The new SA360 has now been widely rolled out with the most basic features available in the new platform. Despite the new platform’s familiar look, you might find yourself unsure where to start and are holding off diving into the platform until some of the more advanced features have migrated over. With this in mind, we have pulled together some tips and tricks for getting started with the new SA360.

Today’s world is real-time. Each day consumers are becoming more digitally connected, demanding a seamless, open and transparent experience from brands. And as marketers, we need to be capitalizing on these demands, building trusted relationships and driving the narrative that resonates across all verticals – transparency, efficiency, structure and empowerment. 

When it comes to the point of purchase, few consumers realize that decisions are likely influenced by emotions over logic. In fact, marketing toward specific emotional behaviors can elicit higher conversion rates than other methods of marketing with 36% of marketing leaders worldwide rating ‘emotive drivers’ as the key to creating long-lasting relationships with customers.

It’s rare when consumer habits form an ideal synergy with the imperatives of advertisers. In the past five years, however, connected TV and over-the-top (OTT) growth has provided an unparalleled opportunity for marketers to reach better targeted audiences in a cost-effective way, all while yielding measurable, impactful results.

One of the appeals of digital marketing has been the way to automate processes – scheduling ads to turn on and off, adjusting bids and budgets, or creating new campaigns quickly at scale through product or ad feeds. There has always been an element of letting the ‘system’ take control of campaigns, but advertisers have always been able to have input into the setup through selecting the right targeting, writing ad copy and setting bids. This input however is increasingly being taken away as the ad platforms become smarter. 

“Google Marketing Platform integrates world-class solutions to help buyers run holistic campaigns across multiple channels.” Google

Formally known as DoubleClick (plus Analytics 360), Google Marketing Platform (GMP) is an online advertising and analytics platform that offers improved media effectiveness, and operational efficiency for (larger) organizations looking to buy online ad space.