Google is a well-known company, revolutionizing the digital sphere in the modern world. It provides various products and services related to tech and IT. Due to the scope of the company, a single targeting strategy is not enough to promote its products. The company uses demographic, geographical, biological, and psychographic variables to examine its target and growing needs of its customers. Google positions itself as a company that makes people’s lives easier and provides favourable conditions to business structures.
Strategic positioning is a crucial aspect of the organization, as it helps to create its values that target the market. The key marketing strategies applied by the company are the combination of traditional and creative strategies that promote the products and services worldwide. Traditional strategies are mostly done by using digital marketing tools, such as advertisements, social media marketing, and visuals. Creative strategies are the ones that impressed the customers the most, such as a free-for-all campaign, self-marketing, and quality as a top priority. A search engine that is used by many people around the world brings popularity for the organization. Nevertheless, it did not stop developing new products and services for the tech market and using the most innovative marketing strategies. Special attention is given to brand marketing, as people know Google as a leading company.
The brand image of the organization did not emerge spontaneously, but rather, it is a long and systematic process. Google manipulates people’s perception of it by applying the so-called “emanation strategy.” The company’s strategy impacts all its emanates and even influences their identity. The image of the company demonstrates authority, openness, and community, making the company successful in promotion and marketing. Despite the image, Google also has a great business model along with a value proposition that made the company an influencer of the industry.
The company provides web platforms, tools, and access to big data for business entities. Moreover, it examines the online behavior of users that contributes to the organization’s value proposition. It has different value positing for various segments, however, the common for all segments is providing targeted advertising globally. The business structure pays special attention to certain aspects of the target and analyses needs of people based on the market. Such an approach made the organization’s competitive capacity almost unreachable for other business structures.
The most well-targeted group by the company is webmasters. The value proposition for the webmaster is to enable them to earn from their online content through monetizing its content. Google also promotes blogging and ensures that people can write their blogs and earn from them too. The second group that is targeted is advertisers that seek for platforms attracting more clients. Each product of Google has a place for advertisement, providing partners with high quality and quantity of new customers. The company offers services for advertisers that assist in optimizing their online advertising campaign and sales management. Its special program that applies machine learning look for the keywords when using the search engine, allowing the advertisers to get the most benefit of it. As such, the product and services offered by Google play an important role in making the company successful.
One more aspect of Google marketing strategy is user convenience. It tries to be user-friendly and user-oriented when entering a new market and creating a new product. Customer experience is critical to the company, and it spends a large amount of capital to understand how a customer feels and what they need in working with Google. Revenues come from the advertising sector of the organization, but the advertising is working only because of the millions of users that choose Google over others.
It seems that Google monopolized the market by involving most of tech projects. Yet, it gives opportunities for startups and supports them in the very beginning. Such willingness to help small businesses is also one of the key strategies of the company, as it obtains innovative ideas, creates an image of a supportive company, and gets data on the needs of newly formed business entities. By helping the businesses, they may also attract competitive working force that is ready to work with the company.
The working environment and corporate culture are also the most successful strategies of the company. Resources and new ideas have emerged from the friendly environment and ambitious teams. Google highlights its employees’ attitudes and feeling of happiness to ensure productive work and efficiency. People dream about applying to Google and to being a part of the company. The business entity offers a social package that covers all needs of an employee to work and live.
To conclude, Google is the most famous company that has a great impact on the industry. The key aspects of the company that makes it successful are its customer-oriented approach and brand marketing. It created an image of a company that everyone wants to use and work in it. By analyzing people’s online behaviour, the business structure knows exactly how to sell their products and services and how to attract business partners.