What is the Google slogan
"Our claim was never 'Don't be evil'"
It is one of Google's open secrets that its founders Sergey Brin and Larry Page weren't great fans of classic marketing. Page is given the bon mot that a Google advertising campaign is ultimately an admission that one has failed in one's actual mission. The fact that Google is one of the big advertisers with many creative awards today is largely thanks to Lorraine Twohill.
Google is reorganizing its promotional offers
Google is reorganizing its advertising products and is not afraid of burying well-known brands. The most famous advertising product, Google AdWords, has simply become Google Ads, and the Double Click brand disappears.Why does your department even exist? Brand experience and brand as a service are currently the hottest trends in marketing. This is exactly where Google was from the start. Getting into storytelling using classic advertising campaigns now is a step back in the evolution of marketing for the brand. Google now has a lot of different products and operates in a number of very competitive markets. For example, we are currently building our hardware business with products like Google Home and the Pixel. It's a very exciting market, but we still have a long way to go. It is a new experience for us to first have to motivate people to test the usefulness of a new offer. To do this, we have to use the whole range of marketing; for example, to increase engagement, to turn occasional users into intensive users or to emphasize relevant product features. These are also important issues for the brand. The brand experience has to be there, of course, and it shouldn't be detached from the stories you tell the world. But these stories should also reach as many people as possible.
How do you set the right priorities with this multitude of topics? For a campaign strategy, it makes a difference whether it involves a high level of commitment with the software solutions or whether you want to win new customers for your hardware. You have to be able to manage different goals in parallel. At any given time, we are driving around four to five topics that we are pursuing simultaneously. At the moment, for example, the launch of Youtube Music is on the agenda. A major campaign will start here in late summer. In addition, the hardware remains an important topic and of course there are our core topics such as Search, Maps and Google Chrome. All of these topics are communicated individually and with different priorities. And depending on the season, our priorities can vary a lot. In the first half of the year we concentrate more on software, while in the second half of the year - also with a view to the Christmas season - the hardware becomes more important.
"We have to be world champions in mobile before we can take care of voice"
On Monday, Google launched Youtube Music in Germany and 16 other major markets. In a video interview with HORIZONT, Google manager Petri Kokko explains why he thinks the service is a "really great product" and what strategy Google is pursuing in terms of voice.Given this range, is “Don't be evil” still sufficient as a brand positioning for Google?“Don't be evil” was never our brand positioning.
But a slogan that will be remembered. That may be so, but it was never a slogan for Google either. It is a statement from our founders that they formulated in a broader context. Right from the start, our brand has stood for improving the lives of as many people as possible with our products. Our founders wrote about this in their first Founders Letter. So the real test of any new product in the Google family is the question: does it have any real benefit to people? Presenting something that is just a little better than the existing products is of no interest to anyone here.
In your job you are also an advertiser. And at Alphabet you have colleagues who want to convince advertisers of new forms of advertising communication. How high is the pressure on you to prefer to use the group's own advertising platforms? My job is to invest the company's marketing money well for the communication goals that have been set. How I actually spend this money is entirely up to me and my team. Nobody would ever tell me to use any of the Google products. Of course, it is actually an enormous advantage for us that we can go directly to the product managers to have the strengths of the respective advertising solutions explained to us. But it only gets exciting when the latest marketing technology is also used for an intelligent strategy. One piece of work that I'm particularly proud of is our “Question your Lens” pixel campaign. The spot came right after the artist Logic performed his song "1-800-273-8255" about the suicide emergency number, and with him as the narrator presents real and happy people who have needed the emergency number once in their life. And through a range of digital advertising formats and social media content, we turned it into a real event. This intelligent combination of different media channels to tell an important story is good marketing for me. cam
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