Smarter Markets

Business is better when markets are smarter

Marketing In The Advertising Age

Posted in June 16th, 2008

You must be a registered user to view this post. Until you complete your registration, you will only be able to view an excerpt:

Marketing in the Advertising Age will be less about advertising and more about strategic market positioning. Companies who choose to continue textbook advertising will erode their brand equity, making their product a commodity. What are your company’s core competencies? Are they remarkable? Could you focus your resources on developing them to make you GREAT in the eyes of your customers?

2 users commented in " Marketing In The Advertising Age "

Follow-up comment rss or Leave a Trackback

Austin said,

in June 17th, 2008 at 9:18 pm

As a consumer, I look forward to the day when I am not bombarded by traditional advertisements. With the advent of Tivo, people can exercise a certain amount of control over this, but I also don’t think this can last forever.

…..

I also haven’t ever seen a Google advertisement. I can’t even quite place when I first heard about them, but surely it was through word of mouth. And then their product proved to meet my needs. I think for the vast majority of consumer, the quality of Google’s search vs. a competitors search may be negligible. But for me Google managed to earn my loyalty. I like it simply because I do. I have no real data or significant reason to believe that it is of better quality.

In that case can Google be successful by creating a brand identity and earning loyalty from it’s customers even if the product is only average. (By average, I mean that there is nothing truly remarkable about it. As far as I know every search site can deliver the same core content as Google (maps, directions, search results…)

Or is Google remarkable because it is continuously applying their core search technology in other ways? A quick visit to “Google Labs” shows what they are working on. However, I have never even played around with most of those tools.

Aaron Daniels said,

in June 19th, 2008 at 5:09 am

I tend to think that Google gives back more relevant search results, however I can’t really qualify that response. It could just be my personal frustration with Yahoo that makes Google appear better in comparison.

For me, even if Google’s search results are only average, its the extras that make me love the brand. Free storage space for docs and photo’s, free word processing and Excel (web-based) programs, free (very customizable and stable) web browser… Google really makes it worth my time to use their service.

And every time I go to Google Labs to see what’s new, the videos their engineers put up are fun!