Speaking at the Google Think 2013 Summit yesterday, Google's director of government and local markets, Sam Sebastian, laid out some of the key trends shaping digital marketing and tips for best practice.
“The speed of market growth is phenomenal. We are working within a revolution and we need to constantly remind ourselves of this,” said Sebastian, adding that there have been four stages of digital development seen over the last 25 years.
The first stage was all about basic access, while the second was instigated by the emergence of companies like Amazon and eBay and their utilitarian uses for the Web. The third wave saw the emergence of engagement and social connections through social media.
“Going forward, the big question is on the mobile side - where will it all go?” said Sebastian adding that mobility answers the question of how to connect the unconnected.
Speaking of monetisation concerns, Sebastian said the sheer pace of mobile growth is a concern for Google. “I believe the industry, as a whole, hasn't taken advantage enough of the utility of the mobile phone for advertising, so this is a top priority for Google.”
According to Sebastian, consumers are now hyper-informed, more sophisticated and research-oriented. “Seventy-eight percent of US Internet users search for information about products and services.”
Trumping the “'dual-screen” concept is what Sebastian calls the “four-screen world” - which consists of the TV, PC, tablet and smartphone screens. Sebastian says multiscreen engagement is the new reality, and 88% of US consumers use more than one device simultaneously, while 74% say they also use different devices sequentially.
“I'm constantly asked which screen is the most important, but my answer is always that it's whichever screen the consumer is in front of at that moment. Each form factor is influencing user behaviour and decision-making.”
Moments that matter
According to Sebastian, the digital marketer's playbook should consist of three elements - capturing demand, creating demand and measuring success.
In terms of capturing demand, Sebastian highlighted the importance of being found online and demonstrated that search optimisation is a 24/7 job. Brands are advised to gather and act on insights in order to leverage search and uncover the “true path to sales”.
“Brands can also create new demand by associating themselves with online trends. You also need to make sure you're connecting with consumers where it matters within the steps to conversion.”
Sebastian adds demand can be created by engaging with customers “in moments that matter”. This involves connecting with consumer passions, and Sebastian used the example of a highly-successful display ad for the Obama campaign. The ad called on “Animal lovers for Obama” and was shown on pages that related to the interests of animal lovers - such as the “Pet” pages of the New York Times online.
Marketers should also give their brands a social life, according to Sebastian, who advises using social tools to create meaningful interactions with consumers. For example, AdaFruit has used Google+ Hangouts to offer consumers an interactive and genuine experience where they can weigh in on new products and be involved in the process. The initiative has grown the brand's Google+ following by 160 000 people.
Track the funnel
Sebastian says the key to successful digital marketing lies in effectively tracking the funnel. The funnel refers to the different steps a consumer takes to the point of conversion.
“Attribution is one of the biggest challenges facing marketers today,” said Sebastian, referring to way in which the journey a consumer takes towards conversion extends far beyond the 'last click'. For example, a broadcast ad could have played a role in creating awareness while online and mobile channels could play a more direct role in conversion.
“You need to move beyond the last click to see how your different marketing channels create sales and conversions,” said Sebastian.
He added that in reality a conversion, like a goal in soccer, takes more than one step and all of those steps (such as organic search, paid search, banner ads and social) should be weighted accordingly.
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