Consumers are becoming more privacy aware, and as a result, marketers are forced to adapt to the changes advertising platforms are making to cater to them. The cookieless future turns first-party data into prime business currency. The transition into entering a more privacy-led world opens doors for marketers as the growing number of channels used by consumers to engage with brands is rendering digital maturity more than ever before. Luckily for marketers today, there is a catalyst for digital transformation: Google. Every business goes through their own set of challenges and objectives. It is important to work with an agency that understands the importance of a brand’s unique technology footprint. The epicenter of transformation for future digital behaviors is within Google’s two platforms, Google Marketing and Google Cloud.
What is Digital Maturity and Why is it Important?
Digital maturity is a spectrum defined by the ability to deliver the right message to the right person at the right time. It is useful in delivering against different types of business objectives that are impacted by ever-evolving consumer habits toward an expectation for convenient experiences. Digital maturity helps increase sales and boosts cost efficiencies in marketing campaigns across four main levels:
- Nascent: Executed through external data and direct buys
- Emerging: Single-channel optimization, testing and some use of owned data in automated buying
- Connected: Organization’s data is integrated across channels with a demonstrated link to ROI or sales proxies
- Multi-moment: Dynamic execution is carried out across multiple channels, optimized toward individual-customer business outcomes and transactions
The Google Strategy
Google is a prominent player (and some would say the leader) in the browser and search market and has the power to influence the tracking of consumers’ data from online interactions and behaviors. Google Chrome accounts for 67 percent of the global desktop internet browser market share and 90 percent of the search engine market, making it the home of where most digital experiences originate. The Google Marketing and Google Cloud platforms address a vast range of digital maturity needs for business. Providing comprehensive measurement and personalization capabilities, the Google Marketing platform can be used to build the infrastructure backbone that allows them to operate these capabilities and scale them over time. Using Google, marketers are able to design, activate, and measure campaigns seamlessly. Let’s take a closer look at the features Google tools provides:
- Advertising and Campaign Management
- Google Display and Video: Marketers can manage their reservation, programmatic, and campaigns across display, video, TV, audio, and other channels, all in one place.
- Google Search Ads 360: Workflow tools are provided to perform robust reporting and strategic bid optimization across Google, Bing, Yahoo, and Baidu within a single interface.
- Campaign Manager: The transparent solution for ad serving, audience creation and management, and advanced measurement and reporting.
- Measurement and Personalization
- Google Analytics 360: This tool measures interactions to enable advanced customer insights for the creation of targeted audiences based on the data collected.
- Tag Manager 360: Processes efficient and accurate analytics and media measurement by allowing businesses to store and fire all tracking tags in place.
- Data Studio: Marketers can design reports and dashboards that share insights across the organization.
- Optimize 360: On-site conversion rates can be improved by performing landing page tests and personalization.
- Infrastructure and Scaling
- Google Cloud Platform: Google Marketing Platform is amplified by the Google Cloud Platform to deliver insights and activate media while centralizing integrated marketing data in one location.
- BigQuery: This tool automatically loads data on a regular basis and initiates data backfill recovery.
Four Steps to Accelerating with Google
- Building a transformation roadmap helps identify and prioritize the needs of an organization. Every organization’s digital maturity is different. A transformation roadmap is the blueprint of the future use of measurements, implementation, and optimization. The map assists in defining how a business will accomplish short-term and long-term objectives by acknowledging the current state of a business and incorporating quick wins to help accumulate sustained commitment to the program.
- Implement and optimize the configurations of the Google Marketing Platform to meet all business requirements. In this step, it is critical to stay transparent about data collection with consumers. Effective communication on how sharing data will be beneficial to the consumer.
- Ingrate first-party data with the Google Marketing Platform for improved audience targeting and omnichannel activation and measurement. Media activation in the future depends on the capture response signals using first-party data.
- The last step is the optimization of media and on-site experiences through structured testing frameworks and advanced analytics. Testing establishes best practices that provides valuable knowledge and insights by ensuring that the resources used are leveraged appropriately and prioritized in accordance with the roadmap.
Marketsmith Is Google Analytics Certified
Google’s position in a privacy-led world is important for marketers. As a Google Partner agency with multiple employees holding Google Analytics certifications, prepare your business for the cookieless future by connecting with us!