On May 10, 2023, Google hosted its annual developer event, Google I/O 2023. This one-day tech extravaganza was a hotbed of groundbreaking updates and revelations. Despite the condensed format, the conference was jam-packed with noteworthy announcements and launches. Although the event was designed with developers in mind, it also held substantial value for marketers. Digital marketers now have a look into Google’s plans and what digital marketers should be paying attention to in the coming year.
The conference was headlined by two keynotes – the Google Keynote and the Developer Keynote, which focused on Google’s latest solutions, technologies, and products. On-demand technical sessions, learning materials, codelabs, and workshops also provided ample learning opportunities for developers.
The main themes of Google I/O 2023 were mobile, web, AI, and cloud, a reflection of Google’s ongoing commitment to creating fast, secure, and user-friendly sites and apps. These areas are also of significant interest to marketers, as they encompass the channels and technologies that are central to reaching and engaging modern audiences.
Among the host of announcements, a few stood out for their potential to impact marketing strategies and outcomes.
Google unveiled Android 14, the next generation of its massively popular and universal mobile OS. Mobile devices, and specifically smartphones are the first line of strategy for digital marketers, and the insights from the new OS will impact how content is created for these devices. The most notable is the Material You design system, which allows users to customize their device’s appearance to an unprecedented degree, and the level of device-specific layout and design elements introduced that will affect how users view websites and apps. This could influence the way marketers think about app design and branding, as it introduces a new layer of personalization to the user experience.
The release of Flutter 3.0, Google’s UI toolkit for building native apps, includes support for foldable devices, Windows UWP apps, sound null safety, and more. This could open up new opportunities for digital marketers to reach their audience through more diverse and innovative app experiences, personalized to their devices and OS.
TensorFlow 3.0 represents the newest iteration of Google’s publicly accessible machine learning infrastructure. This update not only enhances performance noticeably but also incorporates fresh APIs specifically for computer vision and natural language processing. These advancements present marketers with a valuable toolset, especially in the realms of crafting chatbots, generating content, and segmenting customers. These are areas where the role of machine learning and natural language processing is progressively taking center stage.
The Google Cloud Platform (GCP) 2023 update introduced a host of new products that can help marketers to deliver more personalized, efficient, and scalable campaigns and services. Products included Vertex AI for end-to-end machine learning platform, Cloud Run for serverless container deployment, and Cloud CDN for the content delivery network.
One of the biggest hits of the conference was when Google showcased the next generation of its virtual assistant, Google Assistant 2023. The updated assistant boasts improved natural language understanding and personalization, and introduces new features such as voice typing on Chrome OS devices and continuous conversation on smart displays. This could have significant implications for marketers, particularly in terms of voice search optimization and the development of voice-activated apps and services.
The upgrades to Google Assistant emphasize the growing importance of voice technology in users’ lives. Marketers are considering more than ever voice search optimization in their SEO strategies and thinking about how they can integrate voice-activated services into their offerings as search volumes continue to increase.
With the insights and advancements shared at Google I/O 2023, marketers have a plethora of new tools and technologies at their disposal. However, harnessing their power and translating them into successful marketing strategies requires expertise and foresight. ALM Corp. is the digital marketing agency to help you leverage those technologies and products for your business.
Get in touch with us to learn more about how we can help you leverage the latest Google and online marketing innovations.