Google Marketing Communication Mix

Google marketing communication mix explains the ways in which advertising, sales promotion, events and experiences, public relations and direct marketing tools are used by the company to communicate its marketing message to the target customer segment.

Advertising

Google emerged as a popular alternative for traditional print and media advertising and changed advertising industry worldwide to a great extent. As it is illustrated in figure below, by 2012 Google was generating more advertising revenues than print media in the US as a whole. The significance and market share of Google in the global advertising industry has increased even to a greater extent during the past five years, since 2012. Accordingly, owning a more significant advertising platform than print and media advertising, Google does not use traditional print and media advertising to communicate its marketing message to the target customer segment.

Revenues by print media in the US and Google (worldwide)[1]

Sales Promotion

Sales promotion refers to the “stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sales displays and merchandising, special offers and similar activities”[2]. Google employs sales promotion marketing techniques rarely. The most noteworthy case relates to one day sales promotion of Google Glass via online purchase for USD1,500[3]  and the promotion of Android 4.4 in cooperation with candy bar KitKat, owned by Nestle International Travel Retail.

Up to date Google does not use popular sales promotions techniques such as seasonal sales promotions, money off coupons, competitions, discount vouchers, free gifts or loyalty cards…

Alphabet Inc. (Google) Report contains a full analysis of Google marketing communication mix and Google marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Google. Moreover, the report contains analyses of Google leadership, organizational structure and organizational culture. The report also comprises discussions of Google business strategy and addresses issues of corporate social responsibility.

[1] Hartung, A. (2017) “4 Trends That Will Forever Change Media, Advertising And You In 2017 And Beyond” Forbes, Available at: https://www.forbes.com/sites/adamhartung/2017/01/06/4-trends-that-will-forever-change-media-advertising-you-2017-and-beyond/#2cb225b12340

[2] Sales Promotion (2015) Business Dictionary, Available at: http://www.businessdictionary.com/definition/sales-promotion.html

[3] Bergen, M. (2014) Advertising Age, Available at: http://adage.com/article/digital/google-pushes-ads-promoting-day-glass-sale/292661/