"The Google Marketing Platform is accelerating the market shift"
Jan Brockmann, Managing Director for Germany at the digital marketing agency Metapeople, shares five insights on the new Google Marketing Platform (GMP).
Google recently announced its latest suite, the Google Marketing Platform. In addition to the rebranding of Google Adwords (now: Google Ads), there are other interesting developments triggered by the new platform. What will change for advertisers and marketers? In five theses, Jan Brockmann, Managing Director Germany of metapeople, part of the international Artefact Group, classifies the innovations and provides a forecast for the future.
The launch of the new platform is logical and long overdue
With the launch of GMP, Google now offers a unified marketing platform that allows the control and coordination of all marketing elements, from activation and measurement to in-depth analysis, from one control center. The idea itself is not new: companies such as Adobe, Oracle and SalesForce have already introduced these one-stop stores in the past. It is no surprise that Google is now joining this illustrious ranks with GMP. The need on the agency and company side to have a holistic view of all digital channels and to better evaluate individual marketing touchpoints is constantly increasing.
GDPR: Google takes partners to task
The combination of Doubleclick and Google Analytics enables Google to centralize data storage and processing and thus reduce the number of links in the data processing chain. A great benefit in times of GDPR. The new three-tier partnership model is also a way of transferring GDPR responsibility to partners who process or resell GMP Suite products. A clever move by Google in view of the fact that large companies are increasingly running their media activities in-house.
The market shift will gather pace
Because GMP enables advertisers to map certain operational management activities in-house, they will become less dependent on their agency. Merely setting up new campaigns, tracking and data will no longer be an argument that binds a company to an agency. On the other hand, consulting and other higher-value projects such as attribution modeling, performance measurement, data management and media quality will continue to be sought-after agency services.
GMP becomes a driver for more efficient budget allocation
GMP will strengthen advertisers' understanding of how the different stages of the funnel interact. Combined with data-driven attribution modeling, advertisers will be able to go beyond the last-click model and improve budget allocation between channels as well as branding and performance strategies. GMP makes it possible to combine ad-related performance (Doubleclick Suite) with site-related engagement (Google Analytics). Reconciling both strategies offers the opportunity to shift budgets back towards more efficient marketing channels.
The goal has not yet been reached
It is to be hoped that Google will integrate GCP (Google Cloud Platform) in a next step. As a digital agency, we naturally work with both GMP and GCP. We are therefore aware of the great potential of a further fusion of cloud and marketing tools, which will enable more intelligent offer strategies, more precise attribution measurements and more efficient customer personalization.
Jan Brockmann has been Managing Director Germany at the digital marketing agency Metapeople since 2016. The graduate information scientist is an expert in SEA, SEO, display marketing and social advertising. The digital performance marketing agency Metapeople has been supporting the development and expansion of international partner programs for well-known brands from Alltours to Deichmann and Lufthansa to Zwilling since 2004.
