Google Needs An Infomercial Declares DRTV Agency Atomic Direct

Share Article

A new article from DRTV agency Atomic Direct declares that Google Needs an Infomercial. Why? To tell consumers and businesses about Google's new technologies and to lead these technologies to "cross the chasm" -- the large gap that separates the earliest innovator users of Google's advanced products from the much larger majority markets.

A new article from DRTV agency Atomic Direct declares that "Google Needs an Infomercial". Why? To tell consumers and businesses about Google's new technologies and to lead these technologies to "cross the chasm" -- the large gap that separates the earliest innovator users of Google's advanced products from the much larger majority markets.

Why would the already high profile Google with its recent Super Bowl TV spot need to leverage other television? Inspired by Glen Moore's book "Crossing The Chasm," Atomic Direct's Doug Garnett observes that "Google's engineers have put heart and soul into a dizzying array of online products that position Google for excellent new profits. But the Super Bowl spot focused primarily on expanding perceptions about the core search engine. As a result, these important innovations and potential revenue streams remain unknown outside Google and a few early adaptors."

"This leaves Google's technology massively under-monetized. Communication is the only way to fix this problem. And to cross a chasm of this type they'll need communication power of 30 minute infomercials. Unfortunately, lacking communication, this superbly crafted technology underperforms financially," explained Doug Garnett, President & CEO of Atomic Direct.

"Any Google infomercial would share little with popular conception of an infomercial. Because today's infomercials are exciting, fresh and highly compelling and they hit consumers with vital, up-to- date messages. Best of all, they drive activity everywhere -- from online stores to brick and mortar retail to mobile services to catalogs," added Garnett.

Garnett notes that Google would not be alone in leveraging "off-line" advertising and marketing to drive on-line profits. A wide range of online companies have started to leverage direct response television to grow their online revenues. The article was published in Response Magazine, the direct response industry's largest independent trade publication.

Atomic Direct specializes in brands, consumer strategy, infomercials and driving sales with television. Atomic has developed DRTV campaigns for established brands like AT&T, DuPont and Rubbermaid as well as emerging brands like the Drill Doctor, White's Electronics, Kreg Tool and Festool. For more information, follow Doug Garnett's Twitter feed at @drtvguru.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

JACK RUBINGER

Jack Rubinger
Visit website