Guy Phillipson - IAB UK - VIP Briefing
Weboptimiser interviewed Guy Phillipson, CEO of the Interactive Advertising Bureau UK (IAB UK) to camera.
The IAB UK helps advertising agencies and advertisers use the online environment to build brands and engage with their customers. With his position at the IAB, Guy's session covers a broad spectrum of topics. He provides insights for everyone, from marketers to agencies to advertisers:
- Online as part of the media mix needs to be taken more seriously by CEO's and senior executives, and 2007 is the year it has to happen
- From the point of interest, to point of purchase and to follow up customer management, the web has a crucial part to play
- Whilst some traditional retailers are doing well online, others have to learn from the Internet pure-plays if they are to compete successfully
- He predicts that Web 2.0 is going to create some online superstars from the British public in 2007. Watch this space!
- Britain is a nation of 'searchaholics', where the search budgets are twice the size of radio advertising
Phillipson calls for more guidelines and openness within the search industry, which he believes still has some mysteries surrounding it. You can find out more about the IAB UK's attempts to do this by joining the IAB UK here
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