How does a marketer continue to grow a brand when it is ubiquitous? Google’s Suzana Ristevski knows better than most.
As she explained to the AANA x B&T Brand Masters podcast, Ristevski, Google’s Australia and New Zealand CMO, faces a range of interesting and unique challenges.
It dominates the online search market and its Pixel line of phones and wearable devices are strong sellers. However, most of the company’s revenue comes through its advertising operations.
At the same time, it is facing a range of insurgent threats from new AI players. Identifying and servicing each of these unique audiences requires the careful managing of a myriad of marketing strategies and tactics.
“In one sense, everyone knows what Google does. But in another sense, we are shipping new products and features daily. We’ve got competitors who never existed two years ago,” Ristevski told hosts Nicolette Briscoe and Tom Fogden.
“So we face the same challenges that any other organisation faces—how to get awareness, consideration and emotional connection to your brand… I could never have enough money to able to market every single product we offer in Australia, so we’re relying on great user experiences. You get to experience Maps—I don’t necessarily need to market Maps—but I do need to make our users understand that, overall, Google is about helpfulness.”
Listen to the full episode below. Brand Masters is produced by MIK Made and with help from Earmax Media.
