Google's Advertising Paradox
Friday, October 19, 2007
So here's an interesting notion: Google has built its empire on its Google ads yet Google itself, probably the most famous brand of our time, does not and has not ever invested significantly into its own advertising.
So in the olden days, before we "googled" everything, how did we find out about Google? Why did we use it instead of Yahoo or Alta Vista (remember them?!)? From what I can recall, it mostly started by word of mouth. I heard about Google from the mother of the children I used to baby sit. She told me that a silly little thing called "google.com" is the best search engine! "Google?" I asked. "Really? What a stupid name."
But the name stuck in my mind and when I came home that night, I gave Google a go. To my surprise, Google was fantastic. I told all my friends about it and we, along with the rest of the world, have been googling ever since.
I imagine that this was the experience most had and what lead to Google's sprint to the top of the search engine food chain. The AP's Michael Liedtke pointed out in an article on this topic that rather than throwing money into frivolous advertising, Google put its dollars directly to its actual business, which involved perfecting the art of search.
"This advertising aversion has freed up money for engineers, computing hardware and other resources that fuel Google's search engine while leaving plenty of profit to keep shareholders happy and lift the company's stock ever higher."
Google serves as an example for many aspects of business. Its unique approach to marketing, however, is worthy of exploration for any professional in this industry. The key lesson from this particular advertising model, or lack there of, is that quality will always overcome being bombarded with a company's message.
Back when I was baby sitting, literal word of mouth had much more longevity. Before I heard about Google, I would have to actually ask my friends' opinions of things in order to gain perspective on them. Now, all you have to do is go online and you can get the opinions of millions.
The bottom line is a company's main concern, in its beginning stages especially, needs to be the quality of its product or service. Once that is perfected, they can think about giving us a call. Labels: advertising, Adwords, Google, Internet, Marketing, Public Relations, search
posted by Gina Bolotinsky
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1 Comments:
It's the same old business success story, repeated over the centuries:
"Be the best in whatever you do and the world will beat a path to your doorstep"
It's going to be the best success advice in centuries to come. No doubt about it.
Ismael Tabije
http://www.BestManagementArticles.com
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