The search engine giant, Google, launched one of its “Think with Google” subsidiary’s website – www.thinkwithgoogle.com/ssa. The website is designed to help marketers on the continent get the locally relevant insights they need.
Asha Patel, Head of Google SMB Marketing for sub-Saharan Africa, during the launch, said: “Think with Google sub-Saharan Africa walks alongside marketers and business leaders as they deal with the challenges of a rapidly changing marketplace. It provides data, a deeper understanding and perspectives specifically crafted for marketers and business people in the region”.
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Think with Google is a platform that features case studies and insights from African organizations and marketers working with Google. For better understanding and insights, an example is a case study about how Africa’s largest entertainment brand – MultiChoice – drove watch time on its YouTube channel up 238 percent by offering content free. These are case studies and insights that will in one way or the other be beneficial to entrepreneurs.
We have a lot of case studies to draw insights from. For instance, a case study on how Kenya’s KCB Bank used an ad campaign to drive a change in consumer behavior, from online betting to saving money. Furthermore, the Nigerian e-commerce giant Jumia also adopted machine learning to optimize its bidding process for Google Ads. This led to a 48% increase in conversion rate, 2.4% fall in cost per acquisition, and 52% growth in conversions.
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Objectives Of ‘Think with Google’
The digital space in sub-Saharan Africa is dynamic and incredibly diverse. However, making sense of such an ever-changing space and the opportunity it presents is a challenge, hence “Think for Google”. Whether it’s making smartphone advertising work or changing behaviour, like KCB Bank did or driving viewership, or even understanding how much presales behaviour happens online, and simply trying to make things work better as Jumia did, developments like this can’t be overemphasized.
One of the major objectives of Think with Google is to help marketers stay abreast of this rapidly changing environment. Also, it will provide the data and insights entrepreneurs will need to drive better decision-making, According to Patel.
In addition, it will enable entrepreneurs to think out of the box, regarding the true representation of their brands. More so, it will help in communicating their value proposition to customers, while keeping abreast of the latest digital marketing tools and trends at their disposal.
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What To Know About ‘Think with Google‘
Recall, that Think with Google was launched in 2013 as ‘Think Insights’. It was basically to give marketers insights into consumer and cultural trends based on Google’s plethora of data. Today, Think with Google has become a resource hub for marketers across the globe.
The platform is home to a lot of international sites with information targeted specifically for marketers in those areas.
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