Interview with Dan Cobley, Google

Our overall mission is to organise the world’s information to make it useful to consumers. Everything we do relates back to this. As far as innovation is concerned, we do have lots of launches. We believe in doing things early and often, and letting our users decide what works and what doesn’t. So our innovations begin as Beta launches and we place support behind the products that then grow. So there is order inside the chaos.

 

Unlike many other brands, most consumers seem to love and adore Google. How do you deal with the weight of consumer expectation?

 

There is a danger that Google is regarded as the tallest poppy in the field by the media. However, we’re always putting our users first and as long as we continue doing that we’ll be OK.

 

What's the biggest challenge you've faced in your career and what have you learnt from it?

 

The ongoing challenge in my career is wondering what I want to do when I grow up. I don’t work to plan the future but take opportunities when they arise. I’ve worked at Google as the marketing director for the UK, Ireland and Benelux for six months. Previously I was running the marketing at Capital One and I’ve also worked at Ask Jeeves, Pepsi, Walkers and in oil exploration. I still haven’t grown up!

 

How does Google strike a balance between pleasing its B2B partners and its consumers?

 

Our business model is about partnership, when our partners win, we win too. At the core is the recognition that there is no conflict between our users and our business partners. Our users come first and if we continue to provide high quality traffic then we please our advertisers too. 

 

What are the most exciting developments in search marketing that traditional brand owners should be aware of?

 

Search is no longer about matching text ads to queries. It’s about linking search to images, video, map locations, products, and the list goes on. Search has become a much broader discovery tool for users.

 

What are the most important changes in consumer behaviour in the world of Web 2.0 that brand owners should be aware of?

 

Consumer behaviour like blogging, social networking and video sharing have shown that consumers want to engage in conversation. They’re no longer content to sit back and listen to broadcast. There still is a place for broadcast in consumer’s lives but not in isolation. Brands that get up and engage in conversation will win in the world of Web 2.0.

 

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