Meet Lee Faetz, Ecommerce Director, at Wickes. He reveals his game-changing moment in search advertising and why he thinks voice search is the one-to-watch in marketing.

Background:

I've been in the industry for over 14 years, working across a wide range of categories.

What I love about my job:

I love all aspects of my role, but if I have to choose one thing, it’s the ability to create something. Whether it’s a search campaign or a new digital product; the fact that I can launch, track and follow the user journey – then, evaluate if it’s improved the customer experience – is my favourite part.

How search advertising unlocks growth:

The ability to test, learn and track progress throughout the user journey, and seeing the customer achieve what they set out to do, is the most rewarding. Search advertising enables us to test small, learn quickly, spend well, achieve results and get the best ROI.

My all-time search advertising highlight:

Being able to advertise on a smartphone. Think back to 2007, this was a real game changer. It truly paved the way in which we – and our consumers – run our lives from our pocket or handbag. Prior to buying a smartphone, I had a Nokia N95. It was an incredible phone but it just didn’t offer me the same emotional attachment I felt when I got my first smartphone.

My view on the future of marketing:

Consumers are savvy and demand a more relevant experience – because nowadays we feel we are 'short in time' and demand things ‘now’. Some of the more traditional broadcast messaging is no longer relevant, not targeted and has no sense for the state of mind the consumer is in.

More and more marketing spend will shift from these traditional channels to digital, to ensure that we are more relevant, credible and drive better returns on investment.

Voice search will become bigger and bigger, as it will offer brands the ability to target messages even more effectively – offering real time services, while the consumer is in the moment.