During Google’s Marketing Innovation Keynote, which was broadcast this past July, Senior Vice President of Ads and Commerce, Sridhar Ramaswamy, talked about the importance of creating ads that are valuable, transparent, and trustworthy. In Google’s case, creating value can be anything from helping consumers find the service that fits their needs or putting relevant product reviews in the search results. It’s important to be transparent with how data is being used to fuel Google’s marketing products, and giving people the choice to opt out of personalized ads creates trust.
Despite how much consumer behavior and expectations have changed as technology has advanced, Google’s ethos helped anchor their innovation strategies. When creating optimal customer experiences, value, trust, and transparency are crucial.
Advertising should put people first.
Ramaswamy also emphasized that, “Advertising at its best puts people first.” In a data-driven world, consumers are wary of how much of their personal information is being shared with businesses. Giving people the option to mute ads and opt out of ads personalization cultivates trust and shows transparency because they are given a choice of whether or not their information is used. Value is created when these personalized ads help fulfill the consumers’ needs. “People don’t see value in advertising if they don’t feel valued by advertising,” Ramaswamy said. Ultimately, being considerate of consumers’ privacy can go a long way in building customer loyalty.
Taking advantage of mobile & machine learning is essential for growth.
According to CNBC, almost half of small business owners surveyed say they don’t have a desktop or mobile business website and most rely on word of mouth to communicate news and acquire new customers. With smartphone usage increasing and mobile e-commerce set to bring in $3.5 trillion by 2021, businesses that don’t have a mobile site or have one that loads slowly lose out on an opportunity to engage with their current customer base while also attracting new leads. Taking advantage of technology trends while also implementing them before competitors have the chance to can set businesses apart in the eyes of the consumer. Machine learning speeds up the search process by allowing Google to customize ads and search results to each individual user. Utilize machine learning to predict what your customer base wants.
People want solutions that are helpful, personal, and frictionless.
Both mobile and machine learning have increased people’s expectations for what a beneficial online experience entails. If your marketing experiences aren’t helpful, personalized, or difficult to navigate, then consumers might abandon whatever task they were trying to complete. For example, when a potential customer is on the go and wants to quickly check the price of an item they’re interested in purchasing, a slow mobile site can hinder them from doing so. They could choose to purchase the item from a competitor whose site loads quickly. When examining all the points of interaction between your brand and your target audience, consider whether or not they are helpful, personal, and frictionless.
Considering people first in advertising, taking advantage of mobile and machine learning, and ensuring that solutions are helpful, personal, and frictionless are all ways that Google makes ads and their marketing solutions valuable, transparent, and trustworthy. Implementing aspects of these strategies could help your business set goals that lead to the biggest return on investment.
