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  • Socially distant celebrations & travel interest

    Socially distant celebrations & travel interest

    Each month, the Google Ads Research and Insights team analyzes data sets of billions of recent search queries and consumer behaviors to develop a deep understanding of key trends. This month, we saw signs of travel interest picking up, with searches for “resorts near me,” “hotel booking app,” and “passport size” growing. Some people, however, are very much homebound and searching for things like “romantic getaway” closer to home, or seeking out how to create a “watch party” (for example, “youtube watch party” or “private watch party”) for socially distanced celebrations. Almost a year into quarantine, people are still searching […] More

  • YouTube fashion's reinvention during the pandemic

    YouTube fashion’s reinvention during the pandemic

    Across the Channel, London Fashion Week was the first to take place entirely online. Sixty-eight brands launched their latest collections on YouTube, many of them live or using Premieres, a feature that allows viewers to watch a new video alongside the creator, as if at a movie or TV show premiere. Many brands also took the opportunity to highlight issues far beyond fashion. Halpern, for example, paid tribute to front-line workers, while Bethany Williams replaced the traditional catwalk show with a YouTube video showcasing the work she does with homeless moms and their children. In Milan, 33 brands rolled out […] More

  • How diversity processes push us forward

    How diversity processes push us forward

    Over several months, the team worked with internal and external partners to develop and test four rounds of inclusive names via focus groups and surveys with diverse audiences. The top three names were then presented to the global Gayglers community for voting to ensure everyone had a chance for their voices to be heard. Once the winner was decided, the work began to bring the new identity to life across all touchpoints, including our ERG logo. Ensuring that all aspects of the update were inclusive and community led, LGBTQ+ Googlers were involved in the creative and design process, consulting and […] More

  • What behavioral science research tells us

    What behavioral science research tells us

    0:07 Natalie Zmuda: Hi, I’m Natalie Zmuda, global executive editor 0:08 of Think with Google. 0:11 Welcome to Ask a Researcher from home. 0:15 Today, I’m joined by Alistair Rennie, a research lead in Google’s market insights 0:17 Alistair Rennie: Hi, thanks for having me. 0:20 Natalie: Ali, the last time we spoke, we discussed 0:24 your latest research project, Decoding Decisions, which looks at changes in search behavior 0:26 over the last 15 years. 0:29 Can you tell me how behavioral science plays a role in the research? 0:33 Alistair: Okay, well over the last five or six decades, […] More

  • Ask a Researcher: Consumer behavior

    Ask a Researcher: Consumer behavior

    0:01 Alistair Rennie: The status quo is the status quo for a reason, you know. It’s been tried; 0:06 it’s been tested; it’s been proven. 0:10 So if you’re going to challenge that, you know, you need to have a really good reason 0:14 and some pretty robust data to back it up. 0:20 Hi, I’m Natalie Zmuda, global executive editor with Think with Google. 0:22 Welcome to Ask a Researcher from home. 0:27 I’m here today with Alistair Rennie. He’s a market insights lead, based in EMEA. 0:29 Thanks Ali for joining us today. 0:31 Thanks very much […] More

  • 4 steps to more inclusive, precise language

    4 steps to more inclusive, precise language

    3. Account for intersectionality to avoid oversimplification An important part of using precise language is ensuring your marketing materials, websites, and any other assets reflect the world around us. Doing this effectively means acknowledging the intersectionality of people’s identities, and ensuring your campaigns represent this intersectionality accordingly. Take this sentence as an example: “COVID-19 has had a disproportionate impact on people of color and women-owned small businesses.” Even with the best intentions — in this case, shining a light on an injustice — this sentence’s wording separates gender and race, and inadvertently excludes small business owners who are people of […] More

  • Ordinary Day Film 2020 - Think with Google

    Ordinary Day Film 2020 – Think with Google

    On July 25, 2020, the world came together to tell the story of a single day. As part of YouTube Originals’ follow-up to its 2010 film “Life in a Day,“ thousands of people from all over the globe picked up their cameras and shared their unique, authentic experiences in that way that only video can capture. Whether it’s a couple in the throes of infertility or sky divers reaching new heights, watching their stories across borders and circumstances gives us a glimpse into what connects all of us in this unprecedented time in history. For marketers, “Life in a Day […] More

  • 2020 year in Search trends & insights

    2020 year in Search trends & insights

    0:01 Chrissie Hanson: There are no hacks in life. 0:04 Jabari Hearn: What 2020 taught me is that you have to be 0:06 a lot more action oriented. 0:08 Tamon George: As a small business, I think you might hold 0:11 a lot more power than we think we hold. 0:15 [TITLE CARD] What’s the best 2020 insight you’re bringing into this year? 0:17 Nick Slaymaker: One of the biggest insights this year, and 0:23 it sounds obvious, but it’s not, is how almost seamless and easy it was to have everyone 0:27 Mark Read: The biggest insight I’ve had […] More

  • YouTube Works awards for personalization

    YouTube Works awards for personalization

    With more people streaming video than ever before, there’s no doubt that screens are capturing a greater share of attention. From sports to self-care, viewers are watching more of what matters to them, giving advertisers more opportunities to reach them at their most engaged. Of course, that also means advertisers must stand out in a sea of content. These brands did just that. Through personalization and participation, they pushed the boundaries of video to connect with people. Their creative campaigns were recognized as part of our YouTube Works Awards, an annual, global celebration of the best campaigns across YouTube that […] More

  • Google's Auto Dealer Guide - Think with Google

    Google’s Auto Dealer Guide – Think with Google

    From ridesharing to electric vehicles to driverless cars, the automotive industry faced major disruptions long before COVID-19. But the past year has brought about rapid shifts in consumer behavior, which accelerated new trends that impacted the entire sector, from manufacturers to dealers. In the first six months of 2020, for example, nearly 10% of cars were sold online,1 compared with just 1% of cars sold online during all of 2018.2 For auto marketers, this required a quick pivot to online retailing and a fully digitized purchase journey. Navigating the current crisis is complicated and challenging, but there are new ways […] More

  • Using video to connect with sports fans

    Using video to connect with sports fans

    When they started the channel nearly two years ago, fans gravitated to their “Game Day” vlogs, “A Day in the Life” videos, and fun moments of their relationship. The couple shares both everyday and major life moments, like their engagement, with a growing audience of over 350K subscribers, up almost 90% from this time last year. To date, they have more than 20 million channel views. “Our transparency helps our subscribers feel connected to us,” said Kianna Pittman. “So when something good happens, say in Michael’s career, they feel even more excited for him, because they feel like they know […] More

  • Why Marketing agility is a superpower

    Why Marketing agility is a superpower

    In today’s rapidly changing economic, political, and social landscape, it has never been more important for brands to be agile. But how many marketers can say they navigated 2020 with agility? The reality is that a number of factors impose limits on how agile we feel we can be: how our businesses operate, how we budget, how we build teams, how we invest year to year, and how we manage the expectations of our stakeholders. Well-intentioned decision-makers who have the means may not have the will to be agile. Others may have the will, but not the means. Whatever may […] More

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