Today, people are spending more time online, and there’s a growing challenge to hold their attention when they land on your site. When you do have their attention, it’s even harder to capture their lead information. Landing pages aren’t always the most popular sign-up forms, but they have the potential to accelerate your lead-generation efforts through effective design, copy, and …
In 2020, I was leading communications for Kellogg’s RxBar. That was the year the brand announced its plan to observe Juneteenth. Watching employees from a range of backgrounds connect with and celebrate Black culture was a powerful thing. The response was so inspiring; it’s part of why I jumped at the chance to lead the new Kellogg Cultural & Inclusion …
The explosive rise of connected television has changed how, when, and why people seek content on the big screen With the proliferation of connected TV (CTV), more and more people have made the TV screen their device of choice for all video. But a return to the TV screen is hardly a return to traditional media. In fact, it represents a …
Brian Albert is Google’s managing director of agency and brand solutions in the U.S., leading teams that negotiate annual partnership deals with brands and agencies to help them plan and execute more effective video ads and content. Here he shares his perspective on navigating the video streaming boom. I spend a lot of my time thinking about video: how advertisers …
Susie Walker is the Head of Awards at Cannes Lions International Festival of Creativity. Here, she shares how creative transformation is necessary for business growth and resilience in a world faced with continued digital disruption and the ongoing effects of COVID-19. When we think of business transformation today, we might not immediately associate it with creativity. While the marketing and …
Lorraine Twohill is the chief marketing officer at Google. Here she reflects on the past year of leading Google’s marketing teams through the pandemic and the learnings she’ll hold close from this difficult year. It is incredible to think back to where we were a year ago. Overnight we went from our normal, everyday lives to sheltering in place and …
With the continued rise of digital video, advertisers and brands are changing their strategies, driving brand awareness and proving campaign impact. YouTube’s new tools reduce the effort needed to keep up with these consumer trends while achieving strong awareness results. Here are three approaches marketers should consider.
The marketing objective Shopee is the leading e-commerce online shopping platform in Southeast Asia and Taiwan. Its customers expect experiences that make it easy to make purchases quickly and get things done. That’s why delivering a seamless experience for its users — no matter where they engage — is the company’s top priority. To succeed in this area, Shopee needed …
Alistair Rennie and Sian Davies have been analyzing the “messy middle” of the consumer purchase journey since 2019. Their latest research shows how behavioral science can be used to increase the effectiveness of Search ads. Consumers contend with a huge amount of choice and information as they navigate the complex online path to purchase. Our new research at Google has …
Retailers often wonder which of today’s trends foretell the future. While prediction is never an exact science, find out what our researchers are seeing. The one thing we’re certain about in retail is that there’s not going to be a full return to pre-pandemic behavior. So which of the trends that arose during 2020 are likely to persist? Discover the four …