When your customer base is every single human being currently alive, it throws up some pretty unique marketing challenges, Google’s Joshua Spanier has told Sydney’s Ad:tech conference.
Spanier is the tech giant’s marketing director, global media and said when you have a potential customer base of eight billion-plus you’ll never get a marketing team big enough. “How do you make decisions, how do you organise, how do you scale? I could have a team of a thousand people and still not have enough,” Spanier said of the company’s unique marketing challenges.
Spanier recounted the company’s CEO Larry Page comparing the tech behemoth to toothbrushes – “Billions of people use it, twice a day or more and that’s the inspiration for Google’s products.”
Such is the enormity of the marketing task, Spanier explained his department was split into two – code and customer. Code’s job was big data, algorithms, making everything work faster; while the customer side was the “thinking beyond the ads”.
“That said it’s wrong to think of it as one side as creativity and the other just code and computer programs. It’s actually about being innovative on both sides,” he said.
Spanier described the “bit” between the two as the “mushy middle” or push marketing. “And I think push marketing has failed,” he added. “You’re seeing the traditional media planning and buying and traditional uses of technology is not working, if it ever worked that well at all.
“What we’re seeing now is code and custom coming to the fore in creating interesting and engaging programs and that’s exactly what we’ve been doing at Google.”
Naturally, Spanier said technology would continue to do phenomenal things and if the gadgetry and programs didn’t exist now it would be “invented to exist to start solving a lot of these problems”.
“There’s this notion that success looks nice and easy…. but I want to make it very, very, very clear we have screwed up so many times it’s embarrassing,” he confessed, “but that’s okay because at Google we have a culture that celebrates learning from mistakes. And this notion that we have all the answers is completely wrong.”
Spanier added: “There has never been a better time to work (in the digital space) than today. The future is completely open and it’s not a matter of ‘what should we do?’ because there’s no limit to what you can do.
“In the US adidas used the tagline of ‘impossible is nothing’ and it feels like that and even the experts don’t know where it’s all going right now and by 2020 or 2025 there may be some new paradigm and a more organised world, but right now I love the chaos, I love the opportunity, I love the fact that we can do amazing things with digital technologies to do the marketing of the future right now.”
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]