Google Takes Manhattan

Google's Internet search brand is so strong thatproducts and services.We see clients receiving
we forget how big a player it's becoming in thevisits to the Web from organic search
world's advertising markets. Even when we readoptimization 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 onlinefraction of the cost. And these are high quality
brand image. That powerful brand image tends tovisits from very motivated prospects and here's
hold back what Google is becoming and thatthe kicker. because you come up in the top 10 in
means they will need to consider changing theirGoogle you become an authority. That's right,
brand identity, a common problem for companiesyour prospects automatically trust you because
today who must navigate changes in businessthey trust Google. They may purchase offline or
direction amid turbulent market changes. Google isvia telephone, but most of them research their
so versatile itself now, that it offers a huge rangepurchase 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 that3% to 20% of visitors, depending on the offline
their advertising will hit the right target marketavailability of products. For national manufacturers
and the right up-to-the-minute brand impressionand retailers, the end sales benefit is mind-boggling.
will take place.Google is EverywhereAccording toThe ROI is unequaled. Let me say it again,
one Sash's analyst, Google is poised to serve 6.1UNEQUALED! It can power up promotional
billion dollars worth of advertising in the comingmarketing campaigns as well.Let's not forget that
year. This makes it fourth among American mediathere are indirect ways of getting to consumers
companies in total ad sales after Viacom, theas 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 andmanufacturers can launch their own Web sites
Time Warner (can you believe that?). The Googleand find they have far better control of their
growth needs to be recognized. It's not goingmarketing and acquire better marketing
away as this company has the revenue andinformation than if they rely on an ever diminishing
capital resources to grow and consume otherbase of distributors and retailers.Although Google's
competing media giants. That means Googlesuccess is new and even threatening to traditional
Adwords will become even more ubiquitous. It'smarketing, major retailers, manufacturers and
not beyond the realm of imagination that they willdistributors 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 companyGoogle 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 "Webthe imagination of the prospect and motivate
only" image.Getting into Goggle's world is anthem 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 onjust the beginning of a rich stream of targeted
Google whether in paid ads via Adwords, orprospects. Google is growing and represents a
through organic search listings (search enginerevolutionary opportunity for your company.
optimization). Plus you receive all that brandMaster this new medium early and your company
exposure!Sadly most don't. There could be awill prosper for the next twenty years.How
number of reasons for this. Foremost, it's likelyStrong Is Your Brand? Do You Really Know? Do
that corporate marketing managers haven'tYou Care? Would you like to take a simple test
explored the value of search marketing (searchto see where your company's brand is now? Click
engine optimization). The market share numberson the link below: then click on the button to the
are still small, so they don't devote much time toright that reads, "Take The Brand Strength Test".
it. A lack of familiarity and understanding of searchThis is a very quick and easy way to see where
marketing is another reason. The realm of searchyou fall short in your marketing, advertising and
marketing is new and is slightly different than thebranding efforts. It will also show you where you
usual advertising buy. It's more complicated, andare strong. Take the test if you dare... you may
requires more strategy and it can take somebe surprised at the results!For more info on
time for results to show through in organic searchSearch Engine Optimization please visit our blog:
engine marketing. Those with patience can doWhite is President of Brand Identity Guru ( a
very well, but patience seems to be at aleading brand consulting and market research firm
premium today.The success of some companieslocated in Easton, Massachusetts, near
in search marketing is well known; has built anBoston.Brand Identity Guru specializes in creating
empire on traffic from search engines. Yet thiscorporate 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 avaluation. Over the course of his 15-year branding
difference in their bottom line. Often, they thinkcareer, Scott White has worked in a wide variety
about only online sales, and see channel conflictsof industries: high-tech, manufacturing, computer
or 1% conversion rates and then dismiss thehardware and software, telecommunications,
whole thing as a waste of resources.The truth is,banking, restaurants, fashion, healthcare, Internet,
ultimate consumers and B2B buyers and purchaseretail, and service businesses, as well as numerous
influencers use Google everyday and it's becomingnon-profit organizations.
critical to their method of finding relevant