Google’s Doodle Strategy

Google doesn’t need to prove a point to anyone. It is the biggest and best search engine that the world has ever seen. It is one of the top ranked websites in the world - a feat that only a handful of websites, among the billions of them, are privileged to have. For more than a decade, it has been the face of digital knowledge for mankind, and has revolutionized the way we hunt for information. All in all, Google is one of the world’s biggest brands.

To maintain its position of strategic dominance in the web industry and otherwise, Google introduced the concept of Google Doodles. While the Doodles is a fascinating innovation, one wonders how it fits into the branding strategy of a company as big as Google. The purpose of the doodles isn’t to provide uniqueness to the brand. Quite certainly, Google doesn’t need the doodles to do that for them. Then of what relevance is this concept of celebrating every day of the year with a newly scripted form of the word ‘Google’?

Google Doodles

Another problem that the Doodles have faced is the question over their relevance on certain occasions. On 31st October, Google had a highly interactive Doodle to celebrate Halloween. It was breathtaking to say the least. A couple of days later on 3rd November, the Doodle showed a bird flying across the traditional Google logo. It was to celebrate the Panama Independence Day. While the act would have certainly kept the average Panamanian happy, there is a good population of the Google audience which neither knows nor cares about the little country’s independence. One could argue that the Doodles have brought to light a lot of things that the average man wouldn’t know - which is most definitely a positive. As an example, on November 4th, the Doodles celebrated Shakuntala Devi’s 84th birth anniversary - a move which is certain to make the legendary human calculator famous among those who didn’t already know her.

A bigger problem that the Google users (read: the whole of the literate world) find with the Doodle is the matter of relevance. On October 22nd, the Doodles celebrated the 216th anniversary of the first parachute jump. The first question that flashes across a commoners mind is why the number 216 is anymore relevant that the 215th or the 217th anniversary. Certainly Google doesn’t repeat these Doodles every year. Then how do they choose which event makes it to their homepage at the cost of the other ones? Similar events have been celebrated like Leyla Gencer’s 85th birthday, Will Eisner’s 94th birthday, Jane Addams 153rd birthday, John Wisden’s 187th birthday and so on.

While Google has to take note of the rising number of complaints from its ever-growing database of users, it cannot underestimate the value that the Doodle has added to its name. Not only does no other company have such an initiative, they are not capable of producing it in the near future either. In a world where many companies struggle to make amends to their existing logo, Google has managed to seamlessly change its own on a daily basis.

Google may need to get its think-tanks to sit together and make those minor tweaks to the Doodle idea. Whatever they come up with should be intended at getting something new yet relevant to the users everyday. After all, the Doodle is all about being unpredictable, not knowing what’s coming next. We just hope that the next Doodle is more fascinating than the previous one.

 

NDR

Im Nitin, a 21 year old from Chennai pursuing a Mechanical Engineering degree in NIT Trichy. A keen follower of sports, I am also a tennis player. My other interests include reading, writing and blogging. In general I like to write about travel and cinema. I'm looking forward to meeting new people and making new friends who share my interests. If you happen to be one of them, connect with me on Facebook!

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About NDR

Im Nitin, a 21 year old from Chennai pursuing a Mechanical Engineering degree in NIT Trichy. A keen follower of sports, I am also a tennis player. My other interests include reading, writing and blogging. In general I like to write about travel and cinema. I'm looking forward to meeting new people and making new friends who share my interests. If you happen to be one of them, connect with me on Facebook!