Some analog in the Google promotion algorithm
October 3rd, 2008

The Wall Street Journal reports today that Google Reconsiders it Aversion to Advertising: Search Giant, Long Reliant on Word-of-Mouth Promotion, Has Held Discussions With Several Madison Avenue Agencies. From the article:

. . . Google is beginning to “break with its relatively low-key history” around marketing, says Greg Sterling, an Internet analyst with market-research firm Sterling Market Intelligence. “They’re definitely doing more things that look like traditional marketing.”

Google’s own marketing staff, which is decentralized by product groups, is also trying new approaches, such as projecting massive images on buildings in New York to promote its custom homepage service.

And the company has started slapping its brand on products, like the G1 cellphone that runs its software. Google and T-Mobile USA are launching an online, outdoor and TV ad campaign to promote the device, which hits stores this month.

The company last year hired Andy Berndt, a former co-president of WPP Group’s Ogilvy & Mather in New York, to help evolve its strategy. As managing director of a new group called Google Creative Lab, Mr. Berndt’s job is to find new ways to promote Google products while keeping its brand consistent. . . .


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