Google has always been a customer centric company. In fact, after Googling ‘Googles Values’ I found right on top of the list is ‘focus on the user and all else will follow.’ It’s hard to argue with that when you consider their contribution to making life as easy as possible. There isn’t much Google hasn’t had a crack at improving since life for them began in a Stanford dorm room back in 1997. You only have to think back to life before Google Maps to appreciate that carrying an app on your phone is much easier than carrying an entire Refidex. Having access to the world’s supply of information at our fingertips has pretty much changed it all. In fact, with the exception of the door-to-door encyclopedia sales industry – which to be fair has been in decline since about 1968 – there aren’t many industries that have not been positively impacted by the efforts of Google.
More and more consumers are becoming savvy about the content they consume online, and as a result advertisers must adapt in order to reach them. Perhaps because of Google, consumer expectation is centered on two things: immediacy and relevance. In essence, it is key that advertisers immediately present relevant content to consumers.
Enter Google Match.
Google Match is a fairly recent development for Google which allows advertisers to use their 1st party data in order to deliver relevant ads to relevant users in the moments that matter most to them. It is designed to allow advertisers to engage their high value customers on Google Search, Google Display, YouTube and Gmail. Pretty much, if you have a database of emails that you’ve collected, you can now upload them into your Google campaign, create an audience and target them directly.
Google Match identifies users who are currently signed into Google (in a secure totally non-stalker kind of way) and allows advertisers to deliver hyper-targeted messages that give consumers those warm and fuzzy moments. For Google, it’s all about treating your most valuable customers well, and in doing that drive return business and eventually advocacy from within.
Most of us can relate to being on a database and receiving emails month after month, never opening them but also never clicking ‘unsubscribe’? The struggle is real.
To put it into context, let’s say your local travel agent has worked hard over the years to create a decent database of customer emails. They treasure this database and blast a monthly eDM to tell everyone about the cheapest airfares and cruises on offer.
With this approach, our travel agent is relying on people actually planning a trip at the time they’re opening their emails. In reality it may be weeks, months or even years before people in that database are in a position to find the relevant email and act upon it.
In the meantime, our friendly travel agent is just sending out emails in the hope that something hits the mark, hoping that the open rate increases by half a percent on last month…
With Google Match, our mate the travel agent can target their database in new ways and present their customers with a special at the time they’re searching for airfares online, or at a moment they’re watching a travel video on YouTube, or in the exact moment they begin looking for accommodation. It allows marketers to target people in the moments that matter, and it’s these moments that drive action.
As advertisers we need be able to easily identify the moments that matter and set ourselves apart when the opportunity presents itself. We need to have something to say that will trigger a response or make life easier for our consumers because this is what will make consumers remember our brand when it counts. As far as Google is concerned they’ve delivered a tool which has just made life easier for marketers who in turn have the opportunity to pass that onto consumers. It’s a win-win.
Dave Mooney is a Digital Strategist at BCM