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Adtech 2012: Keeping up with a fast-moving digital world

Did you know the British are the world’s most enthusiastic online shoppers? They make 13.5% of purchases online – the most of any major economy. And this is expected to soar to 23% by 2016, according to research by the Boston Consulting Group. The “internet economy” was worth £121 billion in 2010, or £2000 for each person in the country.

Yet despite these figures, many companies have been slow to keep up with the digital marketing revolution. According to the organisers of ad:tech London, many big  brands show “little real understanding” of the web. They’re at risk of falling behind in a fast-moving world of mobile, social and interactive marketing.

ad:tech London  is a key event for digital marketers, bringing together industry experts and exploring the biggest trends. This year’s title is “Digital is The bigger picture: When will brands catch up?” The two-day conference at the National Hall, Olympia, will explore some of the biggest challenges companies face online, and the most innovative solutions. It will look at how traditional companies can transform themselves, and what they can learn from smaller businesses and start-ups.

Some highlights will be “snap keynote addresses” – short, snappy pieces of insight from Last FM, LivingSocial, and foursquare on “local”, one of this year’s biggest trends. Experts including Bruce Daisley, UK Director of Twitter, and Amy Adams Harding, Google’s Head of Publisher Relations, will share their insights.

One not-to-be-missed talk will be Amanda Farnsworth, BBC Project Executive, speaking about planning live events for the Olympic torch relay and the Olympic Games. Jason McMinn and Philip Easter of American Airlines will speak about app innovation, and designing apps that customers didn’t know they wanted! The exhibition hall will feature 170 interactive media, advertising and e-business suppliers, with educational seminars aimed at all levels of expertise.

Technology is a big part of Lingo24’s work, and we’re passionate about helping companies take their digital marketing global. Although the British are some of the world’s “most engaged” online shoppers, other countries are catching up fast! Our Account Manager Wouter Mayeur will be chatting to new and existing clients about making the most of opportunities for web marketing in other languages.

Wouter said: “As a big Twitter fan, I look forward to seeing Bruce Daisley’s presentation on how to get closer with your customers with Twitter.  I’m curious what MGID has to say about how to use celebrities to increase traffic and revenue. And how about getting the most out of the crowd, adtriboo will be presenting several of its Creative Crowdsourcing projects. I look forward to networking with brand marketers and discussing plans to increase their international exposure.”

If you’re going, we’d love to hear from you! Do drop us a line on And find out where the Lingo24 team will be next here.

Hazel Mollison

Hazel Mollison edits and writes for the Lingo24 blog. After studying Italian and German at Cambridge University, she worked as a journalist for five years with regional and national newspapers. She enjoys writing about languages, translation, online marketing, and helping small businesses explore new opportunities.

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