Wednesday, October 23, 2013

At Google, 'Advertising' Is the Key Word


The strategy adopted by Google Inc. seeks to orient the company’s marketing policies with the current shifts in technology. In the recent past, mobile phones have become an important aspect of technology in their capacity to bear diverse attributes. Currently, many internet users opt to use mobile phones, rather than desktops and laptops in their browsing activities. Previously, companies such as Google made revenue by charging the advertisers depending on the clicks made on their Ads through desktops, laptops and other tablets.
Mobile clicks did not amount to significant revenue for these companies. However, the technological shift discussed above led to evaluation of advertisement policies in order to increase revenue from the mobile clicks. Google’s enhanced campaigns are an example of such evaluation of advertisement policies. This evaluation is necessary as it reflects the company’s flexibility to respond to the changing aspects of technology. Many internet users prefer tablets and mobile phones over desktops. This results from the unique features of the tablets and mobile phones as compared to desktops. Such features include portability and speed of access.
It is likely that advertisement companies will benefit more from the new policies than the advertisers. This is evident from the prediction that this year, Google Inc will control over 53% of the total clicks in the discussed financial year. It is also evident from the rising number of annual clicks on Ads in each financial year. This reflects the rising number of internet users and the high growth of the online market. Since the new policy seeks to combine tablets with desktops, the cost of placing Ads with search companies such as Google Inc, Facebook Inc. and FedEx Corp. will rise. However, the improved tools offered by these companies, which seeks to improve efficiency in placing Ads, offer some relief to advertisers. The tools are part of a strategy meant to increase consumer satisfaction.


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