North Shore Times (New Zealand)
Change the world, Google encourages
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For all course enquiries call 0800 11 99 00. Takapuna Campus is located on Level Two, 529 Lake Rd Takapuna. Phone 09 489 9035. Be audacious and make the world a better place, Google’s Australasia spokesman encourages businesses.
John Ball, Google managing director of small-to-medium enterprises for Australia and New Zealand, was the guest speaker for Business North Harbour’s breakfast event on Thursday, February 23.
About 150 people turned up to hear from the multi-billion dollar company, whose name has become a well-known verb.
Businesses must be online with mobile-friendly websites, Ball says. ‘‘The future is here: the mobile [phone] is the future, digital is the future; the best way to embrace that is to start today.
‘‘The jobs for the future are here in the innovation corridor, creating technologies not just for north Auckland but for the planet,’’ he says.
The essence of Google is interesting people doing interesting things, such as creating driverless cars, Ball says.
But he admits these developments can only be worked on thanks to marketing revenue, which produces the majority of Google’s income.
Ball explained how to use Google ads to get to the top of search results.
‘‘Being there is only half the story. Part of it is understanding what the message is that customers want to see.’’
He encourages businesses to look at their website through their customers’ eyes, to ensure users have a great experience and a ‘‘frictionless’’ transaction.
The event included a short talk by Adrian Pickstock from the Interactive Advertising Bureau NZ, which provides guidelines for internet advertising.
Pickstock also supports thinking about the customer experience, saying many online advertisers forget about the user experience.
‘‘As a consequence, users became irritated. Now there’s ad-blocking,’’ he says.
The bureau’s guidelines for online ads included making them of limited file size and noninvasive.
The talks were well-received by the business audience, who asked a range of questions to elicit more detail from the two speakers.
But one attendee, IT businessman Robert Elcombe, used the occasion to point to Google’s poor history of paying tax, asking Ball if he thought there was a moral and social obligation for companies to pay tax at the point of profit.