Yesterday, marketers from around the world gathered at Google Marketing Live to share best practices and discover the latest Ads and eCommerce innovations. This virtual keynote takes place every year and features new products and trends. Also, industry leaders present the unique ways their businesses continue to evolve.
At this year’s Google Marketing Live, Google announced that consumers turn to both Google and YouTube “for help before making their purchase decisions.” According to internal company data, “Every day, more than a billion purchase processes go through Google”. As a result, the company states that they are working to have a “more natural and intuitive” shopping experience.
A focus on retail and shopping features
Google recommends offering shoppers more visual inspiration. As a result, they recently added visual-first results on apparel queries to help shoppers discover more products and brands, right from search.
New Multi-search Options
The Google app allows shoppers to search by taking a picture and asking a question at the same time. This allows them to find items even if they don’t know how to describe them.
Real-life Products with AR
Google also encouraged implementing 3D and AR features on Search. By letting shoppers experience products from every angle and interact with them in a real environment, brands can increase buyer confidence.
Streamlined Buying Journey for Shoppers
Instead of a multi-step buying journey, people who are ready to buy will now have the option to go directly from Google to the checkout flow on your website. Once there, they will see the chosen product already in their shopping cart and can check out on your site with whatever payment method they select.
The Future of Customer-Centric Marketing
Google’s main marketing message was clear. Customers must be at the center of all marketing efforts. Customers are shopping in ways they never imagined before, as they combine the best of both online and in-store experiences to meet their needs.
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