GOOGLE EVENTS

 

I. Executive Summary

Google Events will be a brand extension of the Google Empire. Google has the largest market share with the most innovative of its products such as Google search, mail, talk, calendar, checkout, and reader. Google Events will seek to combine all of these products into a central tool to allow individuals to create and market events in a new, innovative way.  This new tool will give consumers the ability to create a new event and then market it using the existing tools that Google provides. For example, Google Checkout integration will allow you to sell tickets to events that may not be free. In addition, by incorporating already made Google profiles and creating an event search engine for finding the events that people want, consumers will be able to target more to the companies and professionals that they want to network with to learn more about current offerings in the marketplace. We also wish to take advantage of the existing user base of Google’s Android mobile devices to stay connected on the go. Google Events will soon become the ultimate event planning solution that will change the access of information to one brand.

II. Situation Analysis
The Internal Environment
Marketing Goals and Objectives
Google has specific marketing goals and objectives that have brought historical success for the company, which will provide the foundation for future successes.  Google prides itself in innovation both with technology and in the services it offers. The recent trends in the external environment are focusing more and more on online social connection among individuals, with social media such as Facebook and LinkedIn. Google currently lacks a social media presence.  With Google Events, not only will a social media take presence for Google, but it will also be a central hub for users on the go. Google offers many different services, however with Google Events, Google can provide many of these services in one specific program. Google Events will provide a way for both businesses and individuals to make connections and provide resources to help form a greater network of people. The objective of Google Events is to maintain personalized events for both individuals and organizations to better link the two together. In addition, the goal of Google Events is to create an environment in which social connections and networks are formed among individuals with similar interests to create better experiential events. Google Events will soon become the ultimate event planning solution that will change the access of information to one brand.
Current Marketing Strategy and Performance
The main objective for Google is focused on the marketing efforts used to expand its user base and market share position through the products and services that the company provides. Google Events will be a free service offered by Google, such as Google docs or Gmail. It will also be an online service that is provided to any registered Google email address. The current promotional technique for Google is through online advertisements and word of mouth. With the great success of Google’s current promotion, Google Events will continue to advertise in the same way. Promotion for Google Events will be online on the Google homepage and throughout the Google website. With the success of the other services Google offers, Google Events will continue to become popular among consumers and increase Google’s market share. For example, in 2010 Google finished with the search market share of 66.6%, while Microsoft Bing had 12%, and Yahoo fell to 16%. Google’s 2010 share growth was over twice as much as Microsoft’s growth rate. With Google’s overall success, Google Events will continue to expand Google’s growth rate and overall market share.

Current and Anticipated Organizational Resources
With the expansion of the World Wide Web, Google has ample resources as a search engine. However, Google’s search engine is just one of the successful services Google provides. Google is a strong company that offers an array of services. Since the incorporation of the company in 1998, Google strives to lead the way in innovation. Over the years, Google has developed a number of productivity services such as Gmail,

Google Docs, and Google Calendar. In the same way as the search engine, Google Events is going to continue to use the World Wide Web as a main resource, linking individuals and companies together. Google Events will also use Google’s current services such as Google Profile and Google Checkout, as a resource. Google continues to be a strong company even in the face of economic recession.

Current and Anticipated Cultural and Structural Issues
The current organizational culture and structure at Google are depicted as very customer driven. This culture is best depicted by the innovative services Google offers customers free of charge. Google Events will not only continue Google’s image of innovation taking, but also allow for greater connection between individuals. Google Events will provide a better way to connect with people you meet and see at the events, which in return could lead to Google creating more events and more profits.

The Customer Environment
Current and Potential Customers
Google‚Äôs current target market is anyone with access to the World Wide Web. ¬†However with the advent of Google Events, Google is going to specifically target individuals both in school and business settings. ¬†This demographic has been known to be ‚Äúexperiencers.‚ÄĚ Google Events‚Äô target market enjoys the new things in the industries of social events, sports, fashion, and new technological information. Thus, the goal for Google Events is for individuals to be able to form and maintain relationships with people who have similar interests in relation to particular events.

What do customers do with the firm’s products?
Google offers a number of services, such as Gmail, Calendar, Documents, Reader, Web, and Google Earth.  Each service is tailored to specific needs of the consumers to help with their daily tasks. Google Events will follow Google’s brand image and continue to provide consumers a resource for productivity in their daily life, whether for social or business purposes. Google’s services are often used in conjunction with the other services Google provides. For instance, a person who uses Gmail might also use Google Calendar throughout their daily routine. Or Google Maps and Google Earth might be used together when trying to make travel arrangements. In either case, these services are all with a click of a mouse and are widely accessible to anyone with access to the Internet. These services have a fairly constant demand cycle. However, for Google’s services, such as Google search engine and Google Doc, the one of the peaks could be at the end of the school year for final papers for research. With Google Events, the peak season could be during presidential elections, political debates, campus related events, or community related events. During these times, people with similar interests want a way to connect with people or companies in an easy and effective way both before and after the event. Google Events will create a central place where these connections are formed and maintained.

Where do customers purchase the firm’s products?
Like many of Google’s services, Google Events does not cost anything for the consumer to use and is available online. In addition, customers can purchase Google’s products, such as merchandise, applications, and Google Books online. There is no physical environment for consumers to buy the products. All of the purchases occur online. However, with the advent of Google Events, Google can also sponsor business functions for better events through the use of their technology. This will allow consumers to be involved in the creation and innovation of the certain products and services while also learning about the future of technology. For example, Google might sponsor a Google Event that hosts Google Talk, which in return would improve their brand recognition and company culture.

When do customers purchase the firm’s products?
Customers purchase products from Google when Google does not offer the needed services for free. Services like Google Events, is a free service, similar to Gmail, Google Earth, and Google Maps. However, customers often want to purchase items online such as books or merchandise for either business or personal use.

Why and how do customers select the firm’s products?
Customers often select the firm‚Äôs product based on the competitors‚Äô price for an identical or similar product. Thus, if Google prices certain books at a lower cost than a competitor such as Amazon, customers are more likely to buy the product online through Google. ¬†Another way customers purchase products is by brand name or brand recognition. ¬†For example, a company might purchase certain business products such as business supplies from Google because of the great brand image that Google has. ¬†All of these products would need to be purchased online or via phone because there is not a physical location where these products can be purchased. However, for Google Events is a free service, as is many of their competitors. Individuals would use this service because of its ease of use. Unlike Google Event‚Äôs competitors Facebook and Linked In, Google Events provides a central outlet, or ‚Äúone stop shop.‚ÄĚ With its central focus and the brand image of Google, Google Events will be able to set itself apart from its competitors and have the competitive advantage.

Why do potential customers not purchase the firm’s products?
Likewise, some customers may choose not to purchase the firms products because a competitor is the price leader and the customer views the product as price elastic.  Thus, the firm has a higher price than competitors.  Or in certain instances, another company may have a better brand recognition and expertise when it comes to certain products.  Therefore, customers would not purchase from Google. For Google Events, specifically, people may choose not to use the service because of the unfamiliarity and newness of the service. They also might not use Google Events because of the switching costs from a similar service.

The External Environment
Competition
Google Events is a new service for Google. However the idea of creating a social media events service is not new. ¬†Google Events competitors are Facebook Events, Linked In, and Evite. These services provide a way for individuals to connect with people of similar interests and taste. Facebook Events is a brand extension from Facebook, a social media website which connects people worldwide. Facebook‚Äôs growth in 2009 was 200 million. In 2010, growth increased to 275 million users. Facebook‚Äôs expansion is not only in the United States, but also in India, Pakistan, Italy, and Egypt. Similarly, LinkedIn, a business oriented social networking site, has over 63 million users and continuing to grow. In addition, Evite, a social planning website for creating, sending and managing online invitations, also continues to grow at a slow but steady rate. All of these provide a means to link individuals together via the World Wide Web. However, because of the frequent and sometimes repetitive use of these sites, many of the ‚Äúevent invites‚ÄĚ are discarded as spam and the end recipient either did not receive the invitation or chose to ignore it. Google Events hopes to break through this clutter and establish a combination of the three listed above forming a central location for business and social event planning that is easy to use and reliable.

Economic Growth and Stability
Google’s growth and stability is fairly stable because most of the services are free of charge. Even during times of recession, people continue to use Google’s services despite the economy. Because of the stable growth, different firms and companies continue to put advertisements that generate revenue for Google. In the recent years, social media has also increased dramatically and continues to grow. Because of the increased dependability of the Internet for individuals’ daily routine, Google Events will be able to flourish in the economy.
Political Trends
Direct democracy and the changing political landscape is constantly evolving with the rise of the Internet. Community sites that draw millions of fans suddenly have major influence and will transform politics in the years ahead. Video sharing sites such as YouTube.com enable users to share political video clips with millions of users.  In addition, search engines like Google.com provide more transparency in politics, as anyone can quickly access information on the web. Google Events will be able to take the forefront when events, such as political debates, are happening. Google Events will be a one stop place where people with the same interest can come to not only find where the event is taking place but also the list of people who are attending, and political video clips of previous conventions. With more political events arising for conventions and debates, Google Events will create better lobbying and understanding of the political environment.

Legal and Regulatory Issues
Social Media websites have faced a number of challenges relating to implementation and regulation. One of the main legal implications that Google Events will have is copyright infringement. Copyright infringement is using a third party’s content, such as a video or pictures belonging to someone else without permission. This could result in criminal and civil liability. Also a problem could arise if people uploaded video clip from the event that was supposed to be fee based, charging for the information provided on the video.

Technological Advancements
The availability of the Internet is expanding at a dramatic rate. Internet usage around the world is currently 1.9 billion people, with Asia and Europe leading the way. Today, people are not only accessing the web through their personal computers but increasingly through the use of their smart phone and other handheld devices. With the widespread use of smart phones and other handheld devices, Google Events will be able to be a resource for individuals no matter where they go. People will be able to use Google Events to track the events as they are created, see an up-to-date list of attendees, and provide a tool to connect individuals both before and after the event through their hand held devices.

Sociocultural Trends
With the growth of technology for the concern of news around the world, people understand the expansion of the Internet and the role in plays in our daily lives. Because of the increased use of the Internet, people are able to connect easily and effectively with individuals, whether for social or business purposes. Oftentimes, individuals seek the feeling of belonging and acceptance and with the advent of the Internet; people are beginning to go online to find ways to connect with people of similar interest to meet their needs. In addition, with the help of human rights activists, people want their voice heard on particular issues, therefore gaining a sense of pride when they feel that they are really making a difference. Google Events will be able to hone in on these two social needs. Google Events will allow people to connect with individuals of similar taste while also joining individuals together to make a difference in the community/world.

III. SWOT Analysis
A. Strengths:

  • Google: Well Established Brand
  • Familiarity: Blend existing services into one product
  • Ease: Superior user interface to make event planning as easy as possible
  • Access: Easy to access
  • Connecting people with similar interests in event

This service will meet the needs of customers to attend events that they are seeking. Google Events will differentiate itself from other events services by providing a Google Events Rating.  This will allow for events to be rated on a measurable scale and provide better feedback of events that people attend to provide better events.
B. Weaknesses

  • Too diverse for Google because it takes away from other productivity tools
  • Overwhelms calendar because it blends personal and business events.

This service will better organize events and preferences for people, but may be difficult to add this unique service to Google’s existing products.
C. Opportunities

  • More customizable options that the competitors
  • Use more of an IMC strategy
  • Gain quick market share

Google Events will provide the needs of customers to find better events and share the information they obtain from these events in an integrated way. The time horizon of these opportunities will be met within 1 year and continue to grow exponentially as more users shift away from other event planning platforms.

D. Threats

  • Duplicate Functionality of Facebook
  • Other event management systems

It will be difficult to capitalize on online event planning market share when others have fully capitalized on this market. However, Google’s dominance in the online market will prove this new product to be a success.

E. The SWOT Matrix

Strengths
Well Established Brand (Google)
Familiarity of existing servicesEase: Superior user interface
OpportunitiesMore customizable options that the competitors
Use more of an IMC strategy
Gain quick market share
WeaknessesToo complex for personal eventsOverwhelms calendar because it blends personal and business events ThreatsDuplicate Functionality of FacebookOther online event tools

F. Developing Competitive Advantages

Millions of users already have a Google account which makes sign-up much simple. ¬†By Google using its well established brand, familiarity of existing services, and superior user interface it can match opportunities to have more customizable options than its competitor’s, use more of an IMC strategy, and gain quick access to market share. ¬†This will provide capabilities for Google to provide better event needs for customers that want a better event experience and connecting with people that have similar event interests as them.¬† Google Events capabilities are grounded in the basic principles of operational excellence, product leadership, and customer intimacy. ¬†These capabilities and advantages have been made apparent to customers. ¬†Google can convert its weaknesses into strengths and its threats into opportunities. ¬†Google Events will not copy threats of Facebook event planning because it will contain better professional events. ¬†For personal events, Google Events will be customizable enough to allow for simplicity if a customer desires so. Internally, we see several weaknesses in the market. However, our user base will see Google Events as the ultimate event planning solution, and will be very happy with what it offers.

G. Developing a Strategic Focus

The overall strategic focus of this marketing plan is to create better events that connect people will similar event interests.  This strategic focus will allow for Google to provide better direction for providing more diversified events that customers seek to attend.  Google’s strategic thrust provide will provide sufficient focus and divergence from other firms in the event planning industry by providing more feedback from events and connecting people with similar event interests.

IV. Marketing Goals and Objectives
A. Marketing Goal

  • Be the #1 online planning resource for consumers and businesses. To be the first to mind brand when consumers need an event planning resource.
  • Increase brand affinity
  • Become the way that people connect through events and create events that people want to attend by using Google‚Äôs IMC strategy of achieving better social event media.

B. Marketing Objectives

  • Reach 1 million users in our first four weeks of launch.
  • Hold a 35% market share of online event planning in first 6 months of launch.

V. Marketing Strategy
A. Target Markets
Primary Target Market: Experiencers and social media activists. ¬†Young, enthusiastic, and impulsive consumers who are motivated by self-expression. ¬†They emphasize variety of ideas, excitement, the offbeat, and the risky. ¬†Experiencers enjoy looking good and buying ‚Äúcool‚ÄĚ products.
Secondary Target Market: Already Google users
B. Product Strategy
Google events needs to create a new event innovation. Google cards will provide featured events that include: anniversaries, baby Showers, baby’s lists, bachelor parties, bachelorette Parties, bbq/pool parties, birthdays for her/him, birthdays for kids, birthday milestones, bridal showers, brunches, charity/fundraisers, clubs/groups, cocktail parties, dinner parties, family gatherings, game nights, girls’ nights, graduations, guy’s night, happy hours, hostess parties, house parties, housewarmings, kids’ corners, trips, and sporting events.  It needs to reinvent how businesses communicate information.  This will be achieved through the increase of collaboration and integration within the firm. This will create entirely new markets to meet untapped customer needs for better social interaction.  Combined innovations in product design, branding, strategic alliances, and business models create a cultural phenomenon.  This product innovation is the result of combined financial, intellectual, legal, organizational, and informational resources.  Active maintaining of Google’s corporate culture is key.  Google events will provide active networking.  It will also reward attendees for outstanding work.  It will measure results.  Google Events must listen to the customer.  Google also must keep its commitment to innovation, developing ideas, and creating an integrated strategy.  Google Events can explore the costs and provide detailed budgets.  Once you’re happy with the proposal Google Events, Google will meticulously plan your campaign working closely with our production and logistics team.  As the campaign unfolds you can make use of Google Events fully interactive web reporting facility and handle the PR leverage of campaigns when needed.  Finally, Google Events will engage in a face-to-face debrief, producing a full campaign evaluation report for the larger campaigns.  Google’s variety of events will still consist, but the new Google Events main strategy is to improve shared information of people that you want to socialize with at great events and create better events.  Customer & activity feedback, campaign photos, recommendations for the future, a Web Gallery, consumer questionnaires, and edited videos for sale on YouTube will be provided.  Google will have strong Google Events marketing tactics.  It will prove better live brand experience: Google word-of-mouth, Google Product Sampling, Google Social Media Viral Talk, Guerrilla marketing, Street Teams, Interactive/Online, PR stunts, Mobile (tour) Marketing, TV ad, Print Ad, radio spot, and outdoor events.
C. Pricing Strategy
Free for service of using Google Events Planning.  Google Events will also contain extra video purchasing through YouTube that people feel the need to purchase to benefit their informational knowledge presented in an invent.
D. Distribution/Supply Chain Strategy
Online channels will be the primary channels through which Google Events will be distributed.  Google Events Reviews, Blogs, and a social media presence in Google and Facebook will be the most attractive.  New Google Event Product tools will also be used to roll out new products that link all other event channels or experiences that user wants to have.
E. Integrated Marketing Communication Promotion Strategy
The model for Google Events promotional goals can be achieved by first grabbing the attention of potential experiencers and social media users.  The interest of events being promoted will spark interest in the Google Events by demonstrating its features, uses, and benefits.  Google Events will be good event promotion that will stimulate desire by convincing potential customers of the product’s event planning superiority and its ability to satisfy specific experience needs.  The action of Google Events must then push people toward the use and purchase of its information.  One of the keys to using sales technology effectively is to seamlessly integrate it with customer relationship management systems, competitive intelligence activities, and internal customer databases.  By automating many repetitive selling tasks, like filling repeat orders, sales technology can actually increase sales, productivity, and one-to-one relationships at the same time.  Advertising and public relations will also be very important.
VI. Marketing Implementation
A. Structural Issues
Google Events will appear in the top deck of the tools: Gmail, Calendar, Documents, Photos, Reader, and Web.  It will also appear in Google Calendar on the left side.  The event invitation page will be customizable with personalized banners, advertisements, events similar to the present event, people attending the event, event details, an option for finding it on Google Earth or Maps, or translating Google invitations that my be written in another language.
B. Tactical Marketing Activities
Google Events message will be delivered through its integrated Google services as well as new media.  Google Events will be placing ads on its pages.  This is a core tactical strategy for Google to achieve more revenue from its clear company strategic focus on advertisements.  Generating leads for new Google Events users will be achieved through social media heavily as well as the Gmail account to provide better brand recognition for Google Events. The Google Events team will also have a follow-up system for the Google Events to understand event experiences and create better Google Ratings for the events themselves.

VII. Evaluation and Control
A. Formal Controls
Google spreads horizontally. It is web-oriented and open. ¬†Google events will have to contain fashion shows, Google entertainment, Google sports and exercise, outdoor recreation, and social activities. ¬†It must also conduct pre-show campaigns to drive booth traffic. ¬†The Google Events Staff will also follow up religiously after the show to keep the sales process moving. ¬†Google services can be intangible services and ideas as well as tangible goods. ¬†All firms develop and implement marketing strategies designed to match their portfolio of intangible products to the needs of target markets. ¬†Google Events intangible services face unique challenges in developing marketing strategy. ¬†Services cannot be stored for future use. ¬†The demand for services is extremely time-and-place dependent because customers must typically be present for service to be delivered. ¬†Due to intangibility of service, it is quite difficult for customers to evaluate a service before they actually purchase and consume it. ¬†Customers can ask friends and family for recommendations through the use of social media as an answer for use of Google events. ¬†Some service companies provide satisfaction guarantees to customers or your money back through experiences that are personally relevant, memorable, sensory, emotional and meaningful. ¬†Marketers are experimenting with ways to allow consumers to experience — touch, smell, even taste — their products, services and brands. Thus, it is important for Google events to evoke these emotions. ¬†They believe that if people actually “experience” the brand, there’s a better chance the ‚Äėbrand experience‚Äô will result in a sale. ¬†Through the use of Bluetooth streaming and 4G, Google events will provide digital demographic mapping ‚Äď a free service, which plans your campaign using street-by-street buying habits and EPOS data. ¬†Google Events will also be fully integrated into Google calendar to make an event-planning bible that keeps you on track.¬†¬†This will serve as the blueprint of everything that must be accomplished and every detail that must be handled if you are to reach your goal of a smooth-running, successful meeting, retreat, or convention. ¬†Google events will also ‚ÄúControl the Big Day‚ÄĚ by providing the best-laid plans that can go haywire if setup, teardown, traffic flow, and other issues aren’t carefully considered in advance. A happy consequence of early planning is that it frees you up to consider details you might otherwise have missed. Google events will also help plan a workable budget. ¬†Google events will assess and manage printing needs through Google agendas, Google binders, Google publicity, and Google signage. ¬†Google Events will also show your critical tasks 6 months out, 30 days out, the week of the meeting, and the night before. ¬†Google events will handle setup and tear down schedules smoothly and efficiently. ¬†Google Events will conduct a day-after evaluation to assess your event and improve planning and management for the next one. ¬†Google Events will coordinate multiple tasks without dropping the ball. ¬†When you organize an event, you must make progress on many different fronts at once. You must be able to keep all your plans moving forward toward the big day without letting anything slide. ¬†Google events will communicate clearly and send a follow-up a day before the event. ¬†Excellent communication skills are a huge asset in event and meeting planning. Discover simple steps you can take to make sure everyone knows what to do, and when by developing a Google folder in Excel so you can be sure everyone is meeting key dates. Learn how to listen actively with Google Chat and voice, so you can detect problem areas before they erupt into crises. ¬†Google events will find top ranked teams to create better events. ¬†Google events will have great recruiting, selecting, and training.¬†The Google event Management will be committed to the strategy.

B. Informal Controls
The Google events staff will have standards of performance with them and these can be assessed. Other methods include face-to-face contact and evaluation of Google Events service with employees and customers.
C. Implementation Schedule and Timeline
By understanding what’s important to your target market, you can then put together a strategy that gets more qualified prospects to call, reduces your sales cycle, and increases your conversion ratios. ¬†After the strategy is in place, the tactical execution simply consists of testing and implementing your strategic plan. ¬†In order to achieve the goals of Google Events, there will need to be a beta version as it uses for most its Google products in the first months of launch. ¬†Once the objectives of achieving the desired number of users are achieved, Google events can be launched as a full service in Google‚Äôs integrated portfolio.
D. Marketing Audits
In order to efficiently achieve the objectives and goals of the Google Events Marketing Plan, marketing audits will be conducted periodically to take into considerations of environmental changes.  The labor, finances, equipment, time, and factors of production all must contain performance standards that must be met and measured.  The organization, efficiency, effectiveness, effectiveness of customer relationship, state of current marketing plan process, correct marketing information, distribution, marketing communications, and current state of physical evidence are all important to also take into consideration for Google Events as well.

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Analyze programs for effectiveness; conduct post-event reporting and ROI analysis
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‚ÄúGoogle Events: Not Just a Search Engine, but a Vehicle to Relationships‚ÄĚ

I. Rationale

With the evolution of marketing, the age of access of information has become too great.  Marketing has transformed into a consumer-oriented approach that needs to be taken into consideration.  Because price-sensitivity has become so harsh for some businesses, people are jumping ship left and right from the availability of services and products.  In order to understand what the current customers want, it is important to not get distracted by the influx of information that is available on the web.  Marketing Research is only a tool that should be used not only in online content, but in the form of developing relationships between human interactions.  The best relationships with customers can be made by the strategic marketing area known as experiential marketing.  Experiential marketing encourages consumer engagement by making industry professionals, professors, students, and businesses create discussion with what consumers are looking for in the products and services that they use on a given daily basis.  It’s goal is to create better understanding of current marketing trends by developing relationships with individuals to create a better overall image of a company.  Thus, these reasons have instilled the idea for our group to develop a service for one of the most-well branded organizations known as Google.  It is our groups collective brainstorming ideas that has lead us to the idea of developing a brand extension of Google known as Google Events.  The purpose of Google Events will help to create better understanding of consumers wants by planning events (meetings, conventions, weddings, socials, experimental campaigns, sampling, event management, road shows, demonstrations, merchandising, mystery shopping, product launches, and other events) by using Goolge’s already impressive brand line of products (Gmail, Google calendar, and other Google devices) to ensure the success of creating successful business relationships to increase customer retention..  The problem that many current event services have is that this software also does not connect people with the events that they are interested in.  By attracting and leveraging as many followers as possible, marketers are able to broadcast updates and engage audiences well beyond the physical experience.

The goal of this mareketing strategy project for Google is to identify the current consumers need for technological integration into their social events.  This marketing program can satisfy those needs of customers who they are, what they need, what they prefer, and why they buy.  Google events will formulate proper stimuli for need recognition.  Google will help to move Apple and Facebook out of competition by creating more face to face interaction instead of technological innovation.

II. Source

The research required to create this new product will come in large part from the existing data available for Google’s products. Since this is a brand extension we are utilizing the well-established Google brand to help launch this initiative.  We will incorporate the available information into his product to ensure that the interface and features align with those that our potential consumers desire.

III. Work Assignment

Our team collaborated together to form the brand extension Google Events. Each team member will be responsible for a certain aspect of Google Events.  Sarah will be responsible for assessing the market for Google Events.  She will research consumers’ preferences on features of similar products within the the brand extension. She will also be responsible for researching consumer trends.  Justin will be responsible for incorporating social media into the product to best meet consumers’ needs.  In addition, he will look for ways to make the product easily accessible, such as having an application for the service available on a smart phone.  Ben will make conclusions and recommendations of how to solve the problem of experiential marketing’s problem of how to immerse the attendees in multi-sensory experiences, draw emotion and inspiration from the attendee interactions, foster meaningful relationships among attendees, and partner through leaders of company executive positions.  Together, we hope to create a service that will benefit consumers in their daily life.

IV. Statement of the Problem

The general problem for this study is to address how Google can become more experiential to share information.  Specifically, the problem for this study of importance is to create a better event management system that shares events of similar interest with already Google users to improve Google’s social media platform.  Customers can’t remember which event is the best.  How do you rank the best event and connect the people who attend these with the people they have the most memorable experiences of learning things with?  How do you create better relationships at events instead of just meeting lots of people and putting people in groups and defined roles?  This service will give you an incentive for attending events to be integrated into Google empire.

V. Approach to the Problem

Rather than just measuring our success at a point in time, on site, we need to start looking at the effectiveness of the live event at generating new leads, shortening the sales cycle, and increasing the size of the sale. ¬†That means significant collaboration with the company‚Äôs CRM and sales administration systems ‚Äď not an easy feat in many companies. ¬†Google need to surround itself by peers and thought leaders, as a catalyst for more in-depth discussion, in close proximity to key industry partners. ¬†Based on the growth of micro-targeting and mass customization, consumers are used to receiving very specific, very relevant content. ¬†Taken as a group, these four trends confirm the end of business as usual. ¬†The convergence of economic stress, technological capability, social networking and marketing-aware consumers demands that we put the attendee experience at the top of our priority list. ¬†We have to engage with them, listen to them, and find ways to remain relevant with them year-round. ¬†We have to think about the digital conversation of every event. ¬†And most of all, we have to create compelling events that inspire them and demonstrate the value of what we do through the production of Youtube.

VI. Research Methodologies

A. Primary Research

In order to fully understand the company culute and strategic focus of Google, it was important to talk with a current employee of Google.  Thus, Ben talked with Ari Kurtz, the Account Strategist (Sales, Marketing, and Advertising) of Atlanta for Google, to better understand the company culture of Google.

Google‚Äôs Strategy is a clear recognition that the basis of Google‚Äôs business model was the advertising revenues that flowed through which is dominance of Internet word searches. ¬†Google focuses on strategic thinking and relationships. ¬†‚ÄúPeople buy advertising from other people they like‚ÄĚ ¬†Accessible is a universal truth-shift from pre-smart phone to now. ¬†Bargaining power, respponseive customer service, google draws the line. ¬†Search ADS, Display advertising that google doesn‚Äôt have. ¬†Horizontal movement, global leadership rotational program

Internal system job tress, sub-verticalizing=allows to less diversifications, licesing in cable

Chrome os ‚ÄúLets le people use it, and se if they like it‚ÄĚ, better experience, as long as you are searching the web. ¬†Content Creation Distribution Center-Distribution through youtube in nonscalable

Google has currently set goals for social media, distribution through youtube, Advertising overcoming facebook, Branding Image overcoming just search engine, Creating conteen instead of searching, Making google change the financing of Edgar from Yahoo, Creating better events for studnents, Getting new students and young professionals.  Googles core competency is search, comparative advantage, infastructure, standardization processes.  Ceo changed and created start-up type culture, Larry Paige, Ser Gey Brown.  Leaders, founders, eric shmidt, faling procedures and tlaucnh

B. Secondary Data Research

Google is a global technology leader focused on improving the ways people connect with information.  Our innoavtions in web search and advertising.  Large index of web sites and other online content.  They hav an automated search technology.  They generate revenue primarily by delivering relevant, cost-effective online advertising.  Adwords program to promote their products their products and services with targeted advertising.  The thousands of third-part web sites that comprise the Google Network use our AdSense program to deliver relevant ads that genera

Battle between Google and Microsoft. ¬†Google‚Äôs many ambitious new initiatives were adding cost and distracting management at a time when advertising revenues were being squeezed by the economic downturn. ¬†Feeling of many in blog named ‚ÄúGoogle‚Äôs growing identity crisis.‚ÄĚ ¬†In this blog it was stressed how Google has used its corporate power to buy already made ideas to capture a larger market share of the world. ¬†Google‚Äôs success is the power of its search engine algorithm. The elegance of a business model that matches text ads to searches. ¬†Google has simplicity. ¬†The search engine is so superior that the company’s name became synonymous with search itself. ¬†Home page remains a visual model of simplicity with its sea of white space, the google logo, a search box, a couple of links and no ads. ¬†Google‚Äôs mission is to organize the worlds information and make it universally accessible and useful. ¬†Their current problem is that they are expanding into so many different areas of productivity applications, mobile operating systems, and a web browser that it may become even too much for the Googleplex itself.

So I ask the question, is Google a web company, software company or something else?The google co-foiunder. Digitizing books and world is challenge.  Acquisition of keyhole (basis of google earth) provide high-quality information for geographical needs.  Adsense

Gmail, google docs, the Google apps suite of products now includes Spreadsheets, Calendar, sites, and more.  Google Translate supports automatic machine translation between 1640 language pairs

Concerns: most of google‚Äôs diversifying initiatives did nothing to bosst revenue, let alone generate profit. ¬†Financial time dubs it as ‚Äúone-trick pony‚ÄĚ. ¬†Addition of more professionally created content, the economics appear unsustainable. ¬†Googles founding LARRY PAGE and serfgey brin, linkage strucure of the World Wide wEB. ¬†page AND bRIN DEVELOPED A PAGE-RANKING ALGORITH THAT USED backlink data (references by a web page to other web pages) to measure the importance of any web page.‚Äúpage rank algortith‚ÄĚ has a patent. ¬†met needs of growing number of peole who were turning tho the world wide web for information and commercial transactions. ¬†As the number of web sites grew exponentially locating relevant web content became a critical need. ¬†Webcrawler, lycos, excite, infoseek, inktomi, northern light, and altavista. ¬†Became popular portal sites-web sites that offered users their first. ¬†Primary purpose of a portal was to guide users to the information and commercial services offered by the web, other portal sites soon recognized the need to oferer a search facility. ¬†Google search engine attracted a rapidly growing following because of its superior page rankin and its simple desing it not comporomise itse search functianlakiy tby attemtmpting to becomne a portal. ¬†Google began to selling advertiesements paid web linsks associeated with search keywords. ¬†Thesse sponsored link were brief plain text adas with a click-on url., which appeared alongside with web search results for specific keywords. ¬†Advertisers bid for keyworkds, it was these ‚Äúcost-per-click‚ÄĚ bids weighted by an ads click-through rate (CTR) that determined the order in which a sponsored links would appear. ¬†In offerein a web-based adavertising system linking third-party advertisers to a search engine of informational web site, googles system compied many of the features of tht then market leader. ¬†After 2000, google experienced explosive gorwht and was boosted in in mya by aols decision to adopt googles search engine and its apid listing service. ¬†Google‚Äôs many ambitious new initiatives were adding cost and distracting management at a time when advertising revenues were being squeezed by the economic downturn. ¬†Feeling of many in blog named ‚ÄúGoogle‚Äôs growing identity crisis. ¬†Googles success: power of its search engine algorithm. Elegance of a business modle that mathces text ads to searches. ¬†Google has simplicity. ¬†Search engine is so superior that the commnpay‚Äôs name became synonymous with search itself. ¬†Home page rameains a visual modle of simplicity-sea of white space, the google logo, a search box, a couple of links and no ads. ¬†‚ÄúGoogles mission is to organize the rolds information and make it universally accessible and useful.. ¬†Problem: expanding into so many different areas-productivity applications, mobile operating syastem, a web browser. ¬†Googleplex. ¬†Web company? Software company or something else? ¬†Sergye brin-google co-foiunder. ¬†Digitizing books and world is challenge. ¬†Acquisition of keyhole (basisi of google earth) provide high-quality information for geographical needs. ¬†Adsense. ¬†Gmail, google docs, the Google apps suite of products now includes Spreadsheets, Calendar, sites, and more. ¬†Google Translate supports automatic machine translation between 1640 language pairs. ¬†Concerns: most of google‚Äôs diversifying initiatives did nothing to bosst revenue, let alone generate profit. ¬†Finacial time dubbs it as ‚Äúone-trick pony.‚ÄĚ ¬†Youtube supplies about 40% of all videos watched online worldwide for free. ¬†Addition of more professionally created content, the economics appear unsustainable. ¬†Googles founding LARRY PAGE and serfgey brin, linkage strucure of the World Wide wEB. ¬†page AND bRIN DEVELOPED A PAGE-RANKING ALGORITH THAT USED backlink data (references by a web page to other web pages) to measure the importance of any web page. ¬†‚Äúpage rank algortith‚ÄĚ has a patent met needs of growing number of peole who were turning tho the world wide web for information and commercial transactions. ¬†As the number of web sites grew exponentially locating relevant web conten baecame a critical need. ¬†Webcrawler, lycos, excite, infoseek, inktomi, northern light, and altavista. ¬†Became popular portal sites-web sites that offered users their first. ¬†Primary purpose of a portal was to guide users to the information and commercial services offered by the web, other portal sidtes soon recognized the neerd to oferer a search facility. ¬†Google search engine attracted a rapidly growing following because of its superio parge rankin and its simple desing it not comporomise itse search functianlakiy tby attemtmpting to becomne a portal. ¬†Google began to selling advertiesements paid web linsks associeated with search keywords. ¬†Thesse sponsored link were brief plain text adas with a click-on url., which appeared alongside with web search results for specific keywords. ¬†Advertisers bid for keyworkds, it was these ‚Äúcost-per-click‚ÄĚ bids weighted by an ads click-through rate (CTR) that determined the order in which a sponsored links would appear. ¬†In offerein a web-based adavertising system linking third-party advertisers to a search engine of informational web site, googles system compied many of the features of tht then market leader. ¬†After 2000, google experienced explosive gorwht and was boosted in in mya by aols decision to adopt googles search engine and its apid listing service.

Google expansion in 2004-2009

Financial boost by googles ipo fueled even more rapid development of its business.  In its core web search business, google was continually seeking to imporove users’ search experiences while finding ways to better monetize its dominance of web search through advertising.  Determination of google to grow beyond its core web search business.  Raison detere.  We serve our users by developing products that enable people to more quickly and easily find, create, and organize information.  We place a premium on products that matter to many people and have the potential to improve their lives, especially in areas in which our expertise enaables us to exceed.  Delivering quality search resutls requires significant computing power, advanced software, and complex processes-areaas in which we have expertise and a high level of focus.  Seek opportuniites for accessing new information and provide it through additional media channels.  Google’s quest to provide accessibility to the world’s information had taken I into new communinactoin media (notabley wireless teleophony, but also radio, tv, and video games) and sources of informatio

A focused strategy founded upon a clear recognition that the basis of Google‚Äôs business model was the advertising revenues that flowed through which its dominance of internet word searches. ¬†With the age of innovation and increased connectivity, Google‚Äôs mission is to ‚Äúorganize the world‚Äôs information and make it universally accessible and useful.‚ÄĚ ¬†Google provides value to their advertisers and content owners in their strategy to help achieve this mission. ¬†Google AdWords is an auction-based advertising program that lets advertisers deliver relevant ads targeted to search queries or Web content across Google sites and through the web sites of our Google network, which is the network of online and offline third parties that use our advertising programs to deliver relevant ads with their search results and content. ¬†Google also has an AdSense program then enables web sites that are part of the Google Network to deliver AdWords ads that are relevant to the search results or content on their pages. ¬†Google AdSense also allows offline media companies to deliver ads and audio ads the to the content they provide.

Finally, Google has great access to the advertisers with improved self-user customer satisfaction, better storage, management, access, visibility, syndicated search, display advertising, and innovative technology.  Therefore, creating a new market for Google in social event media and customer engagement will create better publicity for Google adding to their portfolio in a more than just a meaningful way than technology.  In order to achieve this goal, Google must integrate their services into Google Events.

B.  Google’s diversification 

1. Youtube and video sharing 

Google has a well diversified portfolio in search as well as new media.  Youtube offers a video ads solutions to advertisers that provide advertisers with a way to promote their content to the YouTube community as well as to associate themselves with content being watched by their target audience.  YouTube has now increased advertisements at the beginning of the videos to increase ad revenues as well as figured out associating themselves with the Google name.  YouTube can increase more ad revenue generation from company events as well as create more innovative videos from events that will better connect community sharing for better social media brand recognition.

2. Browsers to Chrome 

Google Chrome is an open-source browser that combines a minimal design with technologies to make the web faster, safer, and easier to navigate. ¬†Google intentions for Google Chrome is to improve functionality for users. ¬†‚ÄúGoogle Chrome is a browser that combines a minimal design with sophisticated technology to make the web faster, safer, and easier.‚ÄĚ ¬†Google‚Äôs strategic intent was not simply a superior user experience. ¬†An additional motive imputed to Google was its desire to protect the threat posed by the new version of Microsoft’s Internet Explorer.

3. Mobile phone operating systems and the growth of Android

Android is a free, open-source mobile software platform which allows developers to create applications for mobile devices and for handset manufactures to install.  The Android was just another display of the engineering and business resources Google can unleash in it’s power to influence, disrupt and rearrange markets.  Google’s attention was to eclipse the existing operating systems form Microsoft, Symbian, and Palm.  Android has a Linux-based operating system, middleeware stack, customizable user interface, and applications.  The goal of the Android for google events will be to radically improve the creation, delivery and provision of mobile online services and applications in the hope that as people find the experience more satisfying, their mobile web and internet usage will balloon, and generate more online time with ad revenue.

Google needs to refocus only in some of its enterprise elements.  Google must keep its strategy for having advertising and search as its core competiencies, but Google must also continue to expand it’s already vast empire.  For example, how profitable is Goog Mini.  Do many business use this?  Also, Orkut seems to be doing a terrible job as far as the social network is going.  Social Media is dominated by Facebook and Twitter.  Their strategic approach needs to better include a plan for this marketing trend.  Google re-invent these oulets if they forsee the changing world that is abound us.

Google. It’s earned its web domination. Sure, Google has hit regulatory speed bumps in Europe for downloading private Wi-Fi data, and governments on that side of the Atlantic have since watched the company more cautiously. But not only is Google still the dominant global search engine, but it often uses that position for good. ¬†Google created a program to translate voicemails into tweets.

Current Google Event Staffs:

The current events staff for Google consists of: customer & activity feedback, campaign photos, recommendations for the future.  The google events staff  partners with the Ads marketing team to develop B2B marketing events strategy by helping conceptualize, produce and measure alternative event-driven marketing programs from non- traditional presence at events to thought leadership events.  The google event staff will execute highly effective events that communicate Google’s business brand and thought leadership to advertisers and agencies.  Google events staff will oversee all aspects of event management and production in content and program development, design, AV production, vendor management, logistics, invitations, sponsorships, promotions, etc.

The current Google marketing events team is responsible for marketing the company’s exceptional product portfolio to end users, partners and customers on a worldwide basis. Our approach is to embrace the strength of our products and pace of innovation to drive marketing programs that are as entrepreneurial, data-driven and respectful of our users as Google itself. ¬†Google has a variety of roles, including product marketing, creative services, event management, quantitative marketing and field marketing.

VII. Conclusions and Recommendations

Customer Benefits-quality, satisfaction, prestige/image, and the solution to a problem.  Incentives for attending events is that it increases google rating in google algorithm, attracts better relationships to your google circle, it gives u a tangible object to leave wityh every time, it lets you create something at every event for Brain stimulation.  The brain simulation is caused by taste , smell, sight, and vision.  Best marketing tactics.  Live Brand Experience, Word-of-mouth, Product Sampling, Viral (Peero-to-Peer) marketing, Guerrilla Marketing, Street Teams, Interact rive/Online, PR stunts, Mobile (tour) Marketing, TV ad, Print Ad, radio spot, outdoor.  Background Research:Innovative event marketing tactics quiz at end of presentation interactive.  google app one sentence review.  Google will rank your best experiences.  Chinese  restrict many sites used by google including youtube.  Google events will help to share information that may have been seen on Google by Google Word-of-mouth.  The role of the Google Events staff wil have to consist of an: Events Manager, Product Marketing Expert, A Brand Ambassador, A Brand Manager, A Social Medai Manager.  Google events managers will be  experienced event marketing professionals who manage some of Google’s highest profile events nationwide. As an Events Manager, you will be working with the B2B marketing team with the experience to manage strategic marketing event programs. You will develop and execute effective event marketing programs and find creative solutions for projects. You will be an exceptional project manager with strong organization skills.  Key to success is to create a differential advantage in the way people leave an events.  Process of developing new products.  Idea generation- ideas can be obtained from customers, employees, research, competitors, and supply chain partners.  screening and evaluation.  ideas are screened for match with firms capabilities and ability to meet customers needs and wants.  development- product specifications are set, design is finalized, and initial production begins; full marketing plan is developed in order to acquire the resources and collaboration needed for full scale launch

-test marketing in real or simulated situations to determine performance

-commercialization- launched with complete marketing program

The benefits of scheduling a google event will be  positive outcomes they acquire from purchasing event tickets.  Each google event will have a Google planner providing good customer support to help differentiate the events.  Google will provide assistance in customer needs, delivery, technical support, training, and parking.  The image of google will create an overall impression positive that customers have of it.  The perception  can be lost over time

Google customers will benefit from quality, satisfaction, prestige/image, and the solution to a problem.

Google has an additional research and development and sales and support offices in 18 cities throught the U.S., as  well as facilities in Argentina, Austria, Australia, Belgium, Brazil, Canada, China, Czech Republic, Denmark, Egypt, England, Finland, France, Germany, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Mexico, New Zealand, Norway, Poland, Russia, Singapore, Spain, Sweden, Switerland, Taiwan, Turkey and Unit Arab Emirates.  We have experienced rapid growth in our headcount and operations, which has placed, and will continue to place, significant demands on our management, operational and financial infrastructure.  If we do not effectively manage our growth, the quality of our products and services could suffer, which could negatively affect our brand and operating results.  Our expansion and growth in international markets heightens these risks as a result of the particular challenges of supporting a rapidly growing business in an environment of multiple languages, cultures, customs, legal systems, alternative dispute systems, regulatory systems and commercial infrastructures.  Google continues to improve their operational, financial, management controls, reporting systems, and procedures.

The Internet outcome could determine the way we‚Äôll entertain ourselves, shop, socialize, and do business on the Internet. ¬†There is a concern for the sheer mass of personal data that Google has access to. ¬†Google‚Äôs cookie allow it to track every Google user‚Äôs web browsing. ¬†Its online map service, ‚ÄúStreet View,‚ÄĚ allows views inside individuals‚Äô home properties and the observation of visitors to those homes. ¬†Gmail allows Google an intimate view of personal communications of Gmail‚Äôs 30 million account holders. ¬†These growing concerns about privacy and market power would impose additional pressures on Google‚Äôs top management team. ¬†Google needs to draw boundaries on Google‚Äôs corporate strategy.

Sources

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http://sites.google.com/site/gdevelopereventsyd/Home/past-events

http://www.businessweek.com/news/2011-02-03/google-gets-record-75-000-job-applications-in-a-week.html

http://www.businessweek.com/news/2011-02-03/google-gets-record-75-000-job-applications-in-a-week.html

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Analyze programs for effectiveness; conduct post-event reporting and ROI analysis

http://50businessnetworkingtactics.com/business-networking-blog/business-networking/5-tips-for-getting-the-most-out-of-networking-in-business/

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http://www.attackmarketing.net/case_studies.php

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http://www.engadget.com/2011/03/03/visualized-us-smartphone-market-share-by-manufacturer-and-plat/

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http://trendwatching.com/briefing/

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www.quickstrikefieldmarketing.com

http://trendwatching.com/briefing/

http://new.evite.com/#home

http://www.visionarylead.org/articles/new_pol_trends.htm political trends

http://www.shortform.com/googleio

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http://www.marketingteacher.com/lesson-store/lesson-marketing-audit.html

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In the meantime, to learn more about who we are and what we do, here are a couple of resources to give you a better sense of life as a Googler.

Google Media Solution Specialist: http://www.google.com/intl/en/jobs/uslocations/atlanta/salestechops/mps/media-solution-specialist-travel-atlanta/index.html

Logo of Google Image Search.

Most current google job I am after: http://www.google.com/intl/en/jobs/uslocations/mountain-view/markcomm/gcpa/executive-communications-associate-editorial-mountain-view/index.html 

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