Think at a Glance: How to address the needs of at-home consumers

An approach to marketing and measurement during a time of upheaval ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ You can also view this email as a [webpage](. [Think with Google Logo](/m000XY00f0NIfh9HOhl0GP0) Think at a Glance --------------------------------------------------------------- An approach to marketing and measurement during a time of upheaval [Arrow-Up]INSIGHTS & TRENDS Profound shifts lead to new priorities The way people experience and fulfill their needs has fundamentally shifted as millions of quarantined people are now working, teaching, exercising, and shopping from home. A drastic slowdown of most activities outside of the home has increased the time we spend alone, with our loved ones, and in our own heads, writes Marie Gulin-Merle, global VP of ads marketing at Google. And as boredom, anxiety, and uncertainty set in, people are looking for new ways to stay occupied, productive, and composed. While it’s still unclear how long this “new normal” will last — and it may well be the case that quarantines and lockdowns ebb and flow on a rolling basis through the year — marketers who understand how consumer behavior is shifting will be better equipped to adapt. So we’ve taken deep dives into the trends we’re watching as these new at-home consumer experiences with [time and space](/m000XY00f0NIfh9HOhl0GP0), [work and leisure](/m000XY00f0NIfh9HOhl0GP0), [self and others](=/m000XY00f0NIfh9HOhl0GP0), and [consumption and expenditure](/m000XY00f0NIfh9HOhl0GP0) evolve. Together, these profound shifts in how people experience day-to-day life have created a dynamic reprioritization of the how, when, where, and why of consumption. Here are three questions Gulin-Merle and her teams are asking themselves as they work to pivot Google’s marketing to meet the needs of at-home consumers. - How are we providing help to consumers as their needs evolve? - How are we adjusting to the new 24/7 consumption cycle? - How are we embracing novelty to help consumers fight boredom? The answers to these questions — and many others that will pop up along the way — can help all marketers adjust from marketing to the needs of consumers to marketing to the needs of at-home consumers. [Read more]( Google’s Do’s and Don'ts for measuring during an upheaval How do you measure your marketing efforts in a time of upheaval? Avinash Kaushik, the head of strategic analytics for Google Marketing, has been wrestling with how and what to measure since the COVID-19 pandemic upended, well, everything. He’s identified a number of strategies that his team is pausing and some that continue to provide value. One thing to consider is that the pause can have a silver lining. Over the past few years, you may have been working at such a pace that you’ve continually put off much-needed upgrades. If you’re seeing a reduction in your large-scale campaign measurement efforts, now might be the time to put in place structural upgrades to your analytical capabilities. [Read more](=/m000XY00f0NIfh9HOhl0GP0) [Quotation]QUOTABLE “This is a unique period in world history — the steepest learning curve of all our professional lives. Those who embrace it will emerge as better professionals, and maybe even better people.” —Craig Mawdsley, joint chief strategy officer at AMV BBDO [Read more](=/m000XY00f0NIfh9HOhl0GP0) [Search]NEW RESOURCES - [Stay on top of market trends](/m000XY00f0NIfh9HOhl0GP0) in a dynamic environment. - [The CMO’s guide]( to what board members say about marketing — off the record. - Check [out these resources](=/m000XY00f0NIfh9HOhl0GP0) to help your business manage through uncertainty. - All of our business content relating to this new normal [can be found in one place](. - Keep up with the latest news, updates, and useful information about the COVID-19 outbreak [here](. Received this email from a friend? [Sign up here.](=/m000XY00f0NIfh9HOhl0GP0) More on [Think with Google](/m000XY00f0NIfh9HOhl0GP0) › Follow us [LinkedIn]( [Twitter](/m000XY00f0NIfh9HOhl0GP0) [Facebook]( This email was sent to [{EMAIL}]( because you signed up for the latest from Think with Google. If you don't want to receive this newsletter in the future, please [unsubscribe here](=/m000XY00f0NIfh9HOhl0GP0) (this is a one-click opt-out). © 2020 Google LLC. All Rights Reserved. Google and the Google logo are trademarks of Google LLC. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043.