Susan Charles is brand strategy lead at Google in Canada. She’s in Calgary this week as a speaker at SocialWest, founded by Mike Morrison. It’s the largest social media and digital marketing conference in Western Canada. The sold-out event takes place from June 13 to 15 at Cineplex Odeon Eau Claire Theatres.
Calgary’s Business: In your opinion, are Canadian businesses using Google’s reach to their full potential?
Charles: There is a lot of opportunity for Canadian businesses to use the tools Google provides in order to learn more about their customer and speak to their customer in more relevant ways.
I often find that businesses aren’t fully aware of what we can provide and how we can help them increase their brand’s value with customers. That’s what I find exciting – when I can sit down with marketers and brainstorm how we can better work together and help them achieve their business objectives.
CB: How can businesses and organizations use data to inform their creative decisions and increase their brand’s relevance?
Charles: There are so many signals that our customers and the environment are giving us every day. Finding those signals and determining which are important to focus on is a start. Integrating that information seamlessly into creative tends to come naturally when there is focus.
CB: How can businesses and organizations use Google to grow their visibility?
Charles: Google has great solutions to provide reach and scale to Canadian businesses, from Google Search to YouTube and a whole host of other solutions. What I discuss with clients are their business objectives and how we can match up a Google solution to business objectives. We want businesses to use Google with purpose to grow and achieve their goals.
– Mario Toneguzzi
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