Google marketing strategy case study

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Google believes in innovation and creating products that users love instead of spending on traditional television ads or print ads. Google collected their revenues mainly from its Internet strategies including search-related advertising and other focus areas. Google started to take brand management more seriously and created a plan to communicate the company philosophy to its users in an effective way. If we take a look at the other industries and fields that Google is involved it, it quickly becomes evident how they are all related. Take Google Ventures as an example. This is a subsection of Alphabet that invests in and acquires other technologies that have to do with user information.
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At a deeper look, you will find its focus on quality and user friendliness and other aspects related to marketing getting clear. When people think marketing, they think paid promotions, media releases or other similar marketing tactics. This is the common view about marketing. However, there is more to marketing.
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This case, set in , examines how Google has worked to avoid potential negative byproducts of rapid growth such as bureaucracy, slow decision-making, lack of visibility, and organizational inconsistency. When the case protagonist, Kim Scott, started with Google in , she wondered if she would still be there in several years as she liked small, entrepreneurial companies. In , she was pleased that Google still had the same entrepreneurial energy that it had when she joined. She and her colleagues reflect on how Google has been able to maintain its culture as the company keeps doubling in size.
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A single platform that integrates your advertising and analytics, so you can act on customer insights faster. Get real-time data and unified insights for your search campaigns. Use advanced tools to get a deeper understanding of your customers so you can deliver better experiences. Unlock insights from your data with engaging, customizable reports.
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