Google set to ramp up consumer marketing

Google is strengthening the UK marketing support behind its consumer facing brands as it looks to drive the growth of those products in its largest international market.

Google

The search giant has created the new role of UK consumer marketing director to lead the move to increase its marketing efforts behind brands such as Google+, Chrome, Android and YouTube.

The senior marketer will also be responsible for working with Google’s research teams to roll out studies designed to gain knowledge about consumer needs.

They will report into UK and Ireland marketing director James Elias.

It is hoped the UK consumer marketing team will create “big, brand defining moments” and “hardworking ROI-based programmes” over the coming months as Google looks to earn brand advocacy and “love” across its expansive product range in the territory, according to a job ad for the new role.

The appointment could provide a boost to services such as its Chrome browser, which lags Microsoft’s Internet Explorer by seven percentage points in terms of share in the UK, according to StatCounter. Google+ also has significantly less users than rival social networks such as Facebook or Twitter in the region.

Products such as Android and YouTube, however, are market-leading in their sectors in the UK.

Google has stepped up its above the line marketing activity in the US in recent months. Its most recent campaign promoted its Nexus 7 tablet with an emotional narrative featuring a mother and daughter using the tablet to read a story, cook and draw.

In the UK, Google unveiled its first above the line campaign for Google+ in March, which used creative that again focused around a family story.

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