Google and the Bank of EnglandBy Zeta, PRNE
Wednesday, June 15, 2011
POOLE, England, June 16, 2011 -
Zeta is impressed with Daniel
Pimlot and Tim Bradshaw’s article in Monday’s href="www.ft.com/home/uk">FT which identifies that the
Old Lady of Threadneedle Street is now using Google to harvest
data. Definitely a milestone and should be applauded but with
caution. Not as far as the concept is concerned but
definitely on the search criteria being used and on the reliability
of the information being harvested. The first point will have
a direct bearing on the second.
Dan and Tim’s article identifies just two search terms one is
‘estate agents’. That term alone will only yield a fraction
of the possible searches. It’s doubtful that many would search
simply for ‘estate agents’. When all the possibilities such as
‘houses for sale’, ‘flats for sale’ etc plus the geographic terms
are considered the list of relevant key phrases will grow hugely.
Has the Bank followed this line?
Search data of this nature will be most powerful in indicating
trends. Increased searches month on month will suggest that
the market is ‘warming up’. And the records coming from the
traditional sources will confirm (or not) the early indicators
relayed through Google.
There are important messages here. Traditional
organizations are ill advised to ignore the modern resources now
available to help run businesses. The Bank of England is
pointing the way but how many companies still have their heads
firmly in the sand, even now? There are many examples of
business failure that directly relate to a refusal to grasp the
Internet opportunity. Businesses must make proper and
realistic budgetary provision to use the Internet for a myriad of
sound business reasons.
It’s so much more than ‘getting a quote’ for a new web site.
The approach has to be totally strategic and all
encompassing. Firms must select an agency that can lay out a
properly planned approach that takes account of branding, message
development, the practical aspects of the daily work and
critically, attracting new business. The opportunities
‘online’ are mesmerizing. All businesses need an agency in
place that can make it all work. Identify the gaps, relate to
the company, its staff, its customers and critically all the firms
and people out there that aren’t customers.
However it is essential that sight of the many benefits still
relevant in the ‘old world’ is not lost. Many of the old
‘givens’ should be retained, integrated and combined with all the
new ways of working. Analysing and synchronizing all the
information at the very least will double its value.
Established in 1999 Zeta is an integrated marketing and creative
agency specialising in digital strategy. With innovation and
development without compromising on creativity, Zeta help clients
achieve growth and profit in line with business objectives. Zeta
provides return on investment through data driven, researched
solutions setting them apart from their competitors.
For more information visit
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Tags: England, June 16, Poole, United Kingdom, Zeta