The All-In-One Tool from Google: An Introduction to Google Marketing Platform

2018/07/02 08:00

Google Marketing Platform

Wondering what Google Marketing Platform is all about? This is what you need to know.

The digital marketing world of 10 years ago is almost unrecognizable when compared to how we approach digital marketing today, with customer data, privacy and experience being top priorities.

Today’s consumers are far more in tune with marketing and how their data is being used, which means that marketers need to find ways to put privacy front and center if they want to appeal to their target audience.

Since online marketers are always on the hunt for tools and solutions that will help them better understand their customers, Google decided to lend a helping hand by introducing Google Marketing Platform.

What is Google Marketing Platform?

Google Marketing Platform

In a nutshell, Google Marketing Platform combines DoubleClick Digital Marketing and the Google Analytics 360 Suite to provide marketers with an all-in-one solution for planning, buying, measuring and optimizing their campaigns and customer experiences.

The main aim of this new platform is to put user privacy first, a feature that many tools and platforms lack, which is one of the main reasons why this may become a go-to platform for the majority of online marketers in 2018 and beyond.

In an effort to make Google Marketing Platform as valuable as possible, Google has integrated the platform with over 100 exchanges, tech providers, and measurement solutions, which means you can control all your media in one place.

Adidas is one of the first major brands to make some noise about Google’s new product.

Could Google Marketing Platform revolutionize online marketing?

The consumer journey is definitely no longer linear, which means that data has become more important than ever before.

Google Marketing Platform certainly does bring something new to the table and is a solution that has the potential to keep growing and transforming as time goes on.

The biggest plus point of this new platform is that it makes it easy to use Google’s products together in order to enhance the impact of online campaigns. For example, being able to pair advertising and analytics products will ensure that campaigns are more relevant and engaging, which should translate into higher conversion rates.

By taking a deeper dive into consumer data using Google Marketing Platform, marketers can better understand the different consumer touchpoints and how users are engaging with campaigns and content at those various touchpoints.

Basically, any tool that can give marketers deeper insights into their customers and what motivates them is a tool that is here to stay, especially given how much the online marketing landscape is changing. Plus, you’ll be pressed to find a marketer who doesn’t use one or more of Google’s products already, so it’s only logical to expect most brands to start using this integrated suite eventually.

Key changes from Google

So, what are some of the changes and updates that marketers can expect from Google following the introduction of Google Marketing Platform?

It looks like users can expect some changes to Google’s advertising products, including DoubleClick Search, which will now be known as Search Ads 360. For now, it seems like you will still be able to plan, buy and measure search campaigns as usual but it’s likely that Google has some additional changes lined up.

Display & Video 360 will combine DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center to allow you to implement ad campaigns from end-to-end using one tool. Google has mentioned that Campaign Manager and other DoubleClick products won’t be disappearing just yet so there’s no need to plan to make any drastic changes until further notice.

Overall, it seems like Google will be rolling this one out slowly, one feature at a time until eventually all brands and businesses have transitioned to the new products as well as Google Marketing Platform.