Search specialists will also expand their capabilities to optimize for ad networks, exchanges, and retargeting.
This year, clients will expect more accountability from business partners to re-examine tracking methodology and metrics to drive business results, says Kate Clough, MRM's regional media director from Asia Pacific.
She also thinks search specialists are poised to become more important within the industry in expanding their capabilities beyond search to retargeting and the ad networks and exchanges space, which will provide new platforms and opportunities for clients to scale their businesses.
"The geeks in our industry are kind of what's hot. I think they're going to get hotter," she says.
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Kate has spent 12 years initiating, encouraging and optimising consumers? experiences with brands. In February 2008, MRM supported her desire to seek new professional challenges abroad. She was tasked with strengthening and expanding their digital media operations in Asia-Pacific; initially from Shanghai and later from Hong Kong. Since then, MRM media?s staff, services, coverage and client base have significantly grown, and today, their efforts (display, paid search, SEO, et al.) contribute significantly to clients? business objectives, across the region. Prior to moving to Asia, Kate spent nearly 7 years at MRM Minneapolis, co-managing a team that led digital strategy development and execution for all packaged goods clients, including 40 General Mills brands.
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