A topline view on some of the key trends in digital marketing

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7. “It seems that the big issues in PPC all come back
to the basic principle of getting the right message in
front of the right audience – we have an ever-
growing range of targeting options & technological
solutions, our challenge is making sense of all the
latest options & deploying them successfully.”

9. “Trying to think outside of the enhanced campaigns
box but I can’t. Still for me the most challenging for
advertisers and search professionals. The impact
for forward thinking companies that have embraced
mobile business models is negative (at least for
now) whilst the slow adopters go unpunished and
are left with flexible options.”

11. “For me it’s still the human vs. tech debate. How
important is technology in PPC, and how much
human intervention is needed to guarantee
quality?”

13. 3.
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21. “I would put forward the debate centred around ‘you
are what you measure’. This can incorporate
viewable impressions, post impression and post
click and the whole piece around display ad impact
on other channels and then the attribution of
budget.”