Key Issues Facing Google Company

This article discusses the key issues facing Google Company, including social media competition, vertical search, and artificial intelligence. It also provides solutions to these issues.

Running head: KEY ISSUES FACING GOOGLE COMPANY
KEY ISSUES FACING GOOGLE COMPANY
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KEY ISSUES FACING GOOGLE COMPANY
Social media competition
Some of the Google competitors are Twitter, Facebook, Instagram, Snapchat, and
Linkedin. Google has faced social competition from these companies to appoint of even trying to
acquire them. Example Google has tried to acquire Facebook users due to stiff social media
competition. To cope up with social competition, Google can check some of the features used by
these companies. Example, Facebook Ads does not offer keyword targeting for their users.
Google can offer interest-based targeting to their users which can range from broad organizations
such as large organizations or business (Berthon, 2012) .
Why interest-based solution is appropriate for sorting out the issue of Social media
competition
With interest-based targeting Google is able to deliver ads which are based on thousands
of interest based categories. Example if a user visits ESPN most often, then Google can know
that the user is interested in sport so Google can add sport ad to their social site. Also, with
interest-based targeting, Google can show ads which are based on the users’ previous interaction
with their browsers (Vise, 2010).
Vertical search
Google need to note that Vertical search is reshaping search engine landscape. It is
important that Google to create a content strategy across a number of verticals so as to increase
touch points that one has with their customers. Google Company need to note that vertical
search is very lucrative; most of the users always pay attention to search intent and sheer search
quantity. Companies such as Facebook use their social network in search of new products. One

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thing that Google needs to consider is the consumer behavior. Google need to note that users
demand differ based on their search engine.
Open graph technique to sort out the issue of vertical search
When developing vertical search apps Google need to research more on the behaviors of
their audience. It is important for Google to use structured data and open graph to assist their
vertical search apps to understand and locate their content (Cravens, 2007).
Artificial intelligence
To start with most of social sites such as Facebook are aware of artificial intelligence and
it’s potential. Google Company, on the other hand, have praised AI and in fact, they have started
producing products which utilize machine learning like Google camera but still, a lot needs to be
done by the company. One of the tactics that Google can do is to use AI technology for
intelligent analysis (Kotler, 2010).
Why intelligent analysis is appropriate for sorting out the issue of artificial intelligence
With intelligence analysis Google Company can be able to analyze real-time data so as to
recommend decisions and to provide live insights. In addition, Google will be in a position to
identify an issue earlier and react on it. In addition, with Artificial analysis, Google Company
can identify opportunities when they are emerging this will assist Google to become more agile
and reactive

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References
Berthon, P. R. (2012). Marketing meets Web 2.0, social media, and creative consumers.
Implications for international marketing strategy. Business Horizons, III(2), 261-271.
Cravens, D. W. (2007). Strategic marketing. An application of Vertical Search engine, III(2), 60-
75.
Kotler, P. &. (2010). Social marketing. Strategies for changing public behavior, II(1), 50-62.
Vise. (2010). Google story. Google company strategic direction, II(1), 78-93.