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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT