Google may increasingly turn to new marketing techniques in a bid to reinvigorate falling growth, says a source.

Search engine Google is to overcome its reluctance to use paid advertising in an attempt to re-stimulate its falling growth, according to a new report.

The Wall Street Journal suggests that the company could employ new marketing techniques after its growth slowed to 39 per cent in the second quarter of 2008, compared with 58 per cent a year ago.

It had considered using airtime during NBC's Olympics coverage to promote a product, but the idea was rejected by founders Sergey Brin and Larry Page, says the report.

The founders felt that a TV advert would be too flashy and against Google's principles.

Greg Sterling, an internet consultant with Sterling Market Intelligence, told the Journal that Google was beginning to "break with its relatively low-key history" when it comes to advertising.

"They are definitely doing more things that look like traditional marketing," he added.

Google's new approach to website promotion includes forming Google Creative Lab to promote its products.

Recent ideas have been launching the Google Chrome browser with a comic book and planning marketing for its 10th birthday.

The company launched its new redesigned Blog Search homepage yesterday.