Bryan Eisenberg

Hard times are here but you can flourish. You may not have been in the trenches the first time around when the likes of Boo.com, eyeballs, and the Pets.com sock puppet ruled the mind space of online marketers. In this session veterans of that first downturn in online marketing will talk about the strategies that helped them survive those difficult times and show how they intend to survive again. Don’t miss this session; you’ll take away key strategies to ensure you are one of the lucky ones who flourish in this current round of turbulent times.

With search marketing gobbling almost half of all online marketing dollars, it is imperative for all entrepreneurs and or C-Suite management to be fluent in search. This fast-paced session is designed to give you a jump start. It will rip through the alphabet soup of search — the PPC, SEO, SEM, CMS acronyms — to delve into why and how you can manage search strategically, how to align search to meet strategic organizational/marketing goals, budget for this effort, find the KPIs that fit your organization and break down the barriers to success in the organization. Whether you choose to attend the other strategic sessions in this track or this week’s optimization and best practices sessions, this is a must-attend session that will provide a framework for getting the most out of this conference.

For marketers to become successful in their SEM efforts, PPC can no longer stand for “Pay Per Click” – it must stand for “Pay Per Conversation.” Many marketers agree that the current state of the economy is having an impact on their marketing plans. That’s why every dollar and click matters. Every click is a potential customer trying to engage you; will you continue the dialogue or have them bounce off your landing page just moments after they arrive? What you want to do is engage and persuade your visitors to keep taking the next click, all the way through the purchase funnel. To achieve that, you must demonstrate the value of your products and services in all your marketing, especially when sales are decreasing. You do that by planning content to improve relevance and test continuously until you have the best conversation. This session will show you how to identify missed conversations and what you can do to improve them and your PPC ROI.

This session will analyze the metrics, usability and persuasion ability of three companies pre-selected for the session. The speakers will work with these companies to redesign a key page and then set up that redesign in an A/B test. This session will instruct you on how to identify the critical barriers to success on the sites selected and how this team of experts would go about fixing them in less that 48 hours. You’ll learn key things to look for, obstacles to avoid and the key considerations when optimizing your website for conversion.