By Scott White

Google's Internet search Branding is so strong that we forget how big a player it is becoming in the world of advertising markets. Even when we read the latest forecasts about its growing success, we tend to think exclusively about Google's online brand image. That powerful brand image tends to hold back what Google is becoming. It means they will need to consider changing their brand identity, a common problem for companies today who must navigate changes in business direction amid turbulent market changes. Google is so versatile now, that it offers a huge range of services and advertising opportunities. Advertisers can almost take it for granted that their advertising will hit the right target market and the right up-to-the-minute brand impression will take place.

Google is Everywhere

According to one Sash's analyst, Google is poised to serve 6.1 billion dollars worth of advertising in the coming year. This makes it fourth among American media companies in total ad sales after Viacom, the News Corporation, the Walt Disney Company, and ahead of giants including NBC Universal and Time Warner. The Google growth needs to be recognized. It is not going away. This company has the revenue and capital resources to grow and consume other competing media giants. That means Google Adwords will become ubiquitous. It is not beyond the realm of imagination that they will show up on television or DVD movie rentals. Anything is possible for Google. As the company ventures into new offline advertising mediums, the Google Corporate Branding will evolve and lose its "Web only" image.

Getting into Goggle's world is an intelligent investment in your company's future. Most companies could benefit from exposure on Google whether in paid ads via Adwords, or through organic search listings (search engine optimization). In addition, you receive all that brand exposure!

Sadly, most do not. There could be a number of reasons for this. Foremost, it is likely that corporate marketing managers have not explored the value of search marketing (search engine optimization). The market share numbers are still small, so they do not devote much time to it. A lack of familiarity and understanding of search marketing is another reason. The realm of search marketing is new and is slightly different from the usual advertising buy. It is more complicated, and requires more strategy. It can take some time for results to show through in organic search engine marketing. Those with patience can do very well, but patience seems to be at a premium today.

The success of some companies in search marketing is well known; Internet.com has built an empire on traffic from search engines. Yet this does not seem to matter to business managers. They still do not believe search can make a difference in their bottom line. Often, they think only about online sales, and see channel conflicts or 1% conversion rates, and then dismiss the whole thing as a waste of resources.

The truth is, ultimate consumers, B2B buyers, and purchase influencers use Google everyday and it is becoming critical to their method of finding relevant products and services.

We see clients receiving visits to the Web from organic search optimization campaigns that dwarf what they receive from print or TV advertising, and at a fraction of the cost. In addition, these are high quality visits from very motivated prospects and here is the kicker... because you come up in the top 10 in Google you become an authority. That is right; your prospects automatically trust you because they trust Google. They may purchase offline or via telephone, but most of them research their purchase online before making the purchase decision. Real sale conversion rates might be from 3% to 20% of visitors, depending on the offline availability of products. For national manufacturers and retailers, the end sales benefit is overwhelming. The ROI is unequaled. Let me say it again, UNEQUALED! It can power up promotional marketing campaigns as well.

Let us not forget that there are indirect ways of getting to consumers as well, such as, other Web sites where promotional advertising can be placed. Often manufacturers can launch their own Web sites and find they have far better control of their marketing and acquire better marketing information than if they rely on an ever-diminishing base of distributors and retailers.

Although Google's success is new and even threatening to traditional marketing, major retailers, manufacturers, and distributors have to take it seriously. There are many creative and innovative ways to use Google for promotional marketing. It can bring prospects to an interactive Web site that captures the imagination of the prospect and motivates them in ways not possible through other advertising media.

Search engine marketing then, is just the beginning of a rich stream of targeted prospects. Google is growing and it represents a revolutionary opportunity for your company. Master this new medium early and your company will prosper for the next twenty years.

Scott White is President of Brand Identity Guru a leading Corporate Branding consulting and market research firm located in Boston, Massachusetts. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.