Director Rodrigo Rodrigues details the main changes in the platform’s training program
Google will redesign its digital MKT education program for the market, focusing on agencies and advertisers. With that, it wants to qualify more than six thousand professionals in the country, through Google Experts. Designed to be Google’s flagship digital advertising solutions training program for agencies and companies, it has existed in Brazil since 2017, offering extensive and advanced sequential learning journeys, taught directly by Google’s product specialists.
In this interview, Rodrigo Rodrigues, director of Google’s Brazil SME business operation, details the main changes, which began to be implemented on April 25th.
pillars
In all, almost a thousand professionals have already been trained in past editions and, this year alone, the program expects to train around six thousand people from all over Brazil in an eight-month journey of advanced topics in digital advertising.
on a gamified platform, where participants have exclusive materials, can test their knowledge and accumulate points to exchange for rewards. In addition, classes will be guided by the three main pillars that shape growth strategies in digital marketing: Brand Building, Lead Generation and Online Sales, with sessions dedicated to teaching how to use the AI of Google tools to get better results and facilitate the operation of campaigns. Packaged in the creative concept Are you ready for the show, the entire technical and demanding journey of advanced content gains dynamism and fun when it is set in the musical universe. Google invites participants to learn through music and how to put on a real show in performance and reach their maximum volume in results.
digital maturity
The program covers a spectrum of advertisers and agencies that are currently served directly by Google’s business teams in Brazil, which focuses mainly on medium and large companies and small ones, most of which use Google’s platforms in the self-service model. Each company is going through its own journey in terms of digital maturity and, in this sense, we believe that training is one of the ways in which Google can help advertisers and agencies to become more efficient and their businesses more sustainable in the long term.
Aim
Through Google Experts, in 2023 alone, we want to train around six thousand professionals from all over Brazil in an eight-month journey. So far, considering past editions since 2017, which had a more limited focus than the current one, almost a thousand professionals have already been trained by the program. It was built taking into account the lessons learned from other Google training actions: between 2020 and 2022, during the most acute period of the pandemic, we trained more than 20,000 professionals through the Google Academy, placing this program among the most successful in the world. Google in the world; in 2022 alone, we trained more than 13,000 people through Skillshop and 1,400 through YouTube Insiders.
Challenges
The last few years required a drastic change in the way companies do their business, especially when we look at small and medium-sized companies, which have been forced to join the digital universe for the sake of survival. These years brought a legacy of changing consumer behavior, increasingly digitally mature, and consequently companies are required to follow this same level of maturity. A Boston Consulting Group (BCG) survey conducted in 2021 in partnership with Google shows that companies seeking digital maturity managed, on average, to increase their revenue by 18%, reduce their costs by 29% and double their market share . In Brazil, we have observed that many companies are investing time and energy to become more digital, but the challenge is still great. That’s why Google has been promoting this and other initiatives to help companies advance in this maturity journey as a way to make them more efficient and their businesses more sustainable in the long term.
