Google Digital Marketing Strategy
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A proposed digital marketing strategy for Google.
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Google Digital Marketing Strategy
- 8. BIG IDEA HI, HOW CAN I HELP?
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- TITLE When it comes to advertising and marketing Google must be the best. Being such a large company our digital marketing strategy must be better than our competitors in order to keep obtaining customers and stay afloat. The use of social media and well designed mobile applications will be essential to our strategy. In adittion, Our websites will be user-friendly and optimized for the best results.
- SOCIAL MEDIA In this day and age, social media is an essential to any organizations online presence. Google will need to capitalize on all of the benefits social media has to offer. All of our social media pages will have the same specific aesthetic appeal as our website: clean, efficient and focusing on fun graphics composed of red, green, yellow and blue on a white background. We will use our social media pages to focus on community discussion, advertise our products and services, give an inside view of our day to day operations, and answer consumer questions. By optimizing our social media pages, we will not only bring in new customers we will keep our current customers intrigued.
- Website Google’s website is crucial to the effectiveness of our online strategy. Our website will be focused on efficiency and aesthetics. Google has always had a very specific color palette for our designs. Our website will not change this. The main focus of our webpage will be the search bar, in order to maintain a user friendly atmosphere. Our website will not be complicated but will be executed well. We will have a well thought out about page with an easy to navigate interface and links to our social media pages. When it comes to optimization we will focus on having crawlable links and strong titles. Optimization is not as important to us, due to the fact that we are already optimized through our own search engine. We will monitor our analytics through one of our services Google Analytics. We will focus specifically on tracking the number of web searches on our search engine, length of active time spent on our webpage and the correlation between visitors on our about page to likes on our social media pages.
- ADVERTISEMENTS .06% That’s the “average clickthrough rate of display ads across all formats and placements”(Page fair). according to PageFair. That mean that display ads are not that effective. Without the crutch of Display Advertisement what are we to do? Well, Google has a distinct advantage when it comes to online advertising due to running the largest search engine being run by them. Therefore, We will focus on search engine marketing. We have the advantage of giving our advertisements priority and saving a large amount of money on advertising on our search engine. We will still utilize display advertisements to promote our tech devices like the Google Pixel. We will pay for these on a Cost per thousand impressions basis and we will focus these on tech websites such as Wired, C-Net and the Verge. We will also advertise on social media platforms. The ads will be simple and clean and maintain Google’s aesthetic, and when clicked will take visitors to an optimized landing page with purchasing options.
- INBOUND Google will capitalize on the expanse of Inbound Marketing. First, we will develop audience personas in order to direct our Inbound strategy. Then, we will shift the focus of our blog from ourselves to the consumer. We will increase the flow of consumers to our page through blog posts and social media posts. These posts will focus on general consumer issues and how they can be fixed, not through Google but in general. We will than convert these visitors to leads, through a call-to-action on our landing pages. We will offer free gifts such as e-books in order to gain customer information, specifically their email. Then, We will then use that email to turn those leads into customers. Then we will focus on turning these customers into promoters through surveys that we publish on social media. The purpose of our use of Inbound is this final step. When our customers do the promoting for us, it will make the extra effort worth it.
- Landing Page Our Landing page will be clean cut and efficient. We will utilize reviews to cast a good light on our products. We will have a call to action to obtain customer information. With a well produced landing page. We can convert the visitors into our customers.
- MOBILE In order to run a successful campaign, we must have a flawless mobile strategy. Mobile is now the primary form of web browsing for consumers in recent years. Our applications must be east to navigate and be simple. It must be an improvement to make it worth it. We will improve, based on quick links and specialized pages. The same goes for our mobile webpage. Images and texts must scale to any device in order to main a clean interface. With this strategy Google will run a successful mobile campaign.
- BIG IDEA The big idea of this campaign is the integration of the Google Pixel software into the mobile application. Our main selling point for the Pixel phone is its software integration with Google Assistant. In order to give our customers the ability to try out this software, we will offer a barebones trial through the Google mobile app. When customers are able to try out this software through day to day tasks, they will realize they need it. This will boost sales of our Pixel phones.
- Budget To produce a quality campaign, we must spend a large amount of money even though we have the ability to save money over our competitors by using our AdWords program and our Analytics program. We can also save money through our connections and ownership of social media platforms. Based off of Google’s previous years’ budget for online marketing and our revenue in 2016, the budget for this campaign is 50 million dollars. To monitor the success of this campaign we will watch our KPI’s. I expect to see improvements of 10 percent web traffic to our website in 6 months. If this campaign reaches these goals it will be extremely successful.
- Closing With a strong online marketing campaign Google can push our reach and expand our revenue. Seth Godin Said “Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” By bettering our consumers, we heighten the chances of the sale. And when our customers choose Google, our profit will skyrocket.