Q&A: Stuart Bryce, senior digital marketing manager, O2
As we continue our interview series with judges from The Drum Search Awards, we speak to Stuart Bryce, senior digital marketing manager for Telefonica brand O2 for his views on the search sector and how it is developing.
How did you get into working in search?
I started working in search in 2006, soon after finishing a degree in Business Management at the University of Surrey. I knew I wanted to work in marketing, and online marketing was booming so it was an exciting time to join the sector. I started my search career in the paid search team at MindShare (WPP), working on some huge accounts, and some smaller ones, this is where I learnt about the power of search engine marketing. I’ve not looked back. After MindShare I worked for Unique Digital, and for the past five years have been at O2 helping to drive search forward.
Will wearables or the Internet of Things impact the search sector and if so, how you see that evolving?
The Internet of Things will open up more ways for search engines to be accessed. Search results will become increasingly more accurate with the extra layer of context for search engines to work with. From a voice activated search on your smart watch to find out the local bus times, to a search on your fridge to find out which of your local food stores has semi skimmed milk in stock, search will be looked at differently. Things will change, and I think search will help support consumer uptake of connected devices.
Search has quickly become a crucial component to every marketer's brand strategy - but where do you feel it is still falling down generally?
Search is often measured based on direct sales metrics, however the indirect advantages of search are huge. Search drives considerable consideration and the retention of customers, understanding this in greater detail will ensure search is seen as more than just an effective sales channel. It is the job of search marketers to educate the wider businesses they work within to ensure this consideration effect is recognised.
What will you be looking for while judging The Drum Search Awards?
I will be looking for innovative entries which look at search in a different way to the norm whilst hitting their set campaign and business objectives. I am also keen to see how search is integrated into the wider marketing channel mix and not managed in isolation and will be looking out for those entries which demonstrate that well. There is often huge value to be had from successfully integrated campaigns.