Crash Course #5: The Wide World of Direct Marketing on the Web

Presenter: Jane Weber
Broadcast on Thursday, January 18, 2007
Duration: 90 minutes
Cost: $129

When the first banner ad was displayed on the Web with the words "Click Here," online marketers became direct marketers without even realizing it. In its simplest form, a direct marketing campaign includes a call to action, an offer and a measurable response. The Web has emerged as a major marketing channel and those who achieve the best results do so by applying tried-and-true principles of direct marketing. The tools, tactics and technologies may be new, but the underlying principles haven’t changed.

This information-packed session will be a fast-paced scan of major online marketing trends and best practices.

This 90-minute session will offer real-life examples from top marketers, including a successful magazine publisher that is transforming itself into a multi-channel content provider and marketing force.

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You Will Learn

Online advertising: it’s back, it’s targeted and it’s sold out
Web page design tips for maximum results
Web analytics: using data to make continuous improvements
Multi-channel marketing: the whole is greater than the sum of its parts
Performance-based marketing: paid search, affiliates and lead acquisition
Baby, it’s a wireless world: the latest in mobile marketing
Emerging trends: things you should know about RSS and blogs

Who Should Attend

Marketing professionals seeking to build fresh skills in direct marketing.

This seminar is fifth in our 10-seminar "DM Crash Course" that continues through March 2007.

About The Presenter

Jane Weber is senior manager of promotion at The Taunton Press, publisher of enthusiast magazines including Fine Woodworking, Fine Home Building, and more. Prior to joining Taunton in October of 2006, Jane was president of Ask Jane Direct LLC, a direct and interactive marketing consultancy. She worked with top-tier publishing, pharmaceutical and consumer packaged goods companies to expand their online marketing initiatives and helped companies apply direct marketing know-how to a variety of business challenges.

Before launching Ask Jane Direct, Jane was vice president of direct marketing at Promotions.com and held marketing management positions at Reader’s Digest and IMP. She is the immediate past president of the Direct Marketing Club of New York.

What Participants Said

Of the participants who evaluated this seminar, 41% would recommend it to a colleague. Some of their comments:

"I think that this seminar was a bit broad. It would be good for people who have little experience in this area."

"There are some great thought-starters on the seminar, and it provides a great foundation for further research on what might be right for your marketing organization."

"I think too many topics were covered to be able to go into any meaningful detail in any one area. Good high level overview, but I didn't learn much of anything new. There wasn't enough time to delve into the specific examples cited."