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Engage Connect: Google Underscores the Importance of Working with an Agency

March 5 marked the date when marketers, business owners, advertisers, communicators, developers, entrepreneurs and more gathered around to dip into the minds of three of Google’s top thought-leaders. Google’s Engage for Agencies is a program offered to marketing agencies who want a formalized relationship with Google, thus acting as a partner to Google by spreading knowledge and best practices of the web to clients. EverSpark Interactive hosted a Google Engage Connect gathering with 20 attendees, highlighted by an invitation-only broadcast from the Googleplex in Mountain View, Calif.


As a digital marketing agency, EverSpark is just that – an agency that has established a relationship with Google, and in return, provides clients with the insight to optimize their Internet presence for Google’s search algorithm.

google-2So, what exactly is it that triggered this switch from traditional marketing to web? As the first speaker of the Google broadcast, Lisa Gevelber, Google’s VP of Americas Marketing strongly stated, “re-imagine advertising.” This is the idea that as the world continues to change, you will change how you market your brand. How will you bring your brand’s story to life through digital marketing? The answer lies among many factors, and agencies are here to guide you through this change and your decision-making process.

Zero Moment of Truth

While you may be familiar with the term First Moment of Truth (FMOT), referring to the first three to seven seconds of shopper’s decision-making experience, thanks to the web there is now a change in behavior as a consumer: the Zero Moment of Truth (ZMOT). ZMOT explains how product research, reviews and decisions are made prior to making a purchase rather than that decision occurring right then and there. Due to the increased accessibility of reviews, coupons, mobile apps, search and display online, these changes influence the way a business or brand is perceived. Businesses are striving to find the best way to reach their audience, and that audience is on the web. Now, not only will you be influenced by how a product looks on the shelf, but the web is an even stronger resource in the decision-making process which defines a Zero Moment of Truth – the new path to purchases.

Google’s Engage Connect event covered some notable changes on the web. Ever wonder where you stand in the eyes of Google? Are you taking the right steps for your business? Should you work with a digital marketing agency? With all of this information on how the web is evolving, it can be overwhelming to determine what’s best for you – whether it be search, display, mobile, video and social to name a few. The new age of digital marketing will continue to grow; how will you grow?

Align yourself with a dedicated resource such as an agency to determine where you can benefit in the digital marketing world. Ignite your business with EverSpark Interactive! Contact us today.