Internet Strategies

Internet Strategies

The Internet has changed the way the modern world lives its lives in innumerable ways . While changing the way that everyday people communicate and gather information , the Internet has also made its impact in the world of business . From giving birth to a new industry to changing the way firms gain access to their markets , the fact the Internet has changed business is undeniable . In this , I try to look at 5 businesses and the different ways they fit the Internet into their strategies

Google Inc . - The Internet

as a Service

The ultimate dot-com company , Google exists only within the confines of the World Wide Web . You can say that if the Internet ceased to exist tomorrow then so will Google making it the perfect example of a dot-com company . In the case of Google , their entire strategy is based on operating and making money off a business living in the Internet

While we may all know Google as the search engine , the bulk of Google 's income comes from its AdWords service wherein paid advertisements are delivered besides search results . AdWords may also be embedded on other third party websites with Google and the website owner earning a commission every time a customer takes action through AdWords . The value of Google 's AdWords compared to other advertisement delivery services is its context sensitivity . Only AdWords that are relevant to the customer 's current interests are displayed . For example , a customer who is searching for Telescopes using Google will see advertisements from Telescope manufacturers with his or her search results . Similarly a website about Astronomy that has Google AdWords will display advertisements for telescopes too

With this in mind , the critical metric for Google 's strategy would be the effectiveness of its technology . Because Google 's customers are actually the ad purchasers and not the search engine users , Google should be able to provide exceptional value both to the ad buyers and to the users of its search engines . After all , a critically targeted ad would be useless if there are no search engine users to see it . We can sum up Google 's strategy as Delivering Relevant Advertisements to Users of our Search Engine . Therefore for the strategy to work , Google must provide both effective Ad Targeting and Search Engine , the two services provided by Google . The Internet serves as a way to deliver these services to its search engine users . In this case , the Internet becomes the services ' channel of delivery

Google is also trying to expand the reach of AdWords by creating new services for consumers by which AdWords could reach them . Google Mail an email service , and Youtube , the infamous video sharing website , are examples of two Google forays away from the search market . Both services are free , being subsidized by AdWords buyers . To Google then the Internet serves as a way to reach advertising targets . Google provides a free service to users which it then supports subsidizes and profits from using...