Four things you need to know about the future of marketing

Matt Lawson / July 2017

At Google Marketing Next, our recent ads and commerce event, industry leaders discussed the latest forces and trends shaping the future of marketing. What emerged were four fresh takeaways that – along with innovations in Ads, Analytics and DoubleClick – you can take action on today.

Consumer expectations are higher than ever before – and that means everyone is upping their game. The future of marketing is all about delivering relevant, useful and assistive experiences. The playbook, however, is still being written.

Brands need insights and technology to build for today’s consumer. That’s why we at Google are pushing advancements in technology and machine learning, helping marketers to improve their understanding of the consumer journey. Consumers have hundreds of touch points on their path to purchase and marketers need to figure out what resonates – and what doesn’t. We’re introducing new tools and innovations to make attribution, shop visits measurements and programmatic buying easier and more effective. Fresh from Google Marketing Next, here are four key insights to help build your new marketing playbook:

The ways people get assistance will evolve

Mobile has conditioned consumers to turn to their devices in I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments-that-matter. Now the ways people get assistance will evolve too, from typing on devices to speaking to them. For example, in the Google app, 20% of searches are now by voice.1 And that’s just a preview of what’s to come.


Moments-that-matter are set to accelerate. And as they multiply, consumers will expect more useful, personal interactions throughout their research and purchase journeys. Mobile will continue to raise the bar.

Consumers want a frictionless mobile experience

Getting the mobile fundamentals right is critical. To stay ahead of consumer needs, it’s important to lay the groundwork with mobile now. Marketers need to think about optimising their brand’s entire mobile footprint to ensure success in the future. And speed is key here. No matter how great your mobile site looks, if it loads slowly, users will abandon it.

By analysing 900,000 mobile ad landing pages across 126 countries, we’ve established new industry benchmarks for mobile page speed. The open-source Accelerated Mobile Pages (AMP) Project launched 18 months ago helps make the mobile web faster and better. And now we’re working with advertisers to send paid mobile traffic from search ads to AMP landing pages, making the path to purchase faster for consumers. That’s a critical milestone given that for every second delay in mobile page load, conversions can fall by up to 20%.2


People are blending their offline and online worlds

The customer journey is far from linear today. Still, a holistic view of customers is now possible. Innovative measurement tools will help marketers understand the full customer journey across channels, devices and media types – bridging the digital and physical worlds.

Accurately measuring shop visits is key to understanding the full value of your marketing investments. In less than three years, advertisers globally have measured over 5B shop visits using AdWords. With advanced machine learning and mapping technology, marketers can accurately measure more shop visits at scale and use these insights to deliver better local ad experiences.

Expectations for advertising are rising

Today, consumers believe they should receive marketing messages that are tailored to their unique needs. So, once you have a comprehensive view of your customers, the next step is to reach them in the right moment with the right message. And reaching your audience just got much, much easier.

The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning – where the foundations for campaign success are built. To save marketers time and improve performance, DoubleClick Bid Manager has been optimised to streamline campaign planning. It uses machine learning to analyse past campaigns and recommends the right inventory and targeting based on your unique goals and what’s performed well historically. That makes it easier to go from insight to impact.

All of these trends and innovations are shaping a fast-changing marketing landscape. To meet and exceed consumers’ expectations in an assistive future, we at Google continue to innovate. And by arming yourself with the right tools and insights, you can ensure that consumer expectations won’t outpace your ability to deliver on them.

Creating better ad experiences for everyone