Google wants people to know that the company is no longer just a search engine.
With Google Plus, Google TV, Google Chrome, and Android software, Google now offers services that its users can enjoy and benefit from, hoping to maintain its position as the Internet-giant with most followers.
According to Advertising Age, Google has doubled its marketing spending as of August 2011 with a total of $103 million worth of TV, print and search advertising. In contrast with $53 million in marketing expenditure last year, Google has been taking a more drastic approach on the way it does marketing in 2011.One of its most recent marketing campaigns is dedicated to increase awareness of its web browser Chrome.
Google is developing its own particular style and it seems to be working. Google TV ads are unique in that they do not attempt to sell something, but rather tell a story.
"In an industry pushing the form to 15 seconds, they are going to counter with 90- and sometimes two-minute spots to tell an emotive story," said Peter Daboll, CEO of AceMetrics, which measures the effectiveness of video ads. "It's very low frequency and high impact."
Another significant aspect of Google's marketing strategy is that these videos only air once based on targeted audiences like the "It Gets Better" video, which aired in May during an episode of "Glee."
This is just one of the marketing strategies Goggle has implemented through traditional media in its efforts to increase usage of its products. In short, while web advertising is in the rise, web-only advertising is sometime snot enough.
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I especially respond to the "emotive story" in the TV commercials that Google uses because I get emotionally connected. I definitely think Google is doing a great job with them. Peter Daboll is correct when he said that they are high impact. Even though they aren't shown all that often, when they are shown, viewers respond positively.
ReplyDeleteGoogle is has a great strategy on selling “Google Chrome” using a testimonial story to get the audience’s attention. Not many companies can have a commercial that last over 30 seconds and keep the audience’s attention and still deliver the message. Sense this commercial last longer than the average and is very engaging it should be aired at a low frequency. Google’s message will definitely resonate with the audience. It will also get motivation for others to create their own life support group via Google Chrome. I see in the future Google creating a contest to use other Chrome user’s stories in a commercial.
ReplyDeleteI agree with Autumn, being that I found my saying becoming emotionally connected after seeing the Google Chrome commercials. Alejandro pointed out that Google is not selling anything, instead, they are just telling a story about how Google Chrome has impacted someone's life. It is almost a comforting ad because the stories are truly real and show how someone's life has been impacted for the better through the use of Google Chrome. Overall, their marketing strategy is great and I look forward to seeing what else they provide us in the future.
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