Google is a household name in most parts of the UK – and anyone with an internet connection is likely aware of the search engine, even if not quite everybody uses it. However, despite Google having near complete national brand coverage and a huge slice of the UK internet search share, it’s never actually run a major ad campaign in the United Kingdom.
So far, Google have prospered based on word of mouth alone, and it’s been a technique that’s worked well for the company in the past. Now, however, the company is moving forward with an ad campaign designed to bring extra exposure to Google and it’s various services and sites outside the standard ‘search’ that people might not be so aware of.
According to the Guardian newspaper, the ‘Gone Google’ campaign will be focusing on Google Enterprises products, including Google Earth, Google Mail, Google Maps and Google Docs.
The adverts will also look at companies that have ‘gone Google’ by using various Google products and services to their benefit of their businesses, so it won’t be aimed squarely at residential consumers.
The ad campaign is to run over a month and will consist of 21 advertisements. Advertising will be delivered via online, newspaper and public display methods – including on the digital screens in London Paddington and Liverpool Street railway stations.
Rival search engine Bing has recently announced that a move into the UK market – where it currently holds a very small market share – would soon be on the cards, so it’s not that surprising that Google have decided that their long established word of mouth marketing model may no longer be enough to hold the attention of uk business and residential consumers.
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