Agenda
The Tracks
Each track will have a mix of B2B and B2C sessions and will range from beginner to expert levels.
Browse The Topics
| Time | Virtual Summit Agenda |
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9:00AM CT | Welcome and Introduction to The Online Marketing Summit, presented by OMS in Lobby
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9:15AM CT | Stimulating Business Growth through Social Media: How Kodak got its mojo backLearn how Kodak used a combination of blogging, Twitter and other Social Media tools during the company's massive digital transformation. CMO, Jeff Hayzlett will share an actionable strategy for how you too can tie social media into your marketing activities, the lessons he learned along the way and of course a small "snapshot" of the successful results they saw.
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10:30AM CT | BREAKExplore booths in Pavillion Lobby and earn points/prizes. |
10:45AM - | Choose from our 8 Tracks based on topic of interest.(Please note: each track will have a mix of B2B and B2C sessions and will range from beginner to expert levels). |
12:45PM - | The TRUTH Behind the Value of Social Media Learn how social media truly is affecting brands and companies as Vice-Dean, Eric Bradlow walks you through groundbreaking research conducted by the Wharton Interactive Media Initiative.
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3:00PM CT | BREAKExplore booths in Pavillion Lobby and earn points/prizes. |
3:15PM - | Choose from our 8 Tracks based on topic of interest.(Please note: each track will have a mix of B2B and B2C sessions and will range from beginner to expert levels). |
| Time | Email Marketing | Search Marketing | Website Strategy & Usability | Social Media |
|---|---|---|---|---|
10:45AM CT | Connecting the Dots: Integrating Emerging Channels into your Email ProgramHaving trouble finding the right way to integrate social, mobile, and video into your email marketing effectively? Hear from eROI's Alex Williams on how to integrate these emerging channels into your Email Program in a way that supports your company goals and provides measurable success.
| Making the Most of Search & Social-How Personalization, Social Search and Google's Quest for Data Create Opportunities Understand where Google is making a play for real time and how to ensure that all your social efforts play into such. SEOmoz.org CEO, Rand Fishkin will talk about real world strategies to harness the power of real time and social.
| The New Customer Migration: Where are your customers going, why, and how can you influence itCustomers are migratory creatures. They consume content, comparison shop, make purchase decisions and purchases, and share their opinions where and when it best serves them - on websites, in stores, at call centers, with mobile devices and through social media. Our collective challenge is to figure out how to paint a complete customer picture of this customer journey in a way that is at once measurable and approachable - and ultimately profitable. This session will show you how to do just that through mapping your customer's multi-channel migration patterns - their channel arrival and departure habits - and influence their behaviors.
| Content Marketing: Publishing is the New MarketingOver the past few years publishing has become a necessary core focus for all online marketers. Content marketing expert Joe Pulizzi will discuss this evolution including a quick background and definition of content marketing and then teach you how to develop a content marketing strategy that really works.
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11:45AM CT | Mailing to Millions 6 Best Practices to get Maximum Return & Revenue from your Million-Plus Email DatabaseSee exactly what worked (and what didn’t) for other marketers. Each case study focuses on the nuts to bolts approach taken by a real-life marketer. During these sessions you will hear everything from the campaign objective to the individual steps taken in campaign execution followed by (of course) results and key lessons learned.
| Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded MarketFind out what happened when a company that sold primarily through a distribution network decided it wanted it wanted to increase its sales channels. The B2C company was also in a highly competitive product category and its web presence was barely noticeable. In this how-to SEM case study you'll follow the steps that led to the company's 50% increases in web traffic and 35% increase in sales on organic search alone during the initial four months. You'll also learn how the company's PPC campaign experienced triple digit growth in PPC while lowering costs per sale.
| Introduction to Testing: Going beyond ego and intuition to become a data-driven online marketerMany marketers are now faced with challenging conventional design wisdom with web analytics data and significance testing. The two do not have to be in conflict. Real world multivariate examples will be provided.
| Social Media Inside The Brand: DuPont Case StudyLearn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
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2:00PM CT | How-to Increase Response Rates through Segmentation, Relevance, Personalization, and NurtureSavvy customers today are very good at tuning out commercial noise and being more selective in who they respond to. For marketers, there is a mandate to derive greater ROI from marketing investments, increase response rates and advance the customer experience. This session will help you extract value from the data that may lie dormant in your CRM system to strategize campaigns that are personalized, more relevant, and produce response rates 50 to 100% higher than non-personalized campaigns.
| How to Achieve a Higher PPC Quality ScoreIn today's world your paid search campaign success depends more on having a higher quality score than it does having lots of money. This session will focus on factors that affect your quality score and what you can to do achieve better performance and we will discuss tips for increasing the relevancy over all aspects of your campaign.
| Convert Clicks into CustomersIf your website does not covert visitors into leads or sales, first page Google rankings will not generate revenue. This session will cover ways in which you can develop a website that effectively persuades your visitors to take action be it convincing visitors to click through to an affiliate marketing offer, driving free trial sign up, building an email list, or driving visitors to your retail store.
| Demand Gen and Community Building through Social Media & Virtual Events Pairing social media with your virtual event technology can yield real results. Learn how to integrate the two for demand gen and community growth.
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3:15PM CT | Email Marketing: The Digital Glue of Social MediaEngagement is more important than ever. More marketers are using the social web and email marketing as channels to connect, start conversations, and build relationships. When working together, these channels can help build your community, create brand awareness, and drive sales.
| SEO Metrics: How-to Drive SEO Strategy Using AnalyticsWith Google's recent unveiling of its new data set through Web Master Tools many marketers are left wondering exactly what are the implications? Ray "Catfish" Comstock, veteran and pioneer of SEO will discuss Google's new data set and what it means for your SEO strategy in addition to other hot button topics such as evaluating long tail performance, understanding brand versus non-brand keywords and how to use analytics metrics on an ongoing basis to drive your SEO strategy.
| Landing Page Optimization Best Practices "Conversion Ninja Toolbox"Learn the top 12 practical hands-on tools that can be used to quickly improve conversion rates.
| The Social Enabled |
| Time | Web Analytics | Online Advertising & Mobile | Integrated Marketing | Demand Generation |
|---|---|---|---|---|
10:45AM CT | Getting Credit for Your Impressions: Understanding and Using Attribution Models Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today's narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels. Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers' need for true accountability.
| Mobile Marketing: Integrating Mobile Apps into CampaignsLed by the MMA, this session will review: Best practices for mobile marketing campaign integration, w hat works and lessons learned with mobile marketing, brand engagement with the consumer, and how create and execute a mobile marketing campaign.
| Attention=Revenue: Attention-Getting Marketing For More Sales, Leads & Publicity For Your BusinessBased on proven examples of what really works online, speaker Jim Kukral lends his expertise on how you can turn online attention into profit. This session will provide you with a road map to profitability through employable, online, attention getting techniques and strategies.
| Profiling the Revenue MarketerIt's not a matter of "if." It's a matter of "when." If THE question hasn't already been asked, it's coming - "What are you going to do about revenue?". This session will present the profile of the Revenue Marketer, a new breed of marketer being sourced, paid and held accountable for revenue contribution. Speaker Debbie Qaqish will feature case studies from four trailblazing marketers, from LexisNexis, Brainshark, m5 Networks and TD Garden and the revenue metrics they are driving for their organizations.
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11:45AM CT | 10 A/B Tests: Real-Life Tests That Improved Conversions on Sites Like YoursLooking to get even better results from your website? From search box to image size, copy tips and video hints this session is packed full of helpful and tested information you can put to use immediately in our own site optimization efforts.
| Digital Device Displacement- How to master communications in an overly digitized worldEvery day you get up and access information on at least 4 screens: Your TV, Your home pc, Your smartphone and Your work pc. Your digital communication strategy? It's old now. This session will force you to rethink how you communicate in a digital device driven, on-demand world for more effective results. You'll hear how to analyze the marketplace in reference to your company's role on various devices, evaluate current communications strategy in the new device-eco system and much more in this eye-opening hour.
| Tying it all together: Top 10 Integrated Online Marketing TakeAways for Next Week and BeyondEvery year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear leading experts discuss how world-class brands succeed in multi-channel marketing and integrated strategies, and the steps they took to get off the bench and into the game.
| Demand Generation Secret SauceLearn demand generation secrets in this detailed case study from one of the fastest growing companies today. We share innovative lead nurturing strategies, the latest lead scoring techniques, and the most critical metrics for measuring and forecasting the impact of demand generation on revenue.
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2:00PM CT | Blasting The Behavioral Myths: What your customers do vs. what you think they doThis presentation challenges accepted standards in website usability and design, dispelling myths around the Page Fold, Call to Action buttons and Time on Page. Dr. Schwartz will review real-life user data through video footage of customers using your websites in ways you'd never have imagined. Additionally he will also explain how to use visual heatmaps and other behavioral tools to improve your funnels, significantly increase your conversion rates, and maximize your ROI.
| Marketing on the Go: Mobile Advertising Mobile advertising has been one of the great opportunities in the interactive space for the last decade, but the unique complexities of this environment have slowed progress. However, with recent improvements in network and handset technology, we may be reaching an inflection point. This session will review the current landscape in terms of mobile usage and audience demographics and discuss the impact of rising smartphone penetration. We will illustrate, using real-world examples, how mobile advertising can address the full range of marketing goals.
| B2B Marketing: More than just Lead ManagementB2B marketers are faced with a sea change in how they connect with their audiences. There has been a lot of focus on nurturing, scoring and routing leads as a means of optimizing B2B marketing. While this is a critical piece...it's not the only piece. This session will focus on ways to manage the planning and execution of all marketing events (online and offline).
| Aligning Sales 2.0 with Marketing 2.0 If "Sales" is "Marketing's" customer, how well are they doing in terms of servicing their needs? Join Jim Dickie, Partner with CSO Insights and Gerhard Gschwandtner CEO of SellingPower.com as they discuss the evolution of Sales 2.0 and Marketing 2.0. Based on research from the most recent CSO Insights "Sales Performance Optimization Study", Gerhard and Jim will review the performance of sales organizations in 2009, the goals of sales organizations in 2010, and share ways that sales and marketing can be aligned to meet those goals.
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3:15PM CT | Why Web Analytics Fail Marketers (And How to Stop Failing!)Do you ever struggle to measure the effect of your online marketing investment? Have you ever asked for reasonable sounding information, only to be given huge spreadsheets or worse, blank stares? Are you working for web analytics, rather than having web analytics work for you?
| Ads in a Quality Score WorldMore and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
| Storytelling: New in Branded Content StrategyLearn how to build a better corporate storyline, and how to support it in multiple channels and media. This session will look at how digital marketing and branding control this extension of PR.
| 9 Mistakes That Will Kill Your Marketing ResultsBased on years of experience and numerous client case studies, speaker Kim Albee will walk you through 9 common marketing mistakes you want to make sure to avoid in creating and implementing your demand generation and lead nurturing campaigns. You will get insights into what those 9 critical mistakes are, and straightforward steps to fix them.
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