MARKETING
7 Ways To Improve The Conversion Rate Of Your Funnel
As advertisers, we focus a lot of our energy on ensuring our ad campaigns are performing and converting as best as they possibly can.
But that’s only one part of the equation.
What happens after the click is just as important (if not more important!)
You can have the most incredible ad campaign set-up, but if the funnel you’re sending traffic to doesn’t convert, it doesn’t matter how great your campaign is – you simply won’t see the results you desire.
And so, in this article, I’m going to share 7 ways you can improve the conversion rate of your funnel, leading to better overall performance and results.
1. Include the 3 argument types on each page
Whenever someone makes a buying decision, they use two different parts of their brain.
There’s the emotional part (the limbic brain) and the logical part (the frontal lobe). It’s important to understand this because it plays a big role in how we structure the pages in our funnel.
When humans make a purchasing decision, it’s mainly an emotional reaction. A study by a Harvard School of Business Professor, Gerald Zaltman, concluded that 95% of purchase decisions are made by the limbic system (the emotional part).
We see something, like it and decide we want it. Once we’ve decided we want something, the frontal lobe then helps sway us on whether we actually buy the thing by processing it logically.
Think about someone buying their dream house.
They go to view the house and fall in love with it instantly and decide they want to buy it – that’s the limbic brain. It’s only when they get home and start looking at things like the area, electricity bills, neighbourhood and all the other bits that they start thinking about the purchase logically.
And so, when it comes to our marketing (and our funnel specifically), we need to understand this as it impacts how we should structure the pages.
Regardless of the type of page you’re sending people to (whether it’s a lead gen funnel or e-commerce) you need to be making three types of arguments:
Emotional arguments
Logical arguments
Urgency
And we want to make them in this order too – since that’s the order in which someone makes a purchasing decision.
Have your emotional arguments at the top of the page, above the fold. What are the emotional reasons someone would purchase your product? It can often be as simple as saving time, stress or money.
As you move down the page, you can start talking about the logical arguments. These are often features and benefits. What would someone need to know/understand in order to purchase the product or service?
And lastly, for good measure – always include urgency in your messaging to further push those people to take action. There are people out there that simply won’t take action unless you give them a reason to take it now. Some good ways to do this are: Give them a certain timeframe, warn them about limited stock or simply talk about why it’s so important they take action now.
By doing this you’re structuring the pages in a way that flows with how we make purchasing decisions as human beings – setting you up for the best chance of success.
2. Benefits > Features
There’s a common saying in the copywriting world: “features tell, benefits sell.”
However, when most come to write copy for their product/service, they write about all the features without explaining the benefits.
Features focus on the product/service itself. Such as what you receive, what it does or how it works.
Some examples of features are:
- Storage up to 1TB
- Access to a free Facebook group
- Latest waterproof technology
Those things are great, but they don’t tell the end consumer the benefit to them, which makes it less compelling.
Benefits focus on the outcome of the product/service, telling the customer exactly what the feature will mean for them. Bringing it back to the first point – this is how we start to build emotion into our copy.
By telling people what a feature means to them, they start to visualise themselves using it – which creates the emotional reaction we need.
Luckily for you, I’ve got a super simple way to turn your features into benefits.
The “so that” statement
This is a tactic I use every single time I write copy.
If you’re like most people and tend to write about the features, simply add the words “so that” to the end of your sentence. This forces you to explain the benefit that’s tied to the feature, making your copy much more hard-hitting.
The formula you can use is:
If ___ so that you can ___.
Let’s take our examples from above.
- Storage up to 1TB so that you can save all your files without ever worrying about running out of space.
- Get access to our free Facebook group so that you can network with like-minded individuals.
- The latest waterproof technology so that you can hike out in the rain for longer without getting wet feet.
Review all your copy and ensure every feature is combined with the real benefit. This will make your copy much more emotionally driven and compelling to anyone that’s reading it.
3. Split test all pages
The key to success in any advertising campaign is comprehensive testing. Testing images, copy, creative types and audiences. But the importance of testing doesn’t stop at the advertising campaign – it’s just as important to continuously test the pages in your sales funnel.
You should test at least 2 variants of every page in your sales funnel. Tests can be big or small, from having completely different designs to changing the colours of a button. It doesn’t matter what you test so much. The most important thing is just that you are testing… because that allows you to learn what works and what doesn’t.
And like all great marketers do: do more of what works and do less of what doesn’t.
Things you can test at each stage of the sales funnel
- Headline/subtitle – this is arguably the most important thing to test because it’s the first thing people see and read when they land on a page. Little changes in a headline can have a huge impact on conversion rates. The headline is where you want your biggest emotional argument on the page.
- Main image/video – most funnel pages will have imagery or videos on them. This is another key thing to test out. Try different styles of images and videos to see which ones perform better, such as professionally designed images vs iPhone shot photos.
- Sales copy – try testing different features and benefits. Even testing the order in which you share the features can make a difference. If you’re listing benefits in bullet point format, the first and last bullets are the most important.
- Call to action – the copy you use on the button can make a huge impact on performance. Try ditching the boring “Learn more” and try something more unique such as “Get Started – See How 97% Lose Weight In Just 30 Days”
Upsells/Cross-sells – test different offers throughout your funnel to see which products/offerings people find more compelling.
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4. Improve average order value with offers
The success of a campaign isn’t always just based on the conversion rate of the campaigns and funnels. Sometimes it can come down to how much money people are spending on your funnel.
You can have a funnel that converts, but if the money being made isn’t providing good levels of profit on top of ad spend, you have a problem.
We recently worked with an e-commerce store that sold home gifts. We managed to optimise the campaigns so successfully that we were able to get our cost per sale down to less than £5. However, because the average order value of the site was only £15, the ROAS wasn’t sustainable.
In order for us to make the campaigns successful overall, we had to improve the conversion rate of the site – specifically focussing on increasing the Average Order Value (how much someone spends per transaction, on averageGavin Bel).
To do this, we added in what is called order bumps and one-time offers.
An order bump is an offer made at the checkout, right before someone hits the pay button. A common order bump might be to “supersize” the order for a reduced rate or to get another product at a low price. These convert extremely well.
A one-time offer is what it says on the tin.
Once someone has made a purchase, another offer appears on the screen inviting them to purchase a related product at a discounted price.
Adding both of these increased the AOV of our client’s site by 20%, vastly improving the campaign’s overall effectiveness. Even if AOV isn’t a problem for you, look at adding these two tactics to improve it.
By not doing it, you’re essentially leaving money on the table!
5. Improve the quality of traffic on the page
If your funnel isn’t converting, it might simply be because you’re attracting the wrong people in the first place.
You can have the best funnel and offer in the world, but if the people visiting it aren’t relevant, it’ll never convert. This is why it’s so important to ensure you’re performing lots of campaign tests – testing which audiences work and which ones don’t.
With all of the advertising platforms, it’s very easy to see which audiences are bringing in the best returns. And like I mentioned earlier, simply do more of what’s working and turn off what’s not.
There is one fool-proof way of ensuring you’re only getting the highest quality people to your sales funnel: content creation.
Creating content is one of the most effective ways to attract an audience of people who definitely have an interest in what you offer and it’s something we advise every single client to do – either in written or video format.
The biggest objection we face is “but I don’t know what to write about?!”
And so if that’s you, I’ve got you covered.
The simplest way to start creating effective content is to simply answer the questions, objections and queries your customers have.
Here’s how to approach it:
- Create a list of all the questions you’re asked as a business (get your team involved in this)
- Turn those questions into eye-catching headlines
- Sit down in front of a camera and record the answers (or write them up)
This is so effective for two reasons:
- Only people who are genuinely interested in what you do will consume the content
- When you promote the content through advertising, it’s super cheap because you’re not selling anything, you’re providing value.
Pretty quickly, you start to build a large audience of people who have an interest in your offering.
Let’s say you’re a physiotherapist. You could film a 60s video titled “5 reasons you have back pain”. You could then set up a basic ad campaign targeting people in your local area (that fit your basic customer avatar).
Who’s going to watch that video?
People in the local area who have back pain!
Which, for a physiotherapist, is the perfect audience. What’s better is, these people are qualified AND educated. They know who the physiotherapist is already (building trust) and making them much more likely to take action and convert.
And to supercharge this strategy, you could run retargeting ads to the people who watched the video, pushing them to your sales funnel.
6. Increase or decrease form friction
When it comes to lead generation funnels, there’s a fine line between lead quantity and lead quality.
It’s not hard to generate lots of leads at a low cost, but it is difficult to generate lots of QUALIFIED leads at a low cost.
It’s a constant balancing act, ensuring that you have both quality and quantity.
The best way to strike the balance is to simply increase or decrease the fields you have in the form.
This increases or decreases the friction that someone has to go through in order to convert. The more questions/fields, the higher the friction. The fewer fields, the lower the friction.
If you’re struggling with lead quality, try and add some more fields to the form, specifically around the main reason your quality is low. For example, if you find the people you speak to aren’t motivated, add a “how motivated are you?” question.
If you’re not getting enough leads, try reducing the number of questions in the form and monitor what impact that has.
Whenever we’re starting a new campaign, we will always start with fewer fields to make sure we generate as many leads as possible. And then if we feel like we need to improve the quality of the leads, we’ll start slowly adding more fields to the form.
7. Include social proof throughout
If there’s one thing that stops people from converting in a funnel, it’s a lack of trust.
A lack of trust in the people behind the funnel, the offer itself or the promise the funnel is making.
So, how do you build trust with people? How do you show them that your offer is legitimate and will have an impact on their lives?
Show the results that other people have achieved.
Everyone in the world has problems. And they have desired results.
Your job as a marketer is to show people how your product/service is a bridge from their problems to their desired results.
And the most effective way to do that is by showing the stories of others who have successfully achieved that with your product/service.
Social proof can take the form of: case studies, testimonials and even quotes from previous customers and people who have already converted through the funnel. The more you can share, the better.
Even better – if you can have your social proof cover the main objections you know people have when converting, your social proof will do some of the selling for you!
Wrapping up…
Improving the funnel conversion rate can have a drastic effect on the performance of your overall campaigns and business. If you’re able to get your funnel and ad campaigns to a point where they are profitable, you can scale your spend quickly.
Start implementing some of these strategies and I guarantee that you’ll see improvements in your overall results.
Let me know – have you tried any of these? Which was the most effective for you?
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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