It’s tough to be more evil than

It’s tough to be more evil than #Facebook but #Alphabet pulls it off, esp when it comes to its monopoly lock on its most profitable service #search. Read

There is no more powerful platform in all of digital marketing than Alphabet, with its Google brand of products all benefiting from the visibility and traffic its core service Google.com affords them. It also owns digital advertising: both paid search (abt 70% of the market in the West) and programmatic display, see previous articles re its domination of both DSP (demand-side platform) and and SSP (supply-side platform) economics.

But how it hurts businesses and brands with its monopolistic greediness is truly criminal. So – read these three pieces, think about your project brand, and – individually, since this is solo homework – develop the necessary insights about your human customer to suggests ways to beat Google at its game. Somehow (creatively and strategically) testing and refining ways to reach the people you need to reach and get them to engage directly with your business, your brand – your content, products and services!

be thoughtful, do your research, articulate your insights.

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