Technology that Targets Consumers

With its pioneering search technology, Google has overturned the definition of what targeted advertising means. The search-engine giant’s Kal Amin tells the Internationalist why its platform has contributed to improved targetability for international marketers. “Google is a facilitator because it serves as a launch pad to the Web. It is a media platform because it allows marketers to connect with users at all stages of the sales cycle. And it is a means to revenue because it serves as an efficient platform that drives relevant leads to the marketer.

Many global companies are charged with deploying innovative strategies to find, reach, and acquire the largest number of potential customers — regardless of where they live. Many of our advertisers view the opportunities available outside of the United States — and want to reach these consumers in a relevant and targeted fashion. The scale and reach of search engines like Google allow marketers to take advantage of opportunities in both mature and developing regions.

There is also an “ease of use” component that comes into play with our platform. For example, our AdWords interface is consistent across the world (with customizations based on language and currency) and the program provides the same auction-based ad model in each market. This allows both centralized and decentralized marketing organizations to use our platform for local, regional and global marketing campaigns.

In the past, many marketers strayed from using the digital platform due to a general lack of understanding of the online space. Since then, I believe that the industry has done a good job of informing and educating marketers about the benefits and ease of use of search technology — no other marketing platform offers advertising with this degree of relevancy.” Contact: kal@google.com

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