Blog Source: Google

At Google Marketing Next, our recent ads and commerce event, industry leaders discussed the latest forces and trends shaping the future of marketing. What emerged were four fresh takeaways that—along with innovations in Ads, Analytics, and DoubleClick—you can take action on today.

Consumer expectations are higher than ever before—and that means everyone is upping their game. The future of marketing is all about delivering relevant, useful, and assistive experiences. The playbook, however, is still being written.

Brands need insights and technology to build for today’s consumer. That’s why we at Google are pushing advancements in technology and machine learning, helping marketers to improve their understanding of the consumer journey. Consumers have hundreds of touchpoints on their path to purchase and marketers need to figure out what resonates—and what doesn’t. We’re introducing new tools and innovations to make attribution, store visits measurements, and programmatic buying easier and more effective. Fresh from Google Marketing Next, here are four key insights to help build your new marketing playbook:

The ways people get assistance will evolve

Mobile has conditioned consumers to turn to their devices in I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy micro-moments. Now the ways people get assistance will evolve too, from typing on devices to speaking to them. For example, in the Google app, 20% of searches are now by voice.1 And that’s just a preview of what’s to come.

Micro-moments are set to accelerate. And as they multiply, consumers will expect more useful, personal interactions throughout their research and purchase journeys. Mobile will continue to raise the bar.

Consumers want a frictionless mobile experience

Getting the mobile fundamentals right is critical. To stay ahead of consumer needs, it’s important to lay the groundwork with mobile now. Marketers need to think about optimizing their brand’s entire mobile footprint to ensure success in the future. And speed is key here. No matter how great your mobile site looks, if it loads slowly, users will abandon it.

By analyzing 900,000 mobile ad landing pages across 126 countries, we’ve established new industry benchmarks for mobile page speed. The open-source Accelerated Mobile Pages (AMP) Project launched 18 months ago helps make the mobile web faster and better. And now we’re working with advertisers to send paid mobile traffic from search ads to AMP landing pages, making the path to purchase faster for consumers. That’s a critical milestone given that for every second delay in mobile page load, conversions can fall by up to 20%.2

People are blending their offline and online worlds

The customer journey is far from linear today. Still, a holistic view of customers is now possible. Innovative measurement tools will help marketers understand the full customer journey across channels, devices, and media types—bridging the digital and physical worlds.

Accurately measuring store visits is key to understanding the full value of your marketing investments. In less than three years, advertisers globally have measured over 5B store visits using AdWords. With advanced machine learning and mapping technology, marketers can accurately measure more store visits at scale and use these insights to deliver better local ad experiences.

Expectations for advertising are rising

Today, consumers believe they should receive marketing messages that are tailored to their unique needs. So, once you have a comprehensive view of your customers, the next step is to reach them in the right moment with the right message. And reaching your audience just got much, much easier.

The programmatic revolution has focused on combining data, machine learning, and automation to drive better performance. However, few of these benefits have carried over to the world of media planning—where the foundations for campaign success are built. To save marketers time and improve performance, DoubleClick Bid Manager has been optimized to streamline campaign planning. It uses machine learning to analyze past campaigns and recommends the right inventory and targeting based on your unique goals and what’s performed well historically. That makes it easier to go from insight to impact.

All of these trends and innovations are shaping a fast-changing marketing landscape. To meet and exceed consumers’ expectations in an assistive future, we at Google continue to innovate. And by arming yourself with the right tools and insights, you can ensure that consumer expectations won’t outpace your ability to deliver on them.


Scripts, code and other vulnerabilities in your company’s website could leak sensitive data or take you offline. Avoid it by checking yourself with these tools.

Credit: Shutterstock“Most people don’t realize that the vast majority of hacks – more than three quarters – are caused by third-party scripts deployed on websites,” said Hadar Blutrich, CEO of Source Defense, an Israeli security company. “These scripts provide a plethora of essential services, without which the web, as we know it, is impossible. But site owners that put these scripts on their sites, are opening themselves up to whatever security breaches their new ‘partner’ is vulnerable to.”

When hackers get access to those scripts, however, site owners won’t know until it is too late.

MORE: Best Resources for Learning to Code

That’s why it is so important for companies to have the ability to scan scripts, conduct code reviews and check their website for vulnerabilities. Vulnerabilities can leak sensitive data or take your site offline, which in turn results in a loss of confidence and customers. Luckily there are plenty of tools available that can scan your website and improve your security posture. Here are some of the tools you should consider using:

DigiCert CertCentral platform

We’ve all tried to visit a site that gives us the “invalid certificate” warning that would scare away any untrusting consumer. That’s why organizations need to make sure they are automating discovery and analysis of their digital certificates, including setting up warnings ahead of expiration dates, to avoid downtime or other certificate issues that could turn away customers.

The DigiCert CertCentral platform includes a Certificate Inspector tool that helps an organization find all of its certificates and Transport Layer Security (TLS) endpoints and assigns a letter grade to each. Additionally, Certificate Inspector provides an intuitive dashboard that includes, among other things, certificates that are soon to expire. It provides a list of suggested remediation items for those certificates found to be lacking proper profiles, or those servers that are not sufficiently configured to meet industry best practices.

Avast Web Shield

HTTPS scanning is a feature of Avast Web Shield and is automatically enabled when Avast is installed. HTTPS scanning decrypts and scans encrypted traffic to detect potential malware contained on sites using HTTPS connections. While an HTTPS connection ensures that the connection cannot be modified by anyone else, it does not guarantee that the content contained on the site is clean. Malware scripts and binaries can be placed into an HTTPS page that appears to be safe. The HTTPS scanning feature prevents you from downloading malicious content from sites secured with an HTTPS connection onto your PC.

Dashlane Inbox Scan

Dashlane Inbox Scan will reveal just how unsafe you are, via a comprehensive audit of your email account for passwords and other private data that could be hacked. It allows the user to see how many accounts they have signed up to and how many passwords and log-in details are visible in their mailbox and are vulnerable to attacks due to breached, weak or duplicated passwords. And even though many of these accounts may no longer be active, they still represent a serious threat online as they provide an easily unlocked door to your personal data.

Barracuda Vulnerability Manager

The Barracuda Vulnerability Manager is a cloud-based solution that pinpoints vulnerabilities in your websites and web applications quickly and easily, even if you don’t have extensive knowledge about website security. It provides in-depth insight into the vulnerabilities that expose your institution to attacks from inside and outside the organization. The solution is to find a broad spectrum of web application vulnerabilities in applications and underlying infrastructure. These include:

  • Injections (SQL injection, OS command injection, LDAP injection, etc.)
  • Cross-site scripting (XSS)
  • Session and authentication handling issues
  • Sensitive information exposure, including potential information leaks, direct access to backup or configuration files, logs or development files
  • Forms vulnerable to cross-site request forgery (CSRF)


Almost 70 percent of websites use WordPress as default CMS because it is flexible, easy and does the job. Open source Wpscan searches for vulnerabilities on themes, plugins and the current WordPress version.