Google Cloud Platform: Today, marketers can be divided into two categories: marketers who use streaming data to receive and respond to customer signals, and marketers who don’t use streaming data.
To help you enjoy the benefits that streaming data can bring to your business, Google now talks about its Google Cloud Platform through meetings, advertising campaigns, and direct conversations with brands in the industry.
Some companies embrace and act on this information are driven by their own initiative, while others do it out of necessity. They are transitioning from a world in which data is stored in an isolated database and managed in batches to a new world in which data flows in automated pipelines.
This is what we call streaming data-signals flow from your website to your analysis tools in the form of automated channels, and then back to your website…or your email tool…or your programmatic media buying tool.
These streaming processes can be described as “triggered” marketing, where a wide range of predictive and expected customer actions are planned and responded to to optimize the response set.
Google Cloud Platform: Is your company embracing this new world of streamed data?
It’s time to start the process. If you personally shop on Amazon, have used some betting apps and booked travel on certain websites, you will experience the power of this type of responsive marketing.
If you fail to complete certain expected processes, repeat a purchase or forget a task, more advanced websites and apps will provide you with help and advice.
They send you messages and pop-up windows to remind you. They can make your next purchase easier when you return it. When you need other encouragement to complete the registration or purchase, they will further encourage you to complete the transaction.
These “fine-tunings” are considered helpful or manipulative. The line between the two is very good, but this is one of the new art in the work of marketers in the 21st century. There are also tools that can help you eliminate messages that disappoint consumers, thereby optimizing sales and engagement.
Scalable solutions with Google Cloud Platform
Over the years, many of us in the digital marketing industry have been advocating for agile and responsive digital best practices. The outlined example has been around for some time. However, since the sheer number of personalization and activation options is limited by the number and scale of options, they cannot be expanded.
For example, you can use data feeds to adjust audience targeting in search and programmatic display, but there are real problems with the accuracy of segmentation, the complexity of analysis, and the regular update of data.
IT is facing particularly complex challenges around connecting these marketing data with customer data from the company’s internal systems.
With the advent of cloud computing, new levels of deployment are possible in terms of the scale of data, the types of data sources that can be accessed, and the ability to apply machine learning to the data as it changes.
The special function of Google Marketing Platform comes from its exclusive access to Google media data. Therefore, marketers must use this tool to obtain and deploy most brands of media data, namely search and Google Ads Network data, which is one of the very important digital media activities.
One definition worth clarifying is that marketers should adjust their conversations with Google Marketing Platform, not G-Suite. Much of the discussion about Google’s Cloud proposition has focused on their G-Suite product, which is important but can be seen as the “IT” aspect of the platform, such as providing email, IT storage and other corporate functions for the company.
Google Marketing Platform utilizes the same technology, but is specifically used to link company data to digital marketing channels.
Hard work, but worth the results
For marketers, a key question is: Which cloud solution (or solution portfolio) do you choose? Depending on the many IT and marketing factors in your business, this is a complex and potentially strategic issue.
When doing this analysis, keep in mind that a large part of digital marketing hopes to make possible the immediate deployment of campaigns based on the latest data. Google Cloud is essential for most brands to achieve this goal.
You can connect Google data to other clouds, such as AWS, Salesforce, etc. However, since Google Marketing Cloud is a local source of much media data, GCP will almost certainly become part of your architecture.
So now that we have considered what Google Cloud Platform can do for marketers like you, there are still two questions: When will you start deploying it to achieve reality? And can’t you afford it?
This article is about: World, Google, Cloud Computing, Digital Advertising, Digital, B2B, Agency