1:00-4:00pm

Going Direct with Search Engine Marketing

Rainer Maria Rilke, a German poet once said, "the future enters us... in order to be transformed in us, long before it happens." We think these are words to live by, not only in life, but in work too. That's how passionate we are about what we do at SearchEngineWatch.com and that's what we are going to share with you.

Search Engine Marketing has gone beyond tactics to trick search engines into completely complimentary methodology for all forms of marketing, including direct.

Advertising budgets are rapidly shifting from above the line spending on a narrow range of channels to a multiplicity of below the line direct marketing channels and search engines are consistently proving to be the glue that hold all these initiatives together.

We'll teach you how to integrate search into your direct marketing mix. In this 3-part intensive workshop we'll walk you through the fundamentals of search as it started, to popular tactics of the present day and into future proofed strategies for the smart marketer.

Part 1: We'll get the technical stuff out the way early, so expect checklists and ways to audit your site and support your DM activities. We'll also discuss ways to smash through the cultural limits within your company to get the senior decision makers on board and supporting your campaigns.

Part 2: We'll take a look at how social media is affecting search and how the customer journey is changing. We'll also discuss tactics that dovetail search & DM together so that you are mining the gold from your off list activities.

Part 3: We'll discuss the likely trends in search marketing and how data is going to exist for DM that never existed before. We'll discuss ways that we think you can capitalize on it now and transform the future trends into smart tactics for 2010. When you know what is coming, you know exactly how you need to approach the challenges you face now.

Deliverables:

• How to audit your current strategies for future proofed search marketing.
• How to break down the barriers and between internal teams and demonstrate value to senior decision makers to achieve your goals.
• How to 'glue' all your DM activities into a vision for the future that supports the way search engines and social networks are radically transforming consumer behavior.