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Debbie Johnsen

Director Interactive Marketing
The Leading Hotels of the World

Debbie Johnsen is Director, Interactive Marketing for The Leading Hotels of the World. She began her career in Marketing and E-Commerce two decades ago, and has developed global, multi-channel campaigns on both the client and agency side. Her background includes Digital Marketing roles with Bertelsmann, Omnicom and Rail Europe Group, with industry experience spanning Travel & Hospitality, Retail and Entertainment.

Follow Debbie on Twitter @debonair_ny

Check out the incredible speaker line-up to see who will be joining Debbie.

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Online Media & Search Summit - Monday Feb. 22nd

Thursday, March 2nd, 2017

09:05 Keynote Search Panel Discussion: “The State Of The Nation” On Search Results Pages And Your Search Spend

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?

14:40 Closing Display Panel Discussion: What’s Your Display Reality: Looking Beyond Retargeting

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?