Alphabet Inc. Marketing Strategy
Brianna Patrice Garcia
Excelsior University
BUS351: Marketing Concepts and Application
Professor Susan Craver
November 16, 2022
Identify and discuss the marketing goals for Alphabet Inc.
The marketing goals for Alphabet Inc. are to increase awareness of the company and its products and services, generate leads for potential customers, build brand loyalty among existing customers, and increase sales and market share (Mahoney, 2017). Alphabet Inc. is a large multinational conglomerate with a diverse range of businesses and products. As such, increasing awareness of the company and what it has to offer is a key marketing goal. This can be done through various marketing channels such as advertising, public relations, and content marketing. As such, awareness-building is an important goal for the company’s marketing efforts. Making potential customers aware of Alphabet Inc. and its offerings can help generate leads and sales. Building brand loyalty is also an important goal for Alphabet Inc.’s marketing efforts (Mahoney, 2017). This can be done through initiatives such as customer loyalty programs, which offer rewards for customers who continue to purchase from the company. By creating a strong emotional connection with customers, the company can encourage them to continue doing business with Alphabet Inc. over the long term. Increasing sales and market share are other key objectives of the company’s marketing strategy. This can be done through various marketing strategies such as pricing, promotion, and product placement.
What metrics will Alphabet Inc. use to assess the performance of the marketing strategy?
There are a few separate ways that Alphabet Inc. could measure the performance of their marketing strategy. They could look at the number of people who visit their website or use their products, the amount of engagement with their marketing campaigns, or the level of brand awareness (Farris et al., 2015). The number of people who visit the Alphabet Inc. website or use their products can be a good metric to assess the performance of the marketing strategy. This is because it shows how many people are interested in what the company has to offer. If the number of people using the website or products goes up, it means that the marketing strategy is working, and more people are becoming aware of the company. Another metric that can be used to assess the performance of the marketing strategy is the amount of engagement with the marketing campaigns. This can be measured by looking at the number of people who click on the ads or interact with the content. If the numbers are going up, it means that people are finding the marketing campaigns interesting and are more likely to remember the company. Finally, the level of brand awareness can also be used to assess the performance of the marketing strategy. This can be measured by looking at how many people recognize the Alphabet Inc. brand. If the brand is becoming more well-known, it means that the marketing strategy is working, and more people are becoming aware of the company.
References
Farris, P., Bendle, N., Pfeifer, P. E., & Reibstein, D. (2015). Marketing metrics: The manager’s guide to measuring marketing performance. FT Press.
Mahoney, P. (2017, December 16). The top 12 marketing goals for your 2018 plan. Medium. Retrieved November 16, 2022, from https://medium.com/multiplier-magazine/the-top-12-marketing-goals-for-your-2018-plan-e5722b734955
Wikipedia. (2022, November 11). Alphabet Inc. Wikipedia. Retrieved November 16, 2022, from https://en.wikipedia.org/wiki/Alphabet_Inc.
