This NYT article by David Carr contains a powerful lesson for young businesses: how Google's best marketing is its non-marketing, just letting the excellence of its products do the outreach.
“The most powerful form of advertising is to be exceptional,” said Ranjit Mathoda, an investor and technologist who blogs at Mathoda.com. “Google has created an ecosystem that perpetuates itself by being useful.”
Take video chat. Many other companies would take that kind of quantum leap and shout it from the rooftops, but Google just did a smallish blog post about the new feature and left it at that.
“We do have a philosophy that our products should speak for themselves. We tend not to make a lot of noise,” said Jeff Huber, senior vice president for engineering at Google.
There is a sub-conversation about Iternet privacy, and it matters, but new startups should not miss this lesson. Happy customers are your best sales force. That goes for cars, cameras, and coffee.
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