I google, You google, the world googles; but only with the help of internet. The search engine giants who have never given a damn to market itself in mass media seems to do it now.
After being banned in China, Google has now turned to India to strengthen its brand. After launching The Internet Bus project from Chennai to give people a chance to experience the internet firsthand, they have now targeted Nagpur and Ahmedabad.
Take a look at the images below.
This advertisement appeared in the Ahmedabad edition of the Times of India (one of the leading daily) print edition. Yes the hard copy newspaper that we read daily in the morning. Google occupied around a quarter of a page for this ad.
Image Credit: Vibhushan Waghmare
This advertisement appeared in the Nagpur edition of the Times of India print edition. Again occupying around a quarter of a page.
Its interesting to note that Google is venturing into the print media with very targeted advertisements for two unique cities. Unique because neither of them are metros nor are they tech savvy. Though Ahmedabad is commercially more advanced than Nagpur, but the main point is how many people are using internet in these cities.
Maybe Google, thinks that these two cities are emerging and hence plans to create awareness before setting their foot here. Vibhushan analyzes and share his thoughts @ Google’s entrance into the mass media.
Its premature to say whether or not Google achieved any ROI from this ad campaign. But what interests me is that if Google wanted to target only two cities, then why didn’t they advertise in the leading dailies of those cities. By selecting The Times of India, which is one of the leading national daily and may not be too popular in those cities, didn’t Google goof up?
Maybe time will provide better answers and help in realizing what exactly Google is up to. Or may be even Mr. Shailesh Rao can provide some insight about his intentions for the India market.
Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..
Matt Hanson
Thanks Matt. I am glad that you found my blog worth subscribing. I hope to see you here often
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I assume that cost was a big factor in the decision. The ad was most likely a cheap way to reach a broad demographic. Plus, they get additional publicity from bloggers like yourself, so it’s a win-win.
A big what-if: what if google decides to move into print advertising. I mean, it seems like a step backwards, but you never know. This could be a great way for them to get their feet wet in a way that does not necessarily leave egg on their face. Basically, what I’m trying to say is: they may just be advertising to a place that still has a huge marketshare in print, not online advertising.
Other than that, all I can think of is “Google indoctrination”
http://nicknorris.net
Thanks for your comment Nick. Though I don’t think cost would have been a big factor but I agree with your last point about targeting a print dominated section. Maybe this is the new way Google is trying to create the demand for their business
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I live in Ireland and Google has recently advertised in the papers here too. Different method and message – a free trial of Google Adwords, but I had not considered the irony of them advertising in print until reading your article.
Thanks for your comment Paula. And yeah, for the update as well. I was thinking that Google is only targeting India, but Ireland also seems to be on their radar.