The key to relevancy in the digital age is to remain flexible, as a product or a company, and being able to adapt to the industry trends. This is remaining especially true for AdWords, a subsidiary of Alphabet Inc‘s (ahem, Google) platform, as Google announced in a blog post earlier this week that it would be undergoing an update.
As stated in the announcement, Google is looking to give AdWords an update to make it easier for marketers to manage their advertising in an increasingly “mobile first” market. They write:
“The days of predictable web sessions have been replaced by numerous short bursts of digital activity throughout the day, primarily on mobile. In these micro-moments, consumers expect ads to be helpful and relevant – whether that’s showing product details, directions to the nearest store, a phone number to call, or additional information about the business they’re interested in.
The innovations in AdWords that make these experiences possible have helped many businesses reach their customers in better, smarter ways. What was once a tool to help advertisers place text ads on search results has become so much more than that. As a result, we’ve seen an increase in the complexity that marketers face every day. For example, AdWords now encompasses display and video media that can be bought on YouTube and across the web. And that’s just the tip of the iceberg.”
This change will be able to provide advertisers with the tools to transition easier into digital marketing. AdWorks will move from being a text-only platform to encompassing image and video media that can be bought by other platforms such as YouTube. This is crucial for the platform to stay relevant in an age that is constantly adapting to shifting digital trends and the latest platforms.
Digitial relevancy is at the heart of digital marketing and all online-related work. After all, platforms and brands can be giving themselves a shortened shelf life if they don't remain up-to-date on the latest trends within the industry. It impacts everyone from writers and editors to social media strategists and is one of the most important aspects to master if you're looking to conquer the digital market.