Marketing Excellence

>>Google

In 1998, two Stanford University PhD students, Larry Page and Sergey Brin, founded a search
engine company and named it Google. The name plays on the number googol-1 followed by
100 zeroes—and refers to the massive quantity of data available online that the company helps
users find. Google's corporate mission is "To organize the world's information and make it uni-
versally accessible and useful." As such, the company focuses first and foremost on creating the
perfect search engine. Google search works because it uses the millions of links on other Web sites
to help determine which sites offer the most valuable content. The company has become the
worldwide market leader for search engines through its strategic business focus and constant prod-
uct innovation.
Google creates and distributes its products for free, which in turn has attracted a host of online
advertisers seeking targeted advertising space. About 96 percent of its revenues come from online
advertising, which means that creating new advertising space is critical to the company's growth.
Google sells advertising space on its search pages through a program called AdWords, which is
linked to specific keywords. Hundreds of thousands of companies use AdWords by buying
"search ads," little text-based boxes shown alongside relevant search results that advertisers pay for
only when users click on them. Google also runs an advertising program called AdSense, which
allows any Web site to display targeted Google ads relevant to the content of its site. Web site
publishers earn money every time their visitors click on these ads.
In addition to offering prime online real estate for advertisers, Google adds value by providing
tools so businesses can better target their ads and understand the effectiveness of their marketing.
Google Analytics, for example, is free to Google's advertisers and provides a custom report detailing
how Internet users found the site, what ads they saw and/or clicked on, how they behaved on the site,
and how much traffic was generated.

With its ability to deploy data that enable up-to-the-minute improvements in a Web
marketing program, Google supports a style of marketing in which the advertising resources and
budget can be constantly monitored and optimized. Google calls this approach "marketing asset
management," implying that advertising should be managed like assets in a portfolio depending
on the market conditions. Rather than following a marketing plan developed months in advance,
companies use the real-time data collected on their campaigns to optimize the campaign's
effectiveness and be more responsive to the market.
Since its launch, Google has expanded far beyond its search capabilities with numerous
other products, applications, and tools that benefit both consumers and businesses. The goal behind
each product was to help users find information they need and to help them get things done better,
faster, and easier than before. Today, Google's wide range of products and services fall into the
following categories: Web (Web Search, iGoogle, Google Chrome), Mobile (Mobile, Search for
Mobile, Maps for Mobile), Media (Picasa, Google Play, Youtube.com, which Google acquired
in 2006 for $1.65 billion), Geo (Earth, Maps), Home & Office (Docs, Gmail, Calendar), Social
(Google+, Blogger), Specialized Search (Patents, Finance, Scholarly Papers), and Innovation.
As the world becomes more mobile, Google is betting big in the mobile category. In 2008,
Google launched Android, a mobile operating system that went head to head with Apple's
iPhone. The biggest differentiation between the two was that Android was free, open sourced,
and backed by a multimillion-dollar investment. That meant Google wanted its partners to help build
and design Android over the years. The investment paid off, and by 2010, Android became the
number-one mobile operating system in the market.
As Google expanded into mobile technology, it quickly became the leader in mobile advertising with 75
percent market share for search ads and approximately 50 percent market share for all mobile ads. In 2012,
Google entered the mobile device category when it purchased Motorola and launched the Nexus 7, a
sleek tablet that competed directly with the iPad and Kindle. As Google looks toward

the future, the company wants to offer the ultimate mobile solution—Google mobile devices along
with mobile ser-vices so users can use all Google all the time. Google's ultimate goal is to reach as
many people as possible on the Web—whether by PC or by mobile devices. The more users on the
Web, the more adver-tising Google can sell. Google's new products not only accomplish this goal
but also make the Web a more per-sonalized experience. Google has enjoyed great success as a
company and a brand in its short lifetime. From the beginning, it has strived to be one of the "good
guys" in the corpo-rate world, supporting a touchy-feely work environment, strong ethics, and a
famous founding credo: "Don't be evil." Google currently holds a 67 percent market share for core
searches in the United States, significantly greater than Microsoft's 17 percent and Yahoo!'s 15 per-
cent market shares. Globally, Google holds a more domi-nant lead, with 85 percent market share
over Yahoo!'s 8 percent and Microsoft's 3 percent. Google's revenues topped $59 billion in 2013,
and the company was ranked
the second most powerful brand in the world with a brand value of $107 billion. In addition,
Google's $400 billion market capitalization in 2014 edged out companies like Walmart and
Microsoft to become the second most valuable company in the world.
Questions 1. With a portfolio as diverse as Google's, what are the company's core brand values? 2.
What's next for Google? Is the company right to put so much focus on Mobile?
Sources: www.google.com; Catherine P. Taylor, "Google Flex," Adweek, March 20, 2006, cover
story; Richard Karpinski, "Keywords, Analytics Help Define User Lifetime Value," Advertising
Age, April 24, 2006, p. S2; Danny Gorog, "Survival Guide," Herald Sun, March 29, 2006; Julie
Schlosser, "Google," Fortune, October 31, 2005, pp. 168-69; Jefferson Graham, "Google's Profit
Sails Past Expectations," USA Today, October 21, 2005; Dan Frommer,"Google's Android Mobile
Platform Is Getting Huge," Advertising Age, October 8, 2009; Rita Chang, "Google Set for Richer
Advertising on Smartphones," Advertising Age, October 5, 2009; "comScore Releases September
2012 U.S. Search Engine Rankings," comScore.com, October 11, 2012; Claire Cain Miller, "As
Google Changes, Its Revenue Keeps Rising," The New York Times, July 19, 2012; Roben Farzad,
"Google at $400 Billion: A New No. 2 in Market Cap," Bloomberg Businessweek, February 12,
210

TUGAS KELOMPOK II MANAJEMEN PEMASARAN

KELAS REGULER C

1. Berri Satria Wilson

2. Nabila Pratiwi
3. Diah Maya Sari
4. Dian Anggrainy
5. Elvi Indahwati
6. Faradillah PPI

Value yang ditawarkan google :

1. Google's corporate mission is "To organize the world's information and make it universally
accessible and useful."
2. Google creates and distributes its products for free, which in turn has attracted a host of online
advertisers seeking targeted advertising space
3. Google sells advertising space on its search pages through a program called AdWords
4. Google also runs an advertising program called AdSense, which allows any Web site to display
targeted Google ads relevant to the content of its site.
5. In addition to offering prime online real estate for advertisers, Google adds value by
providing tools so businesses can better target their ads and understand the effectiveness of
their marketing
6. With its ability to deploy data that enable up-to-the-minute improvements in a Web
marketing program, Google supports a style of marketing in which the advertising resources and
budget can be constantly monitored and optimized. Google calls this approach "marketing
asset management
7. Google's ultimate goal is to reach as many people as possible on the Web—whether by PC
or by mobile devices

Value yang ditawarkan “Google” antara lain :

1. Misi perusahaan Google adalah "Untuk mengatur informasi dunia dan membuatnya dapat
diakses dan berguna secara universal."
2. Google menciptakan dan mendistribusikan produknya secara gratis, yang pada gilirannya
telah menarik banyak pengiklan online yang mencari ruang iklan yang ditargetkan.
3. Google menjual ruang iklan di halaman pencariannya melalui Program yang disebut
“Adwords”.
4. Google juga menjalankan program periklanan yang disebut AdSense, yang memungkinkan
situs Web mana pun untuk menampilkan iklan Google bertarget yang relevan dengan konten
situsnya
5. Google menawarkan real estate online utama bagi pengiklan, Google menambahkan nilai
dengan menyediakan alat sehingga bisnis dapat menargetkan iklan mereka dengan lebih
baik dan memahami keefektifan pemasaran mereka.
6. Dengan kemampuannya untuk menyebarkan data yang memungkinkan peningkatan terkini
dalam program pemasaran Web, Google mendukung gaya pemasaran di mana sumber daya
dan anggaran periklanan dapat terus dipantau dan dioptimalkan. Google menyebut
pendekatan ini "manajemen aset pemasaran.
7. Google menjangkau sebanyak mungkin orang di Web—baik melalui PC atau perangkat
seluler

Pertanyaan :

1. Apa perbedaan antara “Google Adwords” dengan “Google Adsense” ?

2. Apa kelebihan dan kekurangan “Google Adwords” dengan “Google Adsense” ?