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Optimizing Flash for Search Engines – Can it be Done?

Since the inception of Flash, it has been the programming medium of choice for many companies. Most professionals recognize the superior visual aspects that Flash has to offer. Unfortunately, Flash is also very hard to optimize. Many SEO firms would rather tell you Flash can’t be optimized than to try and optimize it. No, optimizing a Flash site is not simple by any means, but it is entirely possible. The absence of quality content that cannot be indexed is a huge factor regarding any flash presentation. You can add META and keyword tags. Unfortunately, many search engines such as Google do not use these tags.

Large companies shell out big bucks for Flash sites. They don’t want to hear that their site can’t be optimized because of the format. They love the effects of Flash, but more importantly require search engine optimization for their content. Here are some things you can do to increase a sites ranking when dealing with a flash format:

Ideally, you want to get in on the ground floor of a Flash site being developed. Try to persuade the client to have flash headers and the rest of the site HTML based. This would be the most cost effective option. The other option is to create a duplicated HTML. If neither of these is an option, move on to the next step.

Add your META, keyword and description tags to the opening page to be displayed while flash is running. While some may feel that it can clutter a page, the results are hard to argue with. Follow standard SEO protocol. Use keywords in your TITLE tag. Build your link popularity to boost your client in the search engines. Try to link with sites that are pr 4 or more. Never link to sites that have more than 100 links on their link pages. Also, link to sites that allow you to use descriptions. Use keywords in your description. Stay away from sites that only allow banners or no description in linking. Those types of links do not help at all. Remember, links pointing to your site are more important then links going out, so concentrate on those first and foremost.

and follow the directions. You will need to download the .htaccess file in the root directory of the location where all your web pages are stored.

That is all you need to do. Save the file and upload it. Typically you would type in the old url (old domain name) and it would take you to the new url (new domain name). But, in this case we will change the old index file to another name. Create a new optimized HTML page. Then, name it as the old index page. Google will index the new page that is redirected to the flash page. It will look like this

redirect 301 (the instruction that the page has moved)

/old/old.htm (the original folder path and file name)

Basically, we are just forwarding one page directly to another. Not to another domain name. This sounds more complicated than it actually is. This is usually the best way to utilize a redirect. You could also use a java script redirect.

Never use the META tag redirect. Those have already been recognized as a blacklisted move.

I cannot guarantee that these will not get you banned. But, from my research, the 301 re-direct is the best bet. If your site is 100% Flash and you need to rank higher, this will get you results. These are your SEO options for clients with Flash sites.

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Optimizing For Search Engines: By Language Or By Country?

When it comes to targeting search engines to reach international markets, we’re going to have to do things a little differently. As we expand our horizons we begin to form connections with those who not only speak different language but bring a whole set of different cultural expectations to their business dealings online.

There are two broad approaches to meeting the needs of our international customers. The first option is to focus on languages. Alternatively, we can consider our foreign markets on a country by country basis.

Optimizing by Language

While getting the words right is key to international communication, the SEO strategies at your disposal will not vary widely from one language to another. Bear in mind, though, that when you switch language you also gain the attention of those search engines designed with speakers of that language in mind. It’s worth taking some time to get to know which search engines you need to optimize for.

Approaching your SEO on a language basis can be an affordable and time-efficient option. You can focus on finding the best possible keywords, which may not be the direct equivalents of those that perform well for you in English.

On the other hand, you might not want to optimize by language if you have an interest in promoting your business to certain countries only. For instance, Brazil could be a key market for you while your business is not well-placed to serve Portugal.

You will want to consider too whether some languages benefit from being delivered on a regional rather than global basis. If you are selling fine leather purses, your customers in the US will expect to see a selection of bags but your British customers will be looking for somewhere to store coins. Similar miscommunication can happen with any of the major world languages and can be frustrating for customers.

Optimizing by Country

Opting for your content to be visible to a specific country is known as geo-targeting. Although SEO targeting of this kind can initially seem daunting, the fact that it is more specific can make it a more effective marketing strategy. Use geo-targeting to deliver your online content to the markets that matter to you, without having to worry about those that don’t.

It also gives you the flexibility to deliver locally relevant content to different countries who share a common language, without having to mirror your content on more than one top-level domain. With different pages geotargeted for different countries, linguistic and cultural differences can be allowed for and you can confidently quote local times, currencies and holidays.

Carefully geo-targeted content can help you by reducing the number of visitors who don’t find what they need and hit the back button. This will in turn bring down your bounce rate. Your overall visitor numbers may not increase but you are more likely to see visits that convert.

There will be times when geo-targeting is worthwhile but it is not going to meet the needs of every business or situation. Customers will only be delivered geo-targeted content if they opt to search for local results. Also remember that marking content as relevant to one specific country will mean that potential customers speaking that language in other countries are unlikely to see it.

Another consideration is that many countries have more than one official language, for instance if you want to target Switzerland you would be ignoring around a third of the population if you opted for German-only content.

Get to Know Your Markets

Flash Tricks For Improved Search Engine Rankings

Flash Tricks for Improved Search Engine Rankings

Let’s first take a look at how search engine indexing can cause you problems on your web site.

Most web sites are built up of menus and context areas. The menus are frequently text based, making them easy to update or change. The content is dependent on our writing creativity. Both of these can lead to search engine indexing trouble.

Search Engines look through the text on your pages, menus as well as content and they create their index on what they find. So far so good. But just how do the search engines do this? They can’t look at your page and decide which is the main content area visually, so they simply start at the top of the code and work down.

If your site follows the standard pattern of a navigation bar on either the top or down the left side of the page and uses a table structure to achieve this, then your whole nav bar will be read and indexed before your main content area. If your site has a lot of variation then this shouldn’t be a problem. But what if your site is focused on one subject and your navigation bar tends to repeat words? As an example you may have a site that sells watches and your nav bar may read like this: Men’s Watches, Ladies Watches, Sport Watches, etc. You can see how easy it is to repeat that word Watches.

Search engines like to give points to sites that contain valuable content that is easily categorized and recognizable to visitors, but they also take away points for keyword spamming. In the above Watch example, the nav bar could easily cause your page to be listed as a keyword spammer.

Here is the first Flash Trick to improve your ranking. Create the navigation bar in Flash. This way all those repeating words are now hidden from the search engine spiders. As an added benefit the code taken up by the Flash will probably be less than the code used in the text based nav bar. This will help the search engine spiders to focus on the main content area of your page.

Let’s now look at another common problem with search engine indexing. In this example consider a shopping site selling the same watches as in our previous example. Each watch page will have a description of the individual watch, and that is fine. But each page may also have “boiler plate” text as well. There may possibly be a standard description for a particular watch brand, or possibly warranty or shipping information included on the page.

Another red flag that goes up for the search engine spiders is text repeating from page to page. The more distinct each page is the more likely the search engines will consider the text as relevant. If there is too much repeated text, the search engines may even drop all the pages that they believe have duplicated text. Not a good situation, especially if you don’t want to be forced into creating completely original text for every page on your site.

Here is Flash Trick number two. Keep all the distinct content on your pages as html text and convert any repeating text areas into Flash files that are placed into the pages. This way, only the distinct text is visible to the search engines and your repeating text is hidden in the Flash file. Any text that you tend to repeat from page to page is a prime candidate for the Flash treatment.

George Peirson is a successful Internet Trainer and is the author of over 30 multimedia based tutorial training titles covering such topics as Photoshop, Flash and Dreamweaver. To read his other articles and see his training sets visit HowToGurus.

Optimizing For Voice Search With Siri, Google Now, And Cortana

Just when you thought optimizing your website for search on desktop browsers was becoming tough, then comes optimizing your website for mobile search. Once you were almost at peace with the fact that you might have mobile search engine optimization down, then along comes optimizing your website for voice search. Siri, Google Now, and Cortana are just the start.

In this post, I am going to look at how you can optimize your website for voice search. Because, as of 2014, over half of teens, and over 40% of adults were using it on a daily basis. Or more importantly, we’re going to look at the differences between preparing to optimize for search engines that let users search via the spoken word versus the typed word.

Know Which Search Engine You are Optimizing For

While Google may dominate the desktop and mobile search world, could Bing take over voice search? When iOS 7 arrived, Siri began using Bing as its default search engine, meaning that all iPhone and iPad users have to specifically ask to search Google. Otherwise, their queries will go to Bing. And Cortana, obviously, will use Bing by default since it’s Windows.

You might think this means Bing is the winner of voice search. But even though it feels like everyone is an iPhone user in certain circles, the data speaks for itself.

According to the IDC’s latest findings, the 2023 Android market share (world-wide shipments) equals 83.7%, while the iOS share is only 15.3%.

Thus, Android devices – powered by Google – are still winning. The percentage is significantly higher than iOS users, likely due to the high cost of an iPhone or iPad. Hence, Google still likely wins in the voice search world as it does in the desktop and mobile search world.

Read the Official User Guides on How to Use Voice Search

It may sound a bit silly, but start at the ground floor (user-level) of voice search. Pretend like you have just bought your first iPhone, Android, or Windows mobile device. Read guides that an average smart phone user would on how to get the most out of voice search for the first time.

Yes I know, you’re not your average smart phone user or your average searcher. But for just a moment, pretend to be. Because that’s who you are optimizing your website for – the average voice search users.

For example, Apple has a great guide on ways users can use Siri to guide them to personal information on their phone to general information on the internet. It’s quite visual and fun to go through. Even as an experienced iPhone user, you still might learn a thing or two from it.

Overall, the goal is to give you an idea of how each brand behind voice search teaches their users to use voice search. You can use these voice search-specific questions and phrases when you start optimizing your website for voice search, or specific pages for voice search.

Understand the Funny Ways People Play with Voice Search

Some people might think you’re goofing off in your office if they catch you reading articles like 60 Funny Things to Ask Siri, 140 Questions Siri Has Hilarious Answers For, 70+ Awesome Ok Google Voice Commands, and 131 Questions to Ask Cortana. But these are the exact articles you should be reading next, after the general user guides to voice search engines. Here’s why.

You should read them because they are funny, and funny lists like these are ones that people will share with their friends. One of those was shared over 34 thousand times, to give you an example. And because they are funny and shared so often, there are likely a lot of voice search users who learned their voice search tactics from one of these lists, or ones like them.

Hence, you will likely learn more about the ways that people talk to Siri, Google, and Cortana. While some things you read will be irrelevant to your business, other things might be useful regarding questions and phrases that could be applied to optimizing your web pages for voice search. You may even find a way to inject some humor into your business content that could attract your customers and engage them in all new ways!

Listen to the Way People Reference You When Speaking

When optimizing your website for Google search, people typically go to the Google AdWords Keyword Planner to find out what keyword is typed into search engines most. But when you think about it, most people don’t say things the same way they would write them. The same is likely to occur when they search for things verbally via voice search.

This is why you need to listen to the way people reference you, your business, your products, and your services when you are talking to prospects, customers, vendors, friends, family, or anyone else who might inquire about your business. Listen to the words they use.

These might very likely be the words that people use when searching for you via voice search. Think about your keyword phrases in a more conversational context than a written one. Where someone might type Chinese takeout near me into Google, they would say where is the closest Chinese takeout to me in voice search.

If you don’t normally talk to your customers on the phone or in person, try attending a local business networking event. This will give you a chance to explain your business in person with others who will ask questions and paraphrase what you say in terms they understand. Or terms that people outside your industry would potential use in a voice search query.

Get Mobile-Friendly

Since most voice search is happening on a mobile device, it should be pretty obvious that if you want your website to be found by voice search, it should be mobile friendly for the voice search user. As always, remember that Google, in particular, is a fan of responsive web design, so that should be your first choice.

Also, remember mobile-friendly is not just about design. It’s also about speed. You need your page to load as quickly as possible. Thanks to technologies like Facebook Instant Articles, Google AMP, and others, mobile users are becoming accustomed to websites loading faster and faster. Therefore, if you want to win in voice and mobile search, your website needs to fast and mobile friendly.

Get Local-Friendly

Similar to being mobile friendly, it’s important to be local friendly, considering that a lot of people will be using voice search while driving, particular to find local businesses, get directions, or find phone numbers. Hence, you’ll want to make sure your mobile-friendly website also follows the basic local optimization rules of having all of your basic information in text format as opposed to having it in image format.

This includes the following:

Your business name

Your physical address

Your local phone number

Directions from popular interstates / roadways

Help voice search guide people to you. If regular Google search can’t crawl an image, you can rest assured that voice search isn’t going to be able to display an image of your address and phone number to someone driving in their car either.

Test, Test, and Test

As you start to optimize your website or specific web pages for voice search, be sure to test the queries you are optimizing for on each voice search platform. Yes, you might have to invest in an extra, no contract device to get Siri and Cortana, depending on what you own now. But usually they are cheap, and they’re always worth it.

Then start testing your queries just like you were an average person and see what happens. You may find that your website starts to rank in voice search, or you may find the following happens instead.

Be on the Top Networks Voice Search Directs Users To

While we’d love to believe that we can get visitors directly to our website from search engines, that’s not always the case. If you test out voice search for your top queries and find that they lead to networks like Yelp, Facebook, or others, then it’s your job to ensure your business is on those networks.

In some cases, thanks to personalization, you may not have very much control over the situation, like a search for what restaurant do my Facebook friends like the most (if that’s even a search). But if your queries lead you to specific categories on local review directories, then try to get to the first page of those categories and, if possible, the top of the first page.

In Conclusion

As the world of technology evolves, marketers must learn new strategies to keep up with the changes. The same goes for search marketers and the world of voice search. If you follow the tips in this post, you should be a step ahead of your competitors who might not even be paying attention to the growth in voice search and the potential it has to be a game changer.

Image Credits

Featured image: Image by Aleh Barysevich

In-post images: screenshots by Aleh Barysevich. Taken June 2023.

Ai Chatbots Aren’t Search Engines. They’re Crypto Bros

These so-called “AI chatbots” do a fantastic job of synthesizing information and providing entertaining, oft-accurate details about whatever you query. But under the hood, they’re actually large language models (LLMs) trained on billions or even trillions of points of data—text—that they learn from in order to anticipate which words should come next based off your query. AI chatbots aren’t intelligent at all. They draw on patterns of word association to generate results that sound plausible for your query, then state them definitively with no idea of whether or not those strung-together words are actually true. Heck, Google’s AI can’t even get facts about Google products correct.

I have no idea who coined the term originally, but the memes are right: These chatbots are essentially autocorrect on steroids, not reliable sources of information like the search engines they’re being glommed onto, despite the implication of trust that association provides.

They’re bullshit generators. They’re crypto bros.

AI chatbots say the darndest things

Mark Hachman/IDG

The signs were there immediately. Beyond all the experiment talk, Microsoft and Google were both sure to emphasize that these LLMs sometimes generate inaccurate results (“hallucinating,” in AI technospeak). “Bing is powered by AI, so surprises and mistakes are possible,” Microsoft’s disclaimer states. “Make sure to check the facts, and share feedback so we can learn and improve!” That was driven home when journalists discovered embarrassing inaccuracies in the glitzy launch presentations for Bard and Bing Chat alike.

Those falsehoods suck when you’re using Bing and, you know, Google—the world’s biggest two search engines. But conflating search engines with large language models has even deeper implications, as driven home by a recent Washington Post report chronicling how OpenAI’s ChatGPT “invented a sexual harassment scandal and named a real law prof as the accused,” as the headline aptly summarized.

It’s exactly what it sounds like. But it’s so much worse because of how this hallucinated “scandal” was discovered.

Yes, the Bing Chat interface says ‘surprises and mistakes are possible,’ but you enter it via the Bing search engine and this design insinuates you’ll get ‘better answers’ to even complex questions despite the tendency for AI hallucinations to get things wrong. 

Brad Chacos/IDG

You should go read the article. It’s both great and terrifying. Essentially, law professor John Turley was contacted by a fellow lawyer who asked ChatGPT to generate a list of law scholars guilty of sexual harassment. Turley’s name was on the list, complete with a citation of a Washington Post article. But Turley hasn’t been accused of sexual harassment, and that Post article doesn’t exist. The large language model hallucinated it, likely drawing off Turley’s record of providing press interviews on law subjects to publications like the Post.

“It was quite chilling,” Turley told The Post. “An allegation of this kind is incredibly harmful.”

You’re damned right it is. An allegation like that could ruin someone’s career, especially since Microsoft’s Bing Chat AI quickly started spouting similar allegations with Turley’s name in the news. “Now Bing is also claiming Turley was accused of sexually harassing a student on a class trip in 2023,” the Post’s Will Oremus tweeted. “It cites as a source for this claim Turley’s own USA Today op-ed about the false claim by ChatGPT, along with several other aggregations of his op-ed.”

Now Bing is *also* claiming Turley was accused of sexually harassing a student on a class trip in 2023. It cites as a source for this claim Turley’s own USA Today op-ed about the false claim by ChatGPT, along with several other aggregations of his op-ed. chúng tôi Will Oremus (@WillOremus) April 5, 2023

I’d be furious—and furiously suing every company involved in the slanderous claims, made under the corporate banners of OpenAI and Microsoft. Funnily enough, an Australian mayor threatened just that around the same time the Post report published. “Regional Australian mayor [Brian Hood] said he may sue OpenAI if it does not correct ChatGPT’s false claims that he had served time in prison for bribery, in what would be the first defamation lawsuit against the automated text service,” Reuters reported.

OpenAI’s ChatGPT is catching the brunt of these lawsuits, possibly because it’s at the forefront of “AI chatbots” and was the fastest-adopted technology ever. (Spitting out libelous, hallucinated claims doesn’t help.) But Microsoft and Google are causing just as much harm by associating chatbots with search engines. They’re too inaccurate for that, at least at this stage.

Turley and Hood’s examples may be extreme, but if you spend any amount of time playing around with these chatbots, you’re bound to stumble into more insidious inaccuracies, nonetheless stated with full confidence. Bing, for example, misgendered my daughter when I asked about her, and when I had it craft a personalized resume from my LinkedIn profile, it got a lot correct, but also hallucinated skills and previous employers wholecloth. That could be devastating to your job prospects if you aren’t paying close attention. Again, Bard’s reveal demonstration included obvious falsehoods about the James Webb space telescope that astronomers identified instantly. Using these supposedly search engine-adjacent tools for research could wreck your kid’s school grades.

It didn’t have to be this way

AI chatbots have a big microphone and all the boisterous, misplaced confidence of that dude always yelling about sports and politics at the bar.

Bing Chat / Brad Chacos/ IDG

The hallucinations sometimes spit out by these AI tools aren’t as painful in more creative endeavors. AI art generators rock, and Microsoft’s killer-looking Office AI enhancements—which can create full PowerPoint presentations out of reference documents you cite, and more—seem poised to bring radical improvements to desk drones like yours truly. But those tasks don’t have the strict accuracy expectations that come with search engines.

It didn’t have to be this way. Microsoft and Google’s marketing truly dropped the ball here by associating large language models with search engines in the eyes of the public, and I hope it doesn’t wind up permanently poisoning the well of perception. These are fantastic tools.

“Imagine a world where this was called ‘Creative Writer’ and not ‘Search’ or ‘Ask anything about the world,’” he said. “This is just a branding fiasco right now. Maybe in 10 years of progress, many more technology layers, and so on it will come to be search.”

For now, however, AI chatbots are crypto bros. Have fun, bask in the possibilities these wondrous tools unlock, but don’t take their information at face value. It’s truthy, not trustworthy.

Editor’s note: This article originally published on April 7, 2023, but was updated on May 12 after Google announced plans to position AI answers at the top of search results.

Digital (Web) Psychology – What Is It And How Can It Be Used?

Simon Swan’s interview with Andrew Nicholson, Founder of the-Guku showing how behavioural economics influences customer online purchases and growing demand for Data?

Andrew is the founder of the-Guku, a digital marketing consultancy specialising in behavioural economics and the relationship this plays in influencing customers through their online purchase patterns.

Guku combine #DigitalMarketing, #BehavioralEconomics & #Psychology know-how to understand your customers better than they understand themselves!

In my interview with Andrew, he lifts the lid on the growing demand for data on behavioural economics,  real-life examples of companies already successfully using these techniques and Andrew’s personal journey of  launching his very own consultancy…

Q. You seem to have uncovered an interesting niche in web psychology, can you summarise what this is all about?

Absolutely.  As I progressed through my MSc, it became clear that there was a huge understanding of marketing technology, but a relative dearth of knowledge in how that technology related to people’s behaviour (with the exception of UX).  I was fortunately able to subvert my studies to pursue a Digital Psychology agenda – and I was able to spend my final year focussing exclusively on this exciting new discipline.

I’ve always been fascinated by people – it’s the reason why I got into marketing in the first place, but I’ve always felt that digital marketing spends far too much time looking at what customers do, and not enough time trying to understand why they do it.  Google Analytics is the perfect example – there’s so much data available – bounce rates, conversion rates, basket abandonment rates etc. but none of it gives you an answer to why your customers are (or aren’t!) buying your product online.

Digital Psychology (also known as web psychology) takes a different approach.  It looks at online behaviour through the lens of psychology and behavioral economics – and through this lens, explains why customers are acting the way they are.  Better still, by applying the lessons learnt from social science theory, we’re able to remove barriers to online conversion, and increase customer spend and retention.

The metaphor I like to use that best describes this approach is of a fisherman standing in waders in a river. The river represents technology – always changing, always moving, often so fast we struggle to keep up.  The one constant in this scene is the fisherman, representing the human brain.  As fast as technology may change, the human brain remains the same, and has done so for hundreds of thousands of years.  If we start viewing technology through a neurological perspective, rather than trying to influence humanity from a technological perspective, we’re going to be on far firmer, and longer lasting, ground.

Q. Can you provide some good examples of companies using web psychology?

I’ve just published an article for econsultancy showing what I believe are the top ten best examples of digital psychology in action.  There’s no doubt that Amazon are the clear winners – they utilise pretty much every tactic from the Digital Psychology toolkit. From classic examples of anchoring, to scarcity, reciprocity and cognitive consistency – they even take digital psychology offline, with their approach to direct mail, which is something I’ve not seen any other pure play brands doing (yet).

Another incredibly powerful website, this time utilising social proof as their main conversion trigger, is chúng tôi I counted 5 separate social proof devices on one hotel profile alone. chúng tôi is currently ranked the 103rd most popular website in the world by Alexa, and has a bounce rate of just 24.8%.  That to me is remarkable!

What’s also really interesting is that there are also a number of big brands that should know better, but are doing things really badly. A lot of digital psychology theory is counter intuitive – people often do the opposite of what we instinctively expect, and brands need to understand that simply following the HiPPO (Highest Paid Person’s Opinion) is a recipe for disaster.

Let me use a classic behavioural economics example to illustrate this.  If you were to ask someone if there was a correlation between a roll of a dice, and their estimation of the percentage of African Countries in the UN, they would understandably tell you to stop being ridiculous.  Yet, behavioural economists, Tversky and Kahneman found, all the way back in 1974, that there was a direct and replicable link between an equally unrelated event (in this case, the spinning of a rigged real of fortune device), and a subject’s response to the aforementioned question.  In fact, subject’s answers varied by an average of 20%, depending on whether they scored a 10, or a 65, on the wheel of fortune.

This technique is known as anchoring – and it’s as powerful today as it was back in the 1970’s, and I have carried out numerous experiments confirming its influence in a digital setting.  I have yet to prove it, but I honestly believe that even a well placed telephone number could influence a customer’s average spend per transaction.  If there are any companies out there that would like to work with me to prove this hypothesis, do drop me a line!

Q.  Do you see web psychology playing a role in the digital marketing mix or should it be used more as a strategic vision piece?

Digital psychology isn’t a tactic in itself – it’s a way of thinking that can be applied across the digital marketing mix (and also traditional marketing approaches) at a strategic level.

From customer acquisition, through to user experience and retention, they are using digital psychology techniques such as social proof, effort, validation and reciprocity to increase sign up, stickiness, and ultimately conversion.  It’s a powerful combination, and I’ve no doubt the tool will be putting the larger MA providers to shame when it goes live next year.

The digital marketing mix, whilst encompassing a varied range of approaches, such as paid search, inbound, social, email etc. has one common theme – every tactic is aimed at influencing human behaviour (it can even be argued that as Google focuses its results more and more on UX, that the same can be said about SEO).

Why would you therefore go to all the effort and expense of building and managing your digital marketing tactics, without first trying to understand how they relate to human behaviour? It’s like I was saying before – digital marketers need to stop putting the technology first, and start understanding their customers better.

Q. You’ve recently made the move from working in-house to creating your own digital agency – what are the biggest learning curves you’ve encountered?

I’m not going to lie, it’s been challenging. The great thing about working in house is that you get to focus all your time on doing what you love.  I was a digital marketer, doing digital marketing, and I was as happy as a pig in muck – but the problem was that I wasn’t being challenged.

But when you start-up you own consultancy, suddenly there’s all this other stuff that you need to do – accounting, HR, business development etc. work suddenly starts to get a lot more complicated.  The flipside of this is of course that you’re doing it for yourself, and you’re learning daily, which is very exciting. I’ve also been able to focus my energies on developing digital psychology methodologies which I can use to bring value to my clients.

One of the steepest learning curves I’ve faced is learning to put a hard value on my time.  When you’re client side, you tend to add value through your company indiscriminately – if someone in another department or segment needs assistance, you’re free to give it as you know it’s for the greater good of the company.  When you’re working agency-side, every hour has to be logged and apportioned appropriately. It’s a very different discipline, and I’m still coming to terms with it.

Q5. What’s your thoughts on the next frontier/challenge for digital marketing?

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