We kicked off the Think2010 blog series 14 weeks ago with the idea of helping you prepare for the coming year by devoting one post each week to big-picture, forward-looking themes supported by actionable tips. Over the course of the series we've covered topics such as relevance, speed, experimentation...
Think2010: Personalization and accountability
As part of our Fast.Forward. program, we've asked numerous industry leaders - from Google and beyond - about the online marketing trends they think will be significant in the year ahead. This week we'll talk about making your campaigns more personal by targeting mobile devices and increasing the accountability...
Think2010: The need for speed
In our Think2010 post a couple weeks ago, we noted how important experimentation will be in the coming year to help you optimize your campaign for the best possible ROI. A very closely-related tenet is the commitment to speed. There is great access to information and insights, and that information is...
Think2010: Innovate to better connect
As you plan your marketing approach for 2010, think of 'innovation' in a broad sense. You don't need to be the first to venture into uncharted territory or the one to make the biggest splash. You just need to think openly and differently about your customer connections. Strive to be nimble, current,...
Think2010: Experimentation is worth the risk
When it comes to testing and experimentation, there's always a risk-reward scenario to play out. You could go with what you know and what feels comfortable -- or you could try something new and see how it fares. It could really pay off, but it could also flop. If you're responsible for cooking a big...
Think2010: Recap of the Four Winning Moves webinar
Last week, Google’s US Managing Director Bonita Stewart hosted the 2nd webinar in the Think2010 series, entitled “Think2010: Four Winning Moves for 2010.” She discussed tools and strategies that you can use to differentiate your offerings, increase competitive advantage, and ultimately seize opportunities...
Think2010: Stay focused on the fundamentals
As you look to get ahead of the recovery and set yourself up for success in 2010, let's revisit some of the lessons learned during the recession that you can apply going forward. We've been compiling both forward-looking perspectives and retrospective wisdom on our Fast.Forward. channel on YouTube....
Think2010: The multiple roles of search
Last week's Think2010 post discussed the need for advertising to be relevant, welcome information that adds value to a customer as he is performing a task or pursuing an interest. But as you think about your 2010 search strategy, make sure to think about the value of search advertising beyond conversions....
Providing your customers useful and relevant information
Many ads are aimed at interrupting a consumer to get them to pay attention to the ad, but this approach has proven less effective on the Web, as consumers often come online to pursue an interest or perform a task, such as finding a local restaurant or booking an airline ticket. To address this, many...
Using data to better connect with your customers
Last week Analytics Evangelist, Avinash Kaushik, hosted a Think2010 webinar on "Using Data to Better Connect with Your Customers." He discussed how to find and use data from Google tools such as Trends for Websites, Insights for Search, Ad Planner and the Search Based Keyword Tool. You can use the data...
