For us in performance digital marketing, 2014 was a year of incredible change, it brought the rise of programmatic buying, the transformation of social media platforms into credible direct response channels with powerful targeting capabilities and the exponential increase in mobile behaviour, especially in mobile video consumption. We also saw a continued focus on quality content and inbound marketing for organic search.
But most importantly, 2014 brought the crystallisation and acceptance of the pivotal role of data in the Irish marketing landscape. So where does all this take us in 2015? This booklet contains our thoughts, by channel and therefore by iProspect team, on what we think the major areas of change will be.