Marketing should be about bringing the right buyers to the right products.
Bombarding ads in name of marketing is something I have always been against.￼
“Consumers always have a choice” and mobile has strengthened this statement even more because now information is so readily available.
As Sridhar Ramaswamy, SVP Ads & Commerce at Google himself says in this article :
The expectations for relevant, personalized, and assistive experiences will continue to skyrocket.
I am also of the firm opinion that marketing is going to play a more and more assistive role in future.
Most current websites (especially those of small businesses, local businesses) are just not ready for this change. They are still quite static almost like a brochure or booklet. Even many large companies do not have websites which are really driven by this assistive role.
The advertising also needs to change.
I have always tried to be granular in my approach, trying to align as much as possible with user intent, as much as we can understand it from just the search query. I have also run ads to test “user intent” in cases where the search term does not clarify the intent on its own.
I strongly believe that advertising and marketing must understand user need, and the messaging, as well as the medium of delivering the message, must be relevant to user need.
This is not new but still it is an often ignored situation because there are costs of going “granular”, in trying to understand and align with user intent.
However, now, it is time that marketers must align with user intent and user needs more than ever.
I agree with Sridhar that
We’re heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean “move on.”
Do read the full article written by Sridhar at this link.
You can also join the Google Marketing Next event livestream on May 23, 2017, at 9 a.m. PT/12 p.m. ET. I am sure it will be interesting. I will be joining for sure.