The Update: Why clarity on marketing objectives is critical in the age of automation
In this episode of our video series The Update, Google’s Global VP of Ads Marketing Marie Gulin-Merle talks to Jason Spero, VP global performance solutions at Google, about the challenges faced by marketers today. They discuss how marketers can navigate increasing complexity with a clear focus on their marketing objectives.
In the months ahead, we’ll be exploring marketing objectives in more detail:
- June: Growing apps and mobile
- July: Driving online sales
- August: Generating leads
- September: Increasing awareness
- October: Driving offline sales
Want even more of Jason's insights? Check out the full interview.
There are just so many different places
to engage with consumers today.
I hear this from marketers in just about every conversation I have,
that to address the evolving customer journey,
the industry's come up with all these specialized media and formats.
So teams have to be expert in dozens of different point solutions
for each point along the journey where they want to invest.
Then marketers need to invest in the postprocessing to stitch
that all back together to have one unified view of the customer.
This is a ton of work, and it's not at all scalable.
And in many cases, we lose our goals in the translation.
Each of these media strategies and buys is an approximation of our business goals.
In the end, marketers are struggling to keep their media
aligned with their marketing objectives,
and we're losing fidelity to what really matters to the brand.
Well, I think the first thing is agreeing that the complexity is a big part of the problem.
We believe the answer to the complexity lies in automation.
With the right tools, we can align the bids, the budgets,
and creative with the marketer's true goal.
And this can work across media.
So instead of optimizing search, or display, or feed, or video ads in a silo,
automation can remove that fragmentation,
both at the media level and at the user journey level.
Google's product vision is to bring more of this into our tools,
so that you can give us a goal,
and we will bring forward the products that can work
and serve that goal in an automated way.
We put together a marketing objective series focused on practitioners,
and marketers, and agencies to help you understand
how to make some of these changes we've been talking about,
so you can learn how to transform your business and rethink your goals,
especially in light of COVID-19.
It will also help you understand
the levers you need to get right for common marketing objectives.
And it'll help you
effectively use Google products in combination together
to reach those goals that you've worked so hard to set.