As the world reopens, the reality on ground reflects a new consumer mindset. New internet users who have taken to a digital-first lifestyle, and existing users who have deepened their use of technology, all have higher expectations than before of online interactions.
This supercharging of online connections and digital interactions means more complexity for businesses to navigate, and the need to find those solutions faster and faster. Human effort alone won’t allow us to keep up with the pace of change, or to offer what customers need and want.
Automation enables future-proof growth but it needs reliable data
Marketing automation, powered by machine learning, can help businesses future-proof their growth. By tapping into reliable audience insights in real time and at scale, it provides brands with an up-to-date understanding of consumer intents and preferences. With this, brands can pivot to a new growth opportunity in an instant, and be more agile and resilient.
Enabling automation, therefore, means enabling reliable, data-driven decision-making. For this, reliable data is needed of course. But more than that, a system of measurement that is privacy-safe and meaningful in its output is critical.
For measurement to be sustainable, people’s consent to sharing first-party data is key.
Indeed, new approaches to measurement will be essential as the ad industry continues to phase out cookies and other identifiers. The future of measurement is in combining consented first-party data with insights from new, privacy-safe technology like browser APIs, and using modelling to solve for data gaps. And for measurement to be sustainable, people’s consent to sharing first-party data is key.
Consumers consent to sharing their first-party data only if they trust a brand
Consent to sharing first-party data is given only when a brand is trusted, and especially so in APAC, where internet users want to do more to protect their privacy online. Businesses recognise this: 87% of companies surveyed in APAC expect privacy to be of greater importance to consumers in the next two to four years.
How can you as a brand earn the trust and consent of your consumers? At Google, we provide privacy-safe advertising that puts consumers in control. We’re guided by a handful of straightforward principles as laid out in our privacy playbook.
The key to future-proof growth lies in data-driven marketing automation and privacy-safe measurement.
Once consumers trust you with their data, you can unlock meaningful experiences for them through interactions that are private, personal and relevant. This, in turn, can help your business. Three in five companies globally already report benefits ranging from deeper customer loyalty to improved business agility and efficiency, by being more privacy-mature.1
The key to future-proofing your growth lies in automated, privacy-safe measurement strategies. They enable you to build and scale your business the way you want, no matter what tomorrow brings.
Watch the Google Marketing Live keynote to learn how these critical themes of automation, privacy and measurement inform what the next generation of Google Ads experiences look like — products that will help you build and scale your business in the way that works best for you.