In this section, Google Ads product manager Salma Sultan delves into the topic of mobile advertising. She discusses how the massive shift to mobile devices has opened up numerous opportunities for businesses, with mobile ads taking center stage. He highlights the importance of the mobile-first approach for marketers and how Google Ads is constantly evolving to improve the mobile ad experience for both businesses and consumers. This includes the introduction of mobile-optimized ad formats, dynamic targeting features, and robust analytics for more detailed insights into mobile ad performance.
In this section, the focus is on analytics and data. Google’s vice president of data analytics, Rajen Sheth, explains the importance of high-quality data to gain meaningful insights and facilitate data-driven decision making. He discusses the latest advancements in Google Analytics 4, which offer businesses the ability to track user engagement across different devices and channels, enabling a more holistic understanding of the customer journey. This enhanced capability is not only essential for creating personalized customer experiences, but also for optimizing advertising strategies and maximizing advertising ROI.
The keynote continues with a discussion on the role of artificial intelligence (AI) in shaping the future of advertising. Google Cloud CEO Thomas Kurian explains how AI and machine learning (ML) technologies are transforming advertising and marketing. He explains how AI/ML algorithms are enabling better understanding of customer behaviors, predicting future trends, personalizing customer experiences, and automating repetitive tasks, freeing marketers to focus on more strategic initiatives. Kurian underscores Google’s commitment to making AI and ML more accessible to marketers, regardless of their technical expertise.
Continue reading: User Engagement Strategies and Hacks
In a generic way we can understand that having a global view of things is first and foremost understanding a situation with a 360° and 3-dimensional view. Having a global vision is important because it demonstrates a level of maturity of the professional who has it, and ensures a more accurate decision making.
Global vision of the business future – Moneda Única
Lacking a global vision is like walking looking down at your feet, not seeing what lies ahead and being at the expense of what fate has in store for the business, instead of directing it. End to end vision means being able to do what needs to be done at all times and to know the impact that each action will have on the processes, both by action and by omission.
To improve your business techniques you don’t need to know everything, but there is one thing on which the future of your business rests and that is making the right decisions, which depends directly on your business mindset.
Conversational Ad Assistant
A conversational assistant can be a chatbot or a virtual assistant. However, the purpose of both remains the same, to help people with their queries and perform targeted tasks. Conversational assistants can be employed to connect with customers across multiple channels. By interacting with users, conversational assistants can also capture their intent and behavior.
Conversational marketing: what it is and how it helps companies
Next, Marie Gulin-Merle, chief digital officer at Google, focuses on the evolution of digital marketing. She explains how the marketing landscape has changed over the years and how Google has adapted to these changes. Gulin-Merle highlights how the integration of search and social media marketing, along with the rise of content and influencer marketing, have changed the rules of the game for marketers. He highlights how Google is striving to provide marketers with the tools and information they need to effectively navigate this complex digital marketing ecosystem.
In this section, Prabhakar Raghavan, Senior Vice President at Google, discusses Google’s vision for a privacy-first future. He explains the need to balance personalization with privacy and describes Google’s initiatives to ensure that users’ data is protected. He also shares details about Google’s efforts to comply with global privacy regulations and create privacy-centric marketing solutions. Raghavan reiterates Google’s commitment to maintaining an open and accessible Internet that respects users’ privacy and delivers value to advertisers.
Understanding users’ privacy needs will be key to marketing success
Google’s VP of Product Management, Aparna Chennapragada, talks about Google’s efforts to create an enhanced shopping experience for customers. She explains how Google is leveraging AI to create more immersive and personalized shopping experiences, from visual product recommendations to virtual trials. Chennapragada also discusses Google’s plans to partner with more retailers to create a seamless online shopping ecosystem that benefits both businesses and customers.
Small merchants using Google Shopping to sell their products will no longer need long photo shoots to take different shots of their products and then post the resulting images to catch potential customers.
And, yes, the generative Artificial Intelligence will help them in this process to simplify the process of showing multiple variations of each of their products for sale, taking into account that products with more than one image arouse more interest than if they had only one.
The keynote section features Nicky Rettke, director of product management at YouTube. Rettke talks about the power of video marketing and the unique opportunities it offers companies to connect with their audience. Rettke explains how YouTube leverages artificial intelligence to create more personalized video recommendations and improve user engagement. He also shares success stories of brands that have harnessed the power of YouTube marketing to reach a wider audience and deliver impressive business results.
Watch the Google Marketing Live Keynote video :