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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

AdWords goes mobile: A move into mobile advertisement

Publication Year : 2010

Authors: K Ray, A Ray, K Suresh

Industry: Services

Region:US

Case Code: MCS0026IRC

Teaching Note: Available

Structured Assignment: Available

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Abstract:
"Since its inception, Google amused the search engine industry with its user friendly interface. Initially, Google could not generate enough cash inflow till it put AdWords and AdSense into practice. The two cash generating engines had catapulted Google to become extremely profitable. With a huge loyal customer base, strong brand image and solid financials, everything seemed to be excellent for Google. But the huge popularity of on-line search through mobile phones made most of the big companies start focusing on mobile as an advertisement media. Yahoo with its one search facility pre-empted others. Google was lagging behind in this market. Gradually, Google started to realise the large potential of the mobile phone as a channel for advertising and decided to promote its AdWords programme into mobile devices in a way to confirm its presence in the mobile advertising arena. This case attempts to discuss the nuances of Google's move in the mobile advertising arena and raises debate about long term sustainability of its business model.

Pedagogical Objectives:

    This case study can be used:

  • To understand the mobile advertisement industry
  • To analyse Google's position in comparison with Yahoo and Microsoft in the mobile advertisement arena.
  • To highlight Google's strategy to sustain its lead in mobile advertisement.

Keywords : Mobile search market, Mobile advertising industry, AdWords in mobile advertisement, Google's mobile search, Google's strategy in mobile advertising, Internet advertising, Microsoft and Yahoo in mobile search, Convergence of technologies, Pay-per-click advertising model, Organic search, Google's Android interface for mobile, Yahoo's oneSearch

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