3 Ways Retailers Can Help Shoppers During The Coronavirus Outbreak
As communities around the world respond to concerns over the coronavirus pandemic, we know that this time presents unique challenges for retailers of all sizes and the people they assist. It’s more important than ever to be there for shoppers in the most helpful ways — whether it’s letting your customers know a product is […]
Working from home? 4 tips for staying productive
COVID-19 has led many companies to recommend that employees work from home. For many, remote work is a new reality and one that takes some getting used to. Below are a few tips for working remotely from Google’s Primer team to help you make the most out of the situation. A version of this tutorial […]
Women in marketing: 5 Google leaders share their career stories and advice
On March 8, the world celebrates International Women’s Day. It’s an appropriate time for a societal gut check: Just how well are we doing at achieving gender equality? When it comes to career growth, women in the workplace still face a greater uphill battle than their male colleagues. Studies show that less than 1/3 of […]
David vs. Goliath: 4 marketing lessons from small disruptors
Good news for brands of all sizes: You don’t need infinite resources or a massive budget to drive results. Direct-to-consumer (DTC) brands — digitally native companies that cut out the middleman — are breaking the traditional rules of marketing and revolutionizing the way brands build relationships with customers. The lean work being created by these […]
You don’t just need personalization — you need the right personalization
This might sound familiar. You’re on your phone and a pair of shoes catches your eye. Deciding to make an impulse purchase, you log on to a retailer’s site. But at checkout, the retailer doesn’t apply your rewards number or any of the deals it was advertising elsewhere that day. You know there are savings […]
How challenging an industry stereotype can inform an entire campaign
As marketers, we need to know our customers inside and out: who they are, what they like to do, what motivates them. It’s one thing to gather these insights, but how do you incorporate them into your marketing plan from ideation to execution? That’s what real estate search website Realtor.com set out to do in […]
3 unexpected ways shoppers turn to video in the store aisle
Picture this: You’re remodeling your bathroom and head to the store to pick up everything you need. Standing in the store aisle, you’re overwhelmed by the sheer number of faucets, not to mention the long list of installation details. You’re pretty sure you don’t need those extra screws, but they do look familiar. You think […]
Why one media buyer is embracing programmatic linear TV
When it comes to video, viewers today have an abundance of choice. But way before video streaming in the living room became mainstream, an avalanche of new cable programming had fragmented the traditional linear TV audience almost beyond recognition. Americans went from having a handful of channels to having hundreds in a few years. According […]
3 learnings from creative teams who tackled audience-tailored video ads
Audience insights have always been invaluable to the creative process, and these days, you have access to more audience signals than ever before. For many advertisers, it can be a challenge to move past demographic data and tap into newer, deeper signals, like interests and intent. The questions I often get are, “Where do we […]
A winning recipe for machine learning? Focus on the ingredients, not the kitchen
You’ve undoubtedly heard quite a bit about marketing powered by machine learning in the last two years. But maybe you’re still a bit mystified by it. Where do you even begin to get your marketing organization started? Cassie Kozyrkov is the chief decision scientist with Google Cloud, and she’s got an interesting take for marketers […]