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Author: Andy Betts

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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).

The UK and US digital markets: content, search, and social

Culture and the consumer fuel content strategy. Content strategies are the catalyst that fuel our digital, search and social efforts.

In part two of this series we take a deep dive into the differences in trends, habits and resulting digital strategies across the UK and US markets.

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The UK and US digital markets: consumer culture, differences and commonality

In this two part series key content, consumer and digital marketing trends between the UK and US online marketers are explored.

Transatlantic differences and approaches to content and consumer culture are explained in this first post. 

In part two we take a deep dive into UK and US digital, search and social marketers.

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Transformation in digital marketing: five ways to work

It is not so much a revolution but a rapid evolution and digital transformation.

The growth of digital media, the convergence of paid, owned and earned media practices and the rapid growth and adoption of mobile and video have fueled change in the way we work in 2013. 

If you add to this equation the technological changes and innovation and the catalyst that is social media and content marketing it becomes apparent that dealing and adapting to change is a digital marketing necessity rather than the option that it used to be. 

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Northern lights on search and social: Bing, Google, Twitter and Dell at #RIMC13

For Game of Thrones fans Iceland provided the beautiful background for one of the most unique conference experiences ever. 

Today, many of the leading experts on search and social gather to share content and insight at the Reykjavik Internet Marketing Conference (RIMC).

Thought leaders and industry experts from across the Globe talk us through “Seven search Kingdoms” that help make up the online marketing space in 2013: Search, SEO, Social, Content, Mobile, Local and Video. 

The conference organized by Kristjan Mar Hauksson and Nordic Emarketing is a two-day boot camp with great speakers and fantastic content focusing on search and social. 

Brands from across the globe gather to share insight and the epic list includes speakers from Bing, Google, Dell, Twitter, AOL, Spotify, SAP and iCrossing. 

Econsultancy’s very own Ashley Friedlein has spoken in the past at RIMC as it now marks its 10th anniversary!

I asked the experts on their top tips for managing search and social in 2013....

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social media user behaviour

Three examples of the psychology of social networks influencing user behavior

As the social media landscape has evolved, marketers have focused on the trends and psychology of sharing.

However, as the market changes, there may be a tipping point as to how much media we actually want to consume and share. 

So how do social media platforms impact consumer behavior? And how and why do social media networks such as LinkedIn, Facebook and Twitter continue to influence us?

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The 2013 CMO challenge: content, digital and organisational attribution

Marketing has taken another large turn in its evolution cycle during 2012. The growth of digital and social, the maturing nature of search marketing, and the growth and relationship with content marketing opens up more opportunity for the CMO.

However, with it comes a certain level of complexity when looking at how to structure, attribute, and measure marketing campaigns across your organization.

I have been working with CMOs and CEOs for the past 10 years and suffice to say every marketer has their own model. Some are traditional, others digitally focused, some are brand and product focused, and others are pure content marketers or SEO consultants.

The common challenge they all face is attribution in a multitude of formats.

Attribution is not just an apt term to describe digital marketing interaction.

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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?

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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.

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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.

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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.

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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?

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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).

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