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This is the August 13 2015 edition of Who's Blogging What, a newsletter that closely monitors 1,100 top web marketing blogs for online professionals involved in social media, search marketing, email, user experience and web analytics. Subscribers are updated with highlights and useful new links every Thursday. If you would like to be kept up to date you may enter your email address in the box at the right.


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Learning the alphabet

Simple as ABC?

This week's creation of a holding company to oversee Google doesn't seem to have immediate ramifications for digital marketers. The Google marketing ecosystem (search, Google+, AdSense, AdWords, Gmail, YouTube, Android, etc) remains intact and virtually untouched. Sundar Pichai will continue to run it, albeit with a fancy new CEO title. Only the two familiar 'internet of things' projects (Nest home devices and self driving cars) have been pulled into Alphabet (Ad Age provided descriptions for the full Alphabet portfolio).

Still, an earthquake of this size in the epicenter of the digital marketing world has resulted in a tsunami of helpful analysis. What Would Google Do? author Jeff Jarvis described Alphabet as a logical step for Google, which has a long tradition of using technology to become a personal services company for customers that it knows extremely well. Several bloggers pointed to a prescient Financial Times article from last October that reveals Larry Page's desire to 'trade the cash from [Google's] search engine monopoly for a slice of the next century's technological bonanza'. The MIT Technology Review offered a B School analysis showing why the financial pundits were wrong for making the Warren Buffet/Berkshire Hathaway analogy -- Buffet's goal is to redirect undervalued existing companies, Larry Page wants to help create new industries.

The pragmatic marketing crowd did have one favorite takeaway from the week. Alphabet's URL of xyz.abc could signal a new level of acceptance for gTLDs other than .com.


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The most useful posts of the week
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   User Experience

   Email Marketing

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