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