Lorraine Twohill, Google‘s Marketing Director for Europe presented an excellent keynote address on how Google has leveraged its original core search service to expand existing and create new marketplaces on the internet, packing what seemed like two hours worth of information and anecdotes into a half-hour presentation. She discussed the rapidly changing user experience within the networked environment. Users were originally “pushed” information in similar fashion to traditional media such as television or newspapers. Technologies such as RSS feeds and improved search engines allowed consumers to “pull” only the information that they wanted or needed. Most recently, newly innovated sites and resources have enabled those average citizens to join the content creation marketplace and to publish their works to a global audience.

Google’s mission has always been to assist its users in finding the information and resources they want as quickly and as easily as possible. Ms. Twohill stated that Google’s goal with the search site was all about getting the user off of the site as soon as possible; if they are able to point a user in the proper direction in a fast and simple fashion, it is more likely that user will return again later and become more loyal to the service.

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