Week 6 - MBA 6101 - Google Marketing History

Throughout the history of Google, they had implemented many successful marketing strategies to create the brand they are today. Starting as a unique search engine program back in 1998, Google has since expanded to a wide array of online programs and services, applications, and hardware products. 

Google's success is largely due to not only their quality products and services, but the approach they take when it comes to determining their marketing strategies and the products they should develop. It does help that Google is company whose main objective is to collect data. This massive amount of data provides them exactly what they need to determine their next move depending on how they analyze this data. 

For example, during a Chromecast campaign, the Google Media Lab used Google Trends to identify which tv shows and movies have been most popular among their target audience (Biron, 2017). This provided them the data on what their audience would most likely watch using Chromecast. Other partners and services such as YouTube, Consumer Surveys, and Essence Digital were also utilized and continues to be used to provide insight for their marketing strategies (Biron, 2017). 

As for specific marketing methods, Google utilizes sales promotion, public relations, sponsorship, and advertising (Piehl, 2022). These are common methods today as online marketing is more accessible and effective. Sales promotion allows for Google to introduce their products and services to first time users through free trials and accounts, and similarly, public relations is where Google provides their service to specific communities to promote their brand and image (Piehl, 2022). Digital advertisement is strongly emphasized alongside creative ads and consistently reviewing how their audiences are responding to them (Biron, 2017). 

By utilizing data to identify their audience's issue as a way to determine how to solve them, Google has created a solid platform for success. It requires constant analysis of those data and closely following what their consumers wishes for their improvements or next products. 

References

Biron, M. (2017, January). An inside look at Google’s marketing goals and media strategy. Think With Google. https://www.thinkwithgoogle.com/marketing-strategies/automation/google-marketing-strategy-media-lab/

Piehl, O. (2022, January 14). Google Marketing Strategy: How to Promote Multiple Product Lines with Powerful Marketing. CoSchedule Blog. https://coschedule.com/blog/google-marketing-strategy