Insights | Google Being Forced to Sell Chrome?!
Independent publishers getting frozen out by Google
At one point in Google’s warm embrace, 20 million people a month were reading Giant Freakin Robot (Think a website like The Spinoff). The vast majority of that traffic was coming from Google. But in the last couple of years, as Google has evolved, Giant Freakin Robot and many independent publishers have found themselves iced out.
Giant Freaking Robot has fought back a number of times after visits drop away. But, in a perhaps inevitable move, they have to shut their doors, joining many independent publishers.
Why it matters: It’s a sad end for many independent publishers that were dependent on Google traffic. And it shows how fast things are changing in digital. If you’re dependent on a single 3rd party platform, it speaks to a need to diversify. And/or alternatively build your own audience through email or other means.
Google being told to sell Chrome. Will they obey?
Rumors are flying about the possibility of Google being forced to sell off their Chrome browser. Chrome is THE most popular browser on the Internet right now and them being forced to sell it off could help break their search monopoly.
Google is a little upset framing the idea as a "radical interventionist agenda that would harm Americans and America’s global technology leadership."
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Why it matters: 70% of our traffic still goes through Google but the two articles today highlight how much pressure the search engine is under. Bottom line, what impacts Google will impact businesses in New Zealand. We’ll need to be watching closely in the coming months to determine the best strategy for ourselves and our clients.
Think hard about your marketing mix in 2025
All the major digital players are looking to keep people on their own platforms but as a marketer, that carries a high risk. How can we shape our marketing strategies in an increasingly dynamic, complex marketing environment? This is where Marketing Mix Modeling (MMM) might be able to help. Using historical data across channels to try and help determine marketing budgets and strategy.
Why it’s important: Strategically, depending on only one marketing channel in this current period is short-sighted. And there’s too much change going on to predict what will happen. It’s natural that we would look to AI and predictive technologies to help find our way. It’ll likely take some time reaching New Zealand but it’s good to be aware of what’s happening overseas.?