Marketing Communication: Google - Case Study Example

Informative Essay on Google ID Lecturer Google is the world’s most sought after search engine. It is used the world over by millions of people on a daily basis. Its mission is to make available the world’s segregated information accessible to all and sundry. Google’s founders are Larry Page and Sergey Brin. These two gentlemen developed a new method through which online searches across the globe could be made easy and accessible. It is undoubtedly the world’s largest search engine at the moment and the credit for the same goes on the shoulders of its founders. The single most fascinating aspect of this search mechanism is that it produces results and that too quite accurate in literally a fraction of a second. (Gozzi, 2006) With Google, come a number of different Google domains as these provide for a number of different languages in which information from the world over is available with a single click of the mouse. There are plenty of resources from where different stock quotes can be had, addresses can be found, phone numbers could be tracked, maps could be found out and news headlines can be checked upon. Google provides for a number of different search platforms like the dedicated image search which finds out the most precise of images as requested by the user and then there are the Usenet messages which have more than 1 billion posts and the earliest one dates back to the year 1981 when Internet was not a known thing by all accounts. It is not necessary to make the homepage of a user’s browser with Google linked up rather Google offers a personalized toolbar that looks after the needs of the user, as and when he requires to be hooked up onto the Google website or one of its domains and find information to satisfy his net experience. (Marshall, 2002) More than anything else, Google offers a Wireless Access Protocol (WAP) platform when the user is away from his computer and this links him easily with the Google services and different domains of which he is very fond of. The best thing about Google is that it is very easy to use and there are no manuals to understand what it is all about. The ease of usage and convenience is something that Google can relate itself with and its competitors really lose the battle when we compare all of these with Google on this front. (Vise, 2006) Google’s utility has made it very common amongst teenagers, men and women and even adults. They know which website to enter when they need information or latest updates on a particular subject. It is indeed one of the best known brands that the corporate world of Internet has known. The best part about its expanding business is that word of mouth has played a huge role in its success and the advertising is literally negligible when word of mouth is compared with the same. (Thorson, 1999) This speaks of the affection and praise that the people, no matter how old they are or where they belong from, have for Google as a company. As a business entity, Google extracts money and in more business like terms, the revenue from allocating space in the form of banners, buttons and hyperlinks to advertisers at rates which are not only cost effective but also aim at bulk deals. With this, Google gives them an opportunity to come back and invest more and more with the help of ads since they (advertisers) believe that they get the best possible mileage from Google and its different domains. Thus the company walks its talk when it says that the strides made in the business sector have been fruitful to say the least. Its high earnings and revenue shares suggest exactly the same. There are measurable and cost effective solutions for the advertisers who can get the best out of their products’ advertising courtesy Google. Google provides the single most definitive point when the talk goes out loud of online advertising and precisely Internet advertising. (Varey, 2001) The fact that Google has different policies for the different pages makes it all the more effective for advertisers to place their ads since they very well know that their product’s ad is being viewed by the right people and there are no hits by the people who are outside the target domain. This is indeed a very significant plus that Google offers to its advertisers and as a business, Google is surely hitting the jackpot for a long time now. The advertising thus becomes useful and meaningful in such a situation where the company knows beforehand that Google would deliver to the right niche audience and there would not be any wastage as such. One of the more important points is its differentiation when there are search results held differently from the advertised links. This is indeed a very ethical way to do things as far as Internet advertising is concerned. We witness that quite a number of websites are making use of online search results in a manner that the irrelevant advertised links are brought forward which leaves the user flabbergasted to say the least. Google makes sure nothing of this sort ever happens and there is marked differentiation between what the customer wants to see and what he can see when he wants to. (Horn, 2004) Thus the difference between the need and the want is pretty much there, which is indeed a significant proposition. The advertisers use Google AdWords program which basically helps them to promote and advertise their products and services in a better manner. The concept of targeted advertising thus starts shaping up as a result of the very same and there is no wastage as discussed before. The whole concept of Google AdWords relies on the fact that there should be no loss whatsoever of any kind to the advertiser and the target audience must be hit upon with the message courtesy the advertiser in a manner that can only be remarked as subtle and exclusive. (Chinnery, 2008) With that, there is an added program that is best made use of by the website managers. This program is known as the Google AdSense. It makes available the relevant ads to the different website managers on their respective websites which in essence improves their ability to bring forward the revenue and the spending done on advertising their relevant products and/or services is also in a cost effective manner. In the end, what it does is that it improves the experiences of the users who visit the website for their respective purposes. (Yancey, 1996) Google’s security philosophy stems from the fact that it provides a number of different services which might entail anything from world time zones to maps identification no matter whichever street of the city the user is interested in finding about. The security philosophy also focuses on the tangent which Google considers ethical usage of its software very necessary and does not, in any way give out or leak information in the name of security loopholes or privacy issues. It gives utmost importance to the people who experience the world which is created on the World Wide Web (WWW) courtesy the Google domains. The security philosophy also emphasizes on the fact that Google strives to create innovative products day in day out, products which would excite the users endlessly. These products also serve the needs of the users more than anything else. The software developers at Google make sure that the software provided by them in the name of Google give out complete security cover to the thousands of millions of users worldwide and there is absolutely no infringement on the part of the company. (Harkins, 2004) In the year 1998, there was a search for a buyer courtesy Google. After that they made sure that there are no beta search engines as far as Google is concerned which is considered quite a significant task, talking in the pure Internet language. There was built in innovation within Google in the year 2000 and in the year 2001, Google found that Usenet archives could just be the right thing to do the things in a Google manner. There was accessibility of all sorts of information without barriers in the same year at Google and after that Google Image Search and Google Catalog were introduced. (Orr, 2007) Innovation continued and in the year 2002, advertising came in a rescue act for the company. Then there were the Google AdWords and Google AdSense and after that there was no looking back as far as Google is concerned. Google SMS came in the year 2004 and Google Groups and Google Print were also introduced the same year. Google Store, Google Video, Google Desktop, Google Maps Google Web Accelerator, Google Sitemaps and lastly Google Earth came in and took over the market which was all Google’s in the first place. Google has enhanced global business endlessly ever since and there seems to be no looking backwards. The company is on a sound business platform and its economic basis is also very strong. All said and done, the future of Google looks very promising. References Chinnery, G. (2008). Youve Got Some GALL: Google-Assisted Language Learning. Language, Learning & Technology, Vol. 12 Gozzi, Jr. (2006). Google (2006). ETC.: A Review of General Semantics, Vol. 63 Harkins, A. (2004). Hillbilly: A Cultural History of an American Icon. Oxford University Press Horn, R. (2007). Web Applications and Google. Phi Delta Kappan, Vol. 88 Marshall, P. (2002). Web Theory: An Introduction. Routledge Orr, B. (2007). Webnotes: Is Google Getting Too Good? ABA Banking Journal, Vol. 99 Thorson, E. (1999). Advertising and the World Wide Web. Lawrence Erlbaum Associates Varey, R. (2001). Marketing Communication: Principles and Practice. Routledge Vise, D. (2006). Google. Foreign Policy, May-June Yancey, W. (1996). Tapping the World Wide Web. Journal of Accountancy, Vol. 182 Word Count: 1,529 Read More