“Digital is No Longer the Underdog”: 3 Key Takeaways from #GoogleMarketingLive

Google Marketing Live
Google recently hosted its annual #GoogleMarketingLive, in which Google executives unveil the latest Ads, Analytics and Platforms innovations to a crowd of marketing professionals. This year’s keynote honed in on three core concepts: value, transparency and trust — as they relate to both marketers and their customers.

As Google’s senior vice president of ads, Sridhar Ramaswamy, mentioned during #GoogleMarketingLive, “Digital is no longer the underdog. It is now a meaningful part of people’s lives.” It’s up to marketers to adapt.

Ads Should Add Value

People expect meaningful experiences online. Consumers — more than anything — want advertisements to help them get things done and save them time and money. The advertisements consumers expect to see need to be helpful and frictionless. Valuable marketing is not a new concept, but new technologies have changed customer behavior, and as a result, what is and is not deemed “valuable” or “meaningful.”

During #GoogleMarketingLive, Ramaswamy discussed “assistive advertising,” a method of advertising that puts consumers first and answers the question, “What can I do to make the consumer’s experience more satisfying?” It’s up to marketers to answer that question.

Advertising should put people first

It’s nothing new — consumers have never been harder to please, but in 2018, marketers have more tools and opportunities to get the job done than ever before. Consumers expect content that understands their needs, satisfies their needs and — most importantly — makes them feel important. In 2018, people don’t respond to advertising unless they themselves feel valued by the advertisement. Marketers need to personalize each and every touchpoint along the customer journey — from start to finish. Targeting the right audience is just one part of the equation — understanding how to capture the attention of your audience with the right message at the right time and the right way is key.

Consumers are in control

Twice as many people own smartphones today as compared to just five years ago. With the world at their fingertips, consumers are more curious, demanding, impatient and “research-obsessed” than ever before. Consumers are in control, and in this day and age, consumers are hyper-aware of how they’re being marketed to and more importantly, how their data is being used. That’s why it’s important for marketers to put out content that is not only valuable, but transparent and trustworthy.

Looking to adapt your marketing strategy to the ever-evolving digital world? Let GREENCREST — a Google Partner Agency — get you there. Contact us today!