Quickfire Qs: Stephen Kenwright, Director of Search at Branded3

by Eleanor Pyne Edit Ltd

Stephen Kenwright, Director of Search at Branded3, speaks at the Figaro Digital Marketing Conference in London on 26 November 2015. We put five quick questions to Stephen

What will you be discussing at the Figaro Digital Marketing Conference?
The mobile web versus mobile apps and which is the best strategy. Sometimes ‘both’ isn’t an option, and sometimes it doesn’t need to be.

Why does this matter to marketers right now?
It’s likely that desktop search peaked in 2014. More consumers are mobile than aren’t, and unfortunately it isn’t as simple as just making your site responsive to protect market share and acquire new customers.

We’re impatient! Can you give us one takeaway from your presentation now?
People spend more time in apps than on the mobile web but apps fall down versus the web when it comes to acquisition. Your app is a way to market your business, but you still have to market your app too.

If money and technology were no object, what one thing would most improve your life as a digital marketer?
If everyone would just uninstall Internet Explorer that would be great.

Any other thoughts on the issues likely to drive your digital sector in 2016?
Over the past two years SEO has seen a link building arms race. By now you should know whether or not you can build links – 2016 will be the year when the deal breaker becomes: “can I get stuff done on my website?”