G E T YO U R B U S I N E S S R E A DY

F O R W H AT C O M E S N E X T

T H E M A G A Z I N E

Digital Marketing Transformation

Page 2

From using first-party data and automation to

untangling the “messy middle” of the customer

journey — it’s clear that for many businesses,

digital acceleration has been driving recovery.

But the transformation is happening at such

speed, that it could be easy for marketers to feel

overwhelmed by it all.

“

Transform to be ready

” is a 6-part online

miniseries

that

brings

together

Google

specialists, industry experts, and innovative

brands to help you get ready for what’s next.

Google Mini Series

Transform to be ready

Watch now

In this magazine, we’ll share the key

takeaways from each episode as well

as resources to help you act now.

Digital Marketing Transformation

Page 3

Be ready for 2021

EPISODE .01

Watch

Act

Discover

Longer supply chains, video conferencing, and the

increased value of local businesses have slowed down

the trend towards globalisation.

Watch the first episode

to discover what the future holds and how growing their

digital maturity can help brands get ready.

Be more local. Brands must source components

locally as much as possible, as it helps build

resilience as well as key local connections. Want

to know what else you can do? Read our handy

one-sheeter

here

Malmö-based carpet retailer CarpetVista realised

that in order to succeed online, they needed to think

locally across their operations.

Discover how they did it

Transform to be ready • A mini series

Digital Marketing Transformation

Page 4

Be ready for an agile

Digital Strategy

EPISODE .02

Watch

Act

Discover

In the last six months alone, we’ve probably

experienced 10 years’ worth of digital change.

Suddenly, shoppers expect advanced experiences like

virtual try-ons and retail apps as part of their purchase

journey.

Watch the second episode

to learn how

brands can successfully navigate changing consumer

behaviour and rising expectations.

Stay on top of changing consumer behaviour with

tools like

Google Trends

and

Rising Retail Categories

to understand shifts in demand and adjust your

marketing accordingly. For more tips, check out our

one-sheeter

here

If there’s one thing marketers can take away from last

year’s sudden lesson in agility, it’s that “being ready”

is more mindset than action plan.

Read our playbook

for tips on preparedness

Transform to be ready • A mini series

Digital Marketing Transformation

Page 5

Be ready for a Privacy-

first Marketing Strategy

EPISODE .03

Watch

Act

Discover

User concerns around data and privacy are rising rapidly,

and so brands must build their marketing strategy in a

responsible way. Discover how the right technology and

high-quality data can help brands build more meaningful

connections with their customers in

this episode

Create a strong value exchange. First-party data is

about transparency and trust, meaning customers who

are willing to share data should get something in return.

For more first-party data best practices,

check out

our

one-sheeter.

Although the financial industry is considered

the toughest in which to use first-party data, the

Swedish Bluestep Bank found a way to do so in a

privacy-first way.

Learn what happened next

Transform to be ready • A mini series

Digital Marketing Transformation

Page 6

Be ready to win in the

Age of Automation

EPISODE .04

Watch

Act

Discover

Responding to rapidly changing customer demands and

patterns requires flexibility. In allowing brands to feed

first-party data into machine learning algorithms to

focus on Lifetime Value (LTV), automation is the name

of the game.

Watch this episode

to learn how it can

help brands stand out from competitors.

Your organisation should focus on acquiring more

customers with the same traits as your top 20% of

customers. How? Add your data to Google’s machine

learning algorithm in a GDPR-compliant way, and let

Google’s smart bidding solutions invest more in your

high value customers. For more automation tips,

check out

our one-sheeter.

Being able to feed in-house CLV calculations into Google

Ads and adapt their bidding accordingly has proven highly

effective for Swedish fintech company Qred. Discover

how they

achieved success with automation

Transform to be ready • A mini series

Digital Marketing Transformation

Page 7

Watch

Act

Discover

The way shoppers make decisions is increasingly

complicated. In our new purchase behaviour study

“Decoding Decisions”, we identified a decision-making

model with a very messy middle at its core — a

complex space between triggers and purchase, where

customers are won and lost.

Watch this episode

to see

how our findings can help businesses.

There are many hundreds of biases that influence

purchase decisions, but understanding six key biases

can tell you why customers choose one product over

another. To see the key factors that shape shopping

behaviour,

check out

our one-sheeter.

Although the “messy middle” might seem a complicated

place, it’s important to remember that to consumers it

just feels like normal shopping.

Learn how behavioural

science

can help you do this.

Be ready for the

“Messy Middle”

EPISODE .05

Transform to be ready • A mini series

Digital Marketing Transformation

Page 8

Be ready to grow your

Brand with YouTube

EPISODE .06

Watch

Act

Discover

How people watch YouTube is changing.

In the final

episode

of the mini series, see how this platform can

provide you with the reach, innovation, and flexibility

you can’t find anywhere else.

Use YouTube in new ways. Invest in talent within your

companies and partners who know how to use the

breadth and depth of video marketing opportunities on

YouTube. For more YouTube best practices,

check out

our one-sheeter.

Mark Howe, managing director of EMEA agencies

for Google, discusses what companies need to do

to build their brand in 2021 with marketing experts

Peter Field and Les Binet.

Find out how

to make

the most of emotive videos on YouTube.

Transform to be ready • A mini series

Digital Marketing Transformation

Page 9

Get inspired by other

brands in the region

Resource

unlocked first-party data to better

connect with their customers

Retailer fonQ

captured the consumer journey through

Media Mix Modelling

Volvo Cars

got ready for a ‘cookieless’ world with

their own AI solution

Dairy producer Arla

raised the bar of their automated

ad customisation

Carglass

cracked automation with a strong

agency partnership

Online retailer Omoda

drove sustainable growth

with automation

Agency Bluebird Media

Digital Marketing Transformation

Page 10

Open tool

Discover how digitally mature

your organisation is now.

Companies leading the way in multi-

moment marketing see 30% cost efficiency

savings and a

20% increase in revenue

See how your digital marketing measures

up and compare yourself to the industry.

The Digital Maturity

Benchmark tool

Resource

Digital Marketing Transformation

Page 11

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