Google is by far one of my favorite companies that have kept me on the lookout for all their latest news and products. It fascinates me to watch Google expand into many different markets as the underdog and then taking their competitors’ market share by surprise especially from those competitors that dare to overlook Google’s business intelligence.
Unless you were living in a cave, everybody knows about Google’s notorious dominance over the entire world wide web. When a company is this powerful, how does their marketing initiatives differ from any other companies?
For the most part, Google can just use their own advertising tools. Google in itself is a giant online portal which links all of its services together. As well, they are able to use their own Pay Per Click advertisement at a low rate of about 3 cents per click, while benefiting from having seamless control over the ad’s online exposure.
For a company as large as Google, almost any noticeable marketing will be guaranteed to be covered in many major and non-major networks. This alone saves million of dollars in advertising and PR costs, and it allows Google’s internal marketing team to focus on the actual strategic marketing message instead.
A good example was Google’s release of their Chrome internet browser last month. Rather than exploiting their AdSense tool to tell the whole world about their latest product, Google created a comic book which introduces the Internet browser and its benefits in 2D cartoon illustrations. The PR was obviously able to generate a huge online buzz over this new browser, but the success of the marketing comes from the ability to direct this buzz towards their comic book which becomes a value-added deliverable to Internet users.
