Web Marketing

50 Breakthrough Search Marketing Ideas for Winning Skyrocketing Site Traffic (panel)

Net.marketing (DMA / AIM) — Miami, FL

May 7th, 2003

Panelist:

Search Engine Marketing Workshop

Internet World Essentials — San Jose, CA

April 14th, 2003

Seminar by

In this fundamentals workshop, discover the basics of search engines as a tool to promote your organization. Examine which search engines to target, which keywords that are both relevant to your business but also popular with searchers, and the secrets of pay-for-performance search engines. Best and worst practices and case studies give the inside scoop on what worked and what didn’t, and make your e-commerce or database-driven site search engine friendly. Walk away with a search engine marketing plan.

Leveraging Search Engines to Market and Advertise (panel)

Internet World Essentials — San Jose, CA

April 14th, 2003

Panel Moderated by

Research shows that up to 85% of Internet users find what they need on the Web using search engines and directories. As marketing and advertising budgets have been in decline, return-on-investment (ROI) has become an increasingly important metric in evaluating a campaign’s effectiveness. Learn how to use search to effectively to market your product and service and gain the highest ROI.

Moderator: Stephan Spencer, President, Netconcepts
Panelists:
Paul Schulz, Senior Vice President, Marketing and General Manager, Online Business, Overture Services, Inc.,
Christine Churchill, Founder, Key Relevance
York Bauer, Executive Vice President, Wireline, Infospace
David Fischer, U.S. Manager, AdWords, Google Inc.

Internet Tactics

eMarketing: Strategy & Tactics (DMA) — Auckland, NZ

November 21st, 2002

Seminar by

  • Launching an online brand
  • Driving more traffic to your site
  • Search engine marketing

SEM: What Every e-Marketer Needs to Know (Workshop)

November 5th, 2002

by

Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) held in Atlanta, GA

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad… a search engine listing.

Search Engine Marketing is the ultimate targeted, low cost and high return weapon in the e-marketer’s promotional arsenal. Using search engines is the second most popular Web activity behind email. 80% of Internet sessions begin at search engines. 55% of online purchases are made on sites found through search engine listings. If you want to grab people’s attention online, you need to know how to get your message to people through search engines.

Companies who do not aggressively address search engine marketing are letting their competitors eat their lunch. Consider that Macys.com has nearly 500-fold more pages in Google than MarshallFields.com, Bloomingdales.com, Nordstrom.com, and NeimanMarcus.com combined! There is a serious gap in your e-marketing strategy if it does not include search engine marketing.

Join us for a hands-on, day-long workshop on search engine marketing, where, with a live Internet connection, we will tackle:

  • Which search engines to target
  • Hands-on keyword research
  • Benchmarking against your competitors
  • Google’s secrets revealed (PageRank, hyperlink text, etc.)
  • Pay-for-performance search engines (Overture, etc.)
  • Building links (directories, niche sites, etc.)
  • Developing a search engine marketing plan
  • Best and worst practices (emulate the leaders, squash your competition)
  • Case studies, including the “inside scoop” on what worked and what didn’t
  • Making your e-commerce or database-driven site “search engine friendly”
  • Measuring the return on your search engine marketing investment
  • Criteria for selecting a search engine marketing agency
  • Online tools and resources

You’ll walk away with loads of practical, actionable tactics and tips. For example:

  • How many pages of your site (and your competitors’ sites) each search engine has indexed
  • The best sites in your industry to get links from for increasing your position in the search results
  • Relative popularities of keywords that your target audience might use (e.g. what’s more popular with searchers – apparel, clothes, or clothing?)
  • Workarounds for “spider traps” and poor search engine practices such as frames, question marks in URLs, Flash, pop-up windows, links that say “click here,” page titles like “Welcome to ABC.com”, pull-down navigation menus, etc.

This workshop is designed with non-technical marketers in mind. But even the Internet-savvy techie will get a lot of this tailored, intensive workshop. Sponsored by Google and endorsed by the American Marketing Association, Sales & Marketing Executives International, and the eMarketing Association.

Viral Marketing: Starting an Online Word-of-Mouth Epidemic

Sales & Marketing Executives International Annual Conference — Vancouver, BC, Canada

September 22nd, 2002

Seminar by

Learn how to start a “word-of-mouth epidemic” centered around your company, brand, products, or services.

  • Putting together the right offer
  • Who’s going to spread your message? (“connectors,” “mavens,” etc.)
  • Making it easy for vectors to spread your message via your Web site
    (“Tell a Friend”, etc.)

  • How to use e-mail to spread your message
  • Potential traps and hazards in viral marketing
  • Best and worst practices in viral marketing
  • Success stories of Hotmail, Unleashing the Ideavirus, HotorNot.com, Blue Mountain, etc.

Benefits far outweigh cost for this fashion brand

“I highly recommend to undertake a website audit from Netconcepts. The cost of these studies is not high in comparison to the benefits.”

Continue reading »

Search Engine Marketing: What Every e-Marketer Needs to Know

Sales & Marketing Executives International - Auckland Chapter — Auckland, NZ

March 12th, 2002

Seminar by

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad – a search engine listing.

Join us for a full-on, hour-long primer on search engine marketing from Stephan Spencer, author of Marketing Magazine’s March feature article on search engine marketing and the upcoming Marketing
Magazine Search Engine Marketing research study.

Stephan’s going to talk about:

  • which search engines to target
  • hands-on keyword research
  • benchmarking against your competitors
  • Google’s secrets revealed
  • pay-for-performance search engines
  • developing a search engine marketing plan
  • best and worst practices (emulate the leaders, squash your competition)
  • measuring the return on your search engine marketing investment
  • criteria for selecting a search engine marketing agency
  • online tools and resources

Don’t miss this hands-on session with heaps of audience participation and a live internet connection. You’ll walk away with practical, actionable tactics and tips. It’ll be great, like drinking from a fire hose!

The Internet and Supply Chain Management

Business-to-Business e-Marketing — Madison, WI

June 15th, 2001

Seminar by

  • Using extranets to work with channel members
  • Integrating with legacy and ERP systems
  • "Cybermediaries" and auction and reverse auction sites

Evolution of Web Site Strategy

eFoodservice — Chicago, IL

July 26th, 2000

Seminar by

Let’s face it, there is no need for eBusiness unless you have created a web site strategy. And creating it right is the key. This session will give you a step-by-step guide in order to make your strategy a success! After attending this presentation, you will know how to:

  • Create a site that is easy to navigate and compelling to the customer
  • Market through direct email response
  • Acquire the proper lists of names
  • Put together a permission based email marketing plan
  • Survey users to see what’s right and what’s wrong with your site
  • Increase response rates
  • Decide what kind of manpower you need to create a full time website
  • 24 hour, 7 days a week work force vs. outsourcing