Before Google entered modern culture to the point where the brand name became a verb, the marketing landscape was very different. Yes we still had the early incarnation of the internet but the Yellow Pages and business directory was still our main source of getting the name out there to rank ourselves against peers and competitors.
Today, Google’s influence is far reaching and it is those companies who understand its power who often have the highest rates of success. So how powerful is Google in the current landscape and what lessons can we take away from the operating platform?
Popularity in Numbers
Google’s own statistics are staggering if you stop to consider the sheer volume for one moment. Their data from 2017 told its own story with 40,000 individual searches occurring per second, 3.5 billion per day and 1.2 trillion over the year. Google’s influence on marketing can be explained by a series of intricate points, but the one fact that stands head and shoulders above the rest is its popularity. Ignoring Google today is the equivalent of ignoring television, print and radio advertising combined before the age of the web.
Google’s partnership with YouTube is a bold and strategic play on their part as it happens to incorporate another media form that dominates the landscape. For marketers, video is the most powerful engagement tool to attract viewer attention and maintain it for longer periods. The streaming service passed the 1 billion active monthly users mark in 2013 and that figure has only been rising. Combine this with an ease of application to include YouTube in online marketing material with a powerful search engine capacity, and this has been a tool for good in the field of commerce.
Our searching behaviour has changed and so has our shopping habits. The boom in smartphone use across the globe has seen us buy more products and order more services with our Samsung or iPhone more than any other time in history and this expansion is influenced by Google’s model.
Not only have they introduced their own smartphone into the market but their search engine algorithm changes has shifted how brands perceive their web presence, something that is dominated far more by mobile compatibility than just through the lens of a tablet or desktop. Google were not at the forefront of the mobile phenomenon, but their alterations have had a major hand in how we behave as a society online and through the marketing prism.