The holiday season is fast approaching, and the trend towards online shopping is only expected to continue. In fact, Google predicts that 2015 will be the “most connected holiday season — ever.” Thus, the search giant has tweaked Shopping Campaigns in an effort to streamline user experience.

Google Shopping and the Holiday Season

Before we delve into that, let’s take a look at some telling statistics from the 2014 holiday season:

  • Seventy-eight percent of shoppers turned to the internet for holiday gift research
  • A whopping 40 percent of all holiday shopping took place online
  • Nearly $1 trillion of retail sales were influenced by searches performed on mobile devices
  • Twenty-five percent of consumers started holiday shopping before Halloween
  • More than one half of shoppers were open to buying from an unfamiliar retailer

As the holiday shopping landscape continues to evolve, so is Google Shopping. Here’s an overview of three recent updates to the platform:

  • A shopping assortment report. Brands can use this new report to find opportunities, identify items that are not selling and keep pricing competitive.
  • No more promotional text. In September, Google eliminated the promotional line of text within Product Listing Ads, which had been frequently used to advertise sales and free shipping, etc. Now, it’s being replaced with an automated extension, highlighting the importance of feed optimization.
  • Prioritization of local inventory ads. Google has begun giving preference to local inventory ads for searches with terms like “nearby” or “near me.” The goal is to help consumers find local stores where products are in stock.

For your business to come out on top this holiday season, it’s crucial that you keep up with trends across the board, from Google Shopping to Facebook Ads. We’re here to do the legwork for you. Reach out to Creative Partners at (203) 705-9211 for help navigating the ever-changing world of advertising.

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“Micro-Moments” has been one of 2015’s most-buzzed about terms, at least in the world of online marketing. The idea, ushered in by none other than Google, asserts that consumer decision making and preference shaping has been forever changed, due in large part to the rise of mobile technology.

Micro-Moments - How Mobile Inquiries Are Shaping Purchasing Decisions

Google explains:

Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.

Researchers have discovered the following about consumer behavior with regard to micro-moments:

  • Sixty-nine percent of smartphone users who travel search for ideas during free moments, like while waiting for a cab
  • Almost half of those travelers will then book their plans through an entirely different channel
  • Ninety-one percent of smartphone users refer to their phones while performing a task
  • Eighty-two percent of smartphone users refer to their phones while making an in-store purchase decision
  • About one in 10 of those smartphone users wind up selecting a different product than they had originally planned
  • Sixty-nine percent of online shoppers consider quality, timing and/or the pertinence of a business’s message in their evaluation of a brand

What does it all mean for marketers? For a brand to compete, it must understand and meet consumers’ demands during micro-moments. It must be visible in the moments when members of its target audience consult their phones in the decision making process.

If you need help making sense of micro-moments and the opportunities they present, connect with Creative Partners by calling (203) 705-9211. Don’t forget to connect with us on Facebook, Twitter, Google+ and LinkedIn for more tips!


Unless you’ve been living under a rock for the past month, you’ve seen (or at least heard about) Google’s new logo. And, if you’re like most people, you either love it or hate it.


First, let’s take a look at what supporters of the new design have to say.

“I see six letters that represent a youthful, dynamic creativity—a notion that this company was built on.”
-Derreck Johnson, Web designer

“The letters have this flow to them, a rhythm and a balance.”
-Brian Hoff, Typographer

“This new logo system is the climax of Google’s evolution into one of the most thoughtful and well-designed products today and represents a masterful 180-degree turn from the third-rate design it featured in its infancy and of which it was very proud.”
-Armin Vit, UnderConsideration

Naysayers, on the other hand, have deemed Google’s updated logo childish and underwhelming.

“The new logo retains the rainbow of colors but sheds the grownup curlicues: it now evokes children’s refrigerator magnets, McDonald’s French fries, Comic Sans.”
-Sarah Larson, The New Yorker

“Their old logo was goofy. This new one is simply garbage. Just right for a company with no taste.”
-John Gruber, The Daring Fireball

“There is a genuine sense that the new Google logo would feel right at home on Sesame Street.”
-Adrienne Erin, Design Roast

From a branding standpoint, Google’s new design makes sense. As the tech giant continues to grow into something much bigger than a search engine, it must do whatever it can maintain a friendly and approachable reputation. To that end, it’s made a bold switch to a sans-serif typeface.

Moreover, the revamped logo makes more sense for our increasingly mobile world. Eliminating the serif means Google’s identity is more clearly visible on smartwatches, smartphones and other small mobile devices.

For its own part, the technology company explained the change in an official blog post:

“As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”

What do you think? Is Google’s logo refresh exactly what it needed to control its image? Or is its latest look infantile? Share your thoughts with Creative Partners on Facebook, Twitter, Google+ and LinkedIn!

Creative Partners has branded hundreds of companies. Allow us to develop your new logo: (203) 705-9211.