In Google Marketing, powerful digital campaigns are not only profitable for businesses, but also campaigns that create truly meaningful values. Along with us follow the article below to better understand this.
Connecting with today’s users means you are creating a richer experience in their life. Grace Liau – Head of Communications at Google Asia – Pacific, shared how her team focuses on individuals to deliver a more engaging and meaningful Digital campaign in today’s chaotic world.
Today, consumers are more knowledgeable than ever. They know what they need and will research how to find it, it’s easy to have the world at hand. All this means that the role of Marketers must also change. Good marketing is always about understanding and solving the needs of users, attracting them, using the right methods to convey the right message, to the right people, at the right time. Today, lightning speed requires a new approach and personalization is crucial.
To be successful, marketers need to understand the role of media channels and their relationships. Here are 5 principles that Grace Lau and team members always follow:
1. Put the user first
Marketers often get caught up in brand messages. But the best marketing is not around brands, but on improving the lives of consumers. To do that, we need to properly understand consumer insight.
Traditional research methods take too long to produce and sample sizes are getting smaller, this is where the digital research environment offers exceptional opportunities: Google Consumer Surveys provides the fastest group interviews and Google Trends provides you with instant access to core data and information. Both tools help us better understand what makes customers and markets unique and confirm Grace Liau’s assumptions about consumer interests and intentions. Measurement tools like Google Analytics, Youtube Analytics, and Firebase help measure campaign impact and answer questions like, “What did users respond well to?” and “How to improve the user experience”.
When building the #LookBeforeYouLeave campaign for Google Maps in India, marketers found traffic congestion as a common thing because the weather or festivals are unpredictable like weddings, etc. The real-time traffic feature will predict traffic conditions in advance and provide alternative routes. This has helped them identify the purpose of the campaign is to improve driving awareness by checking and updating traffic situation on Google Maps before going out. The result: 40% increase in daily usage of the app and, more importantly, the campaign made life easier.
2. Know where consumers spend their time.
In the past, Marketers restricted the channels to deliver their message. But when that changed, the new challenge became: Which channel is the most effective for reaching the right consumers?
Much in the Asia Pacific region, phones are rapidly replacing TVs as home screens for video monitoring. It is also where people divert to their spending decisions. On average, each user uses 4 reach points before making a purchase, which is more important than ever for marketers in the Asia Pacific region to make Digital an integral part of the battle. their combs.
When launching Tez – the mobile payment app, the first priority after the launch was to increase downloads and increase user transactions. By launching a global app campaign with referrals and incentives, Tez quickly achieved 350 million transactions. By understanding user interactions with each channel, you can put your budget in the right place to ensure that they have the most engaging and relevant experience.
3. Creation towards personalization on a large scale
In the past, consumer perception was largely shaped by one-way messaging. But today, the consumer is in control. Technology is the bridge between consumers and businesses. Consumers will choose which brands bring the closest feeling and personalization according to their needs
If you want your customers to interact with you, create a personal connection with them. Start by researching and understanding their behavior on media platforms, including the characteristics and culture of the market you’re targeting. This way you will be able to conquer even the most demanding customers. What stands out when putting Digital at the core is the real-time insight that will help us keep up with each market’s changes, tailor-made creations to each region, and make adjustments based on context. Realistic scenes and market trends.
When launching Google Home in Australia, marketers wanted to show locals that Google Home can be used every day in their lives through personalized use cases. They built a 6-second YouTube dynamic video ad campaign with Director Mix to deliver ads to parents based on how they spend their free time. For music lovers, they are shown how Google Home will play their favorite playlists, while the regular gourmet cooking instructions get Google Home to help to find ingredients without holding the phone in hand. By converting a topic video into more than 100 videos in different formats, for young parents in Australia, the campaign increased awareness by 11.3%, increased interest by 10.2%, and increased by 89% in searches. involve.
4. Test, test and test continuously.
In the ever-changing media landscape, measuring the campaign’s impact becomes the primary challenge. The experiment becomes a new trend, creating opportunities for us to be able to break norms and accept calculated risks. With consumer insights, we can better understand how to reach consumers in a memorable and respectful way.
Digital Campaigns allow us to test creative variations, see user reactions or find the right channel before it hits the market. Powerful campaign tools including drafting and testing, advertising variations, and A / B testing with GEO Experiment not only help to erase audience stereotypes but also help spread the word. wine.
Of course, you don’t need to test the big idea; Experimenting with small things can also make a noticeable impact, as discovered in the Google Maps campaign. For example, when testing a static brand image, appearing for only one second at the beginning of the promotional video produces a perceived effect. Brand enhancement surveys have shown that pre-branding has resulted in an average 10% increase in awareness in several key regions. So they optimized by changing the video sequence.
5. Tell a consistent story.
Currently, people are not systematically acquiring information. Instead, they learn cross-platform information across multiple platforms. That is why a brand story must be told consistently at every touchpoint for maximum effectiveness. No user wants to jump into an unfinished story or have to hear the same parts over and over again. But the irony is that many advertisers still communicate in rigid ways/models. Brands and Agencies, each working towards different goals
One of the biggest opportunities to increase efficiency is a comprehensive campaign approach. In the process of distributing media budgets, for example, why is it important to separate the brand budget and the conversion budget when the user ends up viewing it as just one campaign?
To focus and connect media technology, insight, and innovation experts, they introduced an internal innovation development and maintenance team. This ensures every step is taken close attention from the customer’s Insight to the buying consideration of communication channels. With this in-house collaboration, marketers are able to tell a more engaging and effective story – 80% of the workload is already effective in raising customer awareness about the product.
Using Digital Marketing to create meaningful and valuable influences on users
Digital insights will help you better understand your consumers and, in turn, help you transform your campaign approach. Grace Liau’s team knows where her customers are and which channels they have interacted with. The best marketing is when the beginning and the end are focused on the maximum benefit of the consumer. Digital’s popularity will continue to give you more opportunities to have more meaningful conversations with your customers.
The information in the article will help you gain more experience to build a better Digital Marketing campaign for your business.