Event Presentations

More than 200 retailers and industry leaders gathered for the Online Marketing Workshop in Bal Harbour, FL April 20-22. Attendees raved about the information-sharing during roundtables and networking events as well as the high quality presentations and discussion panels.

Highlights included an engaging presentation by Gary Stein of Jupiter Research, who talked about the impact of the latest search engine marketing trends, a lively discussion by retailers Best Buy.com, Ralph Lauren Media/Polo.com, PETsMART, and SpinLife.com about when to outsource your online marketing and when to use in-house staff, and a panel on the merits of viral and word-of-mouth marketing for retailers.

SESSIONS
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The State of Online Marketing
Carrie Johnson, Principal Analyst, Forrester Research - PowerPoint Presentation 2.0 MB

Based on preliminary findings from The State of Retailing Online 8.0, how do retailers plan on spending their online marketing dollars this year? What's in and what's out? How has this changed from last year?

Organizing Your Online Marketing Department: Build it, buy it or both?
Justin Ryan, Associate Principal, McKinsey & Company - PowerPoint Presentation 1.3 MB

Email, SEM, affiliate marketing are just a few of the online marketing programs that require personnel to execute. This personnel can be full-time FTEs or from an agency. There are benefits to both. The right mix, of course, depends on your business model and strategy. Hear how different retailers are approaching the staffing of their online marketing initiatives and how they make decisions about adding FTEs versus outsourcing the work to an agency. 


"What to do When Customers Beg for Your Products"
(aka: Managing a good search campaign today and tomorrow)Gary Stein, Senior Analyst, Jupiter Research - PowerPoint Presentation 1.2 MB

Gary Stein, Senior Analyst, of Jupiter Research provides a framework for assessing whether your company is "search-engine-ready." Topics include determining your Linguistic Footprint, figuring out cost per click correctly and completely, the magic of the Landing Page, and how to use tools and analytics to measure and optimize your site. 


Viral Marketing: Getting Measurable Results for Online Retail Sales
Andy Sernovitz, CEO, Word of Mouth Marketing Association - PowerPoint Presentation 1.7 MB

Are you tired of having senior management look at you like you're from outer space when you mention blogs and viral marketing? A panel of online retailers, moderated by Word of Mouth Marketing Association (WOMMA) CEO Andy Sernovitz, will share details, including the measurable results that senior management demands, of what works and what doesn't work when it come to harnessing viral marketing to drive online retail sales. 


Customer Satisfaction as a Marketing Tool
Larry Freed, President & CEO of ForeSee Results - PowerPoint Presentation 1.6 MB

Customer satisfaction is rarely described as a marketing tool. But, any online retailer that has excelled in exceeding customer expectations can tell you that this reputation is the strongest marketing tool they have. Customer satisfaction doesn't come cheap, and retailers must understand the economic impact of having above-average customer service reps, no-questions-asked return policies and other customer-first initiatives and efforts intended to exceed customer expectations.