Google not gunning for B-to-B

It was reported in Min's B2B (sorry, you need a subscription) on July 25, that a survey conducted by Millward Brown called "Search in the Business Technology Purchase Process," was fuel for Google, an ABM member, to assert its search capabilities were soon to make business-to-business sites obsolete - that the hugely successful engine was "gunning for b-to-b." Not so. Actually, to read the survey, one can see the Min analysis was off the mark. Essentially, the survey focuses on the IT space alone - those users, logic would conclude, are warm to IT-based search tools. In such, Min's notion is that "The only clear message that comes from this well-circulated study is that Google wants to draw b2b ad budgets into search keyword buys."

What the survey really showed was an even mix of media tools in the purchase process. B-to-B Web sites and trade publications actually did fine in terms of usage in the total purchase process. Sources at Google, say the company is dealing with the fallout with the same incredulousness of any other story subject who feels misrepresented. The company says it has no designs on compteting with b-to-b pubs or sites, it is just the opposite. Stay tuned for some developments out of Google that might surprise several folks in media.

posted by Steve Ennen