Key Media Solutions has been a valuable partner for Media One over the past several years. They’ve been our eyes and ears on the ever changing work of digital marketing. Recently, I was honored to join them for a trip to Google Headquarters in Mountain View, CA.
Once we arrived we were treated to a breakfast buffet that was filled with healthy options. We ate outside among the red, blue, green and yellow tables and Adirondack chairs. During breakfast, our guide shared with us the overall culture of Google and the perks provided to their employees – and there are many! No employee on campus works more than 100-150 feet from FREE food or beverages or restrooms. There are multiple kitchenettes throughout the buildings filled with healthy snacks, drinks, coffees, etc. They do have some high fructose options, but they’re hidden and hard to reach. Employees receive free breakfast, lunch, and a service called “Go” where they can pick up a meal for your commute home. No employee should ever go hungry at Google.
In addition to healthy eating, there are endless opportunities for staying fit. While touring, a group of employees were playing sand volleyball in the middle of campus at 11 a.m. You’ll find a field or studio for nearly every sport on campus. And if you find it hard to find time to do laundry, get a haircut or sharpen your knives, no worry, those services are available as well. The list of perks is endless and needless to say, all the employees we met at Google were extremely nice and very helpful. And for those of you who are arcade game lovers, don’t worry, there are plenty of options for some stress relief.
We discussed what’s hot at Google in terms of digital marketing and the answer was video. Video is proving to provide more engagement and better results than static ads. Many advertisers shy away from video mainly because they don’t think they have the resources or know where to begin for production.
The thing to remember is that it doesn’t have to be a cinematic production. Think about all the YouTube videos you’ve seen; most of them are shot with just a phone! Google is working on capturing the same kind of analytics for video as display ads. They also stressed that success isn’t strictly based on CTR (click thru rates). This is not the tell-all for digital marketing – it’s part of the much bigger picture. So many variables can affect CTR rates. Was the ad created for awareness only or was there a clear call to action? What will the user receive or see when they click thru to your website? There needs to be a well thought out strategy for every step in order to produce the desired results.
So many things are changing; too many to write about in this blog, but the most important thing to take away is that a strategic plan with clear objectives and goals will always guide you down the right path in choosing the best digital plan. Search Google Videos or YouTube to learn more on what digital marketing is best for you.
Thanks to Korena Keys and Key Media Solutions for the wonderful opportunity.
Sharon Knoll, Director of Account Services
sharon@m-1.com