Guillaume Bacuvier, managing director EMEA Solutions & Innovation at Google, said “We don’t go online any more, we live online”. And even if the basic aim of marketing has not changed over the years – i.e. to win over more customers and in- crease sales in the face of greater competition – two major elements have turned the landscape upside down. On the one hand, there is the emergence of mobile devices.
“The average person consults his smartphone about 150 times a day and it is important to be able to identify these times so as to make use of them for marketing purposes.” And thanks to the many Google tools that reach over a billion people a month (including Chrome, Gmail, YouTube, etc.), marketing managers can target and reach eligible customers, impact on the purchasing process and measure the results of their marketing campaigns.
For instance, Google offers smart targeting and prospect/customer segmentation tools, as well as others that can detect intent to buy signs. Similarly, Google has solutions to optimise and personnalise marketing messages based on advanced algorithms, artificial intelligence and machine learning. To illustrate this, Bacuvier held up the example of the German e-commerce website Zalando, where 40% of the traffic comes from mobile devices, or the French Galeries Lafayette, where they have noticed that 20% of purchases are preceded by an online visit, and 20% of these visits are made via a mobile device!
Think with Google took place in February 2016 at Googleplex Brussels