Think about it.
At a recent meeting with Stefan Tornquist, Econsultancy's Research Director, he posed the question, “Is Google a strategy?”
I think that's a good question, especially for those how take strategic marketing seriously.
All of the SEO and PPC people I know, their programs are all centered around Google. Look at some of their websites and you’ll see that they are Google Adwords certified. That’s not Search Adwords certified. It’s Google.
When it comes to paid search, the vast majority of marketers think that Google is where to put their money. In fact in a fairly recent MarketingSherpa benchmark report, only one percent of B2B marketers surveyed thought that they get high quality and high quantity leads from any other paid search engine other than Google.
Granted these are “tactics” but if you are formulating a strategy that centers on spreading the word, interacting with buyers and target consumers, and increasing sales all through the web, then you have to involve Google in almost every way.
Plus you have to be on top any changes in Google. The recent arrival of Google Instant is a good example of a change that impacts all marketers.
So is it a strategy unto itself? Maybe not, but it sure makes me think about how an integrated marketing strategy without Google is not much of one.