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Author: Andy Betts
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).
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.
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 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.
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.