Gmail.. a case study in creating consumer advocates…

Tom Hespos over at MediaPost takes a look at the very effective marketing campaign Google have executed around their Gmail beta program.

“At first, I didn’t want one (a Gmail account). After all, I need another email account like I need a hole in the head. But simple curiosity, as well as the prestige that had become a part of the Gmail brand, forced me to succumb….Of course, given the Gmail prestige, I immediately sent a couple invitations out, thus becoming a Gmail advocate.”

Google really has demonstrated amazing innovation in building their business and it’s not just marketing.  They have built useful technology that lives up to your expectations.  The combination creates a powerful market presence.