As Google would have it, data is important, and no one understands it better than the marketing minds hoping to hit the bull’s eye. “Think with Google” is Google’s response to “data matters,” claiming to be a one-stop shop for understanding industry trends, consumer behavior, marketing insight, and so on. Who better to provide this insight than Google, with its years of accumulating data through their search engine and instituting studies that provide a glimpse into the minds of consumers? Isn’t that the type of information that most marketers seek? Who looks for what at what time of year and day? So, a fantastic free tool for the information you desperately need to know before running an online ad for your new product launch this season. ‘Think with Google’ will assist you in determining this.
The information on the website is organized into categories such as Latest Insights, Research Library, Planning Tools, Facts and Stats, and Thinking Ahead. ‘Latest Insights’ is only for those who need to know about this tool quickly. You get a good idea of the kind of information that is available. The Research Library has well-organized information based on industry, media platform, audience type, and marketing objective. Case studies and videos are the types of information provided. This sounds like any other information portal with limited content.
Facts and figures Category has carefully selected facts listed in various categories, such as “only 33% of advertisers have a mobile optimized website” or “30% of all restaurant searches are done on mobile.” If you thought it was a strange choice for your own brand or company, it is clearly Google’s attempt to pique your interest in online marketing. If you’re looking for more data like this, look for it in “Facts and Stats” before you make that impressive presentation with that killer fact that Google has churned out for you. “Thinking ahead” would have been more appropriate at this point if it said “work in progress.” You’d expect far more from this section, where all they’ve got now are two videos showing marketing and consumer trends today, some articles, and consumer studies on online shopping for shoes, jewelry, and handbags.
However, saving the best for last, if there is anything useful on this website, it is the “Planning Tools.” ‘Real Time Insights Finder’ allows you to discover what people are watching, looking for, saying, searching for, and clicking in real time! Ad Planner, Adwords, Keyword tool, Insights, Correlate, Blog Search, Google Trends, YouTube dashboard, and other useful tools are available from Real Time Tools.
Correlate helps you understand searches on data based on time, say in winters, what recipes do people in New York look for, and you will see the trends. Ad planner provides a list of 100 websites and more accessed by users that can help you plan your online ad campaign.
While some of the information provided by Ad planner is about age group, time spent surfing the website, sex, income group, and so on, which may be common knowledge with some of the larger companies, it may be interesting and important to obtain more information on their preferred timings of surfing in a day, most searched words, and so on in order to place relevant ads for the target customer. Other tools, such as ‘Our Mobile Planet,’ provide customized insights into smartphone usage and mobile attitudes. So there is a lot that is available for free. If you were looking for all of this information before placing your next online ad, you would most likely read through it all and try out all of the tools.
What Do You Love is an intriguing tool that crystallizes everything from where to buy to videos, pictures, your email ready to share that information, blogs, pictures, and videos about the product. As an example, a search for “Vertical Gardens” yielded all of the interesting information I was looking for in a single click. Wow! But why is it buried deep within “Think with Google” when this is a preferred method for searching everything about the things I’m interested in?
At first glance, the website appears to be very different from Google’s use of real estate on a web page by providing five options to choose from. It appears to be a portal rather than a typical product from the ‘Google’ house.
Google appears to have amassed a large amount of data and was unsure how to share it with others in a way that benefited them and their partners. “Think with Google,” unlike any other Google tool, appears to be a counter-intuitive, complex website that provides ‘gyan’ on the utility of online marketing. It also appears to be something that is in Google’s best interests. Much of this information can even be made available via their search engine, which may have more credibility than a focused attempt to provide selected information.
For those who believe in marketing research and want to tap the potential of online market ‘planning tools,’ ‘Think With Google’ can be truly insightful, but the way the information is presented may need to be reconsidered. However, if, like Steve Jobs, you do not believe in market research, you will ignore this website.