11:00am–12:00pm ET

Digital Pull: Combining SEO, Paid Search & Social Media for Optimal ROI

Speakers:
Veronica Fielding, CEO, Digital Brand Expressions
Kirsten Bjork-Jones, Director, Global Marketing Communications/Edmund Optics

In this session, we will provide a case-study-based overview of how search engine optimization (SEO), paid search, social media marketing, and mobile are converging and how marketers understanding this convergence can gain a competitive advantage. We will look in-depth at how these channels can work together to help B2B marketers achieve optimal results in each channel and across the board. We will highlight a case study example of this integrated approach to search and social marketing and will describe how this global B2B brand is utilizing convergence marketing strategies to fuel business growth.

You'll leave the session with:

• A solid understanding of how SEO, paid search, social media, and mobile marketing can be deployed as an integrated solution to maximize the results of each channel
• Actionable recommendations for measuring the performance of these marketing channels
• How integrated, digital marketing strategies are being successfully utilized by a global B2B brand

1:00pm–1:30pm ET

Best Practices for Today's Complex Search Marketing Ecosystem

Speaker:
Kevin Lee, Didit.com

SEO algorithms keep changing. Yahoo and Microsoft combine under one platform. The two big PPC search platforms AdWords and adCenter are used to manage the three top search engines as well as contextual inventory. Managing your paid search and organic initiatives is hard enough these days, and the complexity of an optimized campaign will only increase. In this session we’ll cover best practices for today’s complex search marketing ecosystem as well as discuss some of the changes coming down the pike for pure search, contextual keyword targeted inventory and even social media advertising.

You'll discover:

• How social media signals may become an important relevance signal for the search engines organic ranking algorithms
• If you should be using display search retargeting inventory to round out and extend your campaign
• How Facebook and LinkedIn inventory can supplement paid search

2:00pm–3:00pm ET

Turbocharge Your Paid Online Media Campaigns

Speaker:
Bill Leake, CEO, Apogee Results

Paid search/PPC, properly integrated with display/banners, and related media types are still far and away the single largest online component of discretionary online marketing budget, dwarfing SEO, Social Media, Mobile, and any other online marketing spend category. Every quarter the landscape gets more competitive, as more and more traditional media dollars get redirected online. Don't despair: The great news is that there is a range of strategies and tactics that you can easily use that will swing the financial terms back in your favor, and put a new pep in your PPC step. Insights and concepts will be illustrated with real examples of companies like yours that have succeeded.

You will learn to:

• Have a fundamental tactical structure underneath your paid search accounts that maps to your strategy
• Determine the REAL Return on Investment and the right amounts to bid
• Create better text and graphical ads that outperform the competition