Google Strategy Case

The name Google can appear synonymous with all aspects of online search. However, with its revenue stream essentially flowing from this single source, Google will increasingly require alternative channels to maintain its spectacular revenue growth. Marketers might very well be the beneficiaries of these alternatives, especially when it comes to still-to-be-realized potential growth areas such as In The name Google can appear synonymous with all aspects of online search. However, with its revenue stream essentially flowing from this single source, Google will increasingly require alternative channels to maintain its spectacular revenue growth. Marketers might very well be the beneficiaries of these alternatives, especially when it comes to still-to-be-realized potential growth areas such as local search, video marketing and classified ads.

Nonetheless, Google's business today literally warps perceptions of search engines as a whole because it so dominates the space.

In Google's case, dominant means that its 2005 revenues made up nearly half of all US paid search ad spending, according to eMarketer estimates. By the end of this year, Google will grow only fatter, with a 57 percent share of this spending.

The name Google can appear synonymous with all aspects of online search. However, with its revenue stream essentially flowing from this single source, Google will increasingly require alternative channels to maintain its spectacular revenue growth. Marketers might very well be the beneficiaries of these alternatives, especially when it comes to still-to-be-realized potential growth areas such as local search, video marketing and classified ads.

Nonetheless, Google's business today literally warps perceptions of search engines as a whole because it so dominates the space.

In Google's case, dominant means that its 2005 revenues made up nearly