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Seven Internet Marketing Tactics
for Surviving the Recession
Debra Aho Williamson, Senior Analyst,
eMarketer
Tough economic conditions demand media that are more efficient, targeted,
measurable and proven to demonstrate ROI. Digital media meets those objectives
and more. In this presentation, Debra Aho Williamson, senior analyst a
eMarketer, will share seven tactics for marketing on the Internet that
will help marketers and agencies to survive, and even thrive, in these
recessionary times.
Debra will brief you on digitally driven techniques such as:
- The Power of Accountability
- Search: When Budgets are Tight
- Beyond Search: Branding Online
- Staying Close to Customers
- Engendering Trust
- Engaging Prospects and Customers
- Test, Then Test Some More
Soccer in Seattle: How Technology,
Marketing and Talent Help the Sounders Reach their Goal
Adrian Hanauer, Owner, Seattle Sounders
Opportunity knocks for those who are prepared. Adrian Hanauer has been
the caretaker of professional soccer in Seattle for years. In addition
to being the majority owner of the Sounders when they were part of the
United Soccer Leagues First Division, Adrian brought such famous European
clubs as Real Madrid to the city, and sold out Qwest Field. When it came
time for Major League Soccer to expand, Seattle was the logical choice,
and Adrian was a key part of turning the opportunity into reality.
Nowhere in North America has a new soccer franchise met
with such success and excitement. Since the announcement of MLS decision
to award a franchise to Seattle, there hasn’t been a misstep of
any kind. Within weeks, the Seattle market secured investors like Joe
Roth, Drew Carey, and Vulcan Sports and Entertainment. That was quickly
followed with key advertisers like X-Box Live, media deals with BELO (KING
5 and KONG 6/16), and popular announcements like the voice of Kevin Calabro
for play-by-play. Innovative marketing ideas like the Members Association
Council, and key on the field signings resulted in an unprecedented interest
in season ticket sales. Melding international talent with local stars
such as goalkeeper Casey Keller, one of the greatest goalkeepers the United
States has ever produced. ensures the SoundersFC will have the largest
season ticket base in all of Major League Soccer.
Join Adrian as he regales us with stories of “the
beautiful game” in Seattle, and it’s exciting kick-off in
2009. It’s sure to be an exciting event!
Creative Online Marketing: A Case
Study from a Global Leader
Michael Hilton, Executive Vice President,
Worldwide Marketing, Concur Technologies
Concur is the world’s leading provider of on-demand Employee Spend
Management services. Concur enables organizations to globally control
costs by automating the processes they use to manage employee spending.
Concur’s end-to-end solutions seamlessly unite online travel booking
with automated expense reporting, streamline meeting management and optimize
the process of managing vendor payments, employee check requests and direct
reimbursements.
Organizations of all sizes trust Concur to help them control
spend before it occurs while eliminating paper and optimizing supplier
relations. Concur’s unified approach to managing employee spend
delivers a 360 degree view into all employee expenses, helping companies
globally enforce policies and monitor vendor compliance, while delivering
unprecedented control and valuable insight. Concur’s suite of on-demand
services reach millions of employees across thousands of organizations
around the world – streamlining business processes, reducing operating
costs, improving internal controls and providing enhanced visibility and
actionable expense analysis.
Your Brand Is Your Only Real Asset
Curt Doolittle, CEO, Ascentium
Curt Doolittle, CEO of Ascentium, discusses the role that brand plays in the current social and economic climate. In these days of fluctuating consumer loyalty, a company’s brand is its only real asset and measuring the value of anything else is false. This has led to the evolution of the marketing organization built on an understanding of those shifting consumer attitudes.
BREAKOUT SESSIONS
Marketing the Marketer
What marketing professionals need to know in order to compete for the best opportunities in a climate where candidates outnumber jobs. It's not a panel on economic forecasts, predicting future job growth, or filling open positions /offering resume advice. The panel's goal is to provide key points to marketers on the importance of networking to gain access to a company's openings, the use of social networking tools, cutting edge and requisite skill sets needed by marketers. Ultimately any candidate needs to ask the right questions to see if they, the position, and the employer are right for each other.
Jamie Boyd, Senior Vice President of the Cleantech Group at Cascadia Capital, is joining the panel. Jamie's specialty is early-stage companies in the clean, green space as well as later-stage enterprises seeking project financing in the geo-thermal and bio-fuel spaces. He will help marketers understand the potential of this space and offer his insight on the skill sets needed by marketers to help these companies grow.
Moderator – Sal
Canino, TRC Staffing
Panelists: Harry Egler, CC Filson
Jane Lyda Mounsey, GLY
Jamie Boyd, Cleantech Group at Cascadia Capital
Future of Web Analytics –
Measuring in the Web 2.0 World
The future of web analytics is bright! With the growth of rich media applications,
mobile browsing, and social sites, web analytics is more interesting and
more confusing. Industry insiders will share their views on the future
of web analytics in the web 2.0 world and beyond, plus opportunities and
challenges of tracking in this frontier.
Moderator: Anil
Batra, ZeroDash1
Panelists: Seth Romanow, Consultant
Brian Ladyman, MRM Worldwide
Stuart Jenner, Marketek Consulting Group
Michele Warther, WebTrends
The Future of Search Engine Advertising
Sponsored listings, those little square text ads on Google, Yahoo and
MSN, generate over 40% of all online advertising revenues. We've gathered
an expert panel of search engine marketers and publishers to discuss the
impact of today's economic climate, the shift from traditional to online,
and what the future of search marketing will look like. Crystal ball and
3D glasses not included.
Moderator: Jon Lisbin,
Point It
Panelists: Jeff Nienaber, LocalMarketers
Dan Sundrgren, PeopleFinders
Mary O'Brien, PPCSummit
Closed Loop Marketing: Integrating
the Digital Experience
Demonstrating the effectiveness of marketing programs and measuring ROI
is the number one thing keeping CMOs up at night, especially in these
uncertain economic times. It is no longer sufficient to rely of traditional
campaign metrics that do not connect the marketing activity back to the
contribution and impact it has on the business. Come join a panel of industry
experts and learn how marketing can be connected to the rest of the enterprise.
Moderator: John Kottcamp, Ascentium
Panelists: Jamey Tisdale, Microsoft
Olivier Chaine, Magnify 360
Michael Nicholas, Silverpop Systems
Bob Garcia, Widemile
Making the Financial Case for Email
Marketing
Hey, it's tough times out there. Budgets cut. Resources strained. But
you know that you have in your hands the engine of profit that will help
your company thrive. So how can you get more funding for the email marketing
channel? It sure won't be by going to the head of marketing and saying
"Great news -- we increased open rates by 2.3%!!!"
This panel is all about tools you need to make a financial
business case for funding the best email marketing you can create. Net
sales, gross profit, contribution revenue from email marketing. These
are the terms that will pave a path between your cubicle and the CFO's
office. Come join Melissa Shaw of Shaw Strategic Services and Ted Wham
of Database Marketing for the Internet to learn the skills you need to
make the financial case for email marketing.
Panelists: Melissa Shaw,
Shaw Strategic Services
Ted Wham, Database Marketing for the Internet
Meg Reynolds, REI
Marco Lopez, Live Search Farecast
Building Your Brand with DRTV
and the Internet
DRTV is a powerful engine that can drive multiple sales channels including
the web and retail. Learn how to harness this synergy at this session.
Moderator: Tim O’Brien, Cesari
Direct
Panelists: Lorna Willis, Eagle One, A
Division of Valvoline
Ron Lynch, Cesari Direct
Rick Cesari, Cesari Direct
Online Media Buying
Panel discussion on how you can buy media online and the changing face
of online media buying, what is working, cost per click, and much more.
Panelists: Nate Luce, Pemco
Danny Levine, NationAd
Mark Myers, Nielsen Online
Dave Hanson, Fisher Interactive Network
High Touch, High Value Hispanic
Marketing
You've heard how fast the Hispanic market is growing, both here and nationally.
Did you know that the current U.S. Hispanic buying power is $951 billion?
And that by 2013 we'll see it at $1.4 trillion? It's true: This is the
population companies that sell just about anything will want to attract.
Our panel will help illustrate how a comprehensive, high-touch approach
can help you with acquisition and retention of this high-value group of
customers.
Moderator: Lauri Jordana, Conexion
Marketing
Panelists: Ivan Braiker, HipCricket
Jacqui Stewart, Ascentium
Paula Rosecky, Hemispheres
Ty Cordova, State Farm Insurance
Getting Results from Social Media
– Success Stories & Proven Tactics from Leading Digital Experts
Twitter, Podcasting, Facebook, Online Video, Blogging – it’s
enough to make a marketers head swim. Join us as our panel of experts
and practitioners explain the latest in social media, and what’s
really working.
Moderator: Blake Cahill, Visible
Technologies
Panelists: Sean O’Driscoll, Ant’s
Eye View
Jessica Michaels, Wunderman
Stephen Rose, Microsoft
Lisa Coffey, Google
Winning in the Blogosphere: Successful
Posting and Engagement Strategies
It's easy to set up a blog and start writing. It's not so easy to achieve
significant and lasting success in the blogosphere. Our panel of blogging
gurus will outline what techniques and approaches are being used by top
bloggers to maximize their influence and reach. Attendees will learn how
to manage a successful blog launch, and also how to take an existing weblog
to the next level. Key Learnings Include: How much time is required *
Choosing a platform * What topics work * SEO considerations * Engaging
with other bloggers * Monitoring tools and techniques * Selecting writers
Moderator: Steve Broback, Parnassus
Group
Panelists: T.A. McCann, Gist
Chris Baggot, Compendium Blogware
Kevin O'Keefe, Lexblog
Managing Brands & Marketing
in a Challenging Environment
Leading experts in the airline industry share their insight and strategies
for managing brands and marketing in a challenging environment.
Steve Jarvis, Alaska Airlines
Porter Gale, Virgin America
Positioning Your Brand to Compete
Against National Competitors
Learn how PEMCO created brand momentum through creative advertising and
guerilla marketing to compete against the biggest insurance brands in
the country.
Presenters: Don Young, PEMCO
Alan Brown, DNA Seattle
Innovation in the Northwest
Join us as local agencies present their cutting-edge, integrated campaigns.
From interactive brand engagement to creative uses of social media to offline user interaction, join us for examples that highlight some of the Northwest’s most innovative projects.
Moderator: Mike Quinlan, WONGDOODY
Panelists: Matt McCain, WONGDOODY
Britt Peterson, Cole & Weber
Don Low, HL2
Greg Sneden, GreenRubino
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