“Hey bro, how are you? Happy Diwali! By the way, have you got the Rangoli?“
Hey there, hope you had a great time this Diwali. The line you saw first was starting of a small conversation from my very distant friend. The friend with whom I don’t even remember when we talked last. I think you also had this type of conversation this Diwali, did you? (tell me in the comments)
Rest you all know the situation, so without wasting more time let us now discuss the main purpose of this article – The marketing technique of Google Pay this Diwali.
Hey there, I’m Madhusudan Somani and you are reading this article at MSS Articles, let’s continue…
How Google did this Marketing which didn’t look like Marketing?
While sharing and asking about Rangoli, Phool, Diya etc for Google Play, did you notice any sign of marketing there? For a normal person (who is not in the field of marketing) this was not marketing.
But as we are marketers, we know that it was the part of the marketing of their product, and so, it was a marketing plan.
As the title says it all, Google used Guerrilla Marketing technique to become “talk of the town“. Here town is not limited to a single city or state, it represents the Indian subcontinent where people celebrate this festival of Diwali.
“Guerrilla Marketing is a low-cost, high creativity marketing technique which does your product marketing in such a way that it doesn’t seem like marketing. With this technique, we can easily become the talk of the town, ie. people talk about your service or product with each other.”
Google took help of their existing users to unknowingly promote its product Google Pay. Definitely it didn’t cost them highly. Just they needed to update some coding element and some regular marketing which their respective teams can easily do.
All they needed was creativity. That’s why Google spend a lot in people to do creative things. They did their work and now we all are running to promote Google Pay.
Marketing is a big glacier and Guerrilla Marketing is a river coming out of it, which again sub-divided in small-small rivers. I’ll not discuss the whole Guerrilla Marketing here in this article. We’ll be focusing only on the technique Google used out of other techniques in Guerrilla Marketing.
Which Guerrilla Marketing Technique Google Used here
Actually, Marketing is a type of field, where it is hard to differentiate types. But to study those marketing techniques, we need to differentiate them to learn separately.
Google used Viral Marketing technique, which again comes under Guerrilla Marketing. They made an interesting offer, which people liked to share with others and on social media and the internet.
If we go deeper, Viral Marketing is that marketing, in which we use our existing sources like the application, social media etc (in this case) to promote our product. Our campaign has to be such an interesting that user would like to share it with his friends and social media.
Generally, a marketing campaign is a compound form of some different marketing strategies. And same here, Google didn’t use only Guerrilla Marketing.
They also used time-fear and relaxation techniques.
Initially, this offer was valid only till 31st October. So people had a little fear of missing out that if they don’t do this now, then he will not be able to get the benefits. And now, after 31st October, they increased the time to 11th of November. Which gave fuel to those people who started late.
It was their marketing’s result, that on one hand, people were talking and sharing its post but on the other hand, bloggers are posting articles and how-to tricks to get the Rangoli sticker.
And it was in such a viral way, that when I searched for “Rangoli” in Google, almost half of the results were about “Google Pay Rangoli”.
But one strange thing was that only Google and Ask.com showed these type of results, rest all search engines (Bing, Yahoo, Baidu, DuckDuckGo etc) showed normal Rangoli results. What do you think about this? Let me know in the comments below!
A Blogger by passion and a Digital Marketer by profession.
Learning day-to-day marketing techniques and sharing with you is my hobby. In simple words, I’m an Engineering student!
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