Glass, wearable technology that someday could bring a Google interface to the world around us (more about this in a future column).

Google X certainly doesn’t suffer from a lack of ambition. It’s the type of thing we used to routinely expect from the Google we knew and loved. And it’s got oodles of “cool “– robots and space elevators and driverless cars – oh my! But these types of skunk work projects are often just a way to pacify a few highly placed egos and keep them out of the way while the real work of the company gets done by those who are a little less grandiose in their ambitions. And Google X does suffer from Google’s long-term problem of trying to do everything at once. The company has always had a problem with focus. Unlike Google X, Job’s lofty ambitions and break away projects at Apple were tied to a product that would ship sometime in the next decade. Don’t expect to see a space elevator coming to your neighborhood anytime soon.

So the question remains: will Google X define the future of Google, or is it just a plaything to keep Sergey happy? Only time will tell.

Orig­i­nally pub­lished in Mediapost’s Search Insider May 31, 2012

Leave a Reply


Newsletter

Each month receive valuable insight on digital marketing strategy and best practices from Mediative.

Stay updated

Subscribe to our RSS Feed

News sent to your inbox

Webinars

Explore our webinars to learn the latest digital marketing insights and research that can help build an effective marketing strategy

Follow us on Facebook

Mediative: Scalable Digital Marketing Solutions

Experience
performance

Reach more buyers. Increase conversions. Turn insights into ROI. Monetize your digital properties. We can help you achieve the best return on your digital marketing investment.

What we can do for you

Take advantage of our areas of expertise to serve your specific needs.

  • Data

    Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels.

  • Performance

    Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI.

  • Mediative LAB

    Combine the latest innovative technologies and data-driven research to drive digital performance.

  • Monetization

    Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions.

Gain insights to help you grow

Use our knowledge to improve your business: get our latest research, case studies, and insights sent straight to your inbox.

Our digital marketing solutions

Mediative Search Performance

Display network & digital media

Target millions of highly qualified consumers across all the right sites.

Search & performance

Leverage our thinking and solutions to deliver meaningful results.

Mediative Display Network and Digital Media
Mediative Location Based Mobile Marketing

Creative services

Influence online users with high-impact creative and persuasive content.

Location-based mobile marketing

Target online consumers locally to drive traffic to your stores.

Mediative Creative Services