Google's Internet Strategy Analysis

Paper Summary:

This paper discusses how Google Search focuses on two customer segments, "The Consumer" and "The Marketer" and shows how they relate to each other, and how Google's overall business model and strategy affects them. The writer's personal experience with both segments is related, with some suggestions for improvement in the "Marketer" segment. The writer explains how Google acquires the information that it makes available, and the very lax terms of their privacy policy that allow them to disseminate information freely. This paper contains a figure.

Outline:
Target Customer Segments
Customer Acquisition Strategies
Customer Retention Strategies
Customer Service Strategies
Integration into Overall Marketing Strategy
Technical Infrastructure Required
Data Acquisition, Management, and Use
Metrics
Social Issues: China
Conclusion

From the Paper:

"I chose to identify the first segment as "The Marketer" because that is the person or group of persons who will be spending money on advertising. As we know, ad revenue from Google Search is the backbone of the company's revenue stream and has been for quite some time. I would further contend that any competent internet marketing strategy must include cost-per-click advertising on a search engine. Google is far and away the dominant company in that field and they make it somewhat easy to get up and running with an ad program. It can be done in as little as 15 minutes."

Sample of Sources Used:

• Battelle, John. The Search : How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. New York: Portfolio, 2005.
• Google. "Corporate Information- Technology Overview." http://www.google.com/intl/en/corporate/tech.html.
• Google. "Google Analytics." http://www.google.com/analytics/#utm_medium=et&utm_source=us-en-et-bizsol-0-finderB-all&utm_campaign=en.
• Google. "Google Home." http://www.google.com.
• Google. "Privacy Policy." http://www.google.com/intl/en/privacypolicy.html.

More papers on Google's Internet Strategy Analysis:

• Case Study # 109711 : "Strategic Analysis of Google"
• Term Paper # 111119 : "Google"
• Business Plan # 99323 : "Google's China Strategy"

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