Arguably, Google is one of the world's great marketing organizations, so it pays to listen when their experts speak about marketing. Senior Vice President of Ads & Commerce Sridhar Ramaswamy has this to say about how marketers will have to navigate the future:
"We'll all be expected to stay a step ahead of consumers—to know their needs even better than they do. Successful marketers will have a much deeper understanding of their customers at every encounter. They'll focus on acquiring a detailed, data-driven view to really know them and help them along their individual journeys. That's the assistive mindset that will be required to win."
Ramaswamy identifies three key things to facilitate this move into the future of marketing:
"Raising the bar on mobile: To delight and be useful, we need to deliver fast, relevant, assistive experiences. It's important to lay the groundwork early with incredible mobile experiences."
"Being smarter with data: A better understanding of consumers, coupled with smart automation, will enable personalization at scale. The ability to connect first-party data to media execution will be foundational to success."
"Embracing omnichannel assistance: Leading brands will bridge online and offline, delivering seamless experiences throughout the consumer journey."
You'll find more provocative thinking about marketing and lots of other things at "Think with Google."
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