Google Urges Companies to GoMo (Go Mobile)

Google is urging companies to make websites that are compatible with mobile devices. This new campaign smartly follows the trend of digitalization and mobilization. Companies obviously know that having a great website today is key since people are constantly online. However, Google wants companies to realize that they need to take it a step further. Sure, it may seem like enough to have cool videos, pictures and music on your main screen, but believe it or not, your site is going to be viewed on tablets and smart-phones regularly. All of the hard work put into the high-tech extras will be a waste when they show up empty or with several errors...just like this page I tried to open on my phone.

The campaign has a microsite at howtogomo.com that has tutorial videos (which can also be found on youtube) that teach companies how to change their websites to become mobile-friendly. The microsite also has a "GoMoMeter" which depicts what normal websites look like on mobile phones and tablets. Google hopes this will be an eye-opener for companies and get them to convert their sites. There is also a blog at googlemobileads.blogspot.com with continuous updates and news.

Photo Credit

Google's tactics reminded me of Hubspot's Marketing Grader. Their Marketing Grader is undergoing updates and improvements which include many attributes that help companies with personalized steps that will advance your website. Some of the services included are, how to optimize your site for mobile users and how to attract more unique visitors and traffic in general.

I believe Google needs to take the extra step and cater to the companies on a more personal level like Hubspot's service. The campaign seems more of an awareness tactic than personally solving the problem. While this campaign is helpful and necessary, I think that power-house Google can make a more effective difference.

I tested out my blog on the GoMoMeter and it passed all the tests with the exception that you need to "pinch" or zoom in order to read it all. Maybe I should use less words!

Do you use a mobile device to surf the web? Have you ever had problems viewing a website on your mobile device? Should all companies GoMo? Should Google help them or should companies go to other companies (like Hubspot or HTP Company) for help?

Stamp of Approval,
The AD Judge

NYT Article

Absolut Celebrates Gays Going Out & Coming Out

Uniquely, Absolut Vodka is celebrating its 30 years of marketing to gay consumers with an anniversary campaign. Absolut became the first large brand to really target the L.G.B.T market in gay media 30 years ago. The new yearlong campaign uses the catch phrase "Celebrating 30 years of going out and coming out" for the "Absolut OUTrageous" ads. 

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Absolut is spending +$4 million on the anniversary campaign and placing it in media such as: 

• Events at bars, gatherings for L.G.B.T. and sponsoring at conventions
• Facebook 
• Gay and Lesbian publications: The Advocate, Instinct and Out
• General-market magazines: Vanity Fair and Vogue
• Online & Outdoor print ads 

Not only has marketing to the gay and lesbian community for the past 30 years expanded Absolut Vodka's target market, but it enhances the brand's image and personality. Absolut is seen as open-minded and contemporary, which helps the brand greatly in these years where American culture is more accepting of gays and lesbians.

Although Absolut has been successful and has lead companies to follow in its footsteps of targeting gays, lots of Americans are still uncomfortable with this sexual orientation and thus find this ad campaign distasteful. Despite this, Absolut is not backing down or shying away. Instead, it is being Absolut Outrageous and showing that it has "Absolut" confidence in its stance on tolerance and acceptance.

What do you think... Is 30 years something to celebrate? Do you think it is smart for Absolut to directly target gay consumers? What other brands do you think should target gay audiences specifically?


Stamp of OUTrageous Approval,
The AD Judge


NYT Article