Digital marketing is a driving force for most businesses today. It is a constantly evolving industry that has changed significantly since it was first established. Recent evolution in data privacy has had a big impact, as has the way that consumers have become more savvy about marketing techniques. The Google Marketing Platform has been created in response to this ongoing change – it is designed to help businesses cope with the need for better privacy and data control, as well as getting the most out of available data.

Google Marketing Platform – what is it?

The Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite. It has been built on the idea that brands are keen to better understand their customers, something that has been backed up by Google’s own research. By switching to a customer-first style marketing platform, Google is offering businesses the opportunity to get to know consumers and give customers what they want with a 360 degree marketing approach that is more effective and efficient.

How does Google Marketing Platform enable 360 degree marketing?

The ability to work more collaboratively

Many organisations find that their customer view is limited by departmental segregation and there is little linking between one team and the next. With Google Marketing Platform, inbuilt tools make it possible to share information right across the business, to better collaborate so that customers can be front and centre of marketing strategy.

Improving the way ads and analytics technology work together

The combination of ads and analytics have delivered great results for marketers so far and the new Google Marketing Platform seeks to built on this further. It evolves integration between the Google Analytics 360 Suite and DoubleClick advertiser products – for example, it has an Integration Center that enables connections between products to be established and evaluated. This type of tech has been used by many brands to uncover insights about customers and the consumers who are attracted to the business. The results of this can be a significant improvement in the bottom line – for example, for travel company BookIt, it enabled more relevant marketing campaigns to be designed that resulted in a 20% increase in revenue.

Ads 360

The Ads 360 component of Google Marketing Platform is the new name for DoubleClick Search and is all about providing better management, measuring and oversight of search campaigns. This change to advertising function is being continued via Display & Video 360, which amalgamates features from Google’s display advertising products, DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. With Display & Video 360 everything required to run ad campaigns can been handled from one place, improving efficiency and collaboration in digital marketing teams.

Google has committed to constantly evolving its products and services to keep up with consumer and business need for more collaboration, insight and transparency. The tools it is offering via Google Marketing Platform have the potential to help any organisation facilitate a 360-degree marketing approach.

Get in touch with Iconic Digital today on 020 7100 0726 to find out more about the latest digital marketing trends.