Marketing Excellence a program called AdSense, which allows any Web site to display targeted Google ads related to the content of its site. Web site publishers earn money every time visitors >>Google click on these ads. In 1998, two Stanford University PhD students, Larry Page In addition to offering prime online "real estate" for and Sergey Brin, founded a search engine company and advertisers, Google adds value by providing tools to bet- named it Google. The name plays on the number googol ter target their ads and better understand the effective 1 followed by 100 zeroes--and refers to the massive quan- ness of their marketing. Google Analytics, free to Google's tity of data available online that the company helps users advertisers, provides a custom report, or dashboard, detail- find. Google's corporate mission is "To organize the world's ing how Internet users found the site, what ads they saw information and make it universally accessible and useful." and/or clicked on, how they behaved while there, and how From the beginning. Google has strived to be one of the much traffic was generated. Google client Discount Tire was "good guys" in the corporate world, supporting a touchy able to identify where visitors encountered problems that led feely work environment, strong ethics, and a famous found them to abandon a purchase midstream. After modifying its ing credo: "Don't be evil." site and updating its keyword search campaign. Discount The company has become the market leader for Tire measured a 14 percent increase in sales within a week. search engines through its business focus and constant With its ability to deploy data that enable up-to-the- innovation. As Google grew into a primary destination for minute improvements in a Web marketing program, Google Web users searching for information online, it attracted supports a style of marketing in which the advertising a host of online advertisers. These advertisers drove resources and budget can be constantly monitored and Google's revenue by buying "search ads," little text-based optimized. Google calls this approach "marketing asset boxes shown alongside search results that advertisers pay management. implying that advertising should be managed for only when users click on them. Google's search ad like assets in a portfolio depending on the market conditions. program, called AdWords, sells space on its search pages Rather than following a marketing plan developed months to ads linked with specific keywords. Google auctions off in advance, companies use the real-time data collected on the keyword ads, with prime keywords and page loca- their campaigns to optimize the campaign's effectiveness tions going to the highest bidder. Google recently added and be more responsive to the market. DEFINING MARKETING FOR THE 21ST CENTURY Over the past decade Google has expanded tar beyond Google Werbrached wat ecles Thom Athough Is search capabilities with numerous other services, applica anys remer Apple platform.even critica fue pred tions, and tools it creates and distributes its products for Android's benefits. Most importantly, Android is free on tron, which in tum provide new opportunities for the frm to sourced and backed by a multimilion-dolar nester sed additional targeted advertising space. Since 97 percent That means Google wants its partners to help build find of Google's revenues come from onine advertising, new design Android over the years, in addition, the iPhone advertising space is critical to the company's growth. available only through AT&T in the United States, wie Google's wide range of products and services fall into most of AT&T's competitors support Android phones five categories: desktop products, moble products, Web Google infuences millions of new consumers to use a products, hardware products, and other products Desktop phones, it could make bilions in mobile advertising One products include both stand-alone applications such as analyst stated that Google trying to get ahead of the Google Earth a virtual globe that uses satelite imagery and curve with these initiatives so when mobile advertising aerial photography, Google Chrome la Web browser), and becomes mainstream, Google will be one of the major Google Video YouTube (Google acquired the video hosting players, and display is a key growth area for Google sto YouTube in 2006 for $1.65 bilion, or desktop eden Google's goal is to reach as many people as possi sions such as Google Toolbar la browser toolbar), Mobile ble on the Web - Whether by PC or by phone. The more products include all Google products available for mobile users on the Web, the more advertising Google can set devices Web products are broken down into the following Google's new products also accomplish this goal and subsets -- advertising (e.g. AdWorks, DoubleClick. Click make the Wob a more personalized experience. One to-Call), communications and publishing (0.9. Google program alows users to mark their current position on Docs, Google Calendar Google Gadgets, Wave develop Google Maps, click the local tab, and receive information ment leg.. Android. Google Codel mapping (og Google about local restaurants, bars, and entertainment venum Sky, Google Maps). Search leg. Google Dictionary Google has enjoyed great success as a company and Google Aorts, Google Scholar), and statistics (eg. Google a brand since its launch. When it experienced an hour Trends, Google Analytics) long outage in 2009, worldwide Internet trafic decreased Google's stage of development starts with Google by 5 percent in 2009. Google held a 65 percent market Labs, which lists new products available for testing, It next share in search in the United States, significantly greater moves to beta status, where invited users testery than acond place Yahoo's 20 percent market share. totypes. Once the product is fully tested and ready to be Global Google hold a more dominant load with 89 per- released to the general puble, it moves into the gold stage cent market share versus Yahool's 5 percent and MSN'S as a core Google product. Google Voice, for example is 3 percent Google's revenues topped $21 bilion in 2008 in the beta stage. It provides consumers with one Google and the company was ranked the most powerful brand in phone number, which then connects to the user's home, the world with a brand value of 588 billion office, and cell numbers. The user decides which phones ring, based on who calls. Due to Google Voice's complex Questions ity and popularity, users can sign up only by invitation Google has not spent a lot of money on traditional 1. With a portfolio as diverse as Google's, what are the advertising Recent efforts have targeted Microsoft con- company's core brand values? sumers with appeals to use Google's cloud computing 2. What's next for Google? Is it doing the right thing applications instead of Microsoft Office or Windows. By taking on Microsoft with the concept of cloud "Going Google" a user can access all of his or her doc- uments and applications via a web browser instead of computing, and Apple in the fight for smart phones? owning the physical infrastructure and software. In addi Sources were tion, in 2009 Google launched its first-ever television com- today we mercial for Google Chrome, an alternative to Microsoft's 2000 e Internet Explorer Web browser Fot. 2016- Eo2008 dan rand Google is also betting big in the mobile category. With power its 2008 launch of Android, a mobde operating system, ople Stores