Google tells marketers to focus on the fundamentals

Google is calling on marketers to go 'back to basics' to ensure they remain relevant to consumers in the web 2.0 world.

Speaking at IAB Engage 2007 this morning, Google UK director Matthew Brittin urged advertisers to identify the core brand attributes of their products before attempting to target consumers online.

‘The majority of brand-owners haven't worked out the rules and don't know how to engage their audiences in the rapidly changing web 2.0 world,' he said.

Brittin laid down a five-point plan aimed at helping brand-owners create successful online advertising campaigns capable of keeping up with rapidly changing consumer demands.

The top-level Google executive emphasised the need to achieve ubiquity across the web, calling on marketers to take advantage of targeting to put their brands in front of internet users at the right time.

He went on promote the importance of tracking consumers across the web in order to increase conversion rates, pointing out that 65% of shopping carts are abandoned at online check-outs.

Brittin called on marketers to invest in the creation of integrated campaigns capable of running seamlessly across a range of media platforms, including TV, press, digital display and search. However, he claimed that ‘organisational issues' often prevent marketers from achieving this.

The Google UK boss said that marketers need to take advantage of web 2.0 functionality to engage consumers, listen to their needs and respond effectively. This, he claimed, should be followed with effective campaign measurement and analysis.

‘Things are changing rapidly,' he said. ‘The most important thing is that brands keep experimenting and getting feedback from consumers.'

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