| Google's Internet search brand is so strong | | | | becoming critical to their method of finding |
| that we forget how big a player it's becoming | | | | relevant products and services.We see clients |
| in the world's advertising markets. Even when | | | | receiving visits to the Web from organic |
| we read the latest forecasts about its | | | | search optimization campaigns that dwarf what |
| growing success, we tend to think exclusively | | | | they receive from print or TV advertising, |
| about Google's online brand image. That | | | | and at a fraction of the cost. And these are |
| powerful brand image tends to hold back what | | | | high quality visits from very motivated |
| Google is becoming and that means they will | | | | prospects and here's the kicker. because you |
| need to consider changing their brand | | | | come up in the top 10 in Google you become an |
| identity, a common problem for companies | | | | authority. That's right, your prospects |
| today who must navigate changes in business | | | | automatically trust you because they trust |
| direction amid turbulent market changes. | | | | Google. They may purchase offline or via |
| Google is so versatile itself now, that it | | | | telephone, but most of them research their |
| offers a huge range of services and | | | | purchase online before making the purchase |
| advertising opportunities. Advertisers can | | | | decision. Real sale conversion rates might be |
| almost take it for granted that their | | | | from 3% to 20% of visitors, depending on the |
| advertising will hit the right target market | | | | offline availability of products. For |
| and the right up-to-the-minute brand | | | | national manufacturers and retailers, the end |
| impression will take place.Google is | | | | sales benefit is mind-boggling. The ROI is |
| EverywhereAccording to one Sash's analyst, | | | | unequaled. Let me say it again, UNEQUALED! It |
| Google is poised to serve 6.1 billion dollars | | | | can power up promotional marketing campaigns |
| worth of advertising in the coming year. This | | | | as well.Let's not forget that there are |
| makes it fourth among American media | | | | indirect ways of getting to consumers as |
| companies in total ad sales after Viacom, the | | | | well, such as other Web sites where |
| News Corporation and the Walt Disney Company, | | | | promotional advertising can be placed. Often |
| and ahead of giants including NBC Universal | | | | manufacturers can launch their own Web sites |
| and Time Warner (can you believe that?). The | | | | and find they have far better control of |
| Google growth needs to be recognized. It's | | | | their marketing and acquire better marketing |
| not going away as this company has the | | | | information than if they rely on an ever |
| revenue and capital resources to grow and | | | | diminishing base of distributors and |
| consume other competing media giants. That | | | | retailers.Although Google's success is new |
| means Google Adwords will become even more | | | | and even threatening to traditional |
| ubiquitous. It's not beyond the realm of | | | | marketing, major retailers, manufacturers and |
| imagination that they will show up on | | | | distributors have to take it seriously. There |
| television or DVD movie rentals. Anything is | | | | are many creative and innovative ways to use |
| possible for Google. As the company ventures | | | | Google for promotional marketing. It can |
| into new offline advertising mediums, the | | | | bring prospects to an interactive Web site |
| Google brand will evolve and lose its "Web | | | | that capture the imagination of the prospect |
| only" image.Getting into Goggle's world is an | | | | and motivate them in ways not possible |
| intelligent investment in your company's | | | | through other advertising media.Search engine |
| future. Most companies could benefit from | | | | marketing then, is just the beginning of a |
| exposure on Google whether in paid ads via | | | | rich stream of targeted prospects. Google is |
| Adwords, or through organic search listings | | | | growing and represents a revolutionary |
| (search engine optimization). Plus you | | | | opportunity for your company. Master this new |
| receive all that brand exposure!Sadly most | | | | medium early and your company will prosper |
| don't. There could be a number of reasons for | | | | for the next twenty years.How Strong Is Your |
| this. Foremost, it's likely that corporate | | | | Brand? Do You Really Know? Do You Care? Would |
| marketing managers haven't explored the value | | | | you like to take a simple test to see where |
| of search marketing (search engine | | | | your company's brand is now? Click on the |
| optimization). The market share numbers are | | | | link below: then click on the button to the |
| still small, so they don't devote much time | | | | right that reads, "Take The Brand Strength |
| to it. A lack of familiarity and | | | | Test". This is a very quick and easy way to |
| understanding of search marketing is another | | | | see where you fall short in your marketing, |
| reason. The realm of search marketing is new | | | | advertising and branding efforts. It will |
| and is slightly different than the usual | | | | also show you where you are strong. Take the |
| advertising buy. It's more complicated, and | | | | test if you dare... you may be surprised at |
| requires more strategy and it can take some | | | | the results!For more info on Search Engine |
| time for results to show through in organic | | | | Optimization please visit our blog: White is |
| search engine marketing. Those with patience | | | | President of Brand Identity Guru ( a leading |
| can do very well, but patience seems to be at | | | | brand consulting and market research firm |
| a premium today.The success of some companies | | | | located in Easton, Massachusetts, near |
| in search marketing is well known; has built | | | | Boston.Brand Identity Guru specializes in |
| an empire on traffic from search engines. Yet | | | | creating corporate and product brands that |
| this doesn't seem to matter to business | | | | increase sales, market share, customer |
| managers. They still don't believe search can | | | | loyalty, and brand valuation. Over the course |
| make a difference in their bottom line. | | | | of his 15-year branding career, Scott White |
| Often, they think about only online sales, | | | | has worked in a wide variety of industries: |
| and see channel conflicts or 1% conversion | | | | high-tech, manufacturing, computer hardware |
| rates and then dismiss the whole thing as a | | | | and software, telecommunications, banking, |
| waste of resources.The truth is, ultimate | | | | restaurants, fashion, healthcare, Internet, |
| consumers and B2B buyers and purchase | | | | retail, and service businesses, as well as |
| influencers use Google everyday and it's | | | | numerous non-profit organizations. |