Marketing Live 2019 Day 2: Inclusion Works, Q&A with Calvin Klein, inside the product sandbox

SPEAKER: Hi, everyone and welcome back to day, too, of general
manager — Google Marketing Live we’re your host Katie and Sean. SPEAKER: we talked about opportunities
driven by machine learning. KATIE: Always, ever time. SEAN: . KATIE: We have a lot — followed by an
executive Q&A with Calvin Klein. After that Sean will finally
give you an insider’s look at products
sandbox and deep-dive sessions on
retile, finance auto and travel. How was the sandbox you’ve been
hyping up this whole time? SEAN: The sandbox is great, all
right, not only are there excellent snacks over there
there are tons of product managers talking shop with
advertisers. They’re demoing new products and taking feedback
on things people already use. My Daytona Karen Udell and I
will take you on a tour a bit later today.
KATIE: No one’s going to want to miss that, especially
me, I’m excited. Tune in our broadcast at g. com co-marketing, and we’ll see
you back here after the keynote soon. SPEAKER: … Fenty, let’s give it up.
[APPLAUSE]>>I want to center and ground
us in the purpose of this discussion, inclusive marketing
is something that we all in this room are very familiar with and
understand, but we wanted to first peel back the hood a bit and
really understand how it’s been a business imperative for each
of you and your success and the brands you’ve helped build. The marketing industry is seeing
major shifts in consumer awareness. It’s never been more
important for consumers to see themselves reflected in media
and the brands that they support. So first I want to ask each of
our analytics what does inclusion mean to you, Sandy, I
first want to start with you, you shared with us and many
that your family emigrated to the United States and so curious
to know, Sandy, for you first, how has that experience truly been the definition for
how you’ve approached inclusive marketing?
>>SANDY: Thanks so much for having me, it’s honor to be
here at this epic Google event. So impart Lebanese and Egyptian. I grew up with compassionate and
progressive middle eastern parents and at the age of 9 years old — (no audio or video) it was a room full of intense,
serious business leaders and many of us started to cry. It
was quite emotional for a lot of us. It was the first time that we
had seen underserved, underrepresented women in cultures featured in a global,
prestige, beauty campaign. And so it was — we knew we were
doing something important, we just didn’t know what the impact
of it would be. Let me show you a short clip of
the launch campaign video and you can get a feel for it. [HORN] ♫ ♫ ♫ SPEAKER: Whoo!
Congratulations. SPEAKER: Thank you, that was
great. SPEAKER: So Tip, you’ve talked
about having many more opportunities as a black woman than your mother
or your grandmother, I can certainly relate. So I’m
curious to know, from a black woman’s perspective, what does
inclusion mean to you? SPEAKER: Oh, wow, well, just
two generations ago, my grandmother
worked in a factory. My great grandmother, actually
— I think the picture’s up there —
my great grandmother who in that picture is 100 years old, worked
in a candy factory as well as finishing that job and being a
nanny. And so, for me, you know,, two generations later, for their
grand he daughter to be a chief diversity officer in the C sweet, their sacrifices
directly correlate to my current success. There’s a direct line
to what happens in the past and there’s no debate what inclusion
means to me. Social activist Britney packnet
who I admire for many reasons say people often talk about
having a seat at the table. Here’s the table, sit at the
table. But, now in this time that we’re in now no one’s
begging to sit at the table. We’re working hard to actually
have whole lives and we have a seat at this table, the table
that we’ve built. So her idea is that we should
create the table and people want to have a seat at our table and
that’s what Fenty beauty and many brands, inclusive brands,
are showing. It’s really about belonging. So one where you’re fully seen,
you’re fully recognized for who you are, and I know this is
possible because I created my own table. I’m at — omni com’s first chief
diversity officer. SPEAKER: You’ve done great
work. SPEAKER: Thank you.
SPEAKER: Give it up. [APPLAUSE] So Danielle, you and I were
talking backstage and I watched your talk also about growing up on a rural farm
in Iowa. I, too, can relate, I grew up on
a rural farm. And so you’ve said that in
Anamosa, a Midwest town with a population of 5500, half are in
jail. SPEAKER: Wow. SPEAKER: And so I’m curious to
know how that has shaped your approach to your work, to your
career, to your life and certainly your work at
YouTube. SPEAKER: Yeah: So it’s a challenge to try to summarize
that up in one minute, kind of a one-minute
phrase but, yeah, as you said, I grew up in a very, very blue
collar town and that’s been a lot of what I think we’ve been
talking about as a country in the past — in the recent years,
of just how different — how different of an experience it is, my life now,
in San Francisco, working in tech than it certainly was
growing up in Iowa where the median income, according to
the census, I looked it up, is
$32,000 still which is for sure on the high end. So, you know, as I grew up, I always very much felt like
everyone else had these amazing paths in lives and connections
and things that were going to help them, and I, of course, had
none of that. And so for me it was always like
I felt very other, I felt very
much like I didn’t — I was going to have to work harder, I
was going to have to try to create a different path that
other people perceived, I am sure, had
— had — would have different doorways and pathways in. So
inclusion for me and my career has very much been how do I make
sure that that path is easy and accessible for people that might have a harder
— a harder path to that door. And I think that’s what drew me
to YouTube as well because I think YouTube, for me, has always been this
platform of democratization which spoke so much to my own
personal journey and personal feelings of what it means for
everybody to have equal access and I think the reason why that
is so meaningful to people is everyone feels, at the end of the day, and certainly I did
growing up, like it’s part of our responsibility once you have
made a different life for yourself, to try to make it
easier for everyone else and I’m hopeful we
can do do that at YouTube too. SPEAKER: And to know,
you’ve worked in Germany, Switzerland
and LA and a white male working in fashion, curious for the
audience to know, how have you defined inclusion and
what does if mean — it mean to you?
SPEAKER: It means many things. I grew up with my mom and my
sister, very strong women who I love and
adore dearly, I hope they’re watching and so gender equality
has never really been something that needed to be a
top — topic, it’s natural, the most normal thing, it’s part of my
philosophy and everything I do based on that. Growing up in
Germany and Europe there are so many cults and languages so
close around you that inclusion to me has a very different
meaning. It’s way more than a buzzword,
it’s part of your everyday like. Most people speak three
languages. You sit in your car for six
hours on the autobahn and you get to see
four different countries and cultures very, very easily so you naturally
grew up way more cosmopolitan with an inclusive world view.
And I know it’s different here you can sit six hours on a
plane and you get off and you’re in a pretty similar culture,
just a different Starbucks. [LAUGHTER]
And so another aspect about growing up in Germany and in the German
economy is that it’s very export-based so they’re so —
way more of an outside look than an inside look that you just,
you know, grow up with. And on a professional level,
it’s interesting, I’m actually often the only non-American
around the table. And so it’s a very impactful, interesting experience to be the only person
with a very (audio gap) Berlin is in Sweden. .
How did you know inclusion was going to work? What was
your radar — SPEAKER: I’m going to shock you
but we had really no idea? SPEAKER: What?
SPEAKER: Because honestly there was no precedent. We had
to break and disrupt all of the marketing rules and codes and
carve ourselves a new path. You know, I remember 12 hours
after we launched the brand, sitting in
complete silence with some of the exec
team, Binging on cautious to — cashes
to deal with the pressure of it all. And then we got pictures
around the world of lines of consumers outside the stores, UGCs came in and our
first regram was of a beautiful woman
in a me jab, you know — hijab and then
our Fenty beauty Web site crashed and sales began to
exceed all of our expectations so that’s when we knew, OK? Our approach to inclusion was
about showing, not telling, you know, in fact, we never once used the word
“inclusive” in our messaging. You know, it’s what we were
defined to be by the press and consumers. So the social team, you know,
led by an amazing actually former Googler — is you can’t have her back — you
know, engages with this conversation in real time on a
daily basis. You know, like when a young
woman posted she didn’t think she could wear our red lipstick
because her lips are too big and the social team, you know, embraced her along with our
Fenty beauty community online, wrapped their virtual arms around her with
encouragement and gave her the confidence to rock that red lip. That was a moment of light in a
world full of hand I mossity and
sometimes bullying on social media.
Or when we launched a new face and body highlighter called Diamond
Bomb which Tiffany is showing off so beautifully today.
[LAUGHTER] We chose just one man named Dex
to showcase the product with the ultimate body confidence and
swagger. If you haven’t seen the full
video, go on YouTube — [LAUGHTER]
But the video practically broke the Internet with 20
million views worldwide and made the product in
absolutely called Hero. This is just a short sample of this just
to show you what Dex was all about.
♫ ♫ ♫ SPEAKER: Work!
[LAUGHTER] [APPLAUSE] SPEAKER: Now, I have to ask a
follow-up question because this is just too hard to process for me. I
can’t speak for everyone. How did you discover a gap in the
market? Like, how did you know that
there was a corner or an opening? Was it through research, was it
through instinct, talking to people? If you could just
unpack for us how you were able to identify how
that opportunity. SPEAKER: Great question. I
mean, obviously I’ve been in marketing for 30 years, I’ve
done all of the traditional consumer research-type work. In
this case there was nothing traditional done. There was no
consumer research. It was really, you know, we based everything on our long
experience in beauty, Rihanna’s very clear vision for her brand, and gut instinct for
doing the right thing. You know, there’s the image and
values you put out as a brand and then there are the products
you offer that have to be proof points for those values. So we launched with 40 beautiful
shades. We have 50 now. Because we knew there was still
a gap in the market. You know, while there were
beauty brands that offered, you know
specific targeting skin tone ranges, there wasn’t a beauty
brand that truly reached everyone, from very light to
very dark skin tones. And also many of you, if you
know the business of foundation and beauty, you know, there were
many undertones that were underserved such as olive skin tones from the Middle East or
India, like mine. Red, peach, blue. And so inclusion was more than
the number of shades. It was the surgical nuance that
each shade was developed with. You know, that was a proof point
and allowed so many women around the world to feel included in
the brand. SPEAKER: Anton, textile fashion group oversees Katie Hudson’s
Fabletics and reHanna’s Savage X Fenty,
all-inclusive brands. I read Katie Hudson’s brand has
done very well, it has more than 1.4
million VIP members worldwide and driven sales of 300 million in
annual revenue. Let’s also give them a huge
round of applause. [APPLAUSE] And so assuming that there was
art and science in your formula, can you share with us some of the insight
behind how you approached the business for
both of those? SPEAKER: Absolutely, I’ll take
this back to the team, thank you. We’re very excited. What
we build at textile is a platform to build fashion brands
in the 21st century and both Fabletics and
Savage X Fenty which are 200 million brands that we built celebrate all types of
women and offer extended sizing from day one. With Fabletics in particular,
active wear marketplace back in 2013 when we started, there were
plenty of luxury brands, but none that offered stylish, high quality, accessible price
point gear with inclusive sizing. And with Savage X, Fenty
similarly Rihanna, we saw a gap in
intimate wear which really celebrated women of all color,
shapes, and sizes. So overall we feel very strongly that
brands and companies that aim to reflect diversity of their customer
base, have a much higher chance of being successful. And so if
you want to build, in our perspective, if you want to
build a brand from scratch it needs to stand for something
that’s authentic and so Rihanna you’re talking about so beautiful there and Katie,
that’s why they’re perfect partners for us in that. And so our brands have been
standing for inclusivity from day one and it’s importantly
down to everything. So the messaging, the product
assortment and all the photography, it has to be
everywhere, it’s all about all shapes and sizes and so that’s a
philosophy we share across all the brands in the portfolio,
always. SPEAKER: So we’re going to,
again, switch gears a bit. Often, when we see success
stories, it’s easy to miss the fact that success doesn’t come
easy. We all know that it’s not
usually the case. Were there moments for you all, especially
in the beginning, that you would share when you thought this
could fail? Tiffany, this past year alone,
we’ve learned a lot when it comes to inclusive marketing. And I think that we all know
we’ve been paying attention, we’ve seen a lot of brands in
crisis. So Tiffany, first, just curious
to know from you, as an executive,
how do you advise brands, how do you troubleshoot, forecast, and
predict crises and how do you navigate it for your clients and
your partners when it comes? SPEAKER: Sure. I mean, I can
give examples but, you know, I want to protect. So we’ll just
speak generally. But, you know, more brands are, you know,
building up their crisis management particularly at omni
com, we live by four C’s collaboration,
clients, community, and culture and I believe the fifth is
helping some of our brands when there’s a crisis. And I think
generally, you know, that’s the new reality, that’s literal a
huge part of my job now. And I think, because a lot of it
is not intentionally, I mean, my mom would say things are done
accidentally on purpose. But I go into these situations
knowing that sometimes there’s not, you
know, individuals present who can make those decisions or who
can raise their hand. And these are, you know, not so nice
moments that not only have a brand impact, but they have a
culture impact. So they go beyond the doors of the company
and when that happens a brand doesn’t have seven years to kind
of fix the problem, they literally have 30 seconds. So,
you know, when it happens, you’ve got to be honest and
you’ve got to be transparent, you’ve got to say, hey, you
know, we made this mistake and neutralize the situation as fast
as you can. You almost have to return a disruption of your
brand with a disruption. I think most people wait and take
their times and really, people are making that decision about
your brand immediately. You know, damage to your brand
can accelerate that fast. And many people in this room or many
people who are watching have been in that situation. I think to prevent future
crises, you know, it goes without saying
that higher diverse teams foster better ideas and more meaningful
conversation, particularly, you know, sometimes creative gets
through and generally that happens because there’s nobody
in the room to say, hey, that’s not appropriate. But if there
is someone in the room who says that, generally they’re not
empowered to say it because there’s been many instances
where people have kind of done a forensic analysis of the issue
and there were people raising their hands along the way. But
they weren’t listened to. So regardless of the level of that
person, if someone is raising their hand, you know, listen.
Develop cultural fluency. You know, being fluent of a language
is to be a master of it. Generally what happens when you
have melonnen is you become the expert in the room immediately. Soentially I had to become a multi-culture marketer overnight
but I’ve never launched a brand. But I think it’s important that everyone is cultural fluent,
cultural sensitive, pay attention to what’s going on in
culture and be that person to support others in the room when
there’s a cultural misstep. And then be thoughtful of
cultures and their experiences, they matter. You see the brands
that are with me on this panel that they took a while to understand the gap, and the gap
right now is inclusive marketing and
inclusive brand identity. And so for me I think people
often say, oh, is this a trend and it’s not, it really is the
standard and it’s been the standard for a while and now the
world is listening and now companies are benefiting from
that inclusive marketing. SPEAKER: Sandy, Fenty beauty exploded in the best way, and I
think about the growth and the scale
of the global launch and just curious to know how did you embed inclusion into
your operational and business practices as you were in the midst of such
rapid growth? SPEAKER: Well, I mean, you’re
right about it not being easy. Fenty beauty was envisioned by a
woman of color for women of all colors so it was really
important to her that the brand be accessible to women
everywhere around the world at the same time. So bringing the value of
inclusivity to the operational orchestration of this launch was
insanely difficult. There were really two very
difficult things about it. Going live with the launch in 17 countries, on the same day, same
hour, regardless of time zones, with a
particular omni channel strategy and also be ready to ship directly
to another 137 countries. The second challenge was the
real-time content distribution around the world of our
marketing assets. You know, no one could make a
mistake or the entire marketing plan would get derailed. And so it took more than 500,
you know, brands, supply chain, marketing PR, social leaders
around the world doing synchronized swimming to
pull it off as a result. What the press and consumers saw
was just fun, and flawless execution thank goodness on a
global scale so here’s what it kind of looked like when we
launched on that first day. ♫
♫ ♫ SPEAKER: Insanity.
YouTube has continued to make strides toward inclusive
marketing but sometimes having the right intention doesn’t
always lead to the desired results. Looking back on last year’s
pride campaign, can you share with us what you learned?
SPEAKER: Yeah. It’s really building on a lot of
what both Sandy and Tiffany have said
but, you know, for — I think we
learned — so what happened was we were kind of in the middle of
changing how YouTube was monetized, about how the site
was monetized and the level — the types of videos that we would monetize or
not monetize and it was right during pride where we were also trying to
celebrate what we are very proud of at YouTube which is a very long history of
really sporting and embracing LGBT
creators but the lesson — first I’ll tell you what happened. We
were about to launch the campaign and we had many of our
creators say, actually, I don’t want to be part of that campaign
anymore. Which we — you know, was shock
— which, of course, was, like, shocking and horrible. But the reason why was because
we were making a lot of mistakes on the monetization side and
demon I tieing a lot of the videos that shouldn’t have been
demon I tiesed but in the early stages of trying to get our
systems right, the algorithms were just making a lot of mistakes and I think —
which looked like bias against our
LGBTQ creators. And I think the lesson there for us and
certainly I think extends to everyone is that as strong as
you can be with a community, you’re still held accountable
for the mistakes that you make and it’s a journey. You are, like, every single day
being an inclusive marketer and that has to be — it has to have integrity to
what’s actually happening in your products. Anton was saying — like all the
sizes have to be in every store every time, you have to have all
the products available 137 countries the same day and if we were going to celebrate
our LGBT creators we had to be not making mistakes on our
platform. And it’s hard, as a marketer, to
walk that line of not wanting to be proud of, like, the history
of what you’ve done, but also take real accountability for the
mistakes that are happening at the time.
So that really changed our — that really kind of changed
our thinking for all of our efforts going forward and
really, first and foremost, is everything in our product
working, do we have all the systems working perfectly before
we attempt to then go out and make a broader message around
inclusive marketing but integrity first and, like, the actual support of our
communities on YouTube. SPEAKER: Integrity first, I
love it. SPEAKER: Yeah.
SPEAKER: What effects has inclusion had and made on your
industry, Anton, “Time magazine” called out the Savage X Fenty Beauty
was one of the most memorable moments of
fashion week. The show it 72% models of color,
12 curvy models, and two expectant
moms walking the runway so curious to know, Anton, how did
you think that moment impacted the retail industry?
SPEAKER: Wow, yeah, we’re really so proud, that fashion week
moment, I wish I brought a video about it,
it was a once in a lifetime moment, and
it was a big moment that Rihanna felt
strongly about us and us, too, to
wholeheartedly to celebrate all women of all shapes, colors, and
sizes. We think it was a pivotal moment for us to start overhauling the
lingerie industry because that’s clearly outplanned and
overhauling the idea that intimate wear is just for skinny
women. And I think it’s already changed something in the market of how
the whole topic of body sizes is talked about. And we clearly think that
lingerie companies have taken notice and
maybe are a little worried, secretly. And then there’s a
little anecdote there too so I’m no fashion show
expert, but rumor has it that
traditionally Marc Jacobs closes New York Fashion Week and that
was really one week that Rihanna felt very strongly about and how
it is with Rihanna when she feels very strongly about
something, then that’s exactly how it’s going to go.
[LAUGHTER] So she really wanted to close
out New York Fashion Week with the
Savage X Fenty show. So he may have dragged out his show and
tried to interfere there a little bit, it didn’t really
work. So rightfully, as Rihanna
wanted, we closed the New York fashion show, live streamed also
on YouTube, of course. SPEAKER: Yay! SPEAKER: And it really was an unapologetic celebration of
femininity, individuality and portrayed just exactly what our
vision is for this brand and what Rihanna’s vision is for us
to do in the lingerie market. SPEAKER: Sandy, you
launched one of the biggest beauty brands in recent history
and on YouTube — thank you for that, I’m sure Danielle agrees. In fact, it caused a chain
reaction in the beauty industry called the
Fenty Beauty effects. Can you share what the Fenty Beauty
effect is and what it means for the industry now?
SPEAKER: The dream was to create the biggest beauty launch in
history, you know, but the result is a cultural movement
that shifted the beauty industry. And soon after we launched the
brand, we started to see press
headlines that coined the term “the Fenty effect.” And I
believe that was, you know, a call to action for all
industries to do more and challenge the status quo and
lean into inclusive marketing. In beauty it caused a chain
reaction of brands that responded positively and started
expanding their lines to be more inclusive. And it will be amazing to see
the effect of Fenty Beauty beyond beauty over the years.
SPEAKER: It’s coming. Tiffany, what effects have
inclusion made, from your view, in the marketing industry?
SPEAKER: Oh, my goodness. [LAUGHTER]
SPEAKER: Just a little — SPEAKER: I think we’ve
gotten more empathetic, we’ve seen more beautiful work, more
examples of images we never thought we would see on the
screen. In particular, I think about the work that came out of P & G, BBDO,
Ani Domi called “the talk. ” And it really focused on conversations that moms of color
have with their daughters around beauty and it was sort of
world-changing. I remember seeing it and
thinking someone saw my brain but I would never broadcast to
the world those conversation. There used to be sensitivity
brand quiet. I remember coming home from school, you know, running down to the
kitchen and sitting with my grandma waiting to see someone
of color come on the TV, like, if they came on I was, like,
cheering ’cause I got a glimpse of someone, you know, if you can
see it, you can be it. And so now, brand-wise, we’re seeing
everything. We’re seeing same-sex couples,
multi-racial couples, you think about the Cheerios commercial,
that kind of blew everyone away. And you see these things, you’re
seeing this every day, it’s the norm, it’s our reality. You see
— and I think about, you know, for me, kind of comes
before Fenty Beauty but the queen collection. I used the queen collection for
years and now we have more choice in the market which is
amazing. And the Fenty effect, as you were saying, it’s like
when you think about tissue, you say Kleenex but Kleenex is the
brand tissue is the product. And so, you know, that’s a dream
for any brand to be that kind of — have that kind of impact.
And it’s also changing, you know, what other brand — you
know, brutey brands are doing, we’re seeing it everywhere, you see Tiffany &
Co. Which I may or may not have been named after who created a
new ref stream when they featured same-sex couples, they
were coming in anyway to get engagement rings, it was a status symbol,
it was aspirational so they saw it, it’s a heritage brand and
they mirrored what they were seeing in the stores and what
the customers were saying and so they benefited from that and
you’re rewarded with not only beautiful images of same-sex
couples but a whole new revenue stream.
I think the game could be said with Gap when they featured
Muslims in their ad and there was such a
vitriolic feedback, but it changed everything. Now people — brands were
unafraid to take the stand. I think before it was Ben
Benetton, that’s like when you got to see diversity, now it’s
normalized and beauty and it’s opened the door, as you were
talking about earlier, to featuring different types of
models in advertising and I love it, so keep it coming.
SPEAKER: So we’re going to close with a final question around the
advice that you have for marketers who
want to build inclusion into their brands. First with you,
Sandy. SPEAKER: OK. So I’d say to break through with inclusion marketing, brands have
to tell authentic stories that are rooted in culture and
motionly meaningful to the consumers they serve. You know,
for me, you know, our beauty category is absolutely not
rational, rise? And the way we were able to nail
the execution of the Fenty beauty
launch is with incredible integrity. Having Rihanna and her vision is
our North Star but also incredibly pivotal to our success — I agree with
you Tiffany — is having a diverse,
insanely creative and brave marketing team and social
leaders who were willing to challenge the status quo, each
with their unique background and voice, you know, I considered them like
spices on the marketing spice rack, cooking up well seasoned stories, and
stories that are good for the world but really good for
business as well. So I’ll cleave leave you with a quick video of two of our
amazing content creators on the scene with a YouTube series that
became a cult favorite of the Fenty community.
SPEAKER: Let’s do it. SPEAKER: One of my
favorite colors, I never thought I’d wear brown and such a beautiful chestnut —
SPEAKER: I might have failed kindergarten because
these lines are terrible. SPEAKER: That’s great.
SPEAKER: I love it. SPEAKER: Awesome. SPEAKER: Tiff, I’ve seen really
incredible cultures move forward, and they have very
little money to move it forward. But they have the heart and the
passion and the commitment of their leaders. They have people
who want to be vulnerable and transparent about their bias and
privilege. They’re willing to have a strong
and open-hearted conversation about how they can do better.
To me, when you get it, you have to get it right. So can you
share — SPEAKER: Sure.
SPEAKER: — a little bit more about your approach, given
resource constraints at times but the passion and commitment
of your leaders? SPEAKER: Yeah, I think
generally in the past what we’ve seen is
that when you’re doing inclusive marketing, there were smaller budgets, there were
smaller teams. And to some extent, there was
smaller interest. Because, you know, everyone focused on the
general market. Now what you’re seeing, particularly, is that —
and this is sort of an old tag line that I’m borrowing from
McDonald’s, but what you’re seeing is brands are leading with ethnic
and inclusive headlines, that’s the lead instead of a subgroup. Because of that we’ve had years
of and gellization, we’ve had whole
organizations and agencies spring up specifically to focus
on multi-cultural marketing and inclusive marketing. And so now to have a brand
partner, to have your clients come to you first and say this
is what we want to start with first, it’s really, really been
incredible to see. And, you know, when it — I
think people are unafraid to be brave
— which I love. And I don’t necessarily like
using the word “brave” because I think it should be the norm. I
think we’re just in different times. And if you want to shrink as a
marketer or brand, then, continue to do sort of the mass
marketing and not to appeal to anyone. But if you want to grow
and want to see success and you want to actually change culture
and make people — and put them in the center versus making them feel marginalized then
embrace inclusive marketing 100%.
SPEAKER: Danielle, what about you and your approach and
the value you’ve seen for inclusive marketing?
SPEAKER: Well, the great thing about marketing is that we own
showing images to the world. And I think when you really,
truly believe that people matter and
stories matter and images matter, and if
you collectively added up everything that all of us are
putting into the world and if you took the responsibility, I
think, to make those stories inclusive
and authentic and emotionally connected and cultural relevant, it’s —
cultly relevant it’s really empowering to think that we as a broader community
can do to move society forward. SPEAKER: Anton, if you
could close us out and share with us your approach to
inclusive marketing, about what any of the marketers in the room
can embed similar practices into their work.
SPEAKER: Yeah, so I think the most important thing is
diversity/inclusion has to be genuine. We’ve all been saying this so I
think that we all agree. It has to show up in every part of what makes a brand, when you
think about it, and it needs to be in the messaging but you
cannot miss it in the images and in the photography, the example,
Tiffany, that you were just using, Tiffany & Company, Tiffany was
using the Tiffany example, I just got that. So if you’re
trying to give something to marketing, of being
inclusive, people will see right through that. So I guess it
needs to come from here, not from here or some cold Excel
spreadsheet that tells you to do that. And so I think one other topic
that we haven’t talked about is I feel
like to build a diverse brand and an inclusive brand, you have to really,
first, build a diverse culture and team. So without that investment, you
know, it won’t work. SPEAKER: We can give that a
huge round of applause and all of our speakers.
[APPLAUSE] Thank you for your authenticity,
thank you for your commitment, thank you for the transparency,
and thank you for the magic. Give it up. Thank you, everyone!
Marie ghoulen miracle chief marketing officer at Calvin Klein and chief
digital at DPH, thank you for joining us.
SPEAKER: I’m thrilled to be here.
SPEAKER: Later today you’re speaking on one of our
panels at Google Marketing Live about the end of
digital marketing and why it’s good to
change our mind-set. Digital marketing is just marketing?
SPEAKER: I do. SPEAKER: Let’s start out by telling the audience about
Calvin Klein and PBH and what you’re nooksed on.
SPEAKER: At Calvin I’m the global CMO so I’m in charge of
brand marketing, product marketing, also consumer insights, data, retail, store
design, visual merchandising, I’m trying
not to forget everything — SPEAKER: This is the first job.
SPEAKER: If my team is listen comes CSR. And in addition, I’ve been
appointed to chief digital officer for
PVH, so I oversee the full digital and data transformation
for the company. SPEAKER: Very exciting.
Congratulations on your — both roles.
SPEAKER: Thank you. SPEAKER: We’re incredibly
excited to have you here with you. You’re talking on this
panel about the end of digital marketing. Why is it so
important for the industry leaders to shift their
mind set around digital marketing? SPEAKER: Because I think it’s misleading, or very duplicative
to talk about traditional marketing and digital marketing. If you think about it, consumers really don’t act that way so you
research online, you buy offline, you have your mobile
with you throughout the journey. So the consumption of videos,
the search behavior, all of this is
present throughout the journey. I also think it creates silos within companies instead of
infusing tech and digital and data at the core of everything
we do. SPEAKER: So you pull everything
together. Let’s see, I have, actually, a
question already from the audience, if you don’t mind. As you talk about this new
mind-set shift, who should be sooning it,
the CEO or the marketer? SPEAKER: That’s a great
question. I think both CEOs and CMOs
should champion it and then I’m going to add some nuances. I think the CEO should signal
the entire organization that the world has changed. So it comes
from the top. And there is this new behavior
already infused from the top. Then CMOs are driving the
product that is consumer-related. They have to partner with CFOs,
for instance, on new norms, new
financial norms, on how you measure performance in today’s
world. The CMOs have to partner with
CHROs, the heads of HR, on identifying
talent gaps, for instance, upscaling,
rescaling of the teams. And obviously, as I always say,
the CIO is the best friend, the new best friend of any CMO. SPEAKER: It’s really a fall
company transformation, it’s not just one vertical or one
function. SPEAKER: Absolutely.
SPEAKER: You were talking a little bit before about the
need for this because the consumer journey has changed so
much. Consumers are getting more and more of their
information online, and we’ve been talking about this a lot I
think with Google on how this change has happened. You’re
sitting there right in the forefront. How have you seen
the consumer journey change and how has that impacted how you go
to market? SPEAKER: So I’ve seen three
traction points and I think there is one stat that everybody
should keep in mind. So the three traction points
that I’ve seen over the past five years, I would say, has
stayed very consistent, that’s kind of the good news with all
the changes that we’re going through. One, the discovery phase, the
research phase, or what, you know,
marketing nerds called robo, research
online purchased offline. This has become probably, in
some instances, up to 50% of the
consumer behavior prepurchase. And then the second
traction point that I’ve seen that is very new
and not going anywhere is the
peer-to-peer advocacy driver, the fact that you’re going to trust brands much
better when it comes from other consumers or
influencers or advocates. And then the third thing is that
consumers want to buy everywhere and anywhere, wherever,
whenever. And overall, I think the stat
that I keep reminding the C suite and
my team is that 50% of sales are now
digitally influenced and this is across the board, this is across
industries. SPEAKER: That is a massive
change, though, it’s very in the world that everything is
changing having it be stable for the last five years is a
wonderful thing. How should marketers be
approaching this change in consumer behavior? For example,
one of our audience members, Hillary, wants to know how you
keep customers engaged once they have started the online journey
onto your Web site. SPEAKER: So Hillary, we’re
doing four things, we’re doing four use cases and, again, this is a piece of
stability in a world of change. The first one is that we
acquire, we keep acquiring, so we focus a lot of efforts on
acquiring new consumers. Then we focus on the second
purchase, that you — you buy one and you
are getting the consumer to buy a second time. And the third
use case that we’re focusing on is cross-selling or
deep-selling, so you go deeper into loyalty. And then the fourth use case is
about preventing churn and retention. So the job is really to marry
and combine the four use cases all the time.
I would say to do that you need tech and you also need what I
call another acronym — I’m sorry for the acronyms.
SPEAKER: No, I like the acronyms. SPEAKER: You also need DCO
digital content optimization, so this
constant optimization, differentiation of content so
you know what works best. SPEAKER: We talked a little bit
about this yesterday, the digital content optimization, so
are you constantly creating new content, how are you thinking
about that? SPEAKER: Yes. I think it’s two
different types of flows. One is the — the hero content
and we can talk more about that, it’s
not going anywhere. It’s still how consumers connect to the
bigger brand values. And then you have this always on flow of content, I call it high
volume, high velocity of content. SPEAKER: High volume, high
velocity. SPEAKER: High volume, high
velocity and high degree of personalization and
personalization. SPEAKER: That’s a perfect
segue. With so many consumer touch points you have this
wealth of information that can be used for ads personalization.
Can you talk about about the importance of being relevant in
today’s marketing climate with so much competition for people’s
attention and how you use ad personalization to be relevant
in the moment? SPEAKER: So this is actually a
gap in measurement. I believe we measure either
brand lift or sales lift. We rarely measure what I call the
return on relevance. And it’s a combination of
engagement, past past behaviors, obviously conversion, but we
have to be able to measure if we actually provided the right
content at the right time to the right consumer. So I call it ROR, return on
relevance. SPEAKER: That’s a metric that
you use — SPEAKER: It’s a combination of
metric and this is sort of the north star that I always keep in
mind in everything that we do. SPEAKER: Fascinating. On
that note we have another question from the audience.
Mike asks: There’s a lot of talk about machine learning and
big data, but how can marketers actually use these tools in
their day-to-day? SPEAKER: So marketers remain
very much human, flesh and blood, we have a lot of
intuition. I think that helps on I would
say level one automation, repetition of what works. Level two, identification of
patterns of what works, what doesn’t work. And then you need
human beings to make sense of the data. Great marketers will be the one
who really know how to embrace tech the best. And it’s not an either/or,
again, it’s an “and” relationship. I will also say that creative
teams cannot be afraid of tech and
that intuition, I call it intuition
is augmented by data and insights
and technology. SPEAKER: It is true that the
machine learning can pull up the data but the interpretation and
figuring out what are true insights that are based on human
behaviors are only something that humans can do.
SPEAKER: And what ideas — because at the end of the day
marketing is about ideas. SPEAKER: Exactly. While we’re on the topic of ads
personalization we know data is top of mind for a lot of people.
Google is committed to ensuring that our users understand the
commitment to responsible data use. We talked a bit about this last
week at I/O, what are your thoughts on user trust?
SPEAKER: I think companies and brands need to commit. On the Calvin side there are
three strong commitments that we want to make to our consumers.
One is transparency, we want to be transparent on how we use
data. The second one is security, we
want to apply the highest standards when
it comes to keeping data safe. And the third piece because if
things don’t happen the way it should,
brands and companies need to be highly accountable. So the
third principle is to be accountable.
SPEAKER: That’s wonderful. We have so many questions coming
in from the audience, thank you, everyone. I’m going to go with the first
one from Lara, do you have a
marketing trick or life hack that you’re particularly proud
of? SPEAKER: I think my first
mentor at work, something like 20 years
ago — yes, I started to work in the
20th century — so my mentor taught
me that mantra that I always keep in mind every day. Come to
work like it’s your first day. Your first day at work. So don’t ever get comfortable,
don’t ever think that you know everything. The more you grow, the more you
have to listen to new generations and
the more you have to really practice
the muscles of curiosity and humility. So every day is my first day and
I’m happy to start my first day with
you Bethany and the audience here.
SPEAKER: Carol wick, growth mind-set, you’ve embraced
it from the very beginning. For people who are just tuning in,
we are here with Marie ghoulen
Merle who is the CMO of Calvin Klein and the chief digital
officer of PVH and we’re answering a few of your
questions because we’ve gotten through most of mind. We have another question from
Brian: Consumers seem to be less brand loyal. Digital native brand seem to
focus on their products rather than selling their brand. Has
Calvin Klein shifted their focus from brand to promise as well? SPEAKER: It’s a another “yes
and” answer. Another mantra that I learned
when I started my career in marketing
is that consumers connect to a brand and at the end of the day
they buy a product so you actually need to do both jobs.
If you go to YouTube, for instance, today on the Calvin
Klein channel, you’re going to see the latest campaign. It’s a lot of emotional
engagement, but also a lot of product focus
on what’s new and why it’s new and
why it matters. SPEAKER: That’s — and
YouTube’s such a great candle for creating both of those
connections. We have a question from Ahmed,
do you think clothing are adopting
to digital tal trends that we see every day?
SPEAKER: I think, like every brand, I don’t think there
is any industry exception. I think every industry is going through massive change and it’s
not an industry point of view at the end of the day, at the end
of the day it’s a consumer point of view. so if consumers change, brands
have to adapt. So we’re no different. I would say I think that the way
people choose the way people are going to prefer a brand, the way
you create brand love, the way you develop
brand-building is — has changed dramatically over the past five,
10 years. So there is no exception.
SPEAKER: It’s — I think it’s one of the most interesting
things about being a marketer is you have to adapt to the
changing consumer behavior, you talked about the consumer
behavior, it’s always changing, more quickly, you have to be on
your toes and it kind of feeds that constant curiosity.
SPEAKER: Keeps it exciting.
SPEAKER: Interesting, you’re constantly learning. We have a question from Leo:
Have there been any campaigns from other brands’ competitors
that you have admired recently? SPEAKER: Oh, yes, so many. First of all, I’m always looking
not only at new campaigns, what’s
happening with the other brands, but also what consumers are doing, like I do a
lot of UGC research. So I’m always impressed by —
with consumers seeing about brands and what brands do. If I had to quote one, I think
the crazy campaign with Serena Williams during the Super Bowl
night was fantastic. SPEAKER: That was a great ad
campaign. Question from Pritth y, how do
you see qualitative techniques such
as story telling affecting marketing in
the next two years? SPEAKER: I think it’s already
there. The pace for developing a story
is no longer the same, I would say, legacy brands used to take probably a
few months to develop a few images. And we now have to come up with stories and narratives on a
daily basis. So the lead time has forced
designed thinking and this test and learn mentality to come to the
marketing workplace. So we have to, obviously know
what the brand stands for, what the values are, but then be able
to create and optimize content every day on the fly.
SPEAKER: You really have to — you’re just telling more
stories, you’re not telling less wonderful stories, you’re just
having to tell them on a constant basis and so you really
have to know where your brand taps in and how you bring it to
life. SPEAKER: Yes, based on the same
DNA, with more volume and more stories.
SPEAKER: Much more challenging.
SPEAKER: I have a question from Kiley: In order to achieve
the digital maturity you are after, what types of partners do
you need to work with and how many are too many? SPEAKER: I keep talking about
an ecosystem of partners. So it used to be the client and then the agency, and today it’s an
ecosystem of partners. Should they be creators, should they be the
Googles of this world, the big tech partners we have? I would say agencies, creative
minds obviously, but also internally, and I was talking about IAS, I have a
brand tech person on my team who’s the
conduit between I.T. and the marketing team and I
think that’s fundamental. So it’s an internal ecosystem
combined with an external ecosystem of
partners. SPEAKER: I think that’s one of
the most interesting things about what you’ve done internally, it’s
just how you — how you’ve brought all your teams together
into one, one team with all sorts of different specialties
and experience that are all working together on common
metrics and common goals. We have a last question, oh,
actually we have two more, sorry — question from Michael: How do
customer data platforms play in? SPEAKER: Oh. The famous
CDPs. I think CDPs are the recent goal
to what we do, not because it’s the
new buzzword, but because we have so
many data points that you need what I
call the center of truth. So you need that central place
to look at your consumer from a
360-degree standpoint. So, yes, it’s going to play a big role.
SPEAKER: And we go back to the consumer journey keeps
changing or not keeps changing but consumer behavior keeps
evolving so it becomes even more important that you’re getting
real-time information there. OK. We have our last question from
Mario: You’ve moved impressively fast in
transforming your marketing organization. What guidance
would you offer brands and partners to help enable
agility and speed when managing change,
agility and marketing decisions? And I can’t think of a better
question on. SPEAKER: Thank you, I don’t
think I move fast enough, my team would hate me saying that.
I would say two things, I keep using that quote with my team,
if you ever want to go somewhere else, start walking. So most of the time what I do is
I keep designing what the moonshot is going to look like and at the
same time I do three-month — I design the
three-month wins and the six months achievements and the
12-month achievements. So there needs to be a little
bit of both, what the promiseland is going to be like
and what tomorrow is going to be like. And this is what
exponential organizations are doing, I think.
SPEAKER: Both setting the vision for the short-term and
the long-term. SPEAKER: Doing it at the same
time. Another good metaphor is, I use
it with my team a lot, is you’re on
a plane, building the plane while it’s up in the air. I
find it exciting. And I’m here to make sure that
my team is not too dizzy or overwhelmed
by this plane feeling. SPEAKER: Putting it all
together, as you are soaring over the world. That’s
wonderful. Well, Marie, thank you so much.
SPEAKER: Thank you, Bethany.
SPEAKER: It’s been great talking to you and I know you’ll
have great insights that you’ll be sharing
at Google Marketing Live later today.
SPEAKER: I will. SPEAKER: Thanks for tuning in, follow us on LinkedIn, YouTube,
and Twitter, and thanks for tuning in, we’ll see you next
time. SPEAKER: Hi, and welcome
back to Google Marketing Live. What a great way to kick off
sessions. Such great speakers. What was
your biggest take-away. SPEAKER: Non-inclusive creative
gets through because there’s nobody in the room to say, hey,
that’s not appropriate you really need the right talent and
the right people in the room and that starts by hiring a really
diverse team. How about you? SPEAKER: Just listening to
your customers. I think being empathetic makes you better at
business, of course, empathy makes you better as a human
being, it also makes you better at marketing and that’s an
important thing to remember. SPEAKER: Solution. Sean,
you’ve been hyping up this product sandbox for two days
later. SPEAKER: I think it’s true
about delivery, OK, I used to deliver pizzas back in college.
Two different companies, it’s a big deal. My colleague Karen and I we had
a blast downstairs at the sandbox. Check out this video. SPEAKER: Hi, I’m Karen, and I’m really excited to learn more
about why you need a healthy Google Analytics account. Tell
me about it. SPEAKER: Thanks, Karen. Setting up your account can be
complicated, measuring your business against an app can be
complicated, we’ve created the healthy setup guide here to make
sure that we walk you through five different steps. There’s
basic setup filters here that you can turn on and off, things
like bot filtering and Google signals but there’s also really
important things like making sure that your account is linked
with things like search, console, or
Google Ads product, search ads 360 and display and video 360.
Now, each of these products enable you to see the entire
customer your Honor. Not only do you get better measurement
and a more holistic picture of the customer journey, but you
can also use your data to take action and really turbo charge
the way you’re using these products.
SPEAKER: Wonderful. SPEAKER: Let me show you my
most favorite part of this check. It’s making sure that you’re
setting up goals, conversions, really that you have
organizational alignment around what are your core KPIs that you
really care about as a business. Making sure that those are set
up in Google Analytics, it’s going to lay a great foundation
for everything else you do in the product. We really want to
make sure that you take those insights and put them
into action. What does that mean? Putting it into action means
tailoring your Web site to a more personalized experience. Using things like our audiences
for more relevant ads. So all of these things are really key
to making sure that you get the most out of Google Analytics.
SPEAKER: Wonderful. SPEAKER: Now, the last piece is
a piece I’m real excited about. We have a great product that
enables you to get powerful analytics
for your app properties. Things like iOS Android, we’ve
got a great product Google Analytics and Firebase that lost
you to go deep with ads. SPEAKER: Jesse, I’ve just got
to ask, can you give me a sneak peek as to what’s ahead for
Google Analytics? AUDIENCE: As a product area
we’re really focused on trying to help businesses have a
complete picture of the customer journey and in that journey
we’re really making some big and exciting investments in bringing
both app and web journeys together
into a unified picture so you’ll have to stay tuned on that, but
I’m excited about what’s coming later.
SPEAKER: Well, that sounds exciting. Thanks so much for
taking me through this today. SPEAKER: Thanks a lot,
Karen. SPEAKER: We’re down here in the
sandbox station talking about smart bidding. So I know people
want — some people want more control over seasonal
events, right,, will you show us what that’s going to look like,
what’s going to be rolling out too?
SPEAKER: Go to tools, go to mid strategies, click on
advance controls. SPEAKER: And that’s labeled as
a lab, that won’t be a lab once it’s out of beta.
SPEAKER: That’s exactly right. And you have a tab that shows up
Santa adjustments and that’s what they will use. So then you click on that, you
click on this sign here. SPEAKER: You can do if both
places, that’s exciting. SPEAKER: Then you give it a
name, let’s say it’s Valentine’s Day.
SPEAKER: OK. SPEAKER: Let’s call it V day.
Select a time, obviously Valentine’s Day is not in May.
SPEAKER: We’ll imagine this is three months in the
past. SPEAKER: That’s exactly right.
SPEAKER: You can do this down to the hour, super cool. SPEAKER: You can notch it to
when they see it on the Web site. You pick the scope,
either at the account level or specific campaigns and they can
select what the campaign is. They can also set it for
specific device types. Here’s where you actually enter what
the estimated change in the conver- conversion rate is
going to be. SPEAKER: From an advertiser’s
perspective they’re thinking about that conversion rate,
something’s coming up, change the conversion rate, Google
wouldn’t know about this, that’s how you can put on it.
SPEAKER: Googleo does a reasonable job, it’s just there are
instances where advertisers may expect a change
in events. SPEAKER: That’s great, they
know something that Google won’t.
SPEAKER: Exactly. SPEAKER: Perfect. We also have
something new that’s campaign level conversion selections,
will you show us what that looks like as well?
SPEAKER: Absolutely. I’m going to pick a campaign here.
You go to initial settings and you click on conversions and you
basically have, you know, it says it’s checked here that you
can use account level. SPEAKER: OK.
SPEAKER: Now you can actually choose specific
conversion actions for this campaign.
SPEAKER: That’s great, I love it.
SPEAKER: And you go from there.
SPEAKER: OK. Look for that in people’s accounts in the
near future. Both of those are super exciting. Thanks so much,
it sounds great.>>Stores visits measurements
launched in Google Ads back in 2014. Liza, tell me how local
campaigns is different now. SPEAKER: Sure, local campaigns builds on top of store
measurement by allowing advertising to optimize for that
metric or local actions such as calls and directions. It’s a single campaign type that
runs across Google properties. You can see here in our booth
we’re showing some of the different features we’re rolling
out on maps. You’ll notice it runs across other properties
like search, business profile, display and YouTube. To set up
it’s fairly simple. Advertisers just upload a few
items in text, an image and a video to Google Ads and then we automatically
optimize when those ads appear in order to drive the most to
those visits. SPEAKER: There’s been a lot of
industry news about more and more stores closing as
purchasers are moving online. Tell me, why is Google deciding
to investment in store sent trick now?
SPEAKER: Online is growing but most people still go to
stores particularly if there’s something they need right away.
I’ve personally been going to a lot of stores lately as we’re
doing a home remodel and I find a lot of the
places I visit through Google Maps and we’re seeing a lot of
our users find businesses online even though they ultimately end up in the store
and we’re enabling marketers to reach
consumers to President Obama unique aspects of their store.
SPEAKER: Google Maps sounds really powerful. How are
you expanding opportunities for marketers on that surface but
without disrupting the user experience?
SPEAKER: Sure so current Li local campaigns has exclusive access
to Google Maps inventory. And we know the users use Google
Maps for more than just navigating somewhere when they
already know where to go, it’s a tool for exploring what’s nearby
and it’s a really great way to connect users to a new place to
grab lunch or to help discover that there’s a sale at their
favorite store. To do this right, we’ve tested a lot of
different sign iterations, selective data from user surveys
to make sure that the suggestions we’re showing are
relevant and not intrusive. SPEAKER: Well, that sounds
incredibly exciting for marketers. I can only imagine at an event
like this in San Francisco how many of us might encounter some
local campaigns when we walk out the door.
SPEAKER: Absolutely, we’re excited as well. Thanks so
much. SPEAKER: Thank you.
SPEAKER: We’re here with the product manager for us. We
know that speed is important, right, like a Web site you want
it to be fast. SPEAKER: Right.
SPEAKER: Why does it matter so much more on mobile?
SPEAKER: Today you have a lot of option on mobile phone. The content using preloaded apps
or they’re using, et cetera, on such an environment of slow page
is not going to cut it. In fact, if a Web page unload
for three seconds more than half the users Boone and move on to
their — abandon. SPEAKER: That’s death. People
want to know how fast their site is what can they use?
SPEAKER: Yeah, let me show you a tool that we recently
launched, test my site. SPEAKER: Thank Google for that.
SPEAKER: You enter it here and it runs analysis in the
background. SPEAKER: Moment of truth.
SPEAKER: Enter. SPEAKER: Average.
SPEAKER: Average. SPEAKER: And then, you know, it
hasn’t changed over the last few Mondays.
SPEAKER: Average is great. SPEAKER: Average is good.
SPEAKER: But you can be better, right?
SPEAKER: Exactly. What can you do to be better?
SPEAKER: Glad you asked. I have the perfect solution for
you. Let’s check it out. SPEAKER: Lead the way. Which
is going to help me make my mobile site faster?
SPEAKER: Less talk about an oaps technology.
SPEAKER: Big deal. SPEAKER: That’s right. Open
source framework so you can build your Web site and it makes
your page load instantly, right, and the reason why it does that is that roundup
distribution. So platforms like Google or Bing
or Pinterest, take take it cache it and load it instantly. What
you see on the screen on the left-hand side is the instant
loading page, it’s a regular page,
right, so there’s a huge difference.
SPEAKER: That’s when people drop off, you’re talking
about people dropping off, that’s that page.
SPEAKER: That’s right. This is going to make all the
difference in the world. SPEAKER: Fantastic. Over here
you said we have another tool over here.
SPEAKER: No, it’s the same tool.
SPEAKER: Same tool OK. SPEAKER: But today there’s a
state on the web, most landing pages take more than 15 seconds
to load. SPEAKER: That’s insane.
SPEAKER: It’s crazy. SPEAKER: So — SPEAKER: That’s why AMP is —
SPEAKER: If you want to make it faster you can do it.
Thank you, Prashant. SPEAKER: So tell me about some
of those product milestones and what’s changed over the years.
SPEAKER: Sure, 20 years ago we started with text ads and
then over time we added more formats like shopping and more
surfaces like YouTube. Then we had a big inflection
point when mobile querieses overtook
desktop, see we leaned into a more engaging interesting format
and we also have worked a lot more on matching relevant
formats to customers, to things like customer match and
marketing. Now we’re in a world where we notice with a multiple
variety of touch points that customers go through, all the
different devices, we have to understand the user context. We
think that there’s a lot of complexity in that journey, we
think automation is something that can help solve. That’s why we also built as
response I ever search ads and responsive display ads.
SPEAKER: Can you tell me a little bit about responsive
search ads and how they work? SPEAKER: Sure let me show
you. This is a responsive search ad. I’m going to edit
it. And there’s three key things I want to highlight.
First there’s something called ad strength. It gives you
real-time feedback about your assets and as you add new
assets as you make changes. Number two, the smart preview,
this is based on our machine learning to show realistic
combinations how your ads will serve. And number three, as
you’re typing, it shows suggestions from your final URL.
I think those are pretty cool. So let me show you a little bit
how it works. I’ll type in one. Prestore visits. Then I’m going
to also take a few of the suggestions. So it’s telling me
to add more headlines to increase your chances for better
performance. I’m going to add a few headlines. And you notice the ad strength
improves to good. So with that I will save.
SPEAKER: Well, that’s great. But how do you measure
performance? SPEAKER: Sure. So with responsive search ads
you have all the same ad level metrics like you do other ad
types but then we also added something else. When you drill
into something called the asset report, you can see all of your
assets and how often they’re being used. We also created
something called the combination report. This gives you a view
of every single ad that our machine learning system serves.
SPEAKER: Wonderful. Well, thank you so much for walking me
through this. SPEAKER: No problem, thank you.

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