E-marketing case study - The Google Story

1. story
Dr. Ghaith Al-Abdallah
By: Aasem Al-sayyed Soliman

2. introduction
• Google Inc. is an American multinational
corporation specializing in Internet-related
services and products.
• These include search, cloud
computing, software and online
advertising technologies.
• Most of its profits derive from AdWords.
• Google entered the market in 1998
• Co-founders sergey brin and larry page

3. Larry Page & Sergey Brin

4. Mission statement
To organize the world's information and make
it universally accessible and useful

5. Facts
• Google is so popular that it has changed the
English language
• The verb “to google” has been added by two
dictionaries!
• The fastest growing and fourth highest value
global brand of the year in 2010!

6. Market share
Google
Sites,
Yahoo!
Sites,
Microsoft
Sites,
Ask
Network,
AOL, Inc.,
October 2012 According to searchenginewatch.com

7. Revenue model
Source: www.toprankblog.com

8. Paid search: Ad Sense

9. Search Engine Optimization
“SEO is the active practice of optimizing a web
site by improving internal and external aspects
in order to increase the traffic the site receives
from search engines.” (SEOmoz.com)
-reputation earned over time based on words
and actions.

10. Methods for S.E.O.
• Getting indexed
-A Web crawler is an Internet bot that systematically browses
the World Wide Web, typically for the purpose of Web indexing.
• Increasing prominence
-Cross linking between pages of the same website to provide
more links to most important pages may improve its visibility.
-Writing content that includes frequently searched keyword
phrase
-Updating content so as to keep search engines crawling back
frequently can give additional weight to a site.
-Adding relevant keywords to a web page's meta data, including
the title tag and meta description
- The term metadata refers to "data about data".
- By describing the contents and context of data files, the quality
of the original data/files is greatly increased.

13. Revenues and profits
• Google’s 2010 revenues were 29.3 billion.
• It earned an admirable 10.4 billion in profit.

14. Company growth
The firm continues to grow in sales, new
markets, number of employees, and new
products offered

15. • First:
Sergey brin and larry page figured how to
pack eight times as much server power in the
same amount of space as competitor by
building their own system from commodity
hardware parts.
How did Google do it?

16. How did Google do it? Cont.
• Second:
they invented an innovative new search
strategy: ranking search query page results
based not only on keywords but also on
popularity- as measured, in part, by the
number of sites that links to each web page
-these criteria meant that users’ search results
were packed with relevant web sites

17. How did Google do it? Cont.
• Finally:
the founders maintained a customer
focus, user simple graphics, allowed no
advertising on homepage, allowed only text
ads (without graphics) so search result pages
download faster and are easier to read

18. Google’s E-business model
• Google primarily uses a media e-business
model, connecting users with information and selling
eyeballs to advertisers.
• It generates revenues from several B2B markets It
sells enterprise services.
• It licenses search services to companies, powering a
majority of all searches worldwide
• It also sells advertising to web advertisers, sharing risk
with the advertisers by using a pay-per-click model
(advertisers only pay when users click on an ad)

19. Google’s E-business model.
Cont.
• Google’s advertising revenues continue to rise at its
own site and on customer sites including Google ads
because it delivers narrowly targeted relevant ads based
on keyword searches.
• In a firm where many employees hold a PhD, the
innovation continues.
• This fact plus a monomaniacal customer focus is why
the firm is always right on target with new services
• The profitability is likely to continue as well, because
Google pays close attention to user value, keeps costs
low and delivers eyeballs to advertisers

20. Google’s products

21. Google’s products
• Google’s product mix includes 24 search
products (Web, blog, Earth, Maps, alerts, and
more)
• 3 advertising products
(AdSense, AdWords, and Analytics)
• 20 applications (e.g., Google
Docs, Picasa, YouTube, Blogger, and mobile
products) and,
• many enterprise products to maximize revenue
from Web content, increase marketing
ROI, reach new customers, enhance a Web
site, and increase productivity.

22. Google’s products. cont.
• All products adhere to Google’s philosophies of
simplicity, customer focus, speed of
service, and product excellence.

24. Communication and
publishing tools
Advertising servicesWeb-based products
•Google Apps
•Blogger – weblog
•Google Bookmarks
•Google Business Solutions
•Google Calendar
•Google Docs
•Google Drive
•Google Friend Connect
•Gmail
•Google+
•iGoogle
•Orkut – Social networking
service
•Panoramio
•Picasa Web Albums
•Speak To Tweet
•Google Voice
•YouTube
•AdMob – Mobile
advertising network.
•Google AdSense
•Google AdWords
•Adwords Express
•Google Certification
Program – Google
AdWords
•DoubleClick
•DoubleClick for Publishers
by Google
•Google Grants
•Google Website Optimizer
•Meebo
•Google search
•Accessible Search
•Google Alerts
•Blog search – weblog
•Google Books
•Google Custom Search
•Experimental Search
•Google Finance
•Google Groups
•Google Hotel Finder
•Google Image Search
•Language Tools
•Google News
•Google Patent Search
•Google Schemer
•Google Scholar
•Google Shopping
•Google Video
•Google Trader

25. Statistical toolsMap-related productsDevelopment resources
•Google Analytics
•Google Correlate
•Google Fusion Tables
•Google Insights for Search
•Google Public Data
Explorer
•Google Refine
•Trendalyzer
•Google Trends
•Zeitgeist
•Google Building Maker
•Google Map Maker
•Google Maps
•Google Maps Coordinate
•Google Mars
•Google Moon
•Google Sky
•Google Transit
•Zygote Body
•AngularJS
•Google App Engine
•Google Closure Tools
•Google Code
•Dart
•Google Go
•OpenSocial
•Page Speed
•Google Swiffy
•Google Web Toolkit
•Webmaster Tools
•Google Developers
•Translator Toolkit

26. Mobile applicationsDesktop applicationsOperating systems
•Blogger Mobile
•Google Calendar
•Drive
•Gmail
•iGoogle
•Google Latitude
•Maps Navigation
•Mobilizer
•Google News
•Google Offers
•Orkut
•Google+
•Picasa Web Albums
•Google Product Search
•Google Reader
•Google Search for Android
•Google Wallet
•Google Currents
•AdWords Editor
•Google Chrome
•Google Earth
•Gmail Notifier
•Picasa
•Picasa Web Albums
Uploader
•Quick Search Box
•Wireless access
•Google Toolbar
•Visigami
•Android
•Google Chrome OS
•Google TV

27. ServicesHardware
•Google Crisis Response
•Google Fiber
•Google Public DNS
•Google Ideas
•Google Person Finder
•Motorola Mobility
•Nexus One
•Nexus S
•Galaxy Nexus
•Google TV
•Nexus Q
•Nexus 7
•Nexus 4
•Nexus 10
•Chromebook
•Chromebook Pixel
•Chromebox
•Project Glass

28. Google AdWords: PPC program
where webmasters can create
their own ads and choose
keywords. Sponsored
Links

29. Google AdSense
• Maximize revenue from your online content.
• Google AdSense is a flexible, hassle-free way
to earn revenue by showing relevant and
engaging ads alongside your online content.
You can easily show AdSense ads on your
website, mobile sites, and site search results.

31. Google’s products. cont.
• Google Groups: Searchable archive of more than 700
million Usenet postings from a period of more than 20
years.
• Google News: Comprehensive up-to-date news
coverage, aggregated from sources all over the world
by Google News.
• Google Docs: Create and share your work online and
access your documents from anywhere. Manage
documents, spreadsheets, presentations, surveys, and
more

32. Google’s products. cont.
• Google Maps: Find local businesses, view maps and
get driving directions in Google Maps.
• Google Translate: Google's free online language
translation service instantly translates text and web
pages.
• Google Earth: Google Earth lets you fly anywhere on
Earth to view satellite imagery, maps, terrain, 3D
buildings, from galaxies in outer space to the canyons
of the ocean.

33. Google’s products. cont.
• Google Scholar: Provides a search of
scholarly literature across many disciplines and
sources, including theses, books, abstracts
and articles.
Google Books: Search and preview millions
of books from libraries and publishers
worldwide using Google Book Search. Discover
a new favorite or unearth an old classic.

34. Success over success
• Google continue to excel through rapid and
continuous product innovation
• It makes new products available on google
labs, move them to beta testing when they
seem useful to customers, and finally adds
them to the suite of products- a process
sometimes lasting up to a year
• Through this process, google learns from
customers and incorporate improvements
based on feedback

35. Google does everything
well!

36. QUESTIONS
&
ANSWERS