Think With Google: Here Are The Questions Marketers Should Ask In 2017

It's critical to be able to respond to how customers are feeling and acting in real-time.

Heading into 2017, building a mobile strategy is a given; the real question is how to focus on the right metrics for an already mobile-first world and make sense of that data, according to Think With Google.

As such, the diverse ways in which consumers uniquely use their smartphones — for example, to find something nearby or to check into loyalty programs on-the-go — mean that measurement plans for desktop and mobile should be separate, Think With Google posits. But that’s not the only area marketers should focus on in the new year.

Below, the key takeaways from Think With Google‘s report on questions that marketers should ask in 2017 — based on interviews with execs from Sephora to Starcom.

— Do my media plans allow me to react in real time to how my customers are acting and feeling? Customers expect brands to be accessible — and to deliver relevant info — anywhere and at any time, whether through social media, native apps, or other means.

For Justine Bloome, EVP and head of strategy at Carat USA, that’s requiring her to think “about how much we can create an always-on mentality for a certain percentage of our activity. To be ready in real time, to respond and react to the intentions and signals that we’re seeing from people. That really does lead us to a place of experience planning, not just media planning,” she told Think With Google.

“In 2017, consider setting aside a small percentage of your budget that can be uncommitted to be more responsive to short-term opportunities,” the report concludes.

— Am I planning for the blurring lines of TV and online video? 2016 saw a major shift towards an increase in mobile video. People watched more, and brands took notice, increasing their spend and finding ways to captivate viewers even when they were watching without sound.

It’s also no secret that services like Netflix and HBONow have disrupted linear TV. There will still be a place for traditional TV advertising in most major companies’ ad budgets in 2017, but it behooves all marketers to understand the uptick in mobile video views as well as consumers’ increased reliance on on-demand streaming services, which are used across all devices.

“In 2017, plan TV and online alongside one another to drive optimal impact,” the report states. “Third-party research shows advertisers on prime-time broadcast TV in the U.S. could have reached 56 percent more 18- to 49-year-olds by also adding YouTube to the mix.”

— Is my organization building for the mobile screen first? “Mobile is critical to the way people make decisions today, so it must be central to our culture, our media plans, and our creative process,” the report states. “In 2017, make mobile everyone’s role, not one person’s role.”

More from Think With Google on marketer questions here.

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Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.