Google, the market leader within the digital advertising landscape, is facing pressure from multiple angles. Competition is fierce, marketers remain wary of the complexity of machine learning, and people’s fears surrounding data privacy have increased. The brand knows that the future of data-driven marketing is to get beyond transactions and deliver meaning. And by humanizing their products, they can grow their leadership position, simplify the burden put on marketers and help them use signals respectfully and helpfully.
So, the Google Ads Marketing team launched a new research initiative called “Rethinking Readiness” to prove out their thinking.
We helped Google lay the foundation of this research initiative by providing a fresh point of view and a new framework for talking about the human value proposition of Google products, particularly machine learning. For them, that meant enabling their customers (marketers) to meaningfully connect with and help people when it matters most.