Buying behavior will continue to change, and people will use technology in new ways to discover products and brands.
This is an intentionally ambitious goal, and today, I want to share the three priorities that are guiding our product roadmap: unlocking new opportunities for business growth, preparing for the future of measurement and ensuring we exceed consumer expectations for privacy.
Unlocking new opportunities for growth with automation
Shifts in consumer behavior continue to present challenges and opportunities for businesses around the globe. And despite some parts of the world reopening, it appears many of these shifts will not only stay, but accelerate. Take food delivery, for example.
In meeting with many advertisers, I’ve heard how readiness, speed and agility have been critical for managing complexity and driving growth in these uncertain times. That’s why advertisers are turning to automation more than ever before.
It’s also important to build on innovations like Performance Max campaigns — and make them easy to use. This single campaign enables marketers to find incremental, high-value customers across Google’s full range of advertising channels and inventory.
Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.
Automation is unlocking growth for businesses around the world.
One of my favorite examples comes from tails.com, which is based in the UK. The tailor-made dog food brand took a test, learn and scale approach as it expanded into new markets across Europe.
Preparing for the future of measurement
The future of measurement is combining consented first-party data with insights from new, privacy-safe technology.
First-party data is not only critical for measuring your media, it’s also essential in understanding your customers. Assigning value to your conversions, and using first-party data solutions like Customer Match, enable you to express what’s most valuable to your business and find opportunities for growth.
Exceeding consumers’ expectations for digital privacy
There’s been a massive acceleration in the way people use technology to connect with businesses during the pandemic. Meanwhile, there are rising expectations for user privacy and control. You have to meet your customers where they are and build meaningful relationships in a privacy-safe way.
Empowering best-in-class marketing
Whether a global brand like PepsiCo or an online business like tails.com, your stories of resilience and ingenuity continue to inspire my team to build for the future.
There’s never been a more exciting time to be a marketer, and we’re here to be your partner along the way. As you make progress on your plans for the year ahead, continue to share your stories and feedback within the product and at events like Think Retail and Google Marketing Live. We’ll continue listening, sharing insights and building products to help you come back stronger in 2022.
Article by Jerry Dischler. Read full article here.
