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We can all remember a time and place where we used to set and wait on a dial up connection to ring thru to the internet. This was our first step in moving forward in communication technologies. By the mid 1990’s commercial applications began to take off on the internet and futurist were calling the internet the revolutionary tool that would change the delivery of information, entertainment, and commerce.
Futurist also deemed that advertising was going to be the critical point in making this revolution on the internet. Advertising was going to be a tough field to master due to only a small percentage of internet users willing to pay for things and a larger group wanting it for free. Advertising was limited in the beginning to small ads that were around 12 words. Dial up connections would not allow for full video or animation which was the ultimate dream for advertising on the internet. Once the internet world upgraded to broadband advertising got its first big advancement on the internet.
Two Stanford students Sergey Brin and Larry Page created a new company that would become a huge power house in the online world. The two students created Google and were off and running with a company that took a different perspective on advertising. The search engine had a unique outlook on advertising due to its searches being based on computer algorithms only relevant advertising was displayed in searches. This was only the beginning Google also started a pay per click charge for advertisers. If your ad was displayed and clicked on you the advertiser paid for that ad but if it was displayed and never clicked on you pay nothing. This created a no loose strategy for advertisers and created a huge hype on Wall Street and had investors hooked.
Google made lots of money due to this new way of advertising, its number one money maker is still the text ads but they boast many diverse ways to advertise to this day.
Lessons we can take from Google’s success, 1. No one can predict the success of technology, 2. Success can be credited to luck.3. Simplicity matters. These are all things that we should consider when reviewing and discussing communication technologies.