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The greenlight

D E C E M B E R 2016 The Predictions Edition

magazine

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CO N T E N T S 18

22 Conversational UX has been the UX buzzword of 2016, and is expected to grow massively in 2017- with some even calling it ‘The Future of the Web’.

DATA WILL DRIVE EVERY DECISION BRANDS MAKE BY WOJCIECH BEDNARZ Data & Insights Senior Strategy Manager

FOUR USER EXPERIENCE AND CONVERSION RATE OPTIMISATION TRENDS FOR 2017 BY SARAH PETERSEN, UX & CRO Manager

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THE CONSUMER BECOMING THE AFFILIATE BY MAT T BROWN Head of Affiliates

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TECHNOLOGY AND PERSONALISATION AT THE CENTRE OF COMMERCE FOR 2017 BY KEVIN MURRAY Managing Director, Greenlight Commerce

Greenlight is a multiple award-winning digital marketing agency that designs, builds, deploys and measures marketing solutions and campaigns across Search, Content and Engagement, Display, Mobile and more, with the unwavering objective of achieving dramatic growth for its clients. Greenlight promotes brands and products in 32 languages and 42 territories on behalf of such clients as Hiscox, ghd, Dixons Carphone, Millennium Hotels and Resorts, Laura Ashley and many more. Ready to grow? Call us on +44(0)20 7253 7000 or go to www.greenlightdigital.com/get-in-touch

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www.greenlightdigital.com |  +44 (0)20 7253 7000

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The era of the VIP



by Andreas Pouros, COO & Co-founder

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Targeting will be more advanced than ever



by Hannah Kimuyu, Director of Paid Media

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Audience is firmly at the heart of innovation



by Angela Knibb, Head of Paid Search

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Programmatic TV: The new frontier of automated ad buying



by Ina Arens, Head of Display

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Data will drive every decision brands make



by Wojciech Bednarz, Data & Insights Senior Strategy Manager

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The consumer becoming the affiliate



by Matt Brown, Head of Affiliates

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Four user experience and conversion rate optimisation trends for 2017



by Sarah Petersen, UX & CRO Manager

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2016 Predictions: How did we do?



by Adam Bunn, Director of SEO & Social Media

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Machine learning, AMP and UX: SEO predictions for 2017



by Bea Patman, Head of SEO

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Content as a driver for purpose-driven marketing



by Andy Way, Head of Content & Engagement

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Businesses will wake up to the merits of having a content marketing strategy (and here’s how to get started)



by Joe Shervell, Content Marketing Strategist

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Technology and personalisation at the centre of commerce for 2017



by Kevin Murray, Managing Director, Greenlight Commerce

www.greenlightdigital.com |  +44 (0)20 7253 7000

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Introduction

THE ERA OF THE VIP BY ANDREAS POUROS, COO & CO - FOUNDER

“Whilst 2016 will certainly go down as politically seismic, unpredictably so, it won’t go down as seismic in the world of digital and technology at all.” 4

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If you had placed a £1 bet on Brexit, President Trump, and Leicester City winning the Premiership this year, you would have made an incredible £4.5 million, so it’s

WHAT CAN WE EXPECT TO SEE EMERGE AND GROW IN 2017?

with some trepidation that I introduce our Predictions Magazine during a time where predictions don’t seem to

We should see the beginning of programmat