Online Media & Search Summit - Monday Feb. 22nd

Networking Breakfast & Registration

Welcome Remarks & Benchmarking Study

Chairperson’s Opening Remarks

---

Many organizations work with third parties to manage their media buys. Are you in a similar position? What truly happens when you bring the management of those buys in-house? Our panelists have been through this transition, and will walk through strategy, staffing, data and more during this kick-off session.

• Getting a cost savings

• Improving the use of first party data (applying CRM data, etc.)

• Finding the best platform

• Staffing around this internally (to support bringing media buying in-house)

• Developing the best strategy (all programmatic or a mixture of private buys) and potentially outsourcing certain areas

• Using your data more effectively to target customers

---

---

---

---

The search environment is every changing, as your budgets. How is your paid budget changing? Your SEO? Your PLA budget? How are search results pages changing? This panel tackles everything from paid efforts to PLAs. Understand how to navigate this crazy landscape, and leave with your all of your search questions answered.

• What is your paid search budget? What is your SEO budget? What is your PLA budget? And how has that changed over time?

• Are you seeing the benefits of PLAs in the same way that you see the benefits from branded and non-branded search?

• How do you think about PLAs and search retargeting and other ways of using search in display?

• What do you think will happen overall in terms of the search results page in the future?

• What about changes in the landscape (Yahoo taking their search back in-house, etc.) and what that means for your search program?

• Google’s efforts to anonymize search through HTTPS; what are you doing to get the data you need to continue to optimize pages when they are not getting those search queries?

• How are you thinking about the shift to mobile and change in user behavior in the context of search?

• How can you be strategic about this channel when consumers spend more than half of their time on their mobile phones?

---

---

---

---

Get Your Challenges Solved By Subject Experts From:

Table 1: Google Identifies The Key To Attracting New Online Customers And Finding The Most Valuable Source Of New Traffic
Moderator: Joe Melton, Director of Sales and Search Marketing Specialist, Your Amigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Gaining Consumer Insights from Search Marketing Data
Moderator: Udayan Bose, CEO, NetElixir
Retail Moderator: Cassi Rodriguez, Digital Marketing Manager, Brady Corporation



Table 3: Exploring Strategies For Finding New Customers
Moderator: Katie Dickerson, Marketer Development Manager, Quantcast

Table 4: Owning The Serps: Paid Search And SEO Working Together
Moderator:Jason Campbell, Director of Strategic Services, Elite SEM

Table 5: Ecommerce SEO Hardships, And How To Fix Them
Moderator: Laura Wynn, SVP, SearchDex


Table 6:The Next Generation Of Google Shopping Optimization: 3 Tips To Beat Out Your Competition
Moderator: Steve Tutelman, COO, Sidecar
Retail Moderator: David Escobar, Senior Manager Digital Marketing, Analytics, Marketplaces and Planning, Bealls

Table 7: Videos In Search - Gusher Of Money For Advertisers?
Moderator: Henry Wong, Co-Founder and COO, Buzztala

---

---

---

---

---

---

---

---

---

---

Morning Coffee & Refreshments

Changes in SEO and SEM are increasing, and marketers have to stay ahead of them. Our group of search experts review these changes, and the impact they will have on the management of your programs. Get out in front of your search programs today!

• How will programs be created now that the major players are changing?

• How is this impacting how your ads will be managed, how will the ad placements be potentially different?

• Is this the first step in a shift in the search marketplace?

• How should PLAs be forecasted when you don’t have a lot of historical data?

• Should they have the same goals as paid search? Should they be viewed as the same thing (one is text, one is pictures)

• What does the SERP look like?

• Where is organic headed?

---

---

---

Get Your Challenges Solved By Subject Experts From:

Table 1: Google Identifies The Key To Attracting New Online Customers And Finding The Most Valuable Source Of New Traffic
Moderator: Joe Melton, Director of Sales and Search Marketing Specialist, Your Amigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Gaining Consumer Insights from Search Marketing Data
Moderator: Udayan Bose, CEO, NetElixir
Retail Moderator: Cassi Rodriguez, Digital Marketing Manager, Brady Corporation



Table 3: Exploring Strategies For Finding New Customers
Moderator: Katie Dickerson, Marketer Development Manager, Quantcast

Table 4: Owning The Serps: Paid Search And SEO Working Together
Moderator:Jason Campbell, Director of Strategic Services, Elite SEM

Table 5: Ecommerce SEO Hardships, And How To Fix Them
Moderator: Laura Wynn, SVP, SearchDex


Table 6:The Next Generation Of Google Shopping Optimization: 3 Tips To Beat Out Your Competition
Moderator: Steve Tutelman, COO, Sidecar
Retail Moderator: David Escobar, Senior Manager Digital Marketing, Analytics, Marketplaces and Planning, Bealls

Table 7: Videos In Search - Gusher Of Money For Advertisers?
Moderator: Henry Wong, Co-Founder and COO, Buzztala

---

---

---

---

---

---

---

---

---

---

Lunch & Networking

Implementing a cohesive message across all marketing channels is important to many brands, which makes it important to have SEO, your largest driver of digital audience, fit into the overall story telling at the right moments in the customer's journey with the right messaging. They’ll explore how to best integrate SEO strategically in across channels both online and offline, as well as, across devices. Additionally, they’ll explore tools like Schema.org to bring the benefits of PLSAs to your organic listings, which will be pivotal during those mobile micro moments. They’ll also have 2-3 site audits where they dive into specific concrete examples to illustrate these implementations in practice.

• How to strategically incorporate SEO to be more than just acquisition but also retention and direct response

• Learn the tools needed to create rich product listings in organic search and not just PLSAs

• See concrete examples of real world implementations of the strategy and tools with an emphasis on mobile

---

---

Retargeting has become increasingly important for retailers – the location of ads, how to allocate your budget, whom to target and how. This interactive session is a soup to nuts overview of how to manage your retargeting program. Our panelists get into the nitty gritty of driving brand awareness and driving performance, so you can get the most out of your program.

• What is the best mix of behavioral targeting?

• Where should you spend your budget?

• If you want to expand your house file and find new customers, what is the way to go?

• Should you be buying homepages?

• Are these kinds of placements where customers are finding out about new companies to drive revenue?

• What is the goal – looking to be as targeted as you can be or just a big splashy ad of your brand?

• If building a brand isn’t your goal, and it is performance, what is the best path?

---

---

Afternoon Coffee & Refreshments

Conclusion Of Search & Online Media Summit

Find others that share your budget and resources. Broken up by online revenue size, these sessions are a great way to start the show. Just bring a question (or challenge) and leave with answers from your direct peers. And you’ll do it with a cocktail in hand!

Group 1: 0-25 Million in online revenues – Hosted By Eileen Shulock, VP eCommerce, Kirna Zabete
Group 2: 25 – 100 Million in online revenues – Hosted By Michael Zuccato, Director Online Marketing, Sourcebooks
Group 3: 100 – 500 Million in online revenues – Hosted By Jonathan Wu, COO, Touch of Modern
Group 4: 500 Million in online revenues – Hosted By Morgan Chemij, Director NA Marketing, Hewlett Packard

---

---

---

---

Conclusion Of Libations & Conversations

Join your fellow attendees at our kick-off reception. Just getting to the show? You’ll see us right out front, partying the night away! You’ll also get to sample fantastic California-based wines and food – what more could you ask for to start the conference?

Registration Closed