The Update: Why clarity on marketing objectives is critical in the age of automation

The Update: Why clarity on marketing objectives is critical in the age of automation

Guests
Jason Spero, VP of Global Performance Solutions at Google
Marie Gulin-Merle, Global VP of Ads Marketing at Google
Published
June 2020

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.

0:01

There are just so many different places

0:12

to engage with consumers today.

0:16

I hear this from marketers in just about every conversation I have,

0:19

that to address the evolving customer journey,

0:23

the industry's come up with all these specialized media and formats.

0:27

So teams have to be expert in dozens of different point solutions

0:30

for each point along the journey where they want to invest.

0:33

Then marketers need to invest in the postprocessing to stitch

0:38

that all back together to have one unified view of the customer.

0:41

This is a ton of work, and it's not at all scalable.

0:44

And in many cases, we lose our goals in the translation.

0:49

Each of these media strategies and buys is an approximation of our business goals.

0:52

In the end, marketers are struggling to keep their media

0:55

aligned with their marketing objectives,

0:58

and we're losing fidelity to what really matters to the brand.

1:05

Well, I think the first thing is agreeing that the complexity is a big part of the problem.

1:08

We believe the answer to the complexity lies in automation.

1:12

With the right tools, we can align the bids, the budgets,

1:15

and creative with the marketer's true goal.

1:17

And this can work across media.

1:23

So instead of optimizing search, or display, or feed, or video ads in a silo,

1:26

automation can remove that fragmentation,

1:30

both at the media level and at the user journey level.

1:37

Google's product vision is to bring more of this into our tools,

1:39

so that you can give us a goal,

1:41

and we will bring forward the products that can work

1:44

and serve that goal in an automated way.

1:48

We put together a marketing objective series focused on practitioners,

1:51

and marketers, and agencies to help you understand

1:54

how to make some of these changes we've been talking about,

1:58

so you can learn how to transform your business and rethink your goals,

2:00

especially in light of COVID-19.

2:01

It will also help you understand

2:04

the levers you need to get right for common marketing objectives.

2:06

And it'll help you

2:09

effectively use Google products in combination together

2:12

to reach those goals that you've worked so hard to set.

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