Google Squared. Starting soon..

June 24, 2013

Next week I will be embarking on a 6 month postgrad course called ‘Squared’. Squared is a digital marketing qualification for tomorrow’s connected leaders, developed by Google in partnership with the IPA (the professional body for advertising, media and marketing communications agencies in the UK).

 “Squared exists to empower today’s and tomorrow’s leaders to drive the industry [r]evolution


Looking forward in time, or prospecting is a quintessentially human behaviour. And that’s why humans have evolved culturally. According to Daniel Gilbert (author of Stumbling on Happiness), “the human being is the only animal that thinks about the future;” we aren’t just instinctive but we apply knowledge gained from past experience to ensure we are always a few steps ahead.

I hope that by completing the Google Squared course, it will arm me with the skills and knowledge to handle the changes that are rapidly evolving the media industry and apply them to my job as a comms planner and strategist to keep my client’s media plans innovative and fresh.

Google, Apple, Facebook and Amazon are currently the four companies that dominate the digital landscape and between them, are shaping its future.


It’s difficult to comprehend the amount of data these organisations are amassing on their users, constantly learning about our personal preferences so that it can use not only explicit data but implicit data to provide us with information that’s contextually relevant. By integrating data from many sources, e.g. location, device-specific, Gmail, social, knowledge graph and so on, Google is continuously fine-tuning our search experience to one that is highly targeted.

Implicit Search

“My vision when we started Google fifteen years ago was that eventually you wouldn’t have to have a search query at all. You would just have information come to you as you needed it,” sounds unnerving, but Sergey Brin’s vision isn’t far from reality. There’s a great post from Tom Albrighton, entitled 2084, A look at the future through Google Glass which, on a first read seems like a dystopian vision but in reflection is technically feasible (given sufficient computing power).


As Sergey Brin’s vision becomes reality, SEO will be an indispensable skill for any digital marketer. Increasing the visibility of your clients’ content and getting it in front of prospective customers will be a tougher challenge as we move into the future.

I am really excited to start on Google’s Squared course, not only to enhance my knowledge in digital marketing to understand the myriad of opportunities for my clients, but also the unique opportunity to work collaboratively with a variety of people across the industry.



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