How Has the Marketing Space Evolved Since the Formation of Google? Is Google Innovative?
Essay Preview: How Has the Marketing Space Evolved Since the Formation of Google? Is Google Innovative?
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Google Inc. was founded by Larry
Google became the leaders in the search engine industry and have been able to maintain their dominance in the industry. In an article written earlier this year, Google was described as “the undisputed leader in most of the markets” (Garner, 2015) However, internet companies such as Yahoo, Microsoft, Facebook, Twitter and LinkedIn all received a strong revenue growth rate where their market shares in the internet advertising industry are increasing which is impending Google’s dominance. According to a report from eMarketer, mobile will account for 85.9% of digital ad search dollars by 2018. Google’s share will fall to 64.2%, down from 82.8% in 2012 due to increasing popular search options like Microsoft, Bing, Yahoo, Amazon, Kayak, Indeed, and Shazam.
Therefore, for Google to preserve its leadership position in the industry, they have to increase their innovation even more, not just in their management structure or thinking outside the box. In a Jon Friedman article, according to Roger Kay, technology analyst with Endpoint Technologies Associates, “Google did so well in the search field because nobody understood the process. Now people understand how Google is monetizing search functions. But it doesnt mean that Google cant also decide to build a risk-reduction component into its business model.” (Friedman, 2015)
Google is doing exactly that and is going beyond its comfort zone in order for them to reduce their risk. Jon Friedman describes Google as restless, innovative and secretive. (Friedman, 2015) This is evident in their Google Glass concept that released with much public anticipation but was cancelled within two years or where Google assisted YouTube in becoming a social media-driven obsession and in the mean time they developed Android mobile OS. Google has surpassed the normal market