How Google Does Marketing
I have to admit, I love Google. Not only because I use it every day for personal needs – Gmail, Picasso, Google Maps, YouTube, and Google Notebook – and not only because Google is the most effective and measurable source of advertising for I Imagine Studio’s clients, but also, with 20,000 employees, the company is so brilliantly nimble and innovative. And best of all, they provide people with information and tools at no charge. Google does not scream, “This is FREE,” they just do it. And they do it well.
Because I admire Google so much, I simply could not miss the event ‘How Google Does Marketing’ last week. I was sick all week, missing work, but I couldn’t miss the event. And I have to say, it was worth it.
As a marketing professional dedicated to working with companies who are in business to improve the quality of life, Google is one of those companies that I admire for everything they do; how they introduce new products, treat their people, innovate, and support causes. I had always wondered how big their marketing department was and how they do marketing.
This is what I learned: First, they have top-notch employees with great minds. I had the pleasure to observe Jim Lecinski back in 2000 in his senior role at marchFIRST. Just a few months after I was hired, marchFIRST turned into a sinking boat and eventually closed its doors. However, during the sinking process, Jim was the only senior manager on our team who everyone greatly respected for his positive energy, inspiring insights and right decisions. When Jim walked into a meeting, the lights went on. So, I am not surprised that Jim is a Managing Director of US Sales & Service at Google.
Second, Google is simply a brilliant company. For the past fifteen years, I have been working in the field of marketing. This experience has made me a strong believer that ‘Talk is Cheap.’ Our agency works with great clients who demand great ideas within flexible and real time response environments. We don’t spend time in long meetings or play politics, and we don’t tell clients what they want to hear. We walk the talk and implement ideas that are relevant, unique, original but simple.
Seeing Google 7 Marketing Principles made me smile. Their marketing approach is a great testimony for me that our simple approach to marketing at IIS is in line with the great minds at Google. They condensed major principles of brand and marketing strategy into 7 rules that are scalable for a global company like Google. The demand for Google’s brand management is high because people have lots of influence over the brand in a digital space.
So, here are the Google rules. I hope they will make the readers of our blog appreciate the art of Google marketing:
1. Pose A Challenge. Take a look at http://www.youtube.com/user/symphony to see how Google engaged online users to co-create together. The campaign garnered 13 Million views.
2. Hold A Contest. Doodle Google is awesome. Google does not always create those cool logos that change from time to time. Users create them, like kids from the 4th grade. Google has only one graphic designer on staff for the whole company.
3. Give a Gift. Free Holiday Wi-Fi in airports during holiday season. Take a look http://www.youtube.com/watch?v=81OYrs2WTN4
4. Surprise! Pacman 30th Anniversary Homepage Game http://www.google.com/pacman/
5. Draft on Advertising. Google advertised for the first time this year during the Super Bowl. But first, they tested the ad on YouTube and learned that Google’s unexpected ad would be well received. Consumers called it “heartwarming” and some compared it to Apple’s 1984 ad.
The Google ad cost was only $10,000 to produce. Watch here http://www.youtube.com/watch?v=nnsSUqgkDwU. You can create your own story for free at http://www.youtube.com/user/SearchStories.
6. Let Others Tell Your Story. Google provides tools for people to spread the word about contests, ideas, and videos that inspire them.
7. Invitation Only. When launching its new phone, Google engaged online users that were given the privilege to invite their friends to test the new phone service.
To me, these simple rules make sense and cover the array of marketing principles from engaging and retaining customers, to creating brand advocates.
So, thank you Google, for inspiring us to carry on with the work we do. Working in the field of marketing, we face the challenge of helping big players to understand that you don’t need a huge ad agency with a fancy presentation and complicated process to help them grow a brand. It’s good to see that simple thinking, brilliant ideas and the spirit of entrepreneurship comes from big guys, too.