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All presentations
available for On-Demand Replay via the eComXpo University.
Click here to learn more. |
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| Keynotes |
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The Trendsetter: What's in Fashion for Online Marketers |
| Lisa
Picarille, Revenue Magazine |
Abstract:
This presentation will focus on the six
most compelling trends that are expected to have
a significant impact on online marketing over the
next 18 months. It will identify the distinct trends
and give affiliates, merchants, publishers, advertisers,
agencies and the rest of the online marketing community
a comprehensive look at what comprises each trend
- including the technology, the challenges, behavioral
shifts for consumers and changes to business models
and practices. The presentation will also attempt
to show how each of these trends has practical and
valuable applications for online marketers. It will
also give some advice on how to spot trends and
why being an early adopter can help your bottom
line.
Biography:
Lisa Picarille is the Editor-in-Chief of Revenue magazine, where she develops and oversees all the content for the Revenue print publication as well as RevenueToday.com. Lisa has more than 15 years’ experience as a senior writer and editor at CMP (as executive editor of TechWeb.com), IDG and Ziff-Davis. She was also an executive producer at TechTV. Her work has appeared in PC Week, InfoWorld, Computerworld, Computer Reseller News, MacWeek, Wired.com and Rolling Stone. She began her career as a sportswriter in the Boston area, where she also worked at radio stations WBCN and WFNX as a producer and voiceover artist. |
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The Next Wave of Advertising
Online Advertising 2.0 |
| John
Kim, Senior Director of Advertiser Product Marketing,
Yahoo! Search Marketing |
Abstract:
Online advertising is the fastest growing and most dynamic advertising media. The upcoming years will see continued change through the innovation of ad products, maturation of the broadband audience and emergence of new platforms. Discover how to keep up with key trends and stay engaged with the next wave of advertising.
Biography:
John C. Kim is Senior Director of Advertiser Product Marketing for Yahoo! Search
Marketing. In this role, John is responsible for understanding customer needs
to define product requirements, pricing, positioning and programs to capture
growth, leadership and advertising industry share.
John is also currently serving as a White House appointee who advises the President
on increasing the level of Asian American and Pacific Islander small business
contribution to the national economy.
Previously, John worked as a strategy consultant with Accenture where he advised
executives at leading high-tech companies on potential new ventures and growth
strategies. Prior to that, he held various marketing and product positions with
Bank of America and Household International, Inc.
John received an MBA from the University of Chicago, and has an undergraduate
degree in economics. |
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| Making
Money with AdSense |
| Charlie Vestner,
Google |
Abstract:
AdSense is a great way to generate revenue from
your web site. We’ll cover the basics of
the program, walk through a couple of sample customers,
and describe a brand new program called Google
Referrals, which is launching on March 20th
Biography:
Charlie is an Online Sales and Operations manager
at Google, responsible for acquisition, on-boarding,
and quality enforcement of publishers in the AdSense
network. Before joining Google in 2004, Charlie
managed the online advertising business at Intuit,
and served in various product management roles
there, focused on Quicken.com. Prior to Intuit,
Charlie was a financial reporter and editor at
Individual Investor, a financial monthly magazine.
Charlie has a B.A. from Dartmouth and lives with
his wife in San Francisco.
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| Featured
Speakers |
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| eBay
Affiliates: A Global Opportunity |
| Caroline
Malifaud, Affiliate Manager, eBay |
Abstract:
This session will examine what
it takes to expand your affiliate program
beyond national boundaries and into global
markets. Manager of eBay's Affiliate Program,
Caroline Malifaud works closely with eBay's
global affiliate teams to ensure publishers
are armed for success. She will share
her own experiences planning and managing
eBay's overseas affiliate programs, as
well as tips and tricks for getting started,
an overview of key considerations affiliate
managers must evaluate in advance and
important things to watch out for when
going global. Additionally, she will provide
participants with insight into finding
success among different cultures and languages
and what affiliate business models stand
to have the most success across specific
regions.
Biography:
As manager of eBay's U.S. Affiliate Program,
Malifaud works closely with eBay's global
affiliate teams to ensure that eBay affiliates
are successful on both a domestic and
international front. She is responsible
for supporting many of eBay's international
affiliate projects, as well as managing
eBay's international partners and promoting
international opportunities for current
U.S. affiliates. Malifaud has been with
eBay more than four years, focusing on
various aspects of Internet marketing,
with affiliate marketing being her primary
focus. Prior to her role at eBay in the
U.S., she held a position with eBay France,
working with local and international affiliate
networks.
Prior to joining
eBay, Malifaud worked in marketing at
123credit.com, a French Internet start-up
backed by HSBC. She holds an MBA from
Essec Business School in Paris, France.
In her spare time, Malifaud is an avid
video gamer and traveler. |
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| Lead
Generation for the Complex Sale |
| Brian Carroll,
CEO, InTouch, Inc |
Abstract:
What are the three keys to generating
leads in today's economy? Where should
companies and individuals focus their
time to keep a constant flow of qualified
leads in their sales pipeline? How do
you win new customers, accelerate growth
and improve your return on investment
through targeted prospects? If these are
questions you ask about your business,
join us for an exceptional event with
Brian J. Carroll, industry guru on B2B
lead generation. In the past, lead generation
campaigns have been largely based on sending
out unfocused direct mail campaigns, flashy
websites, sporadic tradeshow appearances,
innumerable email blasts, and on and off
telemarketing campaigns ...in the hope
that something works. Marketers must move
away from these "random acts of marketing"
to a "consistent lead generation" model
to maximize marketing ROI and company
sales. Brian will highlight eight critical
success factors for lead generation you
can implement to improve your new business
development including:
. Align sales and marketing efforts to
optimize the number of leads
. Avoid lulls in the sales cycle
. Develop Universal Lead Definition (ULD)
and ideal customer profile (ICP)
. Build, maintain and grow your database
. Multi-modal lead nurturing
. Ready yourself for what's next - new
and promising tactics
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Biography:
Brian J. Carroll is CEO of InTouch Inc.,
one of the first companies to provide lead
generation solutions for the complex sale
and recognized by Inc. magazine as one of
America's fastest growing companies. Brian
is a recognized leader in lead generation
and author of the popular new book, Lead
Generation for The Complex Sale (www.leadgenerationbook.com).
His acclaimed, B2B Lead Generation Blog
(http://blog.startwithalead.com) was recently
named Best B-to-B Marketing Blog of 2006
by MarketingSherpa readers. |
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Expand
Your Internet Marketing Reach with the
Hispanic Market |
| Nacho Hernandez,
Founder and CEO, iHispanic |
Abstract:
Spanish is one of the top languages
used by Internet users on the world wide
web for both search and navigation. How
many of those users end up knowing about
your products, services or actually landing
on your web site? Nacho Hernandez, an
authority expert in this field, will guide
you through learning key facts and figures
about the Hispanic market, as well as
provide you with direction as to how you
should compliment your current online
marketing efforts to include this underserved
market segment. Don't miss this session
because here are some things you can learn...
Key research metrics to value the U.S
Hispanic and Latin America opportunity
Evaluating and implementing Hispanic online
programs that generate a quantifiable
return on investment
Recognizing how to design an appropriate
online marketing message to the online
Hispanic user
Best practices for search marketing to
the Hispanic market
Realizing opportunities in the Hispanic
market through ongoing link partnerships
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Biography:
Ignacio "Nacho" Hernandez Jr.
is an entrepreneur, consultant and public
speaker who has co-founded online businesses
and helped companies develop and execute
Internet strategies. As the Founder and
CEO of iHispanic Marketing Group (ihispanic.com),
he has been involved with international
business, e-commerce and marketing for the
past 10 years primarily targeting the U.S.
Online Hispanic Market for the last 6 years
using search engine marketing tactics and
internet strategy in both English and Spanish.
He founded MexGrocer.com in 2000 and is
now one of the very few profitable businesses
in the online grocery segment. He is a regular
speaker at Search Engine Strategies Conference
& Expo and a member of the Search Engine
Marketing Professional Organization (sempo.org),
SMA-NA (sma-na.org) and the IAB Mexico to
help develop the Hispanic and Latin American
divisions. He's a founding Moderator for
SearchEngineWatch Forums and blogger at
the Search Engine Roundtable which was awarded
best blog by MarketingSherpa. He holds an
MBA from the IPADE Business School in Mexico
City. |
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Clean
It Up! Tips to Building a Fraud-Free High-Quality
Database |
| Rich Kochman,
Advertising.com |
Abstract:
When it comes to building a large,
high-quality lead database, nothing beats
the Internet. Reaching more users every
day, the Web gives advertisers the ability
to reach a massive audience and rapidly
generate leads in high volume. In fact,
Forrester Research reports that 60% of
surveyed marketers believe online advertising
is as or more effective than traditional
advertising for generating quality leads.
But marketers take heed. All lead generation
tactics, online or otherwise, are subject
to dark forces that can compromise the
quality of your database. False information.
Fraudulent data. Extensive duplication.
These kinds of problems greatly diminish
the quality of your data and its power
to deliver results for your business.
In this session, Advertising.com's Director
of Affiliate Solutions will discuss those
factors that ensure a qualified, fraud-free
database.
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Biography:
Rich Kochman is Advertising.com’s
director of search and affiliate operations.
In this role, Rich works closely with the
company’s sales, publisher services
and technology teams to devise and implement
strategic solutions for Advertising.com’s
search and affiliate operations.
Prior to joining Advertising.com, Rich was
the director of key corporate initiatives
at AOL, where he led corporate-wide initiatives
for the company’s executive team with
the goal of improving AOL’s profitability
and valuation. While at AOL, Rich also served
as the director of network strategy.
Rich received his BS in marketing from the
University of Maryland, School of Business
and Management.
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| The
Long Tail of Affiliate Marketing |
| Linda Woods,
PartnerCentric, Inc. |
| Abstract:
Inspired by the best selling
marketing book by Chris Anderson, The
Long Tail, Linda Woods will explore how
this revolutionary shift in the distribution
of products on the internet relates to
affiliate marketing. Since online retailers
no longer have the limited shelf space
that brick and mortar stores do and therefore
can conceivably stock everything; they
can cater to not just the majority of
shoppers' desires but the minority as
well. Because of this expanded demand
for minority products as well as the ability
to meet that demand thru the internet,
new opportunities exist. One of the ways
that affiliate marketers can take advantage
of this opportunity is by understanding
what the "long tail" means and
how to best leverage it. I'll talk about
how affiliate marketers, both niche oriented
and search specialists, are already optimizing
for the long tail and how they could do
better at it. I'll talk about how e-tailers
are benefiting by concentrating on the
long tail and how they can further expand
niches and choices which will, in turn,
increase incremental sales in the long
tail. |
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Biography:
Linda Woods, President of PartnerCentric, Inc.,
is a legend known throughout the industry as the
Affiliate Goddess. She has been involved with
affiliate marketing practically since its inception.
Starting in the late 1990s as Director of Internet
Marketing for a Web design firm, she moved on
to then-startup Commission Junction in 1999. Linda
started her own Internet marketing consultancy
in 2000, did business development for KowaBunga!
Technologies and over the years has helped hundreds
of other companies both large and small start
and manage effective affiliate programs. PartnerCentric's
unique Outsourced Affiliate Management Service
was launched in 2003 and now has more than 45
clients with brand names such as National Geographic,
Quicken Loans, 21st Century Auto Insurance,
HanoverDirect's five catalog brands, TaxBrain
and EverythingFurniture. PartnerCentric now
employs more than 20 marketing professionals
across the United States and Canada. A frequent
speaker and blogger about affiliate-related
events, Linda has also been a featured columnist
in "Revenue" magazine and quoted in
many other online publications.
Linda and the PartnerCentric team offer a full
range of internet marketing services in addition
to outsourced affiliate marketing management
services and consulting. The company's full
range of internet marketing services includes
paid search management, search engine optimization,
e-mail marketing and all creative services from
banners to web design. Linda lives in paradise,
also known as Santa Barbara, Calif., with her
ten-year-old son and 2 cats.
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Live Sponsored Presentation |
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| E-Mail
Marketing 2.0: Strategies that Revolutionize Email
Marketing ROI |
| Letitia Desai,
GOT Corporation |
| Abstract:
Email Marketing 1.0 was all about sending an email blast to an opt-in list. But that tactic doesn't produce consistently strong results any more. People have changed the definition of SPAM from "I didn't give permission" to "It doesn't interest me and I don't know who it's from." And this attitude translates into 82 percent of people who won't open a message from a sender they know if the information is not relevant. How can a marketer turn this trend around?
Welcome to Email Marketing 2.0, the next evolution of email that's based on the cornerstones of trust and relevance. Join GOT Corporation for this information-packed session that will share dozens of strategies designed to boost your email marketing ROI to new levels.
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Biography:
Letitia Desai manages product marketing for GOT Corporation. With a focus on driving
the success of GOT Corporation’s Campaigner products—and the success
of customers using these products—Desai knows the importance of message
targeting and relevance. In developing communications with customers across channels,
she maintains focus on message relevance in marketing programs, using customer
permissions, preferences and profiles to carry out relevant, one-to-one dialogues
with customers. Whether you’re a marketer looking to build one-to-one, long-term
relationships; trying to navigate the line between e-mail marketing and SPAM;
or pursuing ways of measuring subscriber responses and campaign results, Desai
can provide insight into how to start interacting with customers in a more intelligent,
automated, profitable way. |
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| Live Panels |
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| Web
2.0: Views from the Thought Shapers |
| MODERATED
BY SHAWN
COLLINS- CEO, AFFILIATE TIP |
Abstract:
Web 2.0 is more than another
meaningless marketing buzzword. It's the
next generation of Web-based resources,
services and tools with a focus on collaboration
and sharing among users. Hear what a select
group of forward thinking Internet marketers
have to say about popular and obscure
Web 2.0 applications and their role in
the future of marketing. |
PANELISTS
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| Buzz
Marketing Secrets: Build Your Business
using Social Media |
| MODERATED
BY KRIS
JONES- President & CEO, PepperJam |
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Abstract:
Learn how to build buzz and market your business on social media websites like MySpace, YouTube, and Digg.com. Find out why social media has been referred to as the "New SEO" and how you can use it to grow your business, build stronger brand awareness, and generate sales through word of mouth marketing and buzz.
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PANELISTS
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| Search
from the Beginning |
| MODERATED
BY Lori
Weiman, Division Leader, KeywordMax |
Over the past 12
months, there have been significant
changes to paid search that impact
all marketers from beginners to
the savvy. This panel will explore
these changes including: (1) the
launch of MSN adCenter; (2) the
changes from Overture to Yahoo’s
new Panama platform; and (3) Google’s
introduction of the minimum bid,
its new policies on landing page
content and the impact that both
of these have on ranking, ROI, and
CPC costs. |
PANELISTS
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| Affiliate
Arbitrage - Winning Bets in Paid Search |
| MODERATED
BY Jeremy
Palmer – QuitYourDayJob.com |
Abstract:
This is an advanced course in
paid search arbitrage. Affiliates will
learn about the technical and strategic
skill set required to be a successful
arbitrage affiliate. Merchants will learn
about the value of pay for performance
marketing as it relates to their search
marketing campaigns. |
PANELISTS
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| From
Googling to MySpacing: How Social
Media Impacts Your Brand for Consumers
and Search Engines |
| MODERATED
BY David
Berkowitz – Director of
Emerging Media, 360i |
PANELISTS
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| The
Future of Search |
| MODERATED
BY Amanda
Watlington -Search Industry Expert |
Abstract:
This session looks at the big issues
facing search marketing in the future.
Where is search marketing headed
in the US and globally? Will search
marketers in the future find themselves
targeting all Google all the time?
How will advertisers use search
to reach consumers in the future?
What types of information will users
search for in the future –
text, audio, or video? What big
changes or trends will search marketers
need to address in the short and
long term? |
Panelists |
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| Secrets
from Award Winning Sites |
| MODERATED
BY Bill
Rice-Search Industry Expert |
Abstract:
Think of the Web as a limitless cosmos
filled with words. Billions and billions
of words all trying to snag the attention
of browsers and searchers. How can your
website possibly compete? How can you
grab the readers flying past? How can
you win the war of words? The answer is
content that connects. Content that solves
problems, that enlightens while it entertains.
Content that keeps people coming back
for more, because it inspires those Aha!
moments, those I didn't know that moments,
and those all important Ha, Ha moments.
Join Bill Rice, Byron White and Melanie
Nayer offering tips and advice on what
visitors expect from today's successful
websites, and how to make your website
meet those expectations. |
Panelists |
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| 7
Ways to Recruit and Retain Super Affiliates |
| Rosalind
Gardner, Author |
Abstract:
Do Super Affiliates flock to your
affiliate program to promote your
products? If not, there may be something
amiss with your recruitment process,
program structure or management that
keeps these performers at bay. Implementing
just one of the tips that Super Affiliate
Rosalind Gardner shares during this
presentation can seriously improve
your program's earnings |
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| How
Product Sourcing Effects the Online
Community |
| Robin
Cowie, President , Worldwide Brands |
Abstract:
In this class Robin Cowie,
President of Worldwide Brands Inc.,
discusses how to make product sourcing
and product selection the cornerstone
of building a hugely profitable online
business. From common mistakes online
businesses make when it comes to working
with Wholesalers to growing your sales
using multiple sourcing methods, find
out what is really involved in figuring
out what to sell and finding out where
to get it! |
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| Using
Lead Generation to Maximize Revenues
and Marketing ROI |
| Michael
Rosenberg , Chief Marketing Officer,
Leadpoint |
| Abstract:
As online commerce continues to
evolve, the marketing vehicles required
to bring in quality customers grow
increasingly complex and expensive.
Online lead generation is one marketing
vehicle growing in popularity due
to its simplicity, cost-effectiveness
and improving reputation for attracting
quality customers.
In this session, interactive marketing
expert Michael Rosenberg will share
advice on using lead generation
to maximize your marketing ROI.
Michael will discuss the different
types of lead generation tools available
to marketers, sharing real-life
examples from businesses - online
and offline – that use lead
generation to expand their reach
and attract high-quality clientele.
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| 5
Simple Steps to Marketing Your Site
Using New Media to GROW Your Audience! |
| Nan
Shastry , Brain Betty, Inc |
Abstract:
• Learn about how
to harness the power of audio and
video to get your product, information
or service in front of a wide growing
audience easily and painlessly and
usually for under $100!
•
You’ll learn how to make an
impact on viewers
• You’ll
learn how to make your video or audio
viewable on the Net
• You’ll
learn best practices for bringing
your show to the masses.
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| How
to Profit from e-Commerce |
| Carl
Särnstrand , Communications
Manager, Picsearch |
Abstract:
How to profit from e-commerce.
Overview of e-commerce and online
advertising: focusing on three fast
growing markets where innovative
marketers can exceed expectations. |
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| Getting
Started with Behavioral Targeting |
| Rob
Graham , Interactive and Communications
Marketing Specialist |
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| Automatic Linking: The Easiest and Best Link Building Practices |
| Moshe
Morris, Founder and President,
SEMBasics |
Abstract:
Automatic linking relates
to link building methods where you
are 100% in control of the links,
meaning that you are all but assured
of obtaining the exact type of link
that you want. In this presentation,
I offer a brief introduction to
automatic linking, detailing what
it is, and giving several practical
examples of how to implement it
into your link building strategy.
In particular, I discuss some of
the “best practices”
for three different link building
strategies, all of which can help
you to immediately improve the quality
and quantity of your incoming links.
This presentation is based on a
longer report which eComXpo members
can receive for free by sending
a blank email to automaticlinking@getresponse.com.
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| Measuring
Website Success |
| Jim
Sterne, Target Marketing |
Abstract:
Upper management finally
gets it. They are no longer interested
in what's new, exciting, and cutting
edge--they're interested in what's
profitable. They want to see how
the work you're doing today is paying
off. You know your Web site is serving
pages, but is it serving your business?
How would you know? What do you
measure? This session looks at what
data can be captured and how that
data can be put to good use. Jim
Sterne will walk you through the
spectrum of online metrics from
acquisition through navigation and
content consumption to conversion
and retention. He'll clarify the
critical key performance indicators
and show how they are used to make
solid business decisions. He'll
reveal best practices getting past
clickthroughs, pageviews, and revenues
to zero in on customer orientation
and process optimization. You'll
get a firm feel for the technology,
tools, and talents necessary to
satisfy the most demanding senior
executives
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| Marketing
to the MySpace Generation |
| Cliff
Kurtzman, Executive Director,
MyCityRocks |
Abstract:
Over the past two years,
a new generation of tens of millions
of consumers has started living, playing
and buying online in new ways that
were not feasible even a few years
earlier. Enabled by tools known as
blogs, online social networks, and
"Web 2.0 technologies,"
this is the fastest growing consumer
marketing arena in the world. Dr.
Cliff Kurtzman discusses how these
technologies are changing the marketing
landscape, and how can they be used
to create opportunities that will
benefit your company's bottom line. |
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| 7
Great WOM Campaigns and Why They Worked |
| Shannon
Stairhime , Research Editor, WOMMA |
Abstract:
How companies like Yahoo!,
Coca-Cola, and Daimler-Chrysler
are putting word of mouth power
behind their brands, and why, when
it comes to getting people talking,
doing WOM right makes all the difference.
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| How
to Leverage the Long Tail in SEO |
| Brian
Klais , VP Search Netconcepts
and Stephan
Spencer, President, Netconcepts |
Abstract:
The "Long Tail,"
has been heralded as a revolution
in retail, mainly because online
merchants have low barriers to offer
seemingly limitless inventory. Yet
most of us can't boast a catalog
the size of Amazon.com or Netflix.
Nonetheless, the Long Tail still
holds great promise for the rest
of us who sell online, because we
can leverage Long Tail as it relates
to natural (organic) search. Armed
with strategies and tactics from
this seminar, you can expand the
length of your tail and to add more
area under the curve -- as it relates
to both your keyword portfolio and
your collection of web pages. Join
Long Tail SEO experts Brian Klais
and Stephan Spencer as they share:
*how to grow your search traffic
through the Long Tail
* how to apply Long Tail thinking
to your keyword portfolio, your
web pages, and your links
* how to estimate the size of your
SEO opportunity for the Long Tail
* how to measure Long Tail SEO using
new metrics and KPIs
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| How
to Rank Better in Google |
| Steve
Noton , Internet Advertising Expert |
Abstract:
Explains the top things
that a webmaster or Search Engine
Optimizer can do to rank better
in Google. Topics include IP addresses,
domain names, GEO targeting, text
link building, homepage links, site
maps and advanced SEO content structure/navigation. |
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| Responses
to Criticisms of Affiliate Marketing |
| Brook
Schaaf , Schaaf Consulting |
Abstract:
Affiliate marketing consistently
ranks as one of the top three most-cost
effective channels in online advertising
yet is frequently faced with multiple
criticisms. What are these criticisms
and who is making them? More importantly,
how should we regard them? |
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| Marketers
Should Also Be Customers |
| Stephanie
Cockerl , Founder nextSTEPH |
Abstract:
It is important for both
retailers and marketers to understand
the online buying process. How visitors
find the website, why visitors leave
and what customers buy are questions
that are all too common in eCommerce
marketing. The way to find out about
the performance of a website is
to do primary research, by becoming
a searcher, visitor and customer.
By going through the process, retailers
and e-marketers will gain a deeper
understanding of what works, what
doesn't work and how to develop
tactics to make the website work. |
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| How
Virtual Events Mean Real Money for
Your Business |
| Marty
Fahncke , President FawnKey &
Associates |
Abstract:
Virtual events like eComXpo
ARE the wave of the future! Virtual
learning is exploding. From accredited
distance learning, to webinars,
teleseminars, and virtual tradeshows,
the business of providing education
and information through Virtual
channels is exploding. Come learn
how you can leverage new communication
technologies to revolutionize your
business. Business guru Peter Drucker
called Webucation "the next
big mega-trend". How can your
business benefit? Attend this highly
informative session for tips and
ideas. |
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| 5
Proven Tactics to Increase Your Lead
Quality |
| Dave
Behn, Partner, Cole & Weber
United and David
Wengel , TARGUSinfo |
Abstract:
Over the past two years,
companies that generate leads have
undergone a huge evolution that
has changed industry standards.
Now, lead quality is expected instead
of just raw quantity — even
for high-volume companies. Learn
what five tactics will have a dramatic
impact on your lead quality and
how you can apply them to your business.
In addition, we will present a live
case study where you’ll learn
how a major advertising agency was
able to use these tactics to increase
their profitability. |
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| How
to Make the Most Out of Your Affiliate
Program |
| Nicky
Senyard , Share Results |
Abstract:
Successful affiliate programs
generate significant income and
are an important online marketing
channel. To have a successful affiliate
program merchants need to make sure
they do more than update their creatives.
There are several key areas merchants
need work with to ensure their affiliate
programs are successful. This presentation
will provide you with an easy to
follow road map to ensure that the
effort you make with your affiliate
program pays dividends. |
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