The Update: How to approach mobile experiences

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Figuring out where to meet that user need,

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when they need it, is really important.

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And I think as technology evolves,

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it really will start to fade in the background.

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People won’t think about channels, or touch points,

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or which app or which technology we use.

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They’re just going to want to do what they want to do

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In this episode of The Update,

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we hear from Marvin Chow,

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VP of Consumer Apps Marketing at Google,

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about how brands can put their customers first

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and deliver great mobile experiences.

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What does it mean to deliver a great user experience at Google?

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Google was founded as a user-first company.

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I mean, you think about our first product was Search.

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Back in a time where portals dominated the landscape,

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what did Google come with?

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A simple white page, with a box in the middle.

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You just type whatever you want in it,

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whether you want to buy a fridge,

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whether you want to book a plane trip.

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Or you just want to know what the weather was.

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Any way you typed it,

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we strove to bring you the answer that you needed.

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And I think that’s what it really means to deliver that human,

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user-first experience.

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It’s fast, it’s simple, and it’s relevant to what you did.

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it’s become a part of our DNA

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across all our products—whether it’s

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Gmail, Maps, Photos or the Google Assistant,

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and all of it really comes back to those origins of Search

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and that mission to organize the world’s information

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and make it universally accessible and useful for everyone.

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How should marketers think about

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what it means to deliver a really great mobile experience, specifically?

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I mean the impact that mobile has had on culture, society and brands has been tremendous.

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But at the same time

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brands have to be careful in terms of how they’re

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working with the mobile ecosystem,

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because just like the last 10 years, it’s evolving tremendously.

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And brands have to be thinking

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user-first, not channel-first.

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You definitely need a mobile strategy.

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But if you start to think about

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all the places that you can be connecting

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through digital technologies,

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you have to be thinking about all of those channels.

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the mobile web, whether it’s apps, whether it’s third-party partners,

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whether it’s augmented reality apps that are identifying what people see,

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or digital voice assistants,

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the ability for us to not focus on mobile,

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but expand out from there

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to connect with consumers

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with really relevant and helpful experiences

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is the biggest opportunity we have.

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So it makes sense that this is a huge opportunity for brands.

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But what about consumers?

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How do they