Gustavo Souza

Why does #Google keep #Waze as a separate brand? That’s why… In one of my recent presentations (At South Summit in Brazil, but it happens a lot), I was asked why #Google kept Google Maps and #Waze, or why they even acquired Waze. What I usually do is approach the audience and ask a question that would illustrate the reason. Depending on the type of audience, I decide on the question. With students and business people, I would open up a five-minute discussion around that. This time, there were 1,700 people in the auditorium, and I thought such a discussion would take too long, so I decided to take the simplified approach. I was planning to ask, “Who is using Waze?” have people raise their hands and then ask the follow-up question, “How often do you use Waze?” and the nearly obvious answer would be “Everyday!” Occasionally, I hear, “Every time I get into the car and even before I start my trip.” Then, I do the same with #GoogleMaps, and the answers I get are usually “When I need it” or “When…” with different flavors (when I travel, walk, etc.). In this phase, I explain that an app targeted at daily commutes is different from Google Maps due to the distinct use case, leading to differences in the apps and their data. In many cases, I will not even explain, but leave people with the realization that one is used every day, and one is used occasionally and conclude, “That’s why!” That’s what I had in mind when I asked, “If you’re using Waze, raise your hand…” There were at least 1,700 hands up in the air, or at least this is what it looked like from the stage. It took me a second or two, and then I said, “That’s why." #startupTips #branding

125

2 comentários

Plenty of awesome WhatsApp product announcements at Meta's Conversations conference in Brazil this week: Marketing Messages with Optimizations, Conversions API, AI for Businesses, Meta Verified on WhatsApp, enabling Calling on the WhatsApp Business Platform, and more! Blog post with details: https://lnkd.in/gWtT4kEU Full videos of the conference here: https://lnkd.in/gFfWsDCG #Conversations24

132

2 comentários

Great story by Pratik Bhakta at The Economic Times today (link in the comments). He spoke with Paula Bellizia about the partnership EBANX is announcing with Yes Bank to empower cross-border commerce in India. Global companies will have easier access to India's 350 million consumers, the second-largest online shopping in the world. Brazil and India are truly driving innovation in the digital economy! It is a pleasure for CONTENT CO to give more visibility to this story. More to come! #DigitalEconomy #Innovation #PR #Payments

59

3 comentários

Video ads without testing? Trash. Rafael Veloz and I are hosting a webinar today to address this. Here's what you will get: → Real agency results using PickFu. → Understanding the fundamentals of testing video ads. → Learning how to test BEFORE you invest. → Why NYC is better than Miami. If you join the webinar live today? ↳ You might get some freebies. So join us today. Or not. Who likes more money in their pockets anyway, right? ✌️❤️🍕 #AmazonCTR

1

Discover how Toyota Astra Motor boosted sales with quality leads through a collaboration with #GoogleCloud and Merkle. With expert data integration and targeted advertising, they were able to pave the road towards better customer segmentation. Read the case study ⬇️

15

1 comentário

Want to stay ahead of the curve in search technology? Read our blog post on Haystack US 2024 to see how Algolia is leading the way in search relevance.

3

COMMUNICATION IS KEY. An old adage that still holds significant weight and will continue to amass more significance as the working world evolves. It's important to note the deeper message Scott Galloway hits on: It's not just storytelling and communication, it's knowing in what environment and format you communicate best. How do you present your best self? How do you get your message across? These seeds of self-awareness must be planted early and nurtured constantly. The more we build on these traits, the more we learn about ourselves, about others, and about how we show up in the world. This is how we foster a civil, ethical, and responsible society that values ideas. #communication #education #selfawareness

2

New Einstein 1 Marketing and Commerce innovations help brands: 👉 auto-generate marketing briefs and promotions with Einstein Copilot 👉 tap #DataCloud to surface shopper insights 👉 trigger content journeys with Einstein Personalization Details here:

12

All businesses will build on or integrate AI, and the first movers will have a massive advantage. Don’t fear the future—it’s already here. Learn, adapt, and take action.

3

Great resource State of DATA 2024 to see how industry are adopting third-party cookies https://lnkd.in/gRw3px6r IAB IAB Portugal #data #3rdpartydata #data #analytics #3rdpartycookies #analyticsfriday #digitaloutcome #marketing #digital #ecommerce

10

TLDR: Global marketers are very confident in their martech’s ability to measure holistic ROI. However, barely one-third measure their traditional and digital marketing efforts together. Audiences don’t consume media in silos, and neither should measurement. https://lnkd.in/d4tyritu

41

Marketers and merchants struggle to unify their data to fully utilize AI and personalize customer experiences. Now, with new Einstein 1 Marketing and Commerce innovations, companies can: 👉 auto-generate commerce and marketing tasks like customized promotions and marketing briefs with Einstein Copilot 👉 tap #DataCloud to surface shopper insights for intelligent, personalized experiences 👉 automatically trigger marketing content and journeys based on customer data with Einstein Personalization Get all the details here:

9

Consumer AI Apps show weaker retention compared to incumbent apps. So how B2B AI apps can prevent churn and increase retention? This post by Bessemer Venture Partners summaried 7 product strategies, but it really followed 4 themes: 1. Nail distribution: meet users where they are, offer your AI products via integrations with exisiting software, mobile apps, plug-ins, chrome extensions 2. Create value: Build a stand-alone AI product that offers a unique & tangible value as an entry point, but then also build across the chain to "occupy" more of the workflow 3. Use Data & Model as moat: Leverage proprietary data in your AI products or/and go multi-modal to provide more value 4. Use NFX as moat: Build a platform with 2-sided network effect I argue these tactics are actually applicable to not just B2B AI products, but AI created an opportunity for startups to disrupt incumbents and create new values. Post in first comment

18

1 comentário

A few months ago, my colleagues Shener Karacan, Humberto de Oliveira, Alexandra Bertrand and I got together to solve for some feedback we had heard with our new Demand Gen campaign format. Our partners have told us that reporting en masse within Google Ads can be difficult, and understanding + leveraging best practices for performance is time consuming when you have large scale campaigns across multiple accounts and MCCs. As such, we came together and created Demand Gen Pulse - a pre-packaged Looker Studio template that utilises the Google Ads API, enabling Partners and Customers to report on Demand Gen performance across multiple accounts.  Pulse helps you understand campaign performance at scale whilst delivering creative best practice recommendations, audience analysis, conversion optimisation, and more - all under the one roof. It contains live data that updates daily. Everything is hosted in your cloud environment so you have full control over the data and the code used to deploy the solution. We publicly launched this two weeks ago via a Google Partner Centre Livestream - if you're a certified partner, feel free to sign up and watch on demand. You'll see a demo walkthrough of the tool, as well as the steps to deploy. The code is freely available as an open-source solution on Github - drop me a message for the link! Link to the livestream: https://lnkd.in/erG2EfWW

101

14 comentários