Anass Koudiss | Global Education Programme Manager, Leadership
Reading time: 3 minutes
If you’ve read a newspaper or an advertising industry magazine in the last few weeks, it’s very likely that machine learning and automation were mentioned at least once. They’re the hottest new topics in the marketing world. As the tech evolves, and manual tasks move towards automation, it’s up to agency leaders to make sure it’s being used to provide new value to their clients and spur agency growth. Since every agency is unique, each will need to take its own approach. Every agency has its own strengths, growth opportunities and resource capabilities. What many agencies have in common, though, is their powerful ability to grow and transform quickly in an industry that’s constantly changing.
At Google, we’re powering our advertising solutions with machine learning. Automated solutions like Smart Bidding, Smart Creatives, and App campaigns take care of routine tasks, freeing up your team to focus on ad-testing, advanced insights, or more face time with clients. As with any big change, adopting this new approach takes a lot of planning. So we developed a powerful framework called “The Web of Transformation”, to help you envision the future of your unique agency. To get started, bring your leadership team together, print out this A3 poster, and spin your agency web with the following steps: 1. To begin, choose the eight most important dimensions that make up your agency. Specifically, pick the eight things that help you and your clients grow.
2. Feel free to choose from the suggestions here, but make sure you pick dimensions that make sense for your agency.
3. Next, with the help of your team, rank each of the eight dimensions from most important to least.
4. Finally, grade your ability in each dimension on a scale of 1 to 5. Here’s an example of what it should look like.
5. Make sure to evaluate and analyse where you excel, and where you need to step up your game. Ask yourselves the questions below to help drive the discussion.
Together, we can use this process to capitalize on automation and Machine Learning opportunities, as we've done before with mobile, multi-screen, and video. So weave your web carefully, it will give you a glimpse into the future of your agency.
The Premier Partner Awards 2018 recognizes Premier Google Partners for innovation in search, display, mobile, shopping, video advertising and for their ability to grow businesses online. This year, over 1,500 applications were received. Out of these, the companies listed in the regional sites below demonstrated the strongest use of Google technology, innovation, and support for their advertisers. This year’s winners have been announced and celebrated in ceremonies across the globe.
If you want to take a closer look at this year’s award ceremonies, join in by following hashtags #PremierPartnerAwards and #GooglePremierPartnerAwards on Twitter, Instagram and your local social channels. You can also follow Google Partners on Twitter and LinkedIn or learn more. Once again, thanks to everyone who entered and congratulations to the winners. We look forward to seeing more great work from all of you in 2019.
Join us on Tuesday, July 10 at 9:00 AM PT / 12 noon ET for Google Marketing Live: Extended. In this ninety minute live stream event, six Google executives will share insights and innovations—bringing the magic of Google straight to your screen. Google's senior leaders will take the stage to share new innovations that will help you stay at the forefront of the advertising industry. The keynote presentation will be followed by an expert panel, exclusive to the online event. These product and industry experts will help turn announcements into actionable takeaways for your business. Treat your top clients to a Google Marketing Live: Extended watch party. Register here and we'll provide you with everything you need to host a viewing—and bring the magic of Google Marketing Live: Extended to your team and customers. Register for Google Marketing Live: Extended today!
Last month I got an email from a proud daughter in the UK whose mother Tricia Cusden used Google tools to launch a makeup business called Look Fabulous Forever. She used Search to find suppliers; she built a following using YouTube to show older women makeup tips; and she’s using Google Adwords to find customers online. To date, her YouTube channel has racked up over half-a-million views, and her company now exports products to 24 countries around the world.
Today we are launching an initiative spotlighting hundreds of European entrepreneurs like Tricia who have used Google products as a growth engine for their businesses. We’re also announcing that Google will train 1 million Europeans to learn crucial digital skills by 2016. Not long ago, small businesses could only afford to source and sell locally. Global marketing and distribution were out of reach for all but the biggest. Today, any business can reach a global market using the Internet, allowing even the smallest businesses to be a multinational.
If you have a product or service, Google AdWords can connect your business with potential customers. Take Berto Salotti, a furniture-maker who has shared his story as part of our project. In 2002, after 30 years of production, Berto had six employees based in Meda, Italy, where they sold most of their furniture. Today, after marketing online through Adwords, they’ve quadrupled in both size and revenue and have customers worldwide.
Eumelia is an ecotourism farm and guesthouse based in rural Greece that uses Google tools to reach out to prospective visitors as far away as Japan and Australia. The company’s founder, Frangiskos, said AdWords is “the best way for a small, local business to have global impact.” And Dutch office supply company DiscountOffice said Adwords "levels the playing field", allowing them "to compete with big multinationals from the beginning.”
But it’s not just online marketing through AdWords that helps businesses grow; YouTube has helped European creators and entrepreneurs attract fans and customers using the power of video. Marie Lopez is like many 19-year-old Parisians. She loves fashion, design and makeup. But what makes Marie different is that she has more than one million people around the world who subscribe to her YouTube channel, EnjoyPhoenix. Having amassed over 120 million views, Marie is now developing her own line of products and working with top brands like L’Oreal. Today, thousands of YouTube channels are making six figures annually and total revenue amongst our YouTubers has grown by 50 percent in each of the last two years.
Google Play is also a huge growth engine for European developers, connecting them to a booming global app economy. Launched in Spain, WePlan is a free Android app that looks at how people use their phones, and recommends the best carriers for their needs. Today it has more than 100,000 users in 24 countries. And WePlan has gone from five to 18 employees in just two years. Last year, Google paid out more than €4.4 billion to developers like WePlan.
We are excited that businesses all around Europe are using the technology we provide as an engine for their growth. To see more of these stories, check out this video:
It’s clear that the opportunities for businesses in the digital age are immense--there are many more ways to reach customers than anyone could have imagined not that long ago. But, for Europe to reach its full potential, we need to clear the way for companies online. We need a single market in the digital world that reflects the single market we enjoy in the physical world already. With over two dozen regulatory and frameworks to contend with, businesses stumble when they seek to sell, grow or hire across borders. The European Commission has rightly identified the digital single market as one of Europe’s top priorities.
Of course, the opportunities afforded by the digital economy are still limited if people don’t have the right skills. At current rates, the EU predicts a shortfall of 900,000 jobs by 2020 due to a lack of digital skills, and there are many businesses that want to get online but don’t know where to start. At Google we’re playing our part. Over the last year we have have helped tens of thousands of German entrepreneurs export through partnerships with DHL, PayPal and Commerzbank. We have trained tens of thousands of young, unemployed people in Spain with free courses on subjects like web development, digital marketing, and ecommerce. And, we have shown thousands of traditional Italian craftspeople how to sell and market their wares online.
But we want to do more. So, today we’ve announced that Google will train 1 million Europeans in crucial digital skills by 2016. We will invest an additional €25M to broaden our current programs and take them to new markets across Europe to train more small businesses on the digital skills they so need. We’ll build a Europe-wide training hub to support businesses anywhere in Europe to get training online.
Some people look at the state of the economy in Europe and are pessimistic. We see something else: a huge diversity of businesses and entrepreneurs with creativity, ambition, and talent -- all using digital tools to create jobs and boost the economy.
Posted by Matt Brittin, President, EMEA Business and Operations, Google