Ben Wise on Branding

Watching the world through the lens of the brand

How the Google Brand Capitalizes on Data

with one comment

For years Google has been expanding their reach, even moving out of the online world, offering new services that have yet to generate any revenue. From a consumer’s point of view, the Google brand is always free. Only a few services, namely search and Gmail, have managed to bring in much cash (YouTube is on its way, but still far behind these two).

In providing an array of free services, they have come to dominate almost all things online and have generated more data on consumers than most people can imagine. This data has allowed them to provide highly targeted ads, which have proven extremely lucrative.

Google has just launched the next evolution of this branded business model. Google Maps in Australia now shows brand logo’s to viewers. Similar to their existing ads, which logo gets presented depends on a multitude of factors around relevance and usage.

While some will highlight this as a big step for location-based advertising, which is certainly true, it also highlights the use of data to the Google brand. Many companies focus their online efforts at brand awareness and sales, there exists massive opportunities from collecting data and using it to draw out insights that help you run your business. At its most basic level, more data helps you make better decisions. And your online operations are a wealth of data. Of course, Google will continue to incorporate data into their existing services to create new revenue streams, but you should also expect other brands to try harder to capture data online and use it to improve their business.

What do you think? Could your brand benefit from more data?


Written by benwisebranding

March 18, 2010 at 9:58 pm

Posted in Uncategorized

Tagged with , , , ,

One Response

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  1. […] but this can also be seen in efforts to monetize other Google products. Google recently introduced location-based ads to their Google Maps in Australia, a product that is regularly used on mobile […]

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