Marketing Excellence With its abity to deploy data that enable up-to- the-minute improvements in a Web marketing program, >> Google Google supports a style of marketing in which the adver- tising resources and budget can be constantly monitored In 1998, two Stanford University PhD students, Larry and optimized. Google calls this approach "marketing Page and Sergey Brin, founded a search engine com- asset management," implying that advertising should pany and named it Google. The name plays on the be managed like assets in a portfolio depending on the number googol - 1 followed by 100 zeroes-and refers market conditions. Rather than following a marketing plan to the massive quantity of data avalable online that the developed months in advance, companies use the real- company helps users find. Google's corporate mission time data collected on their campaigns to optimize the is 'To organize the world's information and make it une campaign's effectiveness and be more responsive to the versally accessible and useful." As such, the company market. focuses first and foremost on creating the perfect search Since its launch. Google has expanded far beyond engine. Google search works because it uses the milits search capabilities with numerous other products, lions of links on other Web sites to help determine which applications, and tools that benefit both consumers and sites offer the most valuable content. The company has businesses. The goal behind each product was to help become the worldwide market leader for search engines users find information they need and to help them get through its strategic business focus and constant prod-things done better, faster and easier than before. Today, uct innovation Google's wide range of products and services fall into the Google creates and distributes its products for free, following categories: Web Web Search, Google, Google which in turn has attracted a host of online advertisers Chrome), Mobile Mobile. Search for Mobile, Maps for seeking targeted advertising space. About 96 percent of Mobile). Media (Picasa, Google Play, Youtube.com its revenues come from online advertising, which means which Google acquired in 2006 for $1.65 billion), Geo that creating new advertising space is critical to the Earth, Maps). Home & Office (Doos. Gmail, Calendar) company's growth. Google sells advertising space on its Social (Google+, Blogger). Specialized Search Patents, search pages through a program called AdWords, which Finance, Scholarly Papers), and innovation. is linked to specific keywords. Hundreds of thousands As the world becomes more mobile, Google is bet- of companies use AdWords by buying "search ads." ting big in the mobile category. In 2008, Google launched little text-based boxes shown alongside relevant search Android, a mobile operating system that went head results that advertisers pay for only when users click on to head with Apple's iPhone. The biggest differentia them. Google also runs an advertising program called tion between the two was that Android was free, open AdSense, which allows any Web site to display targeted sourced, and backed by a multimillion-dolar investment Google ads relevant to the content of its site Web site That meant Google wanted its partners to help build and publishers eam money every time their visitors click on design Android over the years. The investment paid off these ads. and by 2010, Android became the number one mobile In addition to offering prime online real estate for operating system in the market. advertisers, Google adds value by providing tools so As Google expanded into mobile technology, it quickly businesses can better target their ads and understand became the leader in mobile advertising with 75 percent the effectiveness of their marketing Google Analytics, for market share for search ads and approximately 50 percent example, is free to Google's advertisers and provides a market share for all mobile ads. In 2012. Google entered custom report detailing how Internet users found the site, the mobile device category when it purchased Motorola what ads they saw and/or clicked on, how they behaved and launched the Nexus 7. a sleek tablet that competed on the site, and how much traffic was generated directly with the Pad and Kindle. As Google looks toward DEFINING MARKETING FOR THE NEW REALITIES CHAPTER 1 55 the future, the company wants to offer the ultimate mobile the second most powerful brand in the world with a solution - Google mobile devices along with mobile ser- brand value of $107 bilion. In addition, Google's $400 vices so users can use al Google all the time. bilion market capitalization in 2014 edged out companies Google's ultimate goal is to reach as many people like Walmart and Microsoft to become the second most as possible on the Web - whether by PC or by mobile valuable company in the world. devices. The more users on the Web, the more adver- tising Google can sell. Google's new products not only Questions accomplish this goal but also make the Web a more per 1. With a portfolio as diverse as Google's, what are the sonalized experience. Google has enjoyed great success as a company company's core brand values? and a brand in its short lifetime. From the beginning, it 2. What's next for Google? Is the company right to put has strived to be one of the "good guys" in the corpo so much focus on Mobile? rate world, supporting a touchy-feely work environment. strong ethics, and a famous founding credo: "Don't be Sourceswww.google.com Catherine P Palok Google Face Ahunek. Much 24, 2006, cover story Pad Kapid words Analytics Help Define Userime Vurdering evil." Google currently holds a 67 percent market share Aril 24, 2006, 22. Danny Giron. "survival Guide Hevat Son March 23, 2006 te Schlosser for core searches in the United States, significantly Google Fortune October 31, 2005, p. 165-88 diterion Cinem "Goops Phot Sails Past greater than Microsoft's 17 percent and Yahoo!'s 15 per- Geting Hugo, Aderiang An October 8, 2001, R Chies, Google Set for Bicher Avertising cent market shares. Globally. Google holds a more domi- on Satphones Acherung for, October 5, 2000 conscire Release Spentet 2012 nant lead, with 85 percent market share over Yahoo!'s Us Search Engine coniere.com October 11, 2012 Cure Can Mla, "As Google 8 percent and Microsoft's 3 percent. Google's revenues S400 sikert Now for 2 h Market Bomery Businesnook February 12.2004 topped $59 billion in 2013, and the company was ranked