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I have a ‘Lovemark. It is Google. Here’s Why.

Image Retrieved from google.com

*There is no monetary compensation from Google for this article*

 

I will explain why I am a Google enthusiast, and how it stands out from the competition, if there’s actually any.

 

What is a Lovemark?

“A Lovemark is a brand that creates Loyalty Beyond Reason. It does this by forging an emotional connection with consumers through the use of Mystery, Sensuality and Intimacy.” (“FAQ – What is a Lovemark?”)

I developed a ‘lovemark’ for Google because of its services I’ve used over the years, both in my personal life, and in my professional life. Personal products include email, phone operating system (Android), phone service, browser (Google Chrome), search engine, social network (GooglePlus and YouTube), GPS and maps, news, photos, cloud storage, creating and editing documents, calendars and more.

Regarding my career, as a digital marketing specialist, I study Google search engine’s ever-changing algorithms. This is to increase organic (non-paid) search results for the websites I design. I also create and manage paid advertising campaigns on Google’s platform, as well as its partners.


 

Many businesses rely on Google’s paid advertising to reach and acquire potential customers.
I also use Google’s web traffic monitoring program (Webmaster) to analyze traffic to the websites I manage. Understanding visitor habits, page views and visitor demographics helps us make the necessary changes to improve user experience.

Google’s advertising partnership program (AdSense) is a good source of income for bloggers and individuals with a strong online presence.

Needless to say, I am a loyal Google product(s) user.

 

Why Google?

Jason Hadinata, a Google enthusiast from Indonesia, once said:

“Search engine? translator? converter? google maps? google earth? google sky? flight track? proxy? google glass? TELL ME WHAT GOOGLE CAN’T DO!” (“Google? EVERYTHING!”)

 

I absolutely, sole heartedly agree!

As of Feb 25th, 2018, one (1) Alphabet Inc’s stock (Google’s parent company – Class A shares) is $1,128.15. With an all-time high of $1,129.00.

Google was founded on September 4, 1998 in Menlo Park, CA. It went public with an initial offering on August 19, 2004.

Google’s rise to market dominance was through its search engine. It built its brand, while collecting user data, and offering businesses the opportunity to reach a hyper targeted audience. Google’s branding campaign was so successful, that the name ‘Google’ became synonymous with the word ‘search’. Instead of saying search for it, or look it up online, many people say, ‘Google it’.

There are approximately 2.3 million Google searches per minute. As of Feb 25th, 2018, Google has successfully launched over 200 products for both individuals and businesses.


 

Competing Brands: Why is Google Different?

Google’s competitive advantage is its technological advancement, and access to consumers and consumer data.

Google has a huge portfolio (over 200) of products they offer. There’s no direct competition for Google as a brand, but they have a few competitors for the individual products. For example, Bing is a major competition for Google’s search engine and advertising PPC (pay-per click), and PPM (pay-per-impression) program.  Another competitor in the browser program (Google Chrome) is Internet Explorer (IE).

 

 

What/Who is Google’s Target Market?

That’s the interesting thing about Google. There’s no constant target market. The target market for the products it offers differ by time and location. For example, organic (non-paid) search results on Google is customized to you based on the cookies and search history on your computer, the time you searched, and your location.

Another example is the Google Chrome, the internet browser. It is faster and much easier to use if the individual is not technologically savvy by societal standards. It is compatible with desktop computers, laptops and mobile devices. However, if an individual is technologically savvy, he or she could explore the more complex aspects of Google Chrome. It can access various applications, provide more in-depth information about the website and its files in HTML (Hypertext Markup Language) format. HTML provides more information about the website and its administrative publishing technique. This is especially great for those who seek more information on the competition.


 

I’ll provide personal example. A company I worked for noticed another company was higher in organic (non-paid) ranking on Google when its company name was the search word. I visited the website and right-clicked on the mouse and clicked on the word ‘inspect. The html code showed up and using the keyboard keys (Ctrl F), I found out one of the reasons why. Not only does this website have more credibility with Google because of its age and the quality of its content, the actual titles of the images included our company name. Even though the actual text on the site did not include the name of our company, the html code did, and that is why Google provide it as a search result when anyone searched for it. I reported this issue to my boss and he forwarded the information to the company’s lawyer who sent a cease and desist letter, because the name was legally trademarked.

 

What/Who is Google’s Competition?

As I stated earlier, there’s really no legitimate competition as a whole because of Google’s diversified portfolio. Even though for debatable reasons, Google’s former CEO. Eric Schmidt, believes Amazon is a major competitor based on its huge diversified portfolio.

“Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon,” Eric Schmidt, currently serving as Google’s executive chairman, told a crowd in Berlin. “They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users’ questions and searches, just as we are.” (Worland, 2014)

 

 

Amazon is focused on the e-commerce at the moment, which may have diverted consumer’s attention from Google Shoppers. For example, when some individual searches for an item, let’s say buy gold pen, the first few results are sponsored links, meaning these online stores are paying Google to promote their items. Most people click on it, and typically make a purchase within 24hrs. If they don’t, websites they visit that are in partnership with Google’s advertising program will display those items in conspicuous places. However, under those photos are typically organic (non-paid) results. Amazon is almost always the first or second because of its website’s domain authority (power score) on the internet. Some individuals will click on that as well, and even if they don’t make a purchase, that item will pop-up on partner sites and social media platforms for a few days or until the transaction is completed. With two major organizations competing for the consumer, it is safe to say that in regards to e-commerce, Amazon is a worthy competitor.


Each Google product may, however, have competitors.

Even though the former CEO sees Amazon as a major competition, Amazon is thriving on a hyper-focused business structure for now, that is, e-commerce. Google is thriving on it’s versatility. The table above lists just a few of Google’s services.

 

What is Google’s USP (Unique Selling Position)?

BusinessDictionary.com defines USP as the:

“Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.” (“What is unique selling proposition (USP)? definition and meaning”)

Google’s USP is its in-depth understanding of the relationship between users, consumers and web content. Be it search results or hyper-targeted advertising, Google can connect the user in ways better than its competition.

 

Conclusion

Google is my lovemark for a legitimate, emotional, as well as rational reason. My approach in this article is a reflection of my personality and my concept of reality. I do not allow myself to form emotional attachments to a brand without considering its practical use and application. Google’s products is a huge part of my personal and professional life. It’s great management, constant innovation and product efficiency meet my needs for trust, growth and productivity.

It has no viable competitor when it comes to the brand in its entirety. However, it faces dire competition when it comes to it’s individual products.

Google has done so well to set itself apart, and I can only assume it will continue to do so for years to come.

 

 

References

Cupman, J. (2015, July). What Does It Take to Create a Strong USP? American Marketing

Association. https://www.ama.org/publications/eNewsletters/B2BMarketing/Pages/what-does-it-take-to-create-a-strong-usp.aspx

 

Google? EVERYTHING! (n.d.). Retrieved February 24, 2018, from

http://www.lovemarks.com/story/22880

 

FAQ – What is a Lovemark?”. (n.d.). Retrieved February 23, 2018, from

FAQ

 

Urbany, J. (2011, June 14). Competitive Strategy in 3 Minutes [Video].

http://www.youtube.com/watch?v=bl5cyZlay4k

 

What is unique selling proposition (USP)? definition and meaning. (n.d.). Retrieved February 23,

2018, from http://www.businessdictionary.com/definition/unique-selling-proposition-USP.html

 

Worland, J. (2014, October 14). Google’s Eric Schmidt: Amazon Biggest Rival. Retrieved February 23,

2018, from http://time.com/3505713/google-amazon-rivals/

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