"How does Google market Google" | Liyi Ma

I learned so much in the Advertising Week. I spent two days there, and I listened different speeches. “How does Google market Google” was one of my favorite speeches, which was held by Google’s VP of Marketing, Marvin Chow. Chow mentioned Google founder held the first conference in June 7th 1999. It was there, Google’s mission as

Organize the world’s information and make it universally accessible and useful.” “At the time, it seems like a very ambition mission, as a marketing group the team less focused on the tradition market back then, but they more focused on the idea of information and how they can help the more and more people in the market. 

There are so many changes since then, more information is available online. The power of information gives people its potential. As a company far beyond research, there are so many products all through our growth and our evolution. The Google’s mission still feels very true today. Everyone knows and uses Google’s products. If we just use one word to describe Google’s mission, which would be HELPFUL. It’s also the brand’s goal,

Building a more helpful Google for everyone.

Helpfulness is what people love Google as a brand, and love their products. It’s not enough to just make great products, but must to make the products easy to use, easy to find, and easy to understand. Google’s products help us to find the fast way to a shopping mall, help us to find a famous local restaurant... it makes people’s lives more magical. Google’s story tells us that it’s very important to make accessible and useful products, and they make people’s lives better and vive. We have to know what people like, and what they need to improve their lives experiences. Not just working hard, without any strategy.

There are four essential elements for Google, and they refer there are so much what they do, and how they do. It’s also the reason why and how Google become one of the most successful brands in the world today. The first element: human to human. Second: ideas come from everywhere. Third: Act like an owner. Fourth: never settle.

Human to human: As core, Google as a group of people who deeply believe in technology as force for good. In the begging, search starts to be helpful by making things simpler. They tried to understand people pain points, their stories, and tried to connect to them on the human-to-human level. When we connect with the person, we would live with the empathy, desire to help. The marketing and advertising will go on another whole new level. Basically, why, how and what are the keys of The Golden Circle. Every single company on the planet knows what they are doing, and some of them know how to do it, but very few of them know why they do what they do. Google knows clearly they want to be helpful, and they always think inside out of the circle. People buy why we do and what we believe; also what we believe can attract those who believe what we believe.

Ideas come from everywhere: Their users are all come from everywhere, that’s why they try to look for ideas everywhere.  And the really feel if all of them to make sure they are seeking out ideas beyond just their own. They are in the journey to make sure that everyone can see himself or herself to reflectable on the creative world, and get same of benefits on their products. If product can adopt different culture, it will certainly attract the more and more people use and pay for it.

Act like an owner: Marketing is becoming the more and more complex, consumers are more advanced, and marketers try to reach them or connect with them in any level. Continuing the more and more challenging everyday. Marketing is a hustle, you have to act like an owner, being comfortable to try new ideas, testing out the new formats, and do something that no one has ever heart before. If we want to be better and successful, we have to be brave and try something new. We cannot just stay in the comfort zone forever. Don’t be afraid, we just need to be well prepared, improve products by knowing what people need and like.

Never settle: Every product collaboration, media plan, partnership has the opportunity to take band to somewhere new. A social post is simply a blank space to waiting an amazing copy; a video is a blank canvas to waiting a great story. This mentality keeps Google hunts a new way and expands the brand to tell more stories to more people. Never settle is about respecting the brand that you have, but concisely to put yourself to grow and take it into some place new. Unlike 50 years ago, we could only spread the information through posters, billboards, TV, magazines, newspapers and radio. Now, social media provides much more platforms and different ways to expand the brand.