Google’s Accelerate conference is held annually at their offices in Dublin. It brings together 300 of their biggest Partner agencies from across Europe for two days to help drive transformational change within their badged agencies. In real terms, it’s about sharing the latest digital marketing innovations, growing talent and staying competitive in 2016.
Unlike many Google events, this was about making more of the tools that are already available, rather than previews of what’s coming up in the next few months.
Google always have buzzwords, key platforms and general cool stuff and there was no exception to the rule at this event.
It’s all about the moments that matter. The moments where you want to buy, go, or do and your smartphone gives you every answer you need – right there.
Reminding us that mobile is no longer an added extra, it’s a must have platform when in most territories mobile traffic is equalling, if not overtaking, desktop traffic.
In case you missed it, YouTube is huge. 1 billion monthly users and 400 hours of content is uploaded every minute. 64% of online shoppers use YouTube to find products.
Intent + Immediacy + Context
Apparently we check our smartphones upwards of 150 times a day. With that in mind, Google implored us to consider intent, immediacy and context within any campaign. They also had a great case study from Red Roof Inn illustrating the point…
Blighty might not be the best home for this project, but sunny California where it’s starting out is perfect! As with other Google projects, this is a result of a Googler thinking big.
Street View Trekker
Google’s latest piece of kit in their effort to map every last bit of the earth. If they can’t get a car/bike/trike/camel/skidoo there, the trekker can boldly go…
Don’t just think about how to achieve a 10% increase, think about how to grow to 10 times the size you currently are. You’ll come up with a very different set of solutions.
What did we learn?
It was a cram-packed couple of days. A chance to meet with other like-minded agencies, our Google account team and get a glimpse of what goes on in Google.
They’re banging loudly on the drum for video, mobile and audiences – no surprise really given the data. The messages are simple:
- Mobile – a mobile site isn’t a luxury, it’s a must, no matter which industry you’re in
- Video – don’t put it off. Even if your first video is in a quiet room with your smartphone, get it out there. There are literally thousands of YouTubers doing exactly that with huge audiences and great engagement
- Audience - use the data you have and help your audience in the moments that matter
Thanks Google… Here’s to 2016!