Drive Digital 2018

TL;DR

This virtual event by Google will provide actionable recommendations for marketers to meet the evolving demands of consumers in the age of assistance.

Transcript

hello I'm Carolina from the Americas that's marketing team here at Google and I'm excited to welcome you to our virtual event drive digital today we will be hosting a variety of sessions with Google advertising experts all designed with you in mind to bring you the latest from Google Apps along with best practices and actionable recommendations tha... Read More

Key Insights

• 🥺 Consumer behavior has become more curious, demanding, and impatient, leading to higher expectations from companies.
• 💨 Marketers need to reorient around these empowered consumers and find ways to assist them in their daily lives.
• 🎰 Understanding and predicting consumer intent is crucial for effective marketing, and advancements in machine learning enable marketers to be more human-focused.
• ❓ Strategies for marketers include understanding all moments of intent, being valuable and relevant to customers, and using automation to maximize profit.
• 🗯️ Proper tracking, attribution, audience segmentation, and machine learning features can assist in understanding and targeting the right audience.
• 🎁 Automation can help marketers be present at every moment of need, test different CPA levels, and remain available to consumers.

Questions & Answers

Q: How has consumer behavior evolved in recent years?

Consumer behavior has become more curious, demanding, and impatient, with a 15% increase in unique questions asked on Google and a 100% increase in searches for immediate needs.

Q: What does it mean to be in the age of assistance?

The age of assistance is about using technology to assist customers throughout their daily lives, going beyond digital to drive transactions. It involves understanding and catering to the intent of individual consumers.

Q: How can marketers better understand and predict consumer intent?

Marketers can align their measurement with the consumer journey, ensuring proper tracking and attribution. They can also gain insights through tools like audience segmentation and use Google's machine learning features to target relevant audiences.

Q: How can automation be used to maximize profit?

Marketers can automate their accounts to maximize conversions within their budget and test different cost per action (CPA) levels. It is also important to be available to consumers 24/7 and not shut down in the internet age.

Key Insights:

• Consumer behavior has become more curious, demanding, and impatient, leading to higher expectations from companies.
• Marketers need to reorient around these empowered consumers and find ways to assist them in their daily lives.
• Understanding and predicting consumer intent is crucial for effective marketing, and advancements in machine learning enable marketers to be more human-focused.
• Strategies for marketers include understanding all moments of intent, being valuable and relevant to customers, and using automation to maximize profit.
• Proper tracking, attribution, audience segmentation, and machine learning features can assist in understanding and targeting the right audience.
• Automation can help marketers be present at every moment of need, test different CPA levels, and remain available to consumers.
• Implementing these strategies can lead to improved conversions, increased bookings, and growth in business.

Summary & Key Takeaways

• Consumer behavior research shows that people are now more curious, demanding, and impatient, which has implications for marketing strategies.

• The agenda includes sessions on finding and connecting with the target audience, leveraging automation for better performance, and valuing each touchpoint of the consumer journey.

• Additional resources will be provided to bring the recommendations to life and assist marketers in driving business growth.