Meet Our Exhibitors: Neural Edge's Ben Barnes
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Ahead of 2024’s eCommere Expo and Technology for Marketing, Ben Barnes, Director at search marketing agency Neural Edge discusses the top challenges online retailers face today and the hottest things taking place in eCommerce and marketing right now.
What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
I’m looking forward to seeing how brands and retailers can continue to utilise artificial intelligence within their digital campaigns and workflows to deliver better efficiency and higher ROI. It will also be interesting to hear about the changes happening in the Search marketing space (SEO & PPC) and how these might impact budgets and strategies going into 2025.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Having supported many eCommerce websites through peak the challenges can be different every year. Typically, good planning should eliminate a last-minute rush or surprises, however, in 2024, many consumers are still looking for great value, and the data shows there could be more competition this year for the same spend as in 2023. This means discounts and promos will be heavy and providing a quick and easy shopping experience will be key.
What is most exciting to you about the eCommerce and digital marketing industry right now?
The developments happening in the AI and Search marketing space are very closely aligned and have the most potential to seriously disrupt the digital marketing industry. Google’s implementation of AIO and the competition between LLMs means we’re about to see another huge wave of interest and adoption of AI across many eCommerce industries.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Events like this are important to us as a business because they allow us to get direct feedback about what’s happening in the market and understand the challenges facing our clients (and potential clients). It’s also a great opportunity to ensure we’re on top of industry trends and incorporate our learnings into evolved strategies for our clients.
What’s the best piece of advice you would give to new people joining the industry?
Anyone looking to join the industry in SEO or PPC would do well to learn Google’s methods and best practices by taking their free courses. From there, there’s nothing like learning with a hands-on approach, so building your own little side-project store or website means you can practice, test and learn. Building connections and putting yourself out there is also essential!
Meet the Neural Edge team on Stand TP6:
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