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January 26, 2004, p. 12. "Corporate Media Executive of the Year Delaney Heport January 2, Marketing Excellence With its ability 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 monitors 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 available 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 uni- 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 mil- its 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 hep 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 (Docs, Gmail, Calendari, 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 heed results that advertisers pay for only when users cick 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-dollar investmer: Google ads relevant to the content of its site. Web site That meant Google wanted its partners to help build and publishers earn 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 percer 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 tho sito, 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 iPad and Kindle. As Google looks towa DEFINING MARKETING FOR THE NEW REALITIES CHAPTER 1 3 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 billion. In addition, Google's $400 vices so users can use all Google all the time. billion 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- sonalized experience. 1. With a portfolio as diverse as Google's, what are the 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 Sources: www.poogle.com: Caltere P.Tayter, Google Flax." Adree March 20 2006, cover story; Renara Karpins,"KeywcresAraytics Hale Def'ne Veer Lifetime Value Alwi Age evil." Google currently holds a 67 percent market share April 24 2008 2. S2: Larry Gorug 'Survival Guide Arad Sur March 29, 2009 Julie Schlosser, for core searches in the United States, significantly "Google, Fortune, October 31, 2005, p. 168-69, Jeffersor Graham, "Google's Profit Sails Past greater than Microsoft's 17 percent and Yahool's 15 per- Espacla 09. USA Today Octoer 21.2005: Dan Freriner, "Googles Android Mainile Platform is Gettirg Huge, dertising Age October 8, 2000, Rita Charg, "Google Set for Kicher Advertising cent market shares. Globally, Google holds a more domi- cn Smartphone, Anerusnya, Ochter 5, 2009: Tre Paleases Septos 2012 nant lead, with 85 percent market share over Yahoo!'s U.S. Search Erga Haranga." comScoo.com, Otober 11, 2012: Care Cain Miller, 'As Corine 8 percent and Microsoft's 3 percent. Google's revenues Sharyoss Perenje Keeper sing 'The view www July 19, 2012; Poten Fazad. "Gaigle at $400 anter. Alle No. 2 in Market Camery February 12, 2104 topped $59 billion in 2013, and the company was ranked ad w cen en rcen tered