This document discusses online marketing and Google. It presents information on online marketing, its advantages for sellers and consumers, and how to establish an online marketing facility. It then provides details on Google's history, vision, mission, focus, products, revenue sources, SWOT analysis, targeting, positioning, and major competitors. Key competitors discussed include Microsoft, Amazon, Facebook, and Yahoo. The conclusion emphasizes Google's vision to create a perfect search engine.

1. Edited By : Mayuri Mahajan

2. PRESENTED BY
Sagar Korpale
Mayuri Mahajan
Reshma Mahajan
Priyanka Patil
Mangesh Patil
Pradeep Singh Patil

3. ONLINE MARKETING
Online marketing is one of the forms of direct
marketing.
It has more power due to its interactive
capability and speed.
It is a part of e-commerce.

4. ONLINE MARKETING
E-commerce has three broad components:
1.B
2.B2B
3.B2C
Both B2B and B2C are parts of online marketing.
The three faces of internet:
1.A Medium.
2.A Marketing Channel.
3.A Complete Marketplace

5. ADVANTAGES OF ONLINE
MARKETING
For Seller:
Reduced costs and better marketing productivity.
Better CRM through sharper customer data.
For Consumer:
Convenience
Search advantage
Wider options

6. ESTABLISHING A WEB MARKETING
FACILITY
Preparation
Strategy and business plan
Setting up IT infrastructure
Setting up an electronic storefront
Getting high traffic by making the site interactive
Making the site interactive

7. Contd…
Keeping the site updated
Making size user friendly
Product magnets and customer magnets
Securing affilates
Web portals
Online communication
Creating a system for the delivery of product

9. Some interesting facts about Google

10. The Vision
To make search engines so powerful they would
understand "everything in the world".
The Mission
To organize the world's information and make it universally
accessible and useful.
The Focus
Google continues to focus on innovation and on the user
experience.

11. History
1998: LARRY PAGE and SERGEY BRIN created Google
search engine.
In September 1998, Google Inc. opened its door in
Menlo Park, California.

12. 2002: Introduction of the Google Search Appliance for
corporate Search (Googlebot search robot). Release of
Google API. Significant improvements in AdWords.
The launch of Google Labs enabled Google’s engineers to
present their pet ideas proudly to an adventurous audience.
Google News launched in beta in September of 2002,
offering access to 4,500 leading news sources from around
the world.
Google launches Google Sets for product search.

13. 2004: New web-based mail service called Gmail which at
launch included a gigabyte of free storage for each user.
Acquisition of . This Pasadena, Calif.-based digital
photo management company helps users to organize,
manage and share their digital photos.
Acquisition of Keyhole Corp., a digital and satellite image
mapping company. The start of Google Earth.
Launch of Google Groups (Former use net groups)
The Google Books program announced agreements with
leading libraries. Enables users worldwide to search scanned
books in Google.

14. 2005: The Google Search Appliance spawned a new blue
Google Mini . The Mini is the first Google hardware product
to be sold only through the Google Store.
Google introduces My Search History and the Google Web
Accelerator.
Google acquires San Diego-based web analytics firm Urchin
Software. Google Analytics.
Own Google Blog runs frequent postings about Google
products and people by those who know them best.
Personalized Homepage “ ’’

15. Google Sitemaps. Webmasters are able to
prioritize the pages they want crawled first
and speed up updates.
Launch of
Launch of Google Blog Search for live content.
Offered Local service via mobile phones with Google
Mobile.
Google acquired Orkut

16. 2006: aspires to use the power of information
and technology to address the global challenges of our
age: climate change, poverty and emerging disease
New launches: Page creator, Google Finance, Google
Calendar, Custom Search, Trends, Notebook.
Google Packages for specific communities:
• Education: Getting into the Education Space. Google for
educators and Google Applications.
• SME’s: Google Apps for SME’s. Deals with leading ISP’s to
promote Google Apps + Domains.
• Families: Google Apps for Families.

17. Internet Access: WiFi initiatives
Partnerships matter: Adobe (Toolbar), eBay (Advertising),
Intuit (SME’s tools), Dell (SW)
More Google services for Mobile: News, Gmail, Maps,
Mobile Ads, SMS Scrap for Orkut users
Video: Acquisition of
More Products and Services: Web site Optimizer for
Webmasters.
Wiki-Platforms acquisition JotSpot creates Google Sites.
Allows easy home page creation.
Android Mobile Applications Development: Total of $10
million for best applications developed

18. 2007: Product improvements - More and more
personalization and localization
Personalized Homepage iGoogle, Google history,
flight lookups (US only), Google Reader, and much
more….

19. 7 P’s of Google
Product Process
Price Physical evidence
Place People
Promotion

20. S.T.P.
SEGMENTATION
- Geographic Dimension
- Demographic Dimension
- Psychographic &
Behavioral Dimension

21. TARGETING
Digital Media Platforms
Student Market Segment

23. POSITIONING
Continuously Offering New Products
Dominance Of Similar Products

24. How Google Generates It
Revenue?
Advertisement
Google Ad Sense
Pay per Click (PPC)
Pay Per Thousands Impressions (CPM)

25. Google SWOT Analysis
STRENGTH
The fact is that Google’s strength and popularity rests entirely on its
search engine. Google has added to that perception by its drive for
simplicity – to hide the complexity of search behind a bland and
simple interface.
The Analytics tool
•Geographic area where the user accessed the internet
•The keyword that was searched to bring the visitor
•Reveal questions the user might have
•How long the visitor stayed
•Which pages were viewed
•The click through rate (number of pages viewed divided by time)
•Other website specifics

26. Weaknesses
•International Reputation
•Revenue
•Security
•Google Android Opportunities
•Google’s Employees
•Google Plus
•Maps
•Offers
•Shopping
•News
•Finance ,other services

27. Competitors
Introduction of Bing has begun inflicting a great deal
of threats to the once dominant company.
Even though Google received 71% of searches in
September 2009, it used to be roughly 78% before the
introduction of Bing in June 2009
Google may win in overall searches, but Bing has
several more advantages due to the fact that "their
image and product searches are actually better than
Google's, both in usability and the results delivered,"

28. Competitors
Google’s Android will have tough time
as Apple’s iPhones continues to grab
hold of the market all round the globe
Microsoft has one of the most dominant impact
in the IT industry. So without a doubt it
is Google’s biggest adversary and these
two giants will be locking their horns for
market supremacy in areas such as
search, collaboration tools and browsers

29. Amazon with its Kindle e-book reader is one of the leaders in e-
book reader’s market. The other area where Google is taking
on Amazon is in cloud computing.
It has attracted 350 million active
users in just six years and is subject of
interest for the guys at Google too.
Facebook has sought out relationships
with several arch-enemies of Google,
including Microsoft and Yahoo

30. One of Google’s biggest competitors besides
Microsoft is Yahoo. Yahoo has been in the market
with variety of products in areas of email,
Messenger, News, Search and Analytics services.

31. Conclusion
Never settle for the best
"The perfect search engine," says Google co-
founder Larry Page, "would understand
exactly what you mean and give back exactly
what you want." Given the state of search
technology today, that's a far-reaching vision
requiring research, development and
innovation to realize. Google is committed to
blazing that trail.