Here’s what you need to know to win 2024

The messy middle,‌ a privacy playbook,‌ and more                                                                                                                                                                                                                                                           [ Image ] LOOK AHEAD | JANUARY 2024 It’s a new year — time to embrace the mess [A marketer holding a clipboard stands across from a shopper on a mobile device. Between them, a confusing customer journey becomes more defined.](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [ A marketer holding a clipboard stands across from a shopper on a mobile device. Between them, a confusing customer journey becomes more defined. ] [[ Setting yourself up for success in 2024 might just start in the middle — the messy middle, that is. Recent Google research into the increasingly intricate customer journey tells us that about a third of shoppers globally are now spending more time making decisions and considering more brands, stores, and retailers. That complex space they’re hanging out in, between triggers and purchase, is where customers are won and lost. So let’s set our 2024 goals on winning them. The Decoding Decisions report is here to help. It outlines how marketers can influence that messy middle, focusing on three key actionable areas. - Search: Learn how smart applications of behavioral science can help your brands win a higher proportion of ad clicks. - Content: Your website is one of your most valuable assets because it helps people make decisions. Find practical guidance on how to boost your website content to increase customer confidence and sales (hint: Reviews and endorsements will go a long way). - Points of sale: Price is always a factor when shoppers are navigating their purchase decisions. But little things can make a big difference, even a 10% discount. In 2024, it will be all about adapting to new and changing demand. For all the guidance you’ll need on customers’ info-seeking behaviors, check out [Decoding Decisions: Marketing in the messy middle](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=). Privacy will be a top priority this year. Here’s a playbook to help [A heart appears over a handshake.](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [ A heart appears over a handshake. ] [[ Build meaningful customer relationships. Shoppers want to connect with the brands they care about, but they also want to feel taken care of. Here’s a look at ways to use first-party data to find how users research, discover, and convert — without compromising their privacy. [Explore chapter 1](=/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [Curved arrows connect two user icons, while another thicker arrow indicates an upward trend.](=/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [ Curved arrows connect two user icons, while another thicker arrow indicates an upward trend. ] [[ Measure customer interactions accurately. Embrace first-party data and you’ll get more precise data. This will make your marketing all the more effective. Learn about the advanced tools you can use, from site tagging to Consent Mode, to support more powerful measurement. [Explore chapter 2](=/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [A line graph appears above a bar chart, both showing increases. A light bulb appears over them.](=/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) [ A line graph appears above a bar chart, both showing increases. A light bulb appears over them. ] [[ Activate insights to drive growth. Useful and helpful experiences that also protect privacy are now a consumer expectation. You can personalize your marketing messages while still respecting your customers’ data privacy and control. Learn more about the tools and strategies that can help. [Explore chapter 3](=/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) Reaching newcomers is essential to modern marketing in Canada 68% of Canadian newcomers say they feel a sense of belonging to brands who have ads in their own language. [Source](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=): Think with Google, December 2023. Use this measurement map to drive growth in 2024 The fundamentals of marketing haven’t changed. But how you achieve your goals has changed dramatically. Building a strong marketing measurement foundation is the best way to tackle that. Here are three key measurement considerations to drive your growth in 2024: - In a post-cookie world, how can you set up your campaigns for measurement success? The secret is embracing your first-party data. Learn how solutions like [Google Ads Data Manager](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) can help. - Aside from a first-party data strategy, what privacy-preserving tools can you use? Sitewide tags are essential. Find out how tools like [Google Tag Manager]() can make this process easier. - What is the relationship between AI and your first-party data? Is it privacy-safe? First-party data is premium fuel for AI tools — high-quality input that generates better output. And fueling AI with first-party data won’t result in any loss of control. [Read on to learn why](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=) AI is becoming less of a curiosity and more of a strategy In the U.S., search interest for “how to AI“ is double that of search interest for “what is AI.“ Source: Google Trends Data, 2023. A modern approach to responsible, personalized advertising “The truth is, both our subscription and advertising business models work together in harmony, and they are critical to our success.” Joy Robins, Global Chief Advertising Officer, The New York Times [Source](/MTcyLUdPUC04MTEAAAGQmDyuGuoqBlmb5X9cGB6ziIljS3BszEF_K4j1nCzQyhtTsmBU3vK6iDLdRQDJ6r62pdlnFDc=): Think with Google, December 2023. Received this email from a friend? 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