2020 has been a year unlike any other. A pandemic that upended daily life and routines. Worldwide economic disruption. Universal uncertainty about exactly what comes next. We’re all traveling in truly uncharted territory.
In business and marketing, it’s not that the core challenge has changed: Deciding on the investments and steps needed to get your business ready to take action on your product, channel, or consumer strategy is still essential. Instead, it’s the traditional idea of what it means to be ready for what comes next — including the familiar playbooks and proven approaches so many businesses relied on in the past — that’s grown outdated, in the space of just a few months.
The good news is that the twin challenges of profound disruption and uncertainty also present businesses with an opportunity to rethink readiness. To reimagine how to best meet consumer demand, even as it fluctuates, and even if it remains volatile. Today, businesses have more data and consumer signals, are better able to act on them, and can meet a higher standard for doing all of this more responsibly than ever before.
The ads worked not because they were personalized, but because they were meaningful.
What’s more, people responded to ads that communicated these deeper meanings even more than to ads focused on things they said were most important to their purchase decisions, like product quality and value for money.
The ads worked not because they were personalized, but because they were meaningful, sparking a more than 31% increase in excitement and an over 50% increase in pleasant surprise, while reducing indifference by 68%.
Our research showed that even moderate use of Google signals can yield more meaningful ads that drive big results, including double-digit jumps in purchase intent, click-through, brand love, and brand trust — metrics that matter to all marketers.
So what’s the enduring lesson? The tools and insights available to marketers today uniquely equip you to be drivers of business growth and resilience. And in these ever-changing times, Google’s unwavering commitment is to help you get ready for whatever comes next.