Google Marketing - Short Analysis

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Analysis of Google's brand and why they manage it this way towards the average Google user.

Thanks to Kwok Ng for your help with this.

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Google Marketing - Short Analysis

  1. 1. 10 definitions of Marketing Marketing is the process (http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/)• “Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” — Wikipedia of creating products• “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” — American Marketing Association• “Marketing is everything.” — Regis McKenna• “Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole Marketing is people’s business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” – Peter Drucker• “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” — Philip Kotler interest and trust• “Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations and result in exchange and consumption.” – Bartles• “Marketing is any contact that your business has with anyone who isn’t a part of your business. Marketing is also the truth Marketing is Everything made fascinating. Marketing is the art of getting people to change their minds. Marketing is an opportunity for you to earn profits with your business, a chance to cooperate with other businesses in your community or your industry and a process of building lasting relationships.” — Jay Conrad Levinson• “Marketing is getting someone who has a need to know, like and trust you.” — Jon Jantsch (of Duct Tape Marketing fame)• Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” — The Chartered Institute of Marketing• “Marketing is the process of anticipating, managing, and satisfying the demand for products, services, and ideas.” — Wharton School, University of Pennsylvania
  2. 2. The Google Brand…- Is this it? -
  3. 3. The Google Brand…- Is this it? -
  4. 4. The Google Brand…- Is this it? -
  5. 5. The Google Brand…- Is this it? -
  6. 6. The Google Brand…- Is this it? - This is a carefully constructed half-truth
  7. 7. What is Google “Selling” Search “Understanding exactlywhat you mean and givingyou back exactly what you want” – Larry Page Revenue
  8. 8. What is Google “Selling” Search Recruiting “It’s really the people that “Understanding exactly make Google the kind ofwhat you mean and giving company it is. We hireyou back exactly what you people who are smart and want” determined, and we favor – Larry Page ability over experience*.” Revenue Revenue http://www.google.com/about/company/facts/culture/
  9. 9. What is Google “Selling” Search Advertising Recruiting “It’s really the people that “Understanding exactly make Google the kind ofwhat you mean and giving company it is. We hireyou back exactly what you people who are smart and want” determined, and we favor – Larry Page ability over experience*.” Revenue Revenue Revenue http://www.google.com/about/company/facts/culture/
  10. 10. What is Google “Selling” Search Advertising Recruiting “It’s really the people that “Understanding exactly make Google the kind ofwhat you mean and giving company it is. We hireyou back exactly what you people who are smart and want” determined, and we favor – Larry Page ability over experience*.” Why doesn’t the average user think about advertising in association with Revenue Revenue Google? Revenue This is their marketing success http://www.google.com/about/company/facts/culture/
  11. 11. Why Does Google Manage the Brand Like This? Trust Search Page views Portals to the web
  12. 12. Why Does Google Manage the Brand Like This? Trust Critical mass needed to drive ads Search Page views Portals to the web(talent + environment)
  13. 13. Why Does Google Manage the Brand Like This? Trust Critical mass needed to drive adsGoogle it Search Page views Portals to the web (talent + environment)
  14. 14. Why Does Google Manage the Brand Like This? Trust Critical mass needed to drive ads Google it Search Page views Give many Portals toways to get to Google the web (talent + environment)
  15. 15. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page views Give many Portals toways to get to Google the web (talent + environment)
  16. 16. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s needs
  17. 17. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page Ads views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s needs
  18. 18. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page Ads views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s Technology needs (talent + environment)
  19. 19. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page Ads views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s Technology needs Technology + Trust  Eyeballs  $ (talent + environment)
  20. 20. Why Does Google Manage the Brand Like This?Get people to come back Trust Critical mass needed to drive ads Google it Search Page Ads views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s Technology needs Technology + Trust  Eyeballs  $ (talent + environment)
  21. 21. Why Does Google Manage the Brand Like This? !Get people to come back Trust Critical mass needed to drive ads Google it Search Page Ads views Give many Portals toways to get to Google the web Ad platform Meet ad buyer’s Technology needs Technology + Trust  Eyeballs  $ (talent + environment)
  22. 22. Touchpoints and User Experience - Google’s Brand - Search Simple Trust worthy•opt out of advertising•Ads clearly marked•Search rank ≠ ad $
  23. 23. Touchpoints and User Experience - Google’s Marketing - Search Recruiting Simple Trust worthy Simple•opt out of advertising•Ads clearly marked•Search rank ≠ ad $
  24. 24. Touchpoints and User Experience - Google’s Marketing - Search Advertising Recruiting Simple Self Service Simple •Low friction to get best results Trust worthy Simple•opt out of advertising Account Managers•Ads clearly marked •High touch & deals for•Search rank ≠ ad $ top advertisers
  25. 25. Touchpoints and User Experience - Google’s Marketing - Search Advertising Recruiting Simple Self Service Simple •Low friction to get best results Trust worthyDon’t Mix Messages Simple•opt out of advertising Account Managers•Ads clearly marked •High touch & deals for•Search rank ≠ ad $ top advertisers
  26. 26. Marketing Lessons• Technological differentiation is core – “It’s best to do one thing really, really well.” – Technology enables Search • Get the best people. Trust them. Help them innovate. – Search experience is core • Hide the complexity
  27. 27. Marketing Lessons• Branding – Get focus on the part that matters to each customer – “Focus on the user and all else will follow.” – Google doesn’t talk about their money maker, advertising, to the search customer. The focus is on search.
  28. 28. Marketing Lessons• Leveraging the fact that you are #1 – Tech bootstrapped them to #1 – Hiring practices and organizational structure keep them #1 – Now everyone knows what Google can do for them: they can’t afford not to. – Self service & tutorials make it easy to receive Google’s full services

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