Reproduced from a conversation originally recorded in November of 2020

Hello and welcome back to CMA Connect. In this episode, Sabrina Geremia, VP and Country Manager for Google Canada, joins the show to discuss how digital transformation is influencing marketing. Sabrina shares how technology can help marketers meet evolving consumer expectations and achieve digital excellence. Together with John Wiltshire, she discusses how Canadian businesses have pivoted online to meet a volatile market. They also touch on what both young professionals and seasoned marketers should be doing to improve their skills.

Here's some of what was discussed:

• How Sabrina defines good marketing (1:06), whether expectations of marketing have changed (2:10), and the contribution of online tests and iterations to measurement of business outcomes
• Whether Canadian companies have adapted and pivoted towards digital solutions (8:43), from retailers developing digital storefronts, car makers enabling online bookings or virtual showrooms, or restaurants allowing curbside pickups
• What businesses can do to accelerate growth, including anchoring strategy to business outcomes (11:17), learning through tools like AdWords or Analytics or pivoting on their product or distribution lines (15:00)
• The importance of analyzing your marketing to see whether it reflects the diversity of your users – and if it doesn't, how you can think about approaching it differently (16:56)
• What smart businesses are doing right now (18:22), from longer-range planning with built-in variances to using three growth curves instead of one. And how they are building resilience by becoming agile and setting up marketing strategies to drive business growth
• The importance of creating an amazing digital presence (20:00), and why digital should be at the core of your strategy
• Her advice for young marketers (22:05), like utilizing platforms such as CMA NXT to Grow with Google. As well as why every marketer should continuously build their skills, talk to others, and soak up knowledge.

To find out more about the digitization of consumer demand and how to tap into it 🎧 tune in to CMA Connect 🎧.

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