Search and Online Advertising Arena Presentation Programme
Sponsored by
Leading online marketing providers and suppliers will talk through case studies of search and online marketing campaigns and tactics that have been successfully executed and that demonstrate results – learn how you could add value to your current digital marketing strategy.
Search and Online Advertising Arena Presentation Programme 2010
Day 1: Tuesday 29th June 2010
10.00 - 10.30
Designing the optimal SEO Strategy that will promise success.
A Search Marketing Campaign can only succeed if the strategy is right. An excellent strategy will deliver sales and ensure the optimal ROI
One size does not fit all. An excellent strategy is based on many factors. Objectives and resources are key, but emerging needs such as reputational management also need to be considered.
Adrian Willis, SEO Account Manager, Marketing Grin
10.40 – 11.10
Planning and Delivering a Successful Search Engine Optimisation (SEO) campaign - Keys to Success!
This presentation outlines the key elements in any successful SEO strategy development & implementation plan.Throughout, client examples will be used to illustrate pitfalls and solutions. This presentation also outlines key implementation requirements - building "relevancy" and delivering "authority" through multichannel link campaign development.
Hugh Jackson, Director, MediaCo
11.20 – 11.50
Hidden treasures of ultra longtail through organic search
Nick Stone, European Account Director, YourAmigo
Mal De Silva, Senior Manager Business Development Europe, YourAmigo
12.00-12.30
Alternative Approach for Fighting Paid Search Abuse and how to Improve search engine visibility
- Monitor and police competitors and affiliates capitalising on your brand to increase their traffic
- Use legal framework and technology to enforce your brand and manage third parties that piggyback your efforts
- Remove unlawful paid searches and increase your own positioning
- Reduce paid search spend dramatically while improving customer on-line experience
Jerome Sicard, Regional Manager, MarkMonitor
12.40 - 13.10
Using search to inform and integrate with other marketing channels:
Marketers can no longer look at search marketing in a silo, as it starts to mirror other marketing channels. This session will look at how to use the measurability of search to inform the messaging and budgets of online and offline marketing channels, and discuss how to boost search performance by integrating it with other marketing channels such as display, social media, TV advertising and many more.
Alex Hoye, CEO, Latitude
13.20-13.50
Dynamic Landing Pages – making PPC search advertising redundant…
Engaging new visitors with relevant content is vital to business success - today the normal approach to this is PPC Search Advertising and Custom Landing Pages.
This session discusses a new product (Magiq) which can deliver personalized, targeted landing page content, to every search visitor, with zero spend on PPC Search advertising and no development costs for new landing pages.
Learn how a leading insurance company used this technique to increase their conversion rates and save a fortune on PPC charges.
Malcolm Duckett, CEO, Magiq
14.00 – 14.30
The Future of Affiliate Marketing
This lively debate panel, hosted by Kevin Edwards, aims to discuss, deliberate and detail the future of the CPA channel. With industry panellists including Matt Bailey from i-Level, Firebox.com’s Naomi Brown and Mark MacDonald of Skimlinks, this session will reveal what the affiliate community thinks of monetising social media, responding to the smart phone revolution and the fate of ‘last click wins’.
Kevin Edwards, Strategy Director, Affiliate Window
14.40 – 15.10
Email, social marketing and the art of storytelling
This roundtable discussion will cover the effective use of storytelling in email, learning to tell stories that “catch” your audience and thus incite them to share with their friends via social networking sites. The most effective marketers are using user-generated content, stories submitted directly by their clients, in their emails. We show examples and explain how to use this powerful vehicle. Storytelling guru John Sadowsky will discuss the best practices they see today, as well as trends for the future. Specific topics include:
- Learning to use our stories of identity in email, and in marketing in general
- How to use links between email and social marketing to spread our stories
- Why user generated content is so powerful, and how to encourage it
- Using email to build user communities
John Sadowsky & Nick Gold, Regional Manager Northern Europe, Emailvision
15.20 – 15.50
“Fortune cookies – better understanding of your online campaign effectiveness”
This session will help you to understand and improve the effectiveness of your online advertising campaigns.
- Learn how Research Now can help advertisers gain a clearer understanding of the effectiveness of their online advertising campaign
- Discover how to understand the success of your advertising campaign in compelling detail.
- Gain powerful insight by learning how to combine fine grained exposure data, with deeply profiled demographic data & survey responses
- Be ready for the regulatory uncertainties ahead
Aaron Simmons, Client Development Director, Research Now
16.00 - 16.30
The consumers are back, but big brands are still looking to loyalty
Guy Keeling, Managing Director of Maximiles, will talk about customer retention tools and techniques that are thriving in the current environment where marketing budgets are being squeezed and marketers are having to work harder than ever to win long term customer loyalty.
Guy Keeling, Managing Director, Maximiles UK
16.30 - 17.00
Affiliate marketing – looking beyond the last click.
Affiliate marketing has matured and with it the role of the affiliate in the consumer journey has come under increasing scrutiny. One of the hottest topics of the last year is multi-attribution or CPA fragmentation. Merchants looking for the best way to invest are increasingly interested in the granular detail of the consumer journey and the role different affiliates play in securing a sale. This session will arm you to intelligently engage tomorrow’s affiliate marketing. Laying bare current CPA models and the essence of the debate, the session will explore how and why it could be done differently to fully engage the full spectrum of affiliates and leverage the maximum ROI from your investment.
Carl Davis, CEO, dgm
Day 2: Wednesday 30th June 2010
10.00 - 10.30
Designing the optimal SEO Strategy that will promise success.
A Search Marketing Campaign can only succeed if the strategy is right. An excellent strategy will deliver sales and ensure the optimal ROI
One size does not fit all. An excellent strategy is based on many factors. Objectives and resources are key, but emerging needs such as reputational management also need to be considered.
Adrian Willis, SEO Account Manager, Marketing Grin
10.40 – 11.10
Social Media and Search Marketing. How they combine to benefit your business.
- What exactly is social media
- How can it benefit your business
- How can it benefit your search engine optimisation
- Social Media and links
- What are the best tactics – how to measure effectiveness – where do you start??
- Social Media is changing – How?
John Heffernan, Business Development Manager, MediaCo
11.20 – 11.50
Hidden treasures of ultra longtail through organic search
Learn how internet retailers handle scalability of content creation to generate new, incremental revenue through Organic Search using YourAmigo’s Artificial Intelligence. See how unique search phrases that only one person searched for in a month are generating more than 50% of new traffic for these retailers in their organic search campaigns.
Nick Stone, European Account Director, YourAmigo
Mal De Silva, Senior Manager Business Development Europe, YourAmigo
12.00 - 12.30
The consumers are back, but big brands are still looking to loyalty
Guy Keeling, Managing Director of Maximiles, will talk about customer retention tools and techniques that are thriving in the current environment where marketing budgets are being squeezed and marketers are having to work harder than ever to win long term customer loyalty.
Guy Keeling, Managing Director, Maximiles UK
12.40 - 13.10
Widening the search funnel through conversion optimisation
Spending money on driving traffic to your website without optimising it for conversions is like pouring water into a leaky bucket. This session will look at some of the most advanced conversion optimisation techniques and tools. It will also reveal our optimisation strategy of identify, diagnose, test and implement. If you want to make your online marketing budget work harder for you then this session is a must attend.
Richard Gregory, Chief Operations Officer, Latitude
13.20 – 13.50
Facts and stats, figures and trends for UK search marketing 2010
Guava's Martin Dinham distils the headline facts from the 2010 UK Search Engine Marketing Report, which is produced in conjunction with EConsultancy. Now in its fourth year, this report is the bellwether for the UK search engine market
Martin Dinham, Sales Director, Guava
14.00 – 14.30
The dawn of the 'Splinternet'
“The golden age of Internet standards is ending. The Web is splintering, and interactive marketing is fragmenting along with it. Welcome to the age of the Splinternet” – Forrester.
Media consumption is forever changing, and never more so than now. The development of new devices, new interfaces, apps and formats means that there are now an ever increasing number of media through which consumers engage with brands, and more importantly – purchase goods.
Steak will show in this session what these trends are, and how companies can take advantage of them to increase brand equity as well as direct sales.
Gareth Owen, Head of Natural Search, Steak
Duncan Parry, Co-founder and Head of Paid Search, Steak
14.40 – 15.10
Engaging and selling in a social world
Social media is an established channel yet not all marketers are relishing the opportunities that social marketing presents. From Twitter to Facebook to the latest up and coming networks, blogging, UGC and integrating social with your site, marketing and other mash-ups, what is the best way to engage with your audience in this social media age? How should you use social? dotCommerce presents to you practical advice and guidance, alongside real-world examples and benchmarks from our popular So-Commerce benchmarking report as well as some of our own clients, ensuring you come away brimming with quick to implement ideas to add value, sales and increase reach in your social and online marketing.
Simon Bird, Managing Director, dotCommerce
15.20 – 15.50
How to utilise current relationships with customers, suppliers and sponsorships to create incremental sales and build loyalty
Aggregators, cashback and voucher code sites have had a significant impact on the online acquisition landscape, often challenging long standing principles. Social networking has provided a new conversation channel and set high expectations for a mutual-benefit rapport between advertiser and customer. Meanwhile has the value of existing relationships been overlooked? How best to approach these new opportunities in a controlled but flexible manner – rewarding loyalty without abusing trust? And should you draw on in-house expertise or look further afield? Who is poised to fill this gap and what will it look like?
Mark Solway, R&D Director, OMG
16.00-16.30
Web videos new frontiers
- Benefit from the latest innovations in interactive video content on the web
- Join the revolution as web video makes the leap onto the living room TV
- Discover the latest in video for smartphones
Simon Walton, Executive Producer, Silverstream TV