Google is the undisputed leader in internet marketing. In addition to the products that most of us use every day (Chrome browser, internet search engine or YouTube), it also develops tools for marketers – incl. Google Marketing Platform, Google Ads or Analytics. The technology giant also provides free materials and courses that allow marketers to explore the secrets of digital advertising.
Companies have access not only to Google marketing tools, but also to most of the technologies on which they are built. One of the giant’s leading products is the Google Cloud Platform infrastructure – the third most popular cloud computing in the world.
What is Google Cloud?
Google Cloud is a set of nearly 200 cloud computing services, with the use of which you can create your own infrastructure tailored to your business needs. The services include:
– virtual machines and unlimited computing power,
– creating and managing databases,
– storage of data, files, documents,
– launching and developing container applications,
– managing Kubernetes clusters,
– BigData analytics,
– the use of ready-made machine learning (ML) and artificial intelligence (AI) models,
– applications that increase the effectiveness of employees, improve cooperation and communication between teams.
Google Cloud is a flexible solution. With the use of GCP cloud services, you can host a simple website, maintain an extensive application or develop an advanced system using artificial intelligence models. Google Cloud services can also be combined with marketing tools (e.g. with Google Marketing Platform). Cloud costs depend on consumption, charged on a minute or second basis.
How can Google Cloud technology support marketing?
1. Remote collaboration and communication made easy with Google Workspace
Google Workspace (formerly G Suite) is a suite of cloud-based work and communication tools. It includes, among others, corporate Gmail, Google Drive storage, file creation and editing tools, and communication applications.
Examples of how you can use Google applications in the marketing department:
– storage of marketing materials on a drive shared by team members – files can be organized using folders and grant editing rights to individual employees,
– remote brainstorming via Google Meet and joint drawing on a digital Jamboard or simultaneous editing of files in Google Docs, Sheets or Slides,
– creating plans and schedules (e.g. blog or social media publication plan) in Google Sheets, delegating tasks by marking employees in a comment,
– running webinars on Google Meet,
– creating feedback forms for event participants in Google Forms.
2. Advanced data analytics from multiple sources thanks to BigQuery
A good marketer knows that he should not rely on his own gut but on numbers. However, the data is scattered among various channels and platforms – website, social media, advertising, email marketing, CRM system, sales results …
BigQuery is a Google Cloud service that allows you to better understand the customer path between multiple channels. It is a data warehouse – a service that allows you to conduct advanced Big Data analytics.
You can import ready-made files or data from Google Marketing Platform, social media, CRM system or other tools to BigQuery. The data (after being “processed” in the Data Prep service) is analyzed to show the relationship between them.
Knowledge of SQL is required to operate BigQuery. BigQuery data analytics can be combined with Cloud ML machine learning capabilities to predict the potential outcomes of your marketing activities. With the conclusions of the comprehensive analysis, you can return to your marketing tools to test, optimize and make changes to your operations.
3. Data visualization in Google Data Studio
Presenting data in a transparent way is extremely important – especially for people who do not have a lot of technical knowledge. The results of data analysis from various sources carried out in BigQuery can be visualized using charts and dashboards in Google Data Studio. In the case of cyclical analyzes, you can set the automatic update of data in the charts with the results from BigQuery.
The appearance of the report and the way of presenting data can be modified – choose colors, add or hide parameters, manage the date range. The introduced changes are immediately visible among other employees.
4. Marketing in the mobile application – Firebase platform from Google
Firebase is a platform developed by Google that allows you to create, test and develop mobile applications. It consists of 18 services, 7 of which are dedicated to business growth – analytics, promotion and user engagement.
With the help of Firebase services dedicated to business development, you can segment users with the support of machine learning, run and track A / B test results or send automated messages in the application or push notifications.
5. Personalized product suggestions with Recommendations AI
Customers expect that they will receive a personalized offer – corresponding to their needs, matching the current situation, taking into account previous choices.
If a customer has added a blindfold for sleeping to their cart, they probably prefer to receive other sleeping products – slippers, pajamas or stuffed animals, rather than scary carnival masks. This is an example from a speech by Kathy DePaolo, VP of Engineering at Disney, who during Google Cloud Next ’19 talked about the experience of using her own recommendation engine and the Google engine.
Recommendations AI is a service that uses ready-made artificial intelligence models from Google Cloud. The engine has at its disposal a record of millions of actions taken by the user, reacts to currently taken actions and prepares and serves real-time product or service proposals. Recommendations can be displayed through various channels, e.g. on the website, in online advertising or mailing campaigns.
There are more possibilities and everyone can take advantage
These are just 5 examples of how Google Cloud services can be used to support your marketing efforts. There are more possibilities, and from among GCP services, every company can choose something for themselves. A startup gaining momentum, a company of several dozen people, a global corporation – all these organizations have access to the same technologies that Google uses to develop thousands of its own projects.