Effectiveness 08 - Marketing Week

46 MWEA_BOTN_CC_BEST_NEW_PROD_p46_AA:Layout 1 3/10/08 16:56 Page 84Research carried out byCONSUMER CHOICE BEST NEW PRODUCTWINNERSearch engineGoogleSHORTLISTPRODUCT Apple iPodPRODUCT FreeviewPRODUCT Sky+PRODUCT SMS (text messaging)Google’s mission is to organise the world'sinformation and make it universally accessible anduseful. It is now widely recognised as the world'slargest search engine – an easy-to-use, free servicethat returns relevant results in a fractionof a second.Users can find information in more than onehundred different languages, check stock quotes,find maps and news headlines, and search throughmore than two billion images.Google generates revenue by giving advertisersthe ability to provide cost-effective online advertisingthat is relevant to the information displayed on anygiven page. This makes the advertising useful to theuser, as well as to the advertiser placing it.Ads are always distinguished from the searchresults or other content on a page. Google hasproved that advertising can be effective withoutbeing flashy. Google does not accept pop-upadvertising, which interferes with the user’s ability tosee the content for which they are searching.By always placing the interests of theBy always placing theinterests of the user first,Google has built the mostloyal audience on thewebuser first, Google has built the most loyal audienceon the web. Its new products include Gmail,Google Desktop, andGoogle Maps.By removing every excess bit and byte from eachpage, and increasing the efficiency of the servingenvironment, Google has broken its own speedrecords time and again.84 The 10th Annual Marketing Week Effectiveness Awards