Marketing Holistics

Google gets holistic marketing | everything matters when users matter

Perhaps Google’s has created a new paradigm for holistic marketing. Google’s positioning process is brilliant and seemingly effortless. I recently presented an analysis of the paradox of Google’s Marketing Strategy to a group of MBA students at Southern CT State University In New Haven, Connecticut. Market penetration of this target market was over 97% with 100% approval within the 97%.

Google, an entrepreneurial giant reinvests a relatively small percentage (less than 10% of the billions of $$$ generated from AdWords and AdSense ) into organizational sales and marketing.  Even Yahoo uses Google AdWords as part of their promotional strategy. Why is this significant? Google products/services obviously work. Google has created an excellent image or identity for its products, brand, and organization.

Positioning is a mental process, which results from a market strategy – the examination of Google’s unique value proposition will illuminate the value customers derive from the use of Google products and service. Google positions Google as “the closest thing to an ultimate answer machine.” Consider the current mission statement at www.Google.com/corporate.

Sergey Brin and Larry Page submitted a more modest unique value proposition in their original scholarly paper, The Anatomy of a Large-Scale Hypertextual Web Search Engine. This early, original paper presents the prototype, features, process, anatomy and conclusions upon which the organization was built. Profit was not an original objective.

Google definitely “flew by the seat of their pants” at the beginning of their organization’s exponential growth. Because positioning is the aggregate market perception of a particular company, product or service in relation to their perceptions of the competitors in the same category, the process for Google occurs regardless of a marketing strategy. However, through enlightened strategic actions, Google has proactively influenced their target market’s perception of the value of the Google brand. Initially, though, Google’s positioning process evolved as result of their innovative market penetration not as a result of a strategic initiative.

Google is funded by the needs of  mature capital economy to market, position and differentiate similar products and services.  Google’s pro active market dominance is supported by an effective, efficient, and economical  “non-traditional” marketing strategy which has strong holistic roots. “Everything matters when users matter!”

December 21, 2008 Posted by barbarareiner | holistic marketing | google mission statement, google page rank algorithim, holistic marketing, Southern CT State University, unique value proposition | Leave a Comment