- Index hide
Google is a complex digital ecosystem that has based its success on the popular search engine that is highly demanded worldwide.
One of the characteristics of Google is that it has become a native digital brand with a great impact in the current market and its influence in marketing has been evident with the set of platforms that make it up.
Currently we have witnessed a significant change in the digital market and this is due to the influence that not only Google has had as a search engine, but also Facebook, etc.
Today was presented Google Marketing Live Keynote 2022 where the homonymous company of the famous search engine, presented the news of its marketing and advertising business.
Let us remember that this is Google’s main business, so knowing what is coming in its advertising and related services is a great preview of what is being prepared in the market, there is no doubt that there is a great benchmark of what is is advancing in consumption and what new patterns are being defined by consumers and the investment that is carried out in this area.
In it Google Marketing Live Keynote the activation of immersive ads and the next arrival of ads to YouTube Shorts were announced, so now the brands will be able to advertise in this section of the platform; measurement of Google audiences through users connected to TV and the implementation of tests for search lift and conversion lift.
Among the changes in Google Analytics 4, the use of machine learning was presented in the Home of the platform, to identify insights in the interaction of the measured pagewhere important advances are that it will be possible to make predictions, while in Google Ads an insights page is added and functions such as sending messages to brands through their ads are enabled.
Among the updates presented, changes were also made in the conversion models and a home of advertisements where users of Google they will be able to choose what type of publicity they want to receive. Tools such as Performance Max were also presented, aimed at electronic commerce and with which it is noted that the performance of sales in physical stores will be better measured and greater monitoring of omnichannel, in addition to changes such as the implementation of AR in searches and visual product feed.
Google and its master’s degree in marketing
Marketing and advertising are Google’s primary revenue streams, and mastery of these subjects is on display in The Internship, where Vince Vaughn and Owen Wilson are put to the test as Google interns, to demonstrate that they have the profile requested by the platform and this leads them to sell advertising and marketing services to local businesses, as one of the many tests they undergo.
With this series of cases, what is verified is the importance of brands in being able to identify increasingly relevant tasks and not only that, increasingly determined to understand digital consumption.
Apple-like events, the norm
Holding an Apple-type event with which Google unveiled its latest changes in marketing and advertising has popularized a content format that does not disappoint today and on the contrary, it defines the route followed by technological and digital native brands.
From this scheme it is prudent to understand what is useful in consumption and, most importantly, what is worthwhile when normalizing increasingly daring activities in the market.
Faced with this scenario where we see the realization of a Google Marketing Live Keynote An important norm of dates has been defined that establishes calendars of production, promotion, etc.
Currently we have witnessed a significant change in the digital market and this is due to the influence that not only Google has had as a search engine, but also Facebook, etc.
Events calendar
The events and the dates in which they have been adjusted have determined a series of guidelines to which we have to be attentive, because they determine the direction that the technology industry is taking and, most importantly, it outlines the role that providers must assume and a whole industry that depends on them.