Marketing’s new reality

Turning points,‌ the creator economy,‌ and more                                                                                                                                                                                                                                                           [ Image ] NEW THIS MONTH I JANUARY 2024 Marketing is facing a turning point. Here’s how to meet the moment [Photos of 4 Google executives appear in speech bubbles among illustrated bubbles in white and yellow. Pictured from left to right: Joshua Spanier, Marie Gulin-Merle, Robert Wong, and Dan Taylor.](/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) [ Photos of 4 Google executives appear in speech bubbles among illustrated bubbles in white and yellow. Pictured from left to right: Joshua Spanier, Marie Gulin-Merle, Robert Wong, and Dan Taylor. ] [[ The simultaneous rapid rise of AI and the phaseout of cookies has ushered in a new era for marketers — and the ones who will succeed are the ones who will seize the opportunities these changes bring. What, exactly, are those opportunities? We asked four Google leaders to [share their thoughts](/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=). Here’s what they had to say: - Marketing equals value creation. According to Marie Gulin-Merle, global VP of ads marketing: “This is a challenging moment, to be sure. But it’s also an opportunity to prove and solidify marketing’s role as a profit center. And AI is the enabler to help you do it.” - The future is first-party data. VP of Global Ads Dan Taylor thinks “winning and keeping … customers will require new relationships that are built, not bought, based on trust and a true value exchange.” - A modern media plan should be 360 degrees. Joshua Spanier, VP of Google Media Lab, emphasizes the point by asking: “If every consumer moment, interaction, and surface is a marketing opportunity, how can your brand be useful, adaptive, and flexible in those spaces?” - Generative AI is a creative’s best friend. Robert Wong, VP of Creative Lab, keeps it simple: “I offer the same advice to anyone, creative or not: Play with AI. It’s just like raw clay.” It’s a creator’s world. We’re just living in it Creator-driven content is not just part of digital content growth. It’s leading the charge. New research into the creator economy shows that digital video consumption is at an all-time high — and the audience for creator-driven content is growing faster than studio-produced content. What does that mean for advertisers? Creator-driven content has gone from being considered nice to have to becoming something that’s essential. And creator content ads are driving major results at every stage of the funnel. [Tap into the storytelling magic]() It’s the most wonderful time of the year (yep, still) Last year at this time (January 2023), the search volume for gift-related queries, like “gifts” and “presents,” remained high — a 45% and 15% increase compared to the early holiday months of September and October 2022, respectively. Check out [the full insights drop](=/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) about post-holiday shopping trends. Stay Future Ready with these new and trending videos [A circle-cropped headshot shows Mercado Libre’s Sean Summers dressed in a collared shirt under a dark-blue blazer. He appears in front of a dandelion-colored background.](=/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) [ A circle-cropped headshot shows Mercado Libre’s Sean Summers dressed in a collared shirt under a dark-blue blazer. He appears in front of a dandelion-colored background. ] [[ Katie Couric sits down with Sean Summers, executive VP and CMO of Mercado Libre, Latin America’s largest e-commerce and fintech business. He tells us why smoothing out the customer experience before scaling the business was a top priority. [Watch now](=/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) [A circle-cropped headshot shows Creative Artists Agency executive Lisa Joseph Metelus dressed in an olive-colored jumpsuit. She appears in front of a blue background.]() [ A circle-cropped headshot shows Creative Artists Agency executive Lisa Joseph Metelus dressed in an olive-colored jumpsuit. She appears in front of a blue background. ] [[ If anyone understands brand partnerships, it’s Lisa Joseph Metelus, the head of basketball marketing for Creative Artists Agency. She joins Katie Couric to talk about the future of brand collabs and what makes a partnership a slam dunk. [Watch now](/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) [A circle-cropped headshot shows Google’s Buki Froelke with long, braided hair. She appears in front of a red background.](=/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) [ A circle-cropped headshot shows Google’s Buki Froelke with long, braided hair. She appears in front of a red background. ] [[ Reach your full potential with Google Cloud in three simple Shorts. Check out our How To Think About playlist, where Google expert Buki Froelke shares how Google Cloud AI can help forecast customer demand, segment your audience, and boost ROAS. [Watch now](=/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) Where do Super Bowl ads get the most views? Hint: It’s not TV “According to Comscore, during the Super Bowl time period, YouTube reached 88% of adults 18–49 with a Super Bowl ad vs. 68% on linear TV.” [Source](): Comscore Insights Blog, October 2023. Received this email from a friend? [Sign up here](/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=) Discover more content on [ThinkWithGoogle.com](/MTcyLUdPUC04MTEAAAGQ4B-nABKAHW5Oe9hR5QbhVu6HN9Jk7ub6ZWwCaOOzw4I4yNgcfMLzgrFFGPrSfefXc5dykWs=). This email was sent to {EMAIL} because you signed up for the latest from Think with Google U.S. and Canada. If you don't want to receive this newsletter in the future, please [unsubscribe here]() (this is a one-click opt-out). © 2024 Google LLC. All Rights Reserved. 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