Andy has 10 years International digital media and search marketing based experience working with many of the industries leading agencies. He has a diverse skill set across key growth functions such as business development, marketing, account management and client services.
His success and contribution to the industry is mirrored by leading growth and acquisition of companies such as. Latitude (5years) – DoubleClick Performics (2 years) – Google – Publicis/Vivaki (Starcom, Zenith, Zed Digital, Digitas)
His strategic marketing experience has helped formulate business and digital strategy, (prospecting, winning, and managing business) for over £200m of business with many leading global and local brands. His work has seen him spend considerable time consulting in Europe, APAC, and in the USA (NYC and Chicago).
Digital talent: the innovative & integrated marketing brain
Sometimes it’s easy to forget that we only use between 10 and 20% of our brains and, with hot debate surrounding the convergence of so many digital channels and disciplines, it’s important to make sure we know how best to use it.
While some integrated marketers simply get on with it, others argue and engage in constant conflict.
What channel to use, which is the best, where does this channel fit, how do we structure and adapt to change?
11 things Santa won't bring you this year
It’s the time of year when lists are produced in their hundreds; wish lists, predictions and trends for 2012.
2012 is the year that marketers can affect change more than ever. The reality is that we don't always get what we want, sometimes we have to work that little bit harder to get it.
Here's my alternative list of 11 things that Santa will NOT be bringing you this Christmas, with some suggested further reading. Maybe it's a worth a glance over a glass of mulled wine.
Social media attribution: friend or foe?
As advertisers and agencies begin to get a grasp of attribution and its role in multi channel marketing, a new kind of attribution is beginning to emerge in the social media space that measures the value of social media based on influence, actions and interactions.
The need to track, measure, and attribute away from last click metrics in search, display, and digital has gained massive momentum over the last year.
Social media has always been ‘behind the pack’ when looking at attribution and monetisation. However, the increasing demand to be able to monetise social media and gain insight and understanding is at the forefront of the social media mind.
After all, brands are always ready to invest in channels that can be measured.
Digital fragmentation: sub-specialist silos and the 'special ones'
Fragmentation of media across all digital disciplines such as display, search, social, mobile and video is changing the way that people view, purchase and manage their media budgets.
This has positive and negative ramifications for buyers, suppliers, agencies and specialists in field. It also sparks an age old specialist v generalist debate on how we select media and technology vendors and utilise human capital within digital organisations.
Technology powers display growth, but people power its adoption
According to the recent IAB and PwC study, in 2010 display grew by 27% and search by 8%. If you have been following the growth of display and the rise of DSPs (demand-side platforms) you are no doubt aware that growth has been fuelled by RTB (real-time bidding).
Its growth and similarities are closely aligned to ‘traditional’ search bid management techniques. This is great news for the display industry and highlights great opportunities for the search marketer.
However, are search marketers grasping this opportunity, and do marketers and agencies really understand the new display environment?
What does 2011 hold for display and demand side marketing?
Many advertisers, agencies, and technology providers face their biggest challenge in 2011: how to innovate and keep pace with the dynamic and every changing digital landscape.
Going into 2011 advertisers and agencies will need to adapt, embrace innovation, new technologies and structure for changes in the way that display is purchased and managed. Data, inventory, demographics, audience segmentation and behavioural retargeting are all vital components in the rise of demand side platforms (DSPs).
Marketing DNA and organisational attribution
As digital marketers, we are all aware of cross channel attribution and how it is vital to measure the value of different forms of media in the ‘conversion’ or ‘purchase' funnel. Much debate has arisen about last click reporting (PPC) and the fact that credit is not always given to other factors (such as display, SEO, email, affiliates) that lead to a conversion.
Cross-channel attribution reporting accounts for this. From a pure marketing perspective, the same principle can be applied for the role of marketing, people, functions, and areas of expertise within your digital organisation.
Search, social and display: time to get real
The boundaries between search, social and display media are diminishing. This means advertisers, agencies and marketers face a new kind of challenge.
The search world is changing into a new type of ecosystem, one where all forms of digital media can be purchased, tracked, and have ROI attributed via a single platform. It’s only a matter of time before search and other forms of digital marketing can no longer be viewed in silos. In fact, it’s happening as you read.
Behavioural advertising can be a win-win for consumers and advertisers
Behavioural targeting has always been a hot topic as marketers constantly strive to understand exactly who’s interested in their product and exactly when they’re ready to buy.
Innovations in technology and onsite analytics allow marketers to tailor their online ads based on consumers’ behaviour. However, critics of behavioral advertising believe it is invasive and unethical and can become quite worrying for consumers who believe advertisers have their personal data.
However, if privacy issues can be addressed correctly, targeting provides benefits for consumers, advertisers, and publishers.
What does the rise of demand side platforms mean for marketers?
2010 is showing huge client-side demand for more accountable and effective cross channel measurement, looking at the interplay between PPC, SEO, display, email and affiliates.
Demand Side Platforms (DSPs) can bring another piece to this digital jigsaw. DSPs allow improved performance and ROI for an online display campaign. They give advertisers greater control over targeting and managing their online media campaigns.
