Google has once again taken the marketing industry to new heights with the introduction of The Google Marketing Suite. Yesterday, the multinational technology enterprise announced the merger of the DoubleClick Digital Marketing and Google Analytics 360 marketing platforms into one cohesive marketing and advertising toolset.
Technology is constantly advancing; therefore, marketing practices and are also evolving. Google’s efforts are believed to stay consistent with their desire to meet the needs of their customers, while also helping marketers accomplish their goals in an efficient and dynamic manner.
“As the opportunity to engage consumers has grown and become more complex, we are simplifying our products for advertisers and publishers of all sizes so they can more easily reach consumers anywhere, at any moment and on any channel,” said Sridhar Ramaswamy, Google’s senior vice president of ads and commerce.
This new medium’s objectives involve optimizing digital media and customer experience, while also creating clearer insights for businesses.
“Our Adidas teams work together in one environment where we can see audience insights, what creative we’re running and where, how it’s performing, and make changes almost in real time,” said Chris Murphy who is the Head of Digital Experience of Adidas.
The knowledge and feedback that these technologies provide will not only help companies to cultivate a better understanding of their clients, but it will also yield better business results. Across marketing purposes, the enterprise suite will foster a unified perception of performance, audience, campaigns, and channels. This will also enable those in the data driven advertising space to better monitor their biddable media campaign progress and insights.
All products will receive new branding. DoubleClick Search will become Search Ads 360. This feature will manage and oversee search engine campaigns. Additionally, one new solution emerging within this interface is Display & Video 360, which will take features from products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
The features in the portfolio will allow different agencies and corporations to collaborate and produce ad campaigns in one location. Moreover, audience segmentation and media production are two aspects that will be accessible through DV 360. The Data Studio within the Google Marketing Platform will provide clients with custom data visualizations and reports. Analytics 360, Attribution 360, Surveys 360, Tag Manager 360, and Optimize 360 will also be integrated under the umbrella of the Google Marketing Platform.
The Google Marketing Platform is anticipated to debut mid-July. Currently, there are no pricing changes accompanying this announcement.
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