The Emergence of Relationship Marketing (RM)
The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 50 years ago. Today, this paradigm is beginning to lose its position.
New approaches have been emerging in marketing. The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing. Marketing is no longer just about developing, selling and delivering products. It is increasingly more concerned with the development and maintenance of mutually satisfying long-term relationships with customers. RM(Relationship Marketing) is based upon the premise that it makes economic sense to satisfy and retain customers, as the strength and duration of the relationship is directly proportional to the resultant profitability. This contemporary interest in maintaining customers is reforming marketing with an emphasis on the creation of value and the building of relationships. This new marketing refocusing has been explored in consumer services marketing. This has prompted companies to treat their customer base as individual assets in themselves. Moreover, if a company builds and maintains good relationships with customers, it cannot be easily replaced by the competitors and, therefore, provides for a sustained competitive advantage. After the post-industrial or service economy, most of the developed world is now entering a new, information economy. Writers surveyed the factors and developments in service marketing that later gave rise to RM. These factors include the combined impact of low growth rates and deregulation, resulting in "everyone getting into everyone else's business". This naturally meant increased competition. Therefore, according to the writers, this forced companies to think more in terms of "keeping customers" as opposed to only "winning new customers". According to one of the writers, Berry (1983), a customer relationship is best established around a "core service", which ideally attracts new customers through its "need-meeting character". However, creating customer loyalty among the old customers is one of the main goals of RM. The authors also mention "frequent flyer" programmes and other incentive programmes intended to encourage customer loyalty by rewarding it.
Resource:http://www.coolavenues.com/know/mktg/anurag-relationship-1.php
Author:Anuraag Mittal
Deniz Desi TARİÇ
10514063
Tuesday, June 10, 2008
Haber: İngiltere’deki yıllık Videofon satışı bizde 1 haftada yapıldı
Türk halkının teknolojik yeniliklere olan ilgisi, telefonda görüntülü konuşma imkanı veren Videofon’un satışa çıkması ile bir kez daha kanıtlandı. Türk Telekom, British Telecom’un 1 yılda satabildiği 2 bin görüntülü telefonu, yeni hizmetin piyasaya çıktığı ilk haftada sattıADSL müşterisi sayısını 3 yılda 3 kat artıran Türk Telekom’un Genel Müdürü Paul Doany, dün yılsonu hedeflerini 6 milyon ADSL abonesi olarak açıkladı. Bu artışta ADSL üzerinden görüntülü telefon hizmeti Videofon’un da büyük katkısı bekleniyor. Sadece 1 hafta önce satışa çıkan Videofon’a TT’nin hedefinin çok üzerinde, 2 bin kişi abone oldu. Bu rakam, British Telecom’un 1 yılda satabildiği görüntülü telefon adedi. Türk Telekom’un dün açıkladığı başka bir veri de Türk halkının teknolojik yeniliklere ne kadar çabuk ısındığını ortaya koyuyor. Telekom’dan e-fatura kullanmaya başlayanların sayısı 550 bin aboneyi bulmuş durumda.
Avrupa’nın en hızlısı
Türk Telekom ve Avea ile ilgili son verilerin açıklandığı toplantıda konuşan İcra Kurulu Başkanı ve Genel Müdür Paul Doany, geniş bant alanında 2005 yılı sonunda 1.5 milyon olan ADSL hattının 31 Mart 2008 itibarıyla 3 kattan fazla bir artışla 4.95 milyona ulaştığını, ADSL hat sayısında yaşanan bu artışın Avrupa’daki en hızlı büyüme oranlarından biri olduğunu vurguladı.Türk Telekom olarak daha hızlı internet erişimini mümkün kılmak için yatırım yapmaya devam ettiklerini, sabit hat alanında ise devre anahtarlamalı ses şebekesinin yerini alacak olan MPLS transmisyon omurga şebekesine yatırım yaptıklarını anlattı. Genel Müdür Doany, soruları yanıtlarken, hissedarlara verilen rehberde 2008 sonunda ADSL sayısının 6 milyona ulaşabileceğinin denildiğini ifade ederek, “Rekabet performansına göre... 2008 sonunda ADSL abone sayısının 6 milyona ulaşabileceğini öngörüyoruz” diye konuştu.
Avea 10.5 milyon aboneyle % 17’lik pazar payına ulaştı
Avea CEO’su Cüneyt Türktan, 2008 içinde 300 milyon dolarlık yatırım planlandığını kaydederek, 10.5 milyon abone sayısına ulaştıklarını, kapsama alanlarının yüzde 70 olduğunu, bunun daha da gelişeceğini söyledi. Türktan, yılın ilk çeyreğinde pazarın yüzde 15 büyürken Avea’nın yüzde 30 büyüdüğünü ifade ederek, “Pazar payımız geçen yılın ilk çeyreğine göre yüzde 2’lik artarak yüzde 17’ye ulaştı. Gelir seviyesinde yüzde 42 büyüme sağladık. 2007’nin ilk çeyreğinde 341 milyon YTL olan gelir, bu yılın ilk çeyreğinde 482 milyon YTL’ye ulaştı” diye konuştu. Abone başı gelirde yüzde 8’lik bir iyileşmenin bulunduğunu kaydeden Türktan, geçen yıla göre personel sayısının yüzde 25 arttığını belirtti.
Telekom kurdan nasıl kaybetti?
PAUL Doany, 2007’nin ilk çeyreğinde 515 milyon YTL olan net dönem kârının, bu yılın aynı döneminde 399 milyon YTL’ye gerilediğini, bunun kur kayıplarından kaynaklandığını bildirdi.Türk Telekom Finans Başkanı Ersin Topçuoğlu ise bu kaybın nedenini şöyle anlattı: “Yabancı döviz kredileri kaynaklı, 200 milyon YTL’nin üzerinde bir kur farkı kaybı söz konusu. Kurun 31 Aralık 2007 seviyelerinde kaldığını varsayarsak birinci çeyrek net kârı 562 milyon YTL civarında kapanırdı. Bu da düşüş değil, yaklaşık yüzde 10 artış olurdu. Telekom’un 2.4 milyar YTL borcunun hemen hemen tümü, ağırlıklı Avea olmak üzere döviz cinsinden uzun vadeli kredilerden kaynaklanıyor.“
Kaynak: Vatan Gazetesi
http://w9.gazetevatan.com/haberdetay.asp?tarih=10.06.2008&Newsid=183211&Categoryid=2
Yorum: Türk Telekom'un Videofon konusundaki başarısının ve Türkiye'deki 1 haftalık Videofon satışlarının İngiltere'deki yıllık satışlara denk gelmesinin ardındaki neden olarak; Videofon'un Türkiye'de çok iyi tanıtılmış olması ve ilgili reklamların çok etkili olduğu görüşündeyim . Özellikle bu reklamlarda ünlü komedyen Cem Yılmaz'ın oynaması, halkın büyük ilgi göstermesine sebep oldu. Zaten Cem Yılmaz'ın Türk Telekom reklamları halkın beğenisini kazanmıştı ve onlar Videofon için bir öncelik niteliğindeydi. Önce Cem Yılmaz, reklamlarda Türk Telekom'un icatlarını ve çeşitli servislerini tanıttı ve bunların üstüne Videofon'u komik üslubu ve yarattığı komik karakterle bir kez daha seyirciyi güldürerek onlara bu ürünü zevkle tanıtmayı başardı. Öte yandan Videofon Türkiye için önemli bir adım oldu. Videofon'un orta ve üst düzey maddi konuma sahip insanlar tarafından tercih edildiği görüşündeyim. İnternette yurtdışındaki kişilerle de ücretsiz görüntülü konuşma yapılabilen şu dönemde bile Videofon'un bu kadar kişinin ilgisini çekmesi biraz şaşırtıcı. Ama yine de Cem Yılmaz'ın katkısının büyük olduğu bence tartışılmaz.
Ayrıca Türk Telekom'un ADSL satışlarındaki büyüme oranını ve pazar payının gittikçe artmasını, hem monopollüğünden kaynaklanan insanlar üzerinde yarattığı büyük etki ve güvenden kaynaklandığını; hem de yine Cem Yılmaz'ın stand-up gösterisi gibi sunduğu reklamların halkın büyük beğenisini topladığını düşünüyorum. Bu reklamlar ve halkın üzerinde bıraktığı etki yalnızca Türk Telekom'u değil, Avea'yı da olumlu yönde etkiliyor ve bu çok normal bir artış.
Telekom'un kur kayıplardan kaynaklanan net karındaki düşüşün, yatırımcıları ve halkı etkilemeyeceği görüşündeyim. Çünkü sürekli artan pazar payına ve işletim faaliyetlerinden olan net kara sahip olan Telekom, halkın güvenini sadece kur kaybından kaybetmeyecektir. Önemli olan döviz cinsinden uzun vadeli kredilerini azaltması ve işletim faaliyetlerini her geçen yıl arttırması ve tabiki bunları etkili pazarlama ve reklamlama taktikleriyle halka sunmasıdır. Cem Yılmaz'la olan sözleşmesini bitirmemesi de Türk Telekom için büyük bir artıdır, diye düşünüyorum.
Deniz Desi Tariç
10514063
Avrupa’nın en hızlısı
Türk Telekom ve Avea ile ilgili son verilerin açıklandığı toplantıda konuşan İcra Kurulu Başkanı ve Genel Müdür Paul Doany, geniş bant alanında 2005 yılı sonunda 1.5 milyon olan ADSL hattının 31 Mart 2008 itibarıyla 3 kattan fazla bir artışla 4.95 milyona ulaştığını, ADSL hat sayısında yaşanan bu artışın Avrupa’daki en hızlı büyüme oranlarından biri olduğunu vurguladı.Türk Telekom olarak daha hızlı internet erişimini mümkün kılmak için yatırım yapmaya devam ettiklerini, sabit hat alanında ise devre anahtarlamalı ses şebekesinin yerini alacak olan MPLS transmisyon omurga şebekesine yatırım yaptıklarını anlattı. Genel Müdür Doany, soruları yanıtlarken, hissedarlara verilen rehberde 2008 sonunda ADSL sayısının 6 milyona ulaşabileceğinin denildiğini ifade ederek, “Rekabet performansına göre... 2008 sonunda ADSL abone sayısının 6 milyona ulaşabileceğini öngörüyoruz” diye konuştu.
Avea 10.5 milyon aboneyle % 17’lik pazar payına ulaştı
Avea CEO’su Cüneyt Türktan, 2008 içinde 300 milyon dolarlık yatırım planlandığını kaydederek, 10.5 milyon abone sayısına ulaştıklarını, kapsama alanlarının yüzde 70 olduğunu, bunun daha da gelişeceğini söyledi. Türktan, yılın ilk çeyreğinde pazarın yüzde 15 büyürken Avea’nın yüzde 30 büyüdüğünü ifade ederek, “Pazar payımız geçen yılın ilk çeyreğine göre yüzde 2’lik artarak yüzde 17’ye ulaştı. Gelir seviyesinde yüzde 42 büyüme sağladık. 2007’nin ilk çeyreğinde 341 milyon YTL olan gelir, bu yılın ilk çeyreğinde 482 milyon YTL’ye ulaştı” diye konuştu. Abone başı gelirde yüzde 8’lik bir iyileşmenin bulunduğunu kaydeden Türktan, geçen yıla göre personel sayısının yüzde 25 arttığını belirtti.
Telekom kurdan nasıl kaybetti?
PAUL Doany, 2007’nin ilk çeyreğinde 515 milyon YTL olan net dönem kârının, bu yılın aynı döneminde 399 milyon YTL’ye gerilediğini, bunun kur kayıplarından kaynaklandığını bildirdi.Türk Telekom Finans Başkanı Ersin Topçuoğlu ise bu kaybın nedenini şöyle anlattı: “Yabancı döviz kredileri kaynaklı, 200 milyon YTL’nin üzerinde bir kur farkı kaybı söz konusu. Kurun 31 Aralık 2007 seviyelerinde kaldığını varsayarsak birinci çeyrek net kârı 562 milyon YTL civarında kapanırdı. Bu da düşüş değil, yaklaşık yüzde 10 artış olurdu. Telekom’un 2.4 milyar YTL borcunun hemen hemen tümü, ağırlıklı Avea olmak üzere döviz cinsinden uzun vadeli kredilerden kaynaklanıyor.“
Kaynak: Vatan Gazetesi
http://w9.gazetevatan.com/haberdetay.asp?tarih=10.06.2008&Newsid=183211&Categoryid=2
Yorum: Türk Telekom'un Videofon konusundaki başarısının ve Türkiye'deki 1 haftalık Videofon satışlarının İngiltere'deki yıllık satışlara denk gelmesinin ardındaki neden olarak; Videofon'un Türkiye'de çok iyi tanıtılmış olması ve ilgili reklamların çok etkili olduğu görüşündeyim . Özellikle bu reklamlarda ünlü komedyen Cem Yılmaz'ın oynaması, halkın büyük ilgi göstermesine sebep oldu. Zaten Cem Yılmaz'ın Türk Telekom reklamları halkın beğenisini kazanmıştı ve onlar Videofon için bir öncelik niteliğindeydi. Önce Cem Yılmaz, reklamlarda Türk Telekom'un icatlarını ve çeşitli servislerini tanıttı ve bunların üstüne Videofon'u komik üslubu ve yarattığı komik karakterle bir kez daha seyirciyi güldürerek onlara bu ürünü zevkle tanıtmayı başardı. Öte yandan Videofon Türkiye için önemli bir adım oldu. Videofon'un orta ve üst düzey maddi konuma sahip insanlar tarafından tercih edildiği görüşündeyim. İnternette yurtdışındaki kişilerle de ücretsiz görüntülü konuşma yapılabilen şu dönemde bile Videofon'un bu kadar kişinin ilgisini çekmesi biraz şaşırtıcı. Ama yine de Cem Yılmaz'ın katkısının büyük olduğu bence tartışılmaz.
Ayrıca Türk Telekom'un ADSL satışlarındaki büyüme oranını ve pazar payının gittikçe artmasını, hem monopollüğünden kaynaklanan insanlar üzerinde yarattığı büyük etki ve güvenden kaynaklandığını; hem de yine Cem Yılmaz'ın stand-up gösterisi gibi sunduğu reklamların halkın büyük beğenisini topladığını düşünüyorum. Bu reklamlar ve halkın üzerinde bıraktığı etki yalnızca Türk Telekom'u değil, Avea'yı da olumlu yönde etkiliyor ve bu çok normal bir artış.
Telekom'un kur kayıplardan kaynaklanan net karındaki düşüşün, yatırımcıları ve halkı etkilemeyeceği görüşündeyim. Çünkü sürekli artan pazar payına ve işletim faaliyetlerinden olan net kara sahip olan Telekom, halkın güvenini sadece kur kaybından kaybetmeyecektir. Önemli olan döviz cinsinden uzun vadeli kredilerini azaltması ve işletim faaliyetlerini her geçen yıl arttırması ve tabiki bunları etkili pazarlama ve reklamlama taktikleriyle halka sunmasıdır. Cem Yılmaz'la olan sözleşmesini bitirmemesi de Türk Telekom için büyük bir artıdır, diye düşünüyorum.
Deniz Desi Tariç
10514063
Thursday, June 5, 2008
Summary: An International analysis of emotional and rational appeals in services vs goods advertising.
(Miller, A.N and Stafford, M.R. (1999) An International analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, Vol. 16 No. 1 pp. 42-57)
“Appealing to consumers in different cultures has been an ever-present challenge for international advertisers, and the challenge continues to grow as advanced technology and increased economic globalization contribute to the proliferation of international marketing and advertising” (Miller, D and Stafford, M. 1999).
According to the paragraph by Miller and Stafford (1999), it is clear that in order to understand the levels to which emotions are appealed, both domestic and international points of view should be analysed. Additionally, decision making processes of customers from different cultures tend to differ from each other. Therefore, marketing campaigns should be handled regarding to the rules of international marketing and advertising. In international marketing point of view, culture has influences on buyer behaviour. In more depth, buyer behaviour can be hooked by cultural messages that are seen on an advertisement during the decision making process.
Ali Ümitcan Sevin
107604083
“Appealing to consumers in different cultures has been an ever-present challenge for international advertisers, and the challenge continues to grow as advanced technology and increased economic globalization contribute to the proliferation of international marketing and advertising” (Miller, D and Stafford, M. 1999).
According to the paragraph by Miller and Stafford (1999), it is clear that in order to understand the levels to which emotions are appealed, both domestic and international points of view should be analysed. Additionally, decision making processes of customers from different cultures tend to differ from each other. Therefore, marketing campaigns should be handled regarding to the rules of international marketing and advertising. In international marketing point of view, culture has influences on buyer behaviour. In more depth, buyer behaviour can be hooked by cultural messages that are seen on an advertisement during the decision making process.
Ali Ümitcan Sevin
107604083
Time Machine, in Mac OS X 10.5 (Leopard)
http://www.pcworld.com/article/id,140663-page,1-c,technology/article.html
Time Machine, in Mac OS X 10.5 (Leopard)
Photograph: Marc Simon
Innovation: Backs up changes hourly to an external drive behind the scenes, then lets you "go back in time" to restore data.
Benefit: Makes light work of the one task that every computer user should do and most people put off--and gives the function a pretty face, to boot.
Time Machine is the killer feature in Leopard. You'll either love or hate this wild and wacky space-and-time user interface, but performing backups will never be the same. One question: Why doesn't Windows Vista have anything this simple and useful?
Comment:In this competitive business world, companies have to not only make good products but also inform consumers about the benefits of their products to maintain a good position in customers’ minds for profit maximization. Cultural messages contain symbols, morals, rules of behaviour and knowledge, all of which affects the decision process of customers in terms of selecting or prioritising wants for goods/services (Jennet, Hennessey, 2005). In order to succeed in global market of technology, Mac OS has to appeal the needs of users’ needs and inform them about the features of this product very well. Otherwise, users may go backward while considering to welcome this product to their lives. Additionally this new product is also a very good example of Macintosh's innovative image on our minds. They are famous of producing handy and usefull products allways making things easier or more enjoyable in our lives. "Why doesn't Windows Vista have anything this simple and useful? " is a summary of Macintosh's being one step ahead in producing value for customers and they are also using this as a marketing tool.
Ali Ümitcan Sevin
107604083
Time Machine, in Mac OS X 10.5 (Leopard)
Photograph: Marc Simon
Innovation: Backs up changes hourly to an external drive behind the scenes, then lets you "go back in time" to restore data.
Benefit: Makes light work of the one task that every computer user should do and most people put off--and gives the function a pretty face, to boot.
Time Machine is the killer feature in Leopard. You'll either love or hate this wild and wacky space-and-time user interface, but performing backups will never be the same. One question: Why doesn't Windows Vista have anything this simple and useful?
Comment:In this competitive business world, companies have to not only make good products but also inform consumers about the benefits of their products to maintain a good position in customers’ minds for profit maximization. Cultural messages contain symbols, morals, rules of behaviour and knowledge, all of which affects the decision process of customers in terms of selecting or prioritising wants for goods/services (Jennet, Hennessey, 2005). In order to succeed in global market of technology, Mac OS has to appeal the needs of users’ needs and inform them about the features of this product very well. Otherwise, users may go backward while considering to welcome this product to their lives. Additionally this new product is also a very good example of Macintosh's innovative image on our minds. They are famous of producing handy and usefull products allways making things easier or more enjoyable in our lives. "Why doesn't Windows Vista have anything this simple and useful? " is a summary of Macintosh's being one step ahead in producing value for customers and they are also using this as a marketing tool.
Ali Ümitcan Sevin
107604083
Sunday, June 1, 2008
Summary
The New View of Relationship Marketing:
Better integration to deepen brand commitment
by Deb Rapacz and Martin Reilly
http://jimc.medill.northwestern.edu/JIMCWebsite/2008/RelationshipMarketing.pdf
Summary :
In this article Deb Rapacz and Martin Reilly explain the strategical importance of brand commitment and demonstrate the very successful example of "Jack Daniels " advertising strategy.According to the authors, the new view of relationship marketing shall be adopted by marketers, in which way, they could create a strong brand commitment with their consumers/clients.Jack Daniels" started long ago with relationship marketing and was very successful in establishing a solid commitment, although they have no tools like internet at that time.However, they make themselves known as dedicated producers of tenesse whiskey and they underlined this approach with stories which helped create a very strong commitment consumers.
Cenk Osman Or
107604014
Better integration to deepen brand commitment
by Deb Rapacz and Martin Reilly
http://jimc.medill.northwestern.edu/JIMCWebsite/2008/RelationshipMarketing.pdf
Summary :
In this article Deb Rapacz and Martin Reilly explain the strategical importance of brand commitment and demonstrate the very successful example of "Jack Daniels " advertising strategy.According to the authors, the new view of relationship marketing shall be adopted by marketers, in which way, they could create a strong brand commitment with their consumers/clients.Jack Daniels" started long ago with relationship marketing and was very successful in establishing a solid commitment, although they have no tools like internet at that time.However, they make themselves known as dedicated producers of tenesse whiskey and they underlined this approach with stories which helped create a very strong commitment consumers.
Cenk Osman Or
107604014
We're all guinea pigs in Google's search experiment
Source : http://news.cnet.com/8301-10784_3-9954972-7.html?tag=nefd.lede
SAN FRANCISCO--When it comes to search quality, Google has a split personality.
Google uses a method called split A/B testing to measure exactly what changes it should make to its main search Web site--both to its famously Spartan search box and to the results it produces. With the approach, Google shows different versions of the pages to users and measures how they respond, said Marissa Mayer, vice president of search products and user experience, in a speech at the Google I/O conference here Thursday.
Marissa Mayer, vice president of search products and user experience at Google, speaks at the Google I/O conference.
(Credit: Stephen Shankland/CNET News.com)
For example, Mayer said, the company wanted to find out how many search results to show users--the customary 10, or 20, 25, or 30? When asked directly, users said they'd like more results on a page, but testing showed otherwise.
Specifically, Google found that when the results increased to 30 per page, people searched 20 percent less overall, Mayer said. After much analysis of server logs, the company found it was because it took about twice as long to display the longer results list for the user, and speed matters.
"As Google gets faster, people search more, and as it gets slower, people search less," she said.
The same effect happened with Google Maps. When the company trimmed the 120KB page size down by about 30 percent, the company started getting about 30 percent more map requests. "It was almost proportional. If you make a product faster, you get that back in terms of increased usage," she said.
Split A/B testing also led Google to refine exactly how much white space to pad around its logo and other elements on the search results page. And it changed from the industry practice of a pale blue background behind ads to a pale yellow background. People not only clicked on ads more, they also searched more in general, she said.
The subject clearly is close to Mayer's heart. She's an engineer who also has an interest in the more aesthetic realm of design.
"On the Web in general, (creating sites) is much more a design than an art," she said. "You can find small differences and mathematically learn which is right."
A history of Google's search pageGoogle's search page, with its abundance of empty white space and its almost boastful "I'm feeling lucky" button, looks downright ordinary today. But it wasn't always the case.
Mayer said that back when Google was a relatively unknown 80-person start-up, the company tested Stanford students on how well they could use Google to find which country won the most gold medals in the 1994 Olympics. The result: students would sit in front of the Google screen for 15 seconds, 30 seconds, 45 seconds, a minute...Google was perplexed.
So Mayer would eventually intervene and ask what was holding up the searchers. "I'm waiting for the rest of it," they'd say. Clearly they expected more of the flashy ads and busy text of other search pages of the 1990s.
"The very first home page was that misunderstood. People didn't resonate with it," Mayer said. One woman even thought the Web site was a fake construction that was part of a psychology experiment.
Marissa Mayer, vice president of search products and user experience at Google, shows three slightly different versions of Google's search results page that the company tested with users. The top, with the least white space, was more popular as measured by how much users searched.
(Credit: Stephen Shankland/CNET News.com)
As a result, the company put a copyright notice at the bottom of the page. "It's not there for legal reasons," Mayer said. "It's there as punctuation. That's it. (It tells the searcher) 'Nothing else is coming; please start searching now.'"
Mayer oversaw much of Google's design, but the sparse start page wasn't her doing and wasn't even part of a plan, she said. Instead, it was the design of co-founder Sergey Brin.
Why so minimalist, she wondered? Sergey's response: "We didn't have a Webmaster, and I don't do HTML."
Google also decided against presenting newbie and expert versions of its search page, Mayer said. People figure it out quickly, so the company aims its product at the experts.
"The learning curve on search is really fast," she said. "People go from 'Where can I get spaghetti and meatballs in Silicon Valley' to 'italian food san jose' really fast," she said.
The complexity of searchGoogle tries to look simple from the outside, but its search process is, as no one will be surprised to hear, quite complicated.
A typical search will require actions from between 700 to 1,000 machines today, Mayer said.
That's grown more complicated as Google moved to what it calls universal search, in which the regular search results are mixed with results from its other search areas such as books, news, blogs, images, and maps.
With those other, narrower search services, Google lost sight of the simplicity users need in its haste to bring the services to market, Mayer said.
"The urgent can drown out the important," she said. "It's great we did these urgent, expedient search indices, but what we really need to do is put them on the same page."
Indeed, in the longer run, she envisions universal search growing far more sophisticated, with a page filled with "images, videos, and graphs--not a list of 10 URLs but as a holistic answer to your query."
Search also will become more personal, with results tailored for individuals. (Google has begun offering personal results for those who sign up.) One reason personalization is important, she said: a very useful factor Google can weigh in its search results is what a person just tried searching for previously, she said. Knowing that, "We know what you discarded or are refining from," she said.
"We know 10 years out search will probably be a lot more personalized," she said. "And there will be a lot more content to index. When we think how to build search, it's important to think about the 10-year case."
Comment : Google'ın basit ve sade interface'inin arkasındaki son derece kompleks stratejiler ve kullanıcıya sunulan her secenegin saglama araştırmalar sonucu kararlaştırılmış oldugunu görüyoruz. Ayrıca google'un kullanıcıların tercihlerine verdigi önemi ve bu hususta tespitlerini dogru yapmak icin kullandıgı titiz ve pratik araştırma stratejisi, başarısını anlamamızda ipucu niteliginde. Dogru bilgiye ulaşmak, tüketici ihtiyaclarını dogru analiz etmek başarılı pazarlamacılıgın en önemli noktalarından.
Cenk Osman OR
107604014
SAN FRANCISCO--When it comes to search quality, Google has a split personality.
Google uses a method called split A/B testing to measure exactly what changes it should make to its main search Web site--both to its famously Spartan search box and to the results it produces. With the approach, Google shows different versions of the pages to users and measures how they respond, said Marissa Mayer, vice president of search products and user experience, in a speech at the Google I/O conference here Thursday.
Marissa Mayer, vice president of search products and user experience at Google, speaks at the Google I/O conference.
(Credit: Stephen Shankland/CNET News.com)
For example, Mayer said, the company wanted to find out how many search results to show users--the customary 10, or 20, 25, or 30? When asked directly, users said they'd like more results on a page, but testing showed otherwise.
Specifically, Google found that when the results increased to 30 per page, people searched 20 percent less overall, Mayer said. After much analysis of server logs, the company found it was because it took about twice as long to display the longer results list for the user, and speed matters.
"As Google gets faster, people search more, and as it gets slower, people search less," she said.
The same effect happened with Google Maps. When the company trimmed the 120KB page size down by about 30 percent, the company started getting about 30 percent more map requests. "It was almost proportional. If you make a product faster, you get that back in terms of increased usage," she said.
Split A/B testing also led Google to refine exactly how much white space to pad around its logo and other elements on the search results page. And it changed from the industry practice of a pale blue background behind ads to a pale yellow background. People not only clicked on ads more, they also searched more in general, she said.
The subject clearly is close to Mayer's heart. She's an engineer who also has an interest in the more aesthetic realm of design.
"On the Web in general, (creating sites) is much more a design than an art," she said. "You can find small differences and mathematically learn which is right."
A history of Google's search pageGoogle's search page, with its abundance of empty white space and its almost boastful "I'm feeling lucky" button, looks downright ordinary today. But it wasn't always the case.
Mayer said that back when Google was a relatively unknown 80-person start-up, the company tested Stanford students on how well they could use Google to find which country won the most gold medals in the 1994 Olympics. The result: students would sit in front of the Google screen for 15 seconds, 30 seconds, 45 seconds, a minute...Google was perplexed.
So Mayer would eventually intervene and ask what was holding up the searchers. "I'm waiting for the rest of it," they'd say. Clearly they expected more of the flashy ads and busy text of other search pages of the 1990s.
"The very first home page was that misunderstood. People didn't resonate with it," Mayer said. One woman even thought the Web site was a fake construction that was part of a psychology experiment.
Marissa Mayer, vice president of search products and user experience at Google, shows three slightly different versions of Google's search results page that the company tested with users. The top, with the least white space, was more popular as measured by how much users searched.
(Credit: Stephen Shankland/CNET News.com)
As a result, the company put a copyright notice at the bottom of the page. "It's not there for legal reasons," Mayer said. "It's there as punctuation. That's it. (It tells the searcher) 'Nothing else is coming; please start searching now.'"
Mayer oversaw much of Google's design, but the sparse start page wasn't her doing and wasn't even part of a plan, she said. Instead, it was the design of co-founder Sergey Brin.
Why so minimalist, she wondered? Sergey's response: "We didn't have a Webmaster, and I don't do HTML."
Google also decided against presenting newbie and expert versions of its search page, Mayer said. People figure it out quickly, so the company aims its product at the experts.
"The learning curve on search is really fast," she said. "People go from 'Where can I get spaghetti and meatballs in Silicon Valley' to 'italian food san jose' really fast," she said.
The complexity of searchGoogle tries to look simple from the outside, but its search process is, as no one will be surprised to hear, quite complicated.
A typical search will require actions from between 700 to 1,000 machines today, Mayer said.
That's grown more complicated as Google moved to what it calls universal search, in which the regular search results are mixed with results from its other search areas such as books, news, blogs, images, and maps.
With those other, narrower search services, Google lost sight of the simplicity users need in its haste to bring the services to market, Mayer said.
"The urgent can drown out the important," she said. "It's great we did these urgent, expedient search indices, but what we really need to do is put them on the same page."
Indeed, in the longer run, she envisions universal search growing far more sophisticated, with a page filled with "images, videos, and graphs--not a list of 10 URLs but as a holistic answer to your query."
Search also will become more personal, with results tailored for individuals. (Google has begun offering personal results for those who sign up.) One reason personalization is important, she said: a very useful factor Google can weigh in its search results is what a person just tried searching for previously, she said. Knowing that, "We know what you discarded or are refining from," she said.
"We know 10 years out search will probably be a lot more personalized," she said. "And there will be a lot more content to index. When we think how to build search, it's important to think about the 10-year case."
Comment : Google'ın basit ve sade interface'inin arkasındaki son derece kompleks stratejiler ve kullanıcıya sunulan her secenegin saglama araştırmalar sonucu kararlaştırılmış oldugunu görüyoruz. Ayrıca google'un kullanıcıların tercihlerine verdigi önemi ve bu hususta tespitlerini dogru yapmak icin kullandıgı titiz ve pratik araştırma stratejisi, başarısını anlamamızda ipucu niteliginde. Dogru bilgiye ulaşmak, tüketici ihtiyaclarını dogru analiz etmek başarılı pazarlamacılıgın en önemli noktalarından.
Cenk Osman OR
107604014
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