Google's "word-of-mouth marketing" "We didn't have a TV commercial, did not paste a poster, did not have any online advertising links."
- Xin Di McAdi, Vice President of Google Company
The Google, which was founded by the doctoral Larry Page of Two Stanford University. In the past four years, a small company that is unknown is rapidly growing from a unknown network search engine service provider in the world. According to the current popular brand value estimation, Google's brand is at least 2 billion US dollars.
"Say" the brand
"Google is one of the typical companies that win the market word of mouth." Alan Siger, New York Brand Strategy, said: "If you have a good product, people will talk about you. Google's success is, it makes people constantly Talk about it. "
Some websites that offer approximation services online often have many, which one can eventually win to a large extent on its brand image. In front of the new economic law in "winners", the first thing to do is to seize the market share, with a scale advantage, there is a competitive advantage, the market competition game results are the stronger, the weak, there is no survival space. Google focuses on the good reputation in the netizens, and lends this brand's popularity and reputation. This brand marketing strategy has an excellent effect, and the rapid climb of online search field has proven this.
The success of Google Marketing Strategy seems to be some alternative, but it shows one of the key factors that "product quality" is still winning. Google's good reputation is from the high quality of its services.
Dow up commercial atmosphere
Brand Research Expert Rosin Lascate believes that Google can win such a good reputation promotion effect, very important reason is that it is simple and practical, it is easy to be memorized. Open Google's Homepage, it will find that it is unusually concise, unlike many other search engine websites, advertising, channel, news and other service items in Jiji in the homepage, making people dazzling. Its homepage completely highlights the search function, giving people the feeling of opening the door, and even the category catalog is not available.
In order to establish a good reputation in the netizens, Google as much as possible, as far as possible, the website is relatively low-key, and the banner and animation advertisement can be seen on the website. Only when the user uses some specific keywords, search results Some ads will appear in the page, and all these ads are only text formats.
Search results Objective
In addition, good reputation comes from its accurate and objectiveness of its search results. In the current economic environment, many search sites are charged to the enterprise in order to earn profits, and then the relevant content of the payment enterprise is listed in the search results. Google doesn't do this, it always puts the objective fairness of the search results in the first place to establish a good brand image.
Google can do this and is based on its web level technology. It uses this technology to objectively analyze the importance of the web page. The importance of a web page depends on the number of web links that it has been linked by other web pages, especially some web links that have been identified as "important". Every link is a "ballot" worthless, the total value of the votes will determine who is the winner of this game, who will be placed in the most important, most prominent position. It turns out that this technology is very effective, it can avoid any human emotional factors to ensure that it is absolutely honest, although Google is also published in the search results, anyone can not use money to exchange higher ranking, It is honest, objectively and convenient to find valuable information on the user online.
Challenge, not only talking about it
"The gun is playing bird." Faced with challenges from all aspects, Google is enhancing our own service model. For example, in February 2003, Google purchased the Pyra Laboratory of the Master.com of the World's largest blog hosting website blogger.com. The blog mode is one of the world's best personal knowledge filtration and search mode. Some people think it is the fourth network communication method that occurs after E-mail, BBS, and ICQ. This purchase and revealing the content strategy of Google has begun to have a major breakthrough and innovation. Google's pressures on the network search business will become bigger and larger, and "word-of-mouth marketing", this well-known brand will have to endure the serious challenges that are not just talking.
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