4 Essentials for Marketing that Truly Delivers
Digital marketing is no longer just about having a presence online. It’s about being relevant, strategic, and agile. In today’s landscape — where audiences expect personalisation, speed, and authenticity — it’s the brands that know how to connect and convert that really stand out from the crowd.
Google, through its Think with Google platform, has outlined four keys that define modern marketing. At Jelliby, we’ve turned these into actionable steps you can start using right now to drive meaningful results.
1. Every platform is a business opportunity
Gone are the days when a few Facebook posts and some Google Ads were enough. A multichannel approach isn’t a nice-to-have — it’s essential.
Every digital (and even physical) touchpoint is a chance to engage: social media, email, apps, interactive content, e-commerce, and even real-world experiences linked to digital channels.
How to put this into practice
- Tailor your message for each platform — no copy-pasting.
- Understand where your audience is in their journey: browsing, comparing, or ready to buy?
- Measure the return on each channel. (We’ve covered ROI models for digital platforms in another article – worth a read.)
2. AI is no longer optional
AI isn’t the future of marketing — it’s already the present. From content creation and campaign automation to predictive analytics, AI helps you do more, do it better, and do it faster.
How AI can support your strategy
- Automate segmentation and personalise at scale.
- Boost performance with real-time, dynamic creatives.
- Maximise ad spend using algorithms that learn and adapt.
3. Culture blinds connection
Brands that get culture connect. Those that don’t? They interrupt.
Consumers are increasingly turned off by intrusive advertising. What they really want is for brands to speak their language, reflect their values, and join the conversation authentically.
What this means for your brand
- Actively listen to your community. What do they care about? What moves them?
- Build campaigns that align with what’s happening in the world, not ones that ignore it.
- Be consistent — authenticity is shown through actions, not slogans.
4. Focus on what actually moves the needle
Forget vanity metrics. Forget chasing likes.
Google makes it clear: modern marketing is measured by real business impact. Visibility is great — but value is what matters.
How to focus your performance strategy
- Prioritise business-linked KPIs: revenue, CAC, LTV, ROAS.
- Set SMART goals for every campaign.
- Make sure every activity serves a clear strategic purpose.
In a Nutshell: Purposeful, Data-Driven, Culturally Aware Marketing
These four principles from Google aren’t passing trends — they’re the foundation of a new era in marketing: driven by insight, powered by tech, rooted in culture, and obsessed with real results.
At Jelliby, we help turn these principles into real-world actions that move the needle for your brand. From AI-led strategies to outcome-focused measurement and cultural integration — we’re here to power your growth.