Google focuses on the ether and ozone rather than on Amazon

Google Marketing Live amazed us. Fascinating demonstrations and innovative announcements such as Discovery Ads and Bumper Machine. The speaker also pointed out that Google took privacy very seriously, which I was particularly happy to hear. And in the advertising innovation speech, there was an overwhelming feeling that Google was facing Amazon's competition more seriously without ever mentioning it.

"Did They Just Say That?" Was one of my common reactions during the speech. I like the format of their presentations and the fact that you can go back and review the presentations via the online portal almost immediately after they finish. "Yes, they did!", They announced that they would allow advertisers to book campaigns on national broadcast networks and local television channels by program later this year. Google is reaching the ether. They also indicated that they wanted to allow purchases in many places within Google properties. via voice commands, pictures, videos, cars, search results.

Wait, in the search results?

Buying features will be available everywhere you use Google, much like the gaseous ozone that is distributed in the air around us in the atmosphere. Ozone is present in different doses but everywhere. And it is of course the ozone layer that protects us from strong solar radiation. Fun fact, ozone, consisting of oxygen, is also deadly to humans if the concentration is too high.

Google does not just work on shopping actions, about which you can learn more about [] a feature. through which you can compare products and buy in Google stores, either in an online store or in a physical store. Initially, I found this positioning surprising – and even a little vague: buy here or there or offline in a store – buy wherever you want. This makes a little more sense if you consider that they also activate purchase experiences in all their properties and in future projects, such as in cars, which have been mentioned several times during the day. . Will they change their mantra from Mobile First to Shopping First I wonder? This impressive set of shopping-related initiatives clearly aims to defend Google from the rise of Amazon. Install an ozone layer to protect them from the radiation of Amazon.

Why is Amazon so dangerous for Google?

We are currently seeing a user behavior in which more and more people are completing their journey. on Amazon, that they use it on Google, Facebook or elsewhere.

If this user behavior continues to grow, then Google risks being excluded from the high monetization associated with e-commerce and generating unrelated advertising revenue directly to sales. Due to the functioning of the digital marketing ecosystem, this is becoming increasingly important.

Originally, what made Google advertising so compelling was precisely the fact that an ad campaign could be directly related to a conversion. That's why Google ads have a prominent place in the marketing mix, so that's why Google has grown.

Today, the user journey is no longer as linear as it was at the time. The presentation of the innovation on the Google Marketing Live Ads illustrates well other touch points: a purchase decision can bring a user through 50 to 250 points of contact and get in touch with each other. extend over long periods. At the same time, organizations are increasingly measuring and monitoring the performance of their campaigns based on their impact on sales.

Facebook generates considerable influence on buying decisions, but it is difficult to relate this influence to sales. The same goes for display and video advertising. This is why the improvement of integration and measurement between the channels is so important. If a sale takes place in a walled garden (Google, Amazon, Microsoft, Apple, …) different than the one that motivated the decision to purchase, it is difficult to relate influence to action. As we have seen in the presentations of yesterday, Google aims to facilitate the tracking of the behavior of its own properties and more difficult to detect from other properties – in the name of confidentiality.

We found in our research at Innovell, the search and purchase strategies involving both Google and Amazon are already a winning approach for major paid research teams around the world. About 80% of these teams include buying services in their offer, and 32% of them have already started working with Amazon Ads despite limited availability around the world.

With the slowdown in search growth and the expected decline in market share in 2019, Google has chosen to rise to the challenge. There is growth in purchases and Google is going all out.

Google now controls the entire course of the user, with the exception of the final sale transaction. They go into the ether to connect to one of the latest offline media, television. And at the other end of the journey, rather than trying to do what Amazon does, they chose to do like ozone gas, diluting their buying abilities everywhere around us when we are in contact with products or services via a Google service. Everywhere to find, and aimed to disrupt the journey of users to their advantage.

2019 is Ether and Ozone.

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. . Associated authors are listed here.

About the Author

Anders Hjorth is the author of the Report on Research Strategies and the Founder from Innovell, a digital marketing analytics consulting firm that studies digital marketing trends. . SEO pioneer, one of the first Google advertising professionals and co-founder of several agencies: Relevant Traffic (Search Marketing), BDBL MEDIA (media subject to submission) and AZNOS (content marketing), he has extensive experience in SEO, paid search, social media, content marketing and programming. Anders was also COO for GroupM Search across EMEA. Anders is also active as a member of various juries and advisory boards.

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