Question

Describe several unique characteristics about Google and its business practices.

2 What is Google's philosophy about advertising? How can less advertising be preferred to more advertising?

3 Describe the types of online advertising available today. Which type of advertising does Google currently dominate? Why?

4 How can Google be successful in the display advertising business? What other areas of growth are likely to be pursued by Google in the future?

Answer 1

Ans 1

Google’s unique characteristics are as follows:

·         Creating a search engine which in seconds gives you details of information related to diverse fields on a wide range of products, services etc.

·         They have created AdWords and AdSense where the business can create adverts and generate business.

·         The Google services are free for all users and the company generates revenues from paid business adverts.

·         They have a unique innovation-oriented culture.

·         Employees committed and passionate about innovation.

·         Leadership style which empowers employees coaches them and removes obstacles in the process of innovation. They show a high level of trust in the employees.

·         An organization which is managed in a non-bureaucratic style, a flat matrix with a democratic style of functioning.

·         Reward, encourage and recognise creativity and innovation by employees.

·         The organisation promotes and encourages continuous learning.

·         The compensation is designed to reward and recognise innovation and creativity.

·         The top management team is committed to promote innovation and continuous change for betterment of the organisation.

·         The organisation believes new ideas and innovation can be initiated by anyone and from anywhere.

To sum it up the company is continuously looking for new ideas, implementing them. It is focussed on created and developing new ideas and innovation.

Ans 2 The Google advertising philosophy is driven by the following:

·         Growing the business

·         Driving sales

· "Reach the right people with the right message at the right time"

All brands like Chromecast, google search have to define their market strategy and have to communicate it to Google media labs. Google media labs will create a media strategy for all googles digital advertising campaign.

As the advertising and marketing focus on precise and specific target customers who are shortlisted and screened by data analytics the ads are directed towards the specific target groups to ensure the advertisement is touching the right profile of customers. This will lead to lesser advertisement focussed on a specific customer group.

Ans 3

The types of online advertising available today are as follows:

·         Display advertising: Paid online advertising using images and text

·         Search Engine Marketing and Search Engine Optimization: Both media promote and increase visibility.

·         Social Media: Online free word of mouth advertising and paid advertising. Paid includes blogging, ads on Facebook and LinkedIn, blogging etc. or sponsored article.

·         Native advertising: These are sponsored ads at the bottom of a blog or facebook.

·         Pay per click: The advertiser pays only if a reader clicks on the ad and reads it.

·         Remarketing: The technology which is cookie based follows the user around the internet to remarket the user again.

·         Affiliate marketing: involves promoting a product or company and getting paid for each sale made.

·         Video ads: Using yourtube to promote your business.

Google specializes in Display advertising and search engine optimization. They have 6 google ad word campaigns which are as follows:

·         Search network only

·         Display network only

·         Search network with display select

·         Shopping app

·         Video app

·         Universal app.

They are known for search engine optimization and display advertising only because the other advertising channels are not known to most business.

Ans 4Google display advertising business can be successful if ads are made more informative and customer specific. Currently, the banners which pop up are irritants and can put off the customer. They can de-clutter their banners and make them specific to clients’ needs and requirements.

The areas they need to promote are:

1. AdSense: It is used to promote their display advertising business.
2. Display ad builder: It is used to make a customized ad for the customers

The areas of advertising business they must promote should include:

• Get more advertisements but promote their advertisement offering
• Creating a google search engine for the phones and creating apps which are compatible to use on smartphones.
• Create location specific and real-time information about the customers to generate for customer specific analytics
• Continuously innovate and get connected to Artificial Intelligence and connect it with advertising.

To sum it up the company has to continue innovating and keep updating to adapt their advertising platforms to different new technology.