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Published March 2015

Over the past couple of weeks, we heard from experts and leaders in the industry on the opportunity of applying audience insights to their search marketing efforts, and predictions on how this trend will impact the industry moving forward.

This week, we’re diving deeper and sharing best practices and first steps advertisers can take to make the most of the audience opportunity.

When we sat down with Ben Wood from iProspect, Khurram Hamid of GlaxoSmithKline and Steve Chester from the IAB UK, we heard a resounding message: Don’t hesitate, start today. The sooner advertisers start testing and experimenting with applying audience targeting in their search campaigns, the sooner they’ll tap into valuable insights  to tailor their campaigns for their audience.

As one expert said, “Today, because it’s nascent, it’s those brands right at the cutting edge that are really leaning into this... but in 6 month’s time, in 12 month’s time.. this isn’t something you can’t be doing.” 

And as a first step, we heard how investing in a data management strategy is key. Watch the video for more:

This will be our last post featuring perspectives from industry leaders, but the journey doesn’t stop here. With our next post in the series, we’ll explore specifics around how advertisers can approach planning their search marketing strategy with a focus on leveraging audience insights. Stay tuned!


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