Comments on: Google Defines Meaningful Tech Marketing http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/ The New Imperative to Add Value to Customers' Lives Thu, 21 Jul 2011 00:20:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Russ Henneberry http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-893 Russ Henneberry Thu, 03 Dec 2009 18:36:44 +0000 http://www.marketingwithmeaning.com/?p=946#comment-893 IMO... Google's marketing begins and ends with their products. They create remarkable things -- and things that are remarkable, market themselves. IMO… Google’s marketing begins and ends with their products. They create remarkable things — and things that are remarkable, market themselves.

]]> By: Bob http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-892 Bob Thu, 03 Dec 2009 15:41:05 +0000 http://www.marketingwithmeaning.com/?p=946#comment-892 Very good points and thanks for the comments! There are certainly examples of how Google is doing "some" old-school, interruptive advertising - just like the billboards that I mentioned above. Sure, they do sponsorships at trade events, etc., which is often thrown in with getting a booth or a speaking slot (which are both meaningful opportunities to show their smarts). And I don't think you can say that Google is now a traditional marketing because Verizon is using them to gain credibility for Droid (however, there is a chance that Google actually loses some brand equity) Either way, it's pretty clear that very little of Google's brand value has come from advertising campaigns. And I do believe that it's a hell of a lot of these "little things" that have added up to make a difference in the brand and business over years. Very good points and thanks for the comments!

There are certainly examples of how Google is doing “some” old-school, interruptive advertising – just like the billboards that I mentioned above. Sure, they do sponsorships at trade events, etc., which is often thrown in with getting a booth or a speaking slot (which are both meaningful opportunities to show their smarts). And I don’t think you can say that Google is now a traditional marketing because Verizon is using them to gain credibility for Droid (however, there is a chance that Google actually loses some brand equity)

Either way, it’s pretty clear that very little of Google’s brand value has come from advertising campaigns. And I do believe that it’s a hell of a lot of these “little things” that have added up to make a difference in the brand and business over years.

]]> By: Alden http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-891 Alden Thu, 03 Dec 2009 15:21:47 +0000 http://www.marketingwithmeaning.com/?p=946#comment-891 I agree with April. What you found and focused on is one example of Google's product marketing. Granted, it is very low key, simple, relevant, and effective, but it doesn't mean that Google avoids all of the more traditional brand marketing activities done by AOL, Yahoo and others. Google does plenty of association marketing and channel partner marketing. Many times Google is a passive or indirect interruptive marketer. Think about the extensive marketing that Verizon is doing for the new Droid phone that runs the Google Andriod 2.0 operating system. I agree that Google seems less blatant about trying to sell its products and services. However a big reason is that it is in the business of giving away its main product -- its search engine -- so that an ever increasing audience of potential buyers sees the Google Adsense and related paid search results in the search engine results. I agree with April. What you found and focused on is one example of Google’s product marketing. Granted, it is very low key, simple, relevant, and effective, but it doesn’t mean that Google avoids all of the more traditional brand marketing activities done by AOL, Yahoo and others. Google does plenty of association marketing and channel partner marketing. Many times Google is a passive or indirect interruptive marketer. Think about the extensive marketing that Verizon is doing for the new Droid phone that runs the Google Andriod 2.0 operating system. I agree that Google seems less blatant about trying to sell its products and services. However a big reason is that it is in the business of giving away its main product — its search engine — so that an ever increasing audience of potential buyers sees the Google Adsense and related paid search results in the search engine results.

]]> By: Bob http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-890 Bob Thu, 03 Dec 2009 10:02:55 +0000 http://www.marketingwithmeaning.com/?p=946#comment-890 Good find, Martin. It seems that some of these efforts are interruptive (TV), but some are meaningful as well (free Wi-Fi). Good find, Martin. It seems that some of these efforts are interruptive (TV), but some are meaningful as well (free Wi-Fi).

]]> By: April http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-889 April Thu, 03 Dec 2009 02:44:54 +0000 http://www.marketingwithmeaning.com/?p=946#comment-889 Interesting post. I disagree however that Google doesn't do "marketing". I think what they do is closer to product marketing than advertising. Their messaging and positioning is very crisp and they do a great job (most of the time) on the elements of a product launch. The fact that they do little advertising is not that surprising considering their brand is attached to the majority of online advertising already and many tech companies are drastically reducing their spend on traditional advertising. April Interesting post.
I disagree however that Google doesn’t do “marketing”. I think what they do is closer to product marketing than advertising. Their messaging and positioning is very crisp and they do a great job (most of the time) on the elements of a product launch.
The fact that they do little advertising is not that surprising considering their brand is attached to the majority of online advertising already and many tech companies are drastically reducing their spend on traditional advertising.
April

]]> By: Martin Bishop http://www.marketingwithmeaning.com/2009/12/02/google-defines-meaningful-tech-marketing/comment-page-1/#comment-887 Martin Bishop Wed, 02 Dec 2009 18:37:02 +0000 http://www.marketingwithmeaning.com/?p=946#comment-887 Confounding your analysis somewhat is the fact that, in Japan, Google is using ads/freebies (i.e. traditional media) to try and catch up with Yahoo!. When you're #2, perhaps that's what you have to do? http://bit.ly/5vnhIv Confounding your analysis somewhat is the fact that, in Japan, Google is using ads/freebies (i.e. traditional media) to try and catch up with Yahoo!. When you’re #2, perhaps that’s what you have to do? http://bit.ly/5vnhIv

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