Think Performance, Act with Integration

By Cheryl Joost

I recently had the privilege to attend “Think Performance” by Google, a marketing conference with the purpose of showing how to optimize a business’ online presence by leveraging Google’s tools and services. Aside from the opportunity to network, the great food, and arcade games (yes arcade games), the insights discussed at the event were crucial to marketers in any industry.

Social Media Has Changed the Way Consumers Research Products

The internet and social media has forever changed the way consumers search for and receive both information and advertisements. The overarching message from Think Performance was that companies that fail to adapt to this shift will quickly be overtaken by those who are nimble enough to understand where their audiences go for information. In the days of only three television channels, advertisers only had to place an advertisement on one of them and it was likely to be seen by the majority of the population at some point. Today audiences are faced with a myriad of information sources and distractions. According to Google’s “The New Multi-Screen World" study, 77% of people watching TV are simultaneously using another device. More choices mean more distractions. Thus, the effectiveness of only relying on traditional advertising is no longer as effective as in the past.

However, for marketers, all of these distractions can actually be turned into opportunities. The internet is now the first destination consumers go to research the specific products or services they’re looking to buy. When researching, “the consumer is completely dialed into the product at that exact moment,” says Eric Neilson, Head of Small Business Acquisition Marketing for the Americas at Google. Google refers to this as “the zero moment of truth”, a modern-day spin on Procter and Gamble’s “the first moment of truth” when a consumer had to make a choice between products.

Take luxury vehicles. If someone is researching luxury cars, it’s crucial for these companies to ensure their message is seen by those who need to see it when they are most receptive to it. To do so requires an integrated strategy that encompasses both traditional advertising complemented by more targeted search advertisements. With Google Ad words, if a consumer looks up luxury cars, the advertisement will show up prominently among the search results. The significance of being in the right place at the right time – when the consumer wants to buy – cannot be overstated; 90 percent of people have taken action as a result of a search, according to Our Mobile Planet.  

Mobile devices and the internet have completely changed the way audiences receive information through advertisements. While some marketers might view this as a challenge, they should maximize the ROI of utilizing targeted searches in order to reach the right people in the right place, rather than being in front of thousands of irrelevant people who are not interested in the company’s products or services. While the media has changed, the need for proper message placement has not. Marketers need to utilize the tools and channels proactively in order to be where their audience is and provide them with the information they need to act.

Tags: marketing, Advertising, Google