In 2020, world events meant marketers were forced to throw the old rule book out the window. Metrics that once made sense were rendered obsolete and well-understood consumer habits shifted overnight.
So we weren’t surprised when we dug into our data to find out what marketers had been reading on Think with Google this past year: tips for rethinking in-person events, clues as to what people were searching for online, and inspiration from inclusive campaigns. Here’s what was top of mind for marketers in 2020.
1. 5 principles guiding Google’s media teams during the pandemic
As countries around the world went into lockdown earlier this year, marketers were left wondering how to respond. Should you pause all campaigns? Do you need to rethink your measurement strategy? Should you jump on the coronavirus ad bandwagon?
“There is no playbook for times like these, but what I’ve found is that crisis can provide clarity,” explains Joshua Spanier, Google’s global marketing VP for media. “I want to share five principles that I hope are helpful to other brands undoubtedly navigating the same uncharted territory.” One guideline: Constantly reassess your messaging.