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.
2:09
effectively use Google products in combination together
2:12
to reach those goals that you've worked so hard to set.
