The Internet has transformed how companies conduct their operations. Today, it is possible for firms to engage with their markets in an easy and convenient fashion. Google is one of the companies that have adopted the Internet as it seeks to market its products. The company understands that the Internet holds immense potential for reaching consumers across the globe. Apart from offering applications that facilitate the use of Internet services, Google is also involved in the sale of hardware products (“Profile: Alphabet”, n.d). The Google Home smart speakers and the Google Pixel phones are just some of the products that the company allows consumers to purchase through its website. In the discussion below, Google’s use of the Internet to promote its products and to inform its consumers is explored.
Google’s use of the internet
As mentioned above, Google is one of the companies that are exploiting the Internet to inform the public about its products. The company offers detailed information about its products on its Google Home website. Here, users can find information on such products as Google Pixel, Google Home and Chromecast, among many others (“Google Store”, n.d). Google clearly understands that it has established a strong reputation and image. It leverages on this to promote its product offering. For instance, the company has included its name in some of its products. These include Google Home and Google Pixel. The addition of the company name allows potential and existing customers to identify the products as made by Google.
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Description of Google and its business
Google is a player in the technology industry. It is primarily involved in the provision of such services as messaging and emailing. Some of its software products include Gmail and Google Maps (“Profile: Alphabet”, n.d). Google Search is perhaps easiest service to recognize that Google offers. Through this service, it is possible to scour the Internet for information. Google is also behind the Android operating system. The company develops the system and makes its available to other manufacturers of mobile phones. This system powers millions of phones around the globe. In addition to the software services mentioned above, Google also designs a range of hardware products. Google Pixel, Daydream View and Chromebooks are just some of these products (“Google Store”, n.d).
Website analysis and brand recognition
In an earlier discussion, it has been mentioned that Google exploits its website to enhance brand recognition. One is able to confirm this when they visit the Google Store website. When one visits the website, they are able to gain information about all the products that the company stocks. For example, Google provides detailed information on the Google Pixel phones. This information includes the range of features that Google baked into the phone. For instance, Google mentions that the phone is equipped with an intelligent assistant and that the phone offers access to unlimited backup of photos to Google Photos (“Google Store”, n.d). All these features help to enhance the company’s brand recognition. Other than providing detailed information, Google also links its products to other services that it provides in an effort to boost its brand recognition. For example, the Google Home smart speakers have been linked to the Google assistant. Essentially, Google uses some of its well established products and services to build brand recognition for new products.
There are a number of measures that a company can institute to boost brand recognition. Careful and inspired design of products is one of these measures. A firm may ensure that its products are well designed so as to grab the attention of existing and potential customers. Google understands that product design plays an important role in enhancing brand recognition. The company highlights the design of its products on its website. For instance, the Chromecast and the Google Pixel are presented as well-designed products. Google uses bold colors to accentuate the products. The use of colors and the inspired design all go a long way in boosting brand recognition for the company.
Use of website for consumer education
While the Google Store website is primarily used for the promotion of the company’s products, the company also uses the website to educate its consumers. The education that the company offers takes the form of product information. Google offers detailed information on all the products that it promotes on its website. For example, as mentioned earlier, there is detailed information about the Google Pixel phones (“Google Store”, n.d). The information includes details on the features that the phones come with. Apart from details on the features of the products, Google also educates its consumers on the prices of the products. On the Google Store website, prices for each of the products are provided. For instance, the Google Pixel phone costs $649 (“Google Store”, n.d). The inclusion of the prices allows consumers to compare Google products to those made by other manufacturers. Overall, the Google Store website educates consumers on the range of products that Google manufactures their features and prices.
Use of website to create lasting and favorable impression
The Google Store website goes beyond educating the public and building brand recognition for the company. The website also plays a role in building a lasting and favorable impression. One of the ways that the website does this is through the design of the products. As mentioned earlier, the designs rely on bold colors to grab the attention of those who visit the website. For instance, the Daydream View headsets are presented in an appealing fashion. They appear to have been made from some soft and elegant material. This allows Google to create a favorable impression that lasts. The depiction of the design of the products essentially serves as an assurance to consumers that the company is committed to excellence in quality. The depiction of the bold designs of Google’s products is the primary method that is incorporated into the website to create a lasting and favorable impression of the company and its products.
Google’s strategies and customer behavior
All the strategies described above that Google uses determine the behavior of its customers. As noted earlier, the provision of information on products is one of the strategies that Google relies on. The effectiveness of this strategy can be seen in the warm reception that the market has given to some of the company’s products. For example, the Google Pixel phones have been praised by critics and have been welcomed warmly by consumers (Bohn, 2016). Google hopes to ship millions of these devices to consumers across the globe. While it is likely that factors other than the strategies described above are responsible for the impressive performance of its products, it can be argued that the strategies have played a significant role. In addition to incentivizing customers to purchase Google’s products, the strategies that the company employs also promise to build brand recognition and customer loyalty. The technology industry is very competitive and firms are only able to weather the intense competition when they invest in brand promotion and building customer loyalty. The strategies that Google has implemented through its website will be key in its attempt to remain relevant and competitive in the technology industry.
In conclusion, Google continues to enjoy strong growth. This state of affairs can be attributed to the investment that Google has made in its online presence. The company has created a website through which customers can gain information about its products. It is also possible for customers to place orders directly on the website. The website has spared Google the need to operate retail stores and to conduct costly advertising campaigns in other media. Other firms that wish to witness the level of success and growth that Google continues to enjoy need to embrace such modern technologies as the Internet.
References
Bohn, D. (2016). Google Pixel Review: Home Run. Retrieved 10th January 2017 from
http://www.theverge.com/2016/10/18/13304090/google-pixel-phone-review-pixel-xl
Google Store. (n.d). Retrieved 10th January 2017 from https://store.google.com/?gl=US
Profile: Alphabet Inc (GOOG.O). Retrieved 10th January 2017 from
http://www.reuters.com/finance/stocks/companyProfile?symbol=GOOG.O
