Download Exceptional Marketing Article on Google

Jenny Schmidt, approved sharing
BUS 114: Marketing Article
February 4, 2012
What Google Does Right
From Innovative Approaches to Tested Marketing Practices
Claire Cain Miller’s article “Google embraces emotional ads for itself” was featured in the Seattle Times on
January 2nd, 2012. Miller’s article discusses Google’s shift in marketing strategy and its use of emotional ads to
promote the company. In this article review, I will examine aspects of Google’s marketing strategy including
relationship marketing, product lines, and risk-taking. The analysis will conclude with a summary explaining
why I agree with Miller’s assessment that these strategies are effective.
Relationship Marketing
In the last year, Google has updated it’s marking strategies through projects including a national television ad
campaign and hosting an annual conference for its biggest advertisers. The television ads have focused on
creating stories that viewers can connect to emotionally. For example, one ad chronicled a couple falling in
love and ‘Dear Sophie’ features a father using Gmail to document important moments in his young daughter’s
life. Peter Daboll, chief executive of Ace Metrix (a firm that evaluates TV and video ads) states, “Google's
strategy has connected with viewers… because they would rather view a story than have products pushed at
them.” Two of Google’s emotionally focused ads – ‘Dear Sophie’ and ‘It Gets Better’ - can be viewed here:
http://www.complex.com/tech/2011/05/google-chrome-commercials
The very first chapter of Marketing The Core discusses the importance of relationship marketing and explains,
“a firm achieves meaningful customer relationships by creating connections with its customers through careful
coordination of the product, its price, the way it’s promoted, and how it’s placed.” (pg. 11) As an online tech
company, Google faces the challenge of creating personal relationships with users that may never see or
speak to a Google representative in person. I believe that Google’s emotional storyline ads are a way of
helping consumers feel like they have a relationship with Google and to feel good about using the company’s
products. As Doboll explains, “Google has been so dominant in its usefulness… now they want to make you
feel something about search, as opposed to just relying on it as a useful tool.”
Google also extends the personal connection approach to its own business relationships. This includes the
company’s annual Google Zeitgeist - a conference event hosted for its major advertisers. The marketing
department invests in researching the best locations for the event and creates massive spreadsheets, detailing
“140 hotels from Manhattan to Phoenix, with color-coded tabs and columns for ballroom size, room rates and
the number of layovers to fly there.” Considering factors like layovers for business clients demonstrates
Google’s concern for creating a positive experience for its business partners.
Product Lines and Competition
Google has expanded its product offerings beyond its basic search engine to include products like Google+ and
Chrome. As noted in Marketing The Core, “New products are the lifeblood of a company and keep it growing,
but the financial risks can be large.” (pg. 215) Considering these potential risks and rewards for new product
development, I’m sure that Google conducted a thorough SWAT analysis and examined both external
opportunities and threats. There are multiple opportunities that Google can gain from expanding its product
line. New products can help create new revenue streams, so the company is not just relying on income from
advertising on its search engine. Google’s marketing strategy fits into the company’s mission to “pare down
1
its product offering and make Google products more attractive, intuitive and integrated with one another.” In
addition to opportunities, there are also threats to consider. Google would be aware of external threats from
competitors, including Microsoft's Bing which has a new ad campaign as well. Lorraine Twohill, Google's vice
president for global marketing explained, "As we got bigger, we had more competition, more products, more
messages to consumers, so we needed to do a bit more to communicate what these products are and how
you can use them."
Bucking Trends
Google has taken risks with its marketing strategy shift. Its television ads featuring families and couples are
outside the norm of what immediately comes to mind for a consumer when picturing a giant online tech
company. Twohill recognizes this unusual pairing and comments, “If we don't make you cry, we fail… it's
about emotion, which is bizarre for a tech company.” Also, the current trend for television ads is a length of
15 seconds. However, the Google story ads run a minute or two. I believe that Google is willing to pay the
additional cost for increased airtime in an exchange for communicating more emotionally compelling stories.
While these marketing strategies are outside the norm, Google has done its homework. The company
segmented its consumers and conducted market research before airing ads. The original Chrome ads did cater
to the frequent web user demographic; the ads were online and featured the speed and security of the
browser. However, when Google wanted to expand to reach more mainstream users, the company
incorporated television ads (instead of relying on online ads). Twohill described this market segment as
people "who don't get out of bed in the morning and think, 'I'll get a new browser today.'”
Google also utilized the strategy of market research to select its previous Super Bowl ad. Market research is
used to “reduce the risk of and thereby improve marketing decisions” (Kerin, 162). Google collected primary
data by putting a number of versions of the ad on YouTube then choosing the one that received the most
views. I believe that Google made an intelligent decision to incorporate YouTube in its market research.
Google product users must also be internet users, so it’s logical to conduct the research online.
Summary
Some might consider Miller’s article biased because she covers the effective aspects of Google’s marketing
strategy. However, I agree with Miller’s assessment – the strategies that she outlined demonstrate that
Google is both taking risks and incorporating proven marketing practices. These marketing strategies include
expanding the company’s product offerings to stay competitive and generate new revenue sources. Televising
emotional ads helps create a connection with consumers through relationship marketing. Additionally, the
ads are unique for a tech company, but still utilize tested marketing techniques including market
segmentation and market research.
I believe that Google is making good investments in sound marketing practices. Google’s investment has also
been validated through outside sources. Ace Metrix awarded Google’s ads five of the top 10 positions on its
list of the “most effective TV ads for websites this year.” Google also earned recognition from Adweek and
Time for Best Ads of 2011 with ‘Dear Sophie.’ Google’s cash-cow search engine currently has two-thirds of the
US market share; Google’s well-planned marketing strategies are a step in the right direction to turning its
new products into stellar financial performers as well.
2
Bibliography
Kerin, R., Harley, S., & Rudelius, W. (2011). Marketing The Core. North Seattle Community College:
McGraw-Hill.
Miller, Clair. (2012. January 2). Google embraces emotional ads for itself. (Online). The Seattle Times.
http://seattletimes.nwsource.com/html/businesstechnology/2017147341_googleads03.html
3