Google introduces: Google Marketing Platform

Júlia Meirelles

Head of Marketing

Anyone working in digital marketing knows just how many platforms, formats and data sources we have to deal with every day. Planning and executing a solid marketing strategy means having plenty of information and insights about the client and their target audience to hand.

This information is scattered across a range of tools, which makes researching and investigating a very time-consuming and, at times, confusing process.

And all of this in a context like today's, where consumers have full control over how their data is used by companies, and where those of us handling large volumes of information always need to make our audience's privacy a priority. To find out more about this, read our article on GDPR.

With that in mind, Google has announced a major new development that promises to make life easier for professionals in the sector: Google Marketing Platform.

What is Google Marketing Platform?

The platform brings together in a single space familiar solutions such as Double Click, Analytics and AdWords, which from now on will be called Google Ads. On top of that, it also includes tools such as Tag Manager (ideal for tracking conversions within a site), Surveys (for creating online surveys) and Data Studio (which creates interactive reports).

Who is it for?

The solution is perfect for marketing teams that want to get to know their target audience better and, above all, to understand the customer journey within their site and their online campaigns.

Have a look at this explanatory video on the subject (in English):

What are the advantages?

The main advantage of the new platform is undoubtedly having all of Google's products in one place. This is perfect for bringing together the professionals involved in the communications & marketing process, because all the information that's essential for planning and monitoring strategies will be available just a click (or a login) away. The solution created by Google's team was designed on the back of research the company carried out with professionals in the field, to understand the difficulties they face and the solutions they suggested for optimising the process.

Having all the important information in one place makes the process faster, more efficient and allows for effective changes in real time.

The platform is available from August 2018. We're confident these changes will bring greater efficiency for our clients and, with it, help them reach their communications goals faster, at a cost tailored to their needs.

See you next time! Article based on the announcement made by Google on 27 June 2018. JTNDZGl2JTIwY2xhc3MlM0QlMjJmYi1jb21tZW50cyUyMiUyMGRhdGEtaHJlZiUzRCUyMmh0dHBzJTNBJTJGJTJGd3d3LmplbGx5Y29kZS5wdCUyRmdvb2dsZS1tYXJrZXRpbmctcGxhdGZvcm0lMkYlMjIlMjBkYXRhLXdpZHRoJTNEJTIyMTAwJTI1JTIyJTIwZGF0YS1udW1wb3N0cyUzRCUyMjEwJTIyJTNFJTNDJTJGZGl2JTNF