Internet Marketing Day
Thursday, May 17, 2007
9:AM - 1:30PM PST
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Powerful Profit-Generating Marketing Tactics Explained in Plain English
Interactive Workshops Cover SEO & PPC
Luncheon Speaker features Theo Mandel, Ph.D., an Authority on Web Usability (How Customer's Use Your Web Site) for Direct Marketers
Joint DMAsc & WITI Event
(Direct Marketing Association of Southern CA & Women In Technology Int.)
Workshop I
Drive Tons Of FREE Internet Traffic To Explode Your Sales
Thru Search Engine Optimization (SEO)
Speaker: Stephen Gorgey
Will teach you 10 powerful Search Engine Optimization techniques that will earn you top rankings on Google Yahoo and MSN in the organic search results and explode your sales!
1. How to formulate a winning SEO strategy
2. How to write search-engine friendly meta-tags
3. How to position your HTML code for optimal rankings
4. How to write body text with the proper keyword density
5. How your link strategy can make or break you
6. Learn how blogs can boost your rankings
7. How to play the RSS game for profits
8. How can video help boost your rankings and traffic
9. Understand the role articles and press releases play in SEO
10. What is PSYCHOGRAPHIC PRTM and how it can multiply your online traffic by ten.
Workshop II
Optimizing Your Pay-Per-Click Advertising (PPC)
Speaker: Erica Forrette
Online keyword advertising using pay-per-click ads on Google and Yahoo and other search engines, also known as Search Engine Marketing, or SEM, is one of the most easily tracked marketing methods available. With the proper conversion tracking set up, and based on the goals you have for your marketing campaign, you can collect data to see which of your keywords are producing the results you need. But what do you do with this information to improve the efficiency of your search marketing dollars?
In this session we will go through the basics of tracking and in turn optimizing your search engine marketing campaigns based on your data, including:
- how to set goals for your SEM campaigns
- how to track results
- how to optimize your campaign - setting the correct bid amounts
- optimizing your campaign beyond just bid amounts (ad text, landing pages, keywords…)
- identifying & acting on other trends in your data
This session is perfect for marketers who are currently using pay-per-click advertising, but need additional insights on actionable best practices for systematically improving results.
Lunch Presentation:
Web Usability for Direct Marketers
What to do after users get to your website.
Guest Speaker: Theo Mandel, Ph.D.
In this presentation, you will learn how to
* Understand what users want and need from their experience with your websites
* Know when and how to effectively use rich media (audio, video and animation)
* Effectively apply the golden rules of web interface design
* Design home pages and landing pages that turn users on, not off
* Avoid the “Las Vegas” effect and encourage exploration using progressive disclosure
* Utilize best practices for displaying content in appropriate formats and layout
* Optimize navigation and search interaction for key user tasks
* Conduct web usability evaluations on a limited budget
Workshop Topics
1. How web usability complements Direct Marketing - Why websites need to be usable, what to do once users come to your website
2. Understanding your audience - Different usability goals for each audience type
3. Home page design - What users expect from every website, critical do's and don'ts for home/ landing pages, page download times, browser compatibility
4. Page design issues - the most valuable screen real estate, fonts, page layout, e-mail usability issues
5. Content issues - Web content vs. printed materials, when and how to use media, reading vs. scanning, page titles, headings, sub-headings
6. Navigation and searching - Site navigation, page navigation, displaying intuitive links. Navigation: the three big questions
7. E-Commerce - Registration, shopping carts, the checkout process - making sure users complete their tasks
8. Web usability evaluations - Goals and methods, getting inside the user's heads, testing tactics, what data to collect, interpreting and using results
Featured Speaker(s)
Stephen Gorgey is the founder and president of Target-Logic Inc, a Strategic Internet Consulting company and has over 10 years of experience working professionally in the Internet Marketing industry.
Stephen won a gold ADDY AWARD for his Internet marketing work, which is the equivalent of an academy award for the Internet Marketing industry
Stephen graduated in 1995 from USC's Marshall School of Business with an emphasis on Entrepreneurial Studies.
He currently serves on the board of the Southern California Direct Marketing Association and in charge of the Association's Internet Marketing School. He also teaches Strategic Internet Marketing at Loyola Marymount’s extension program. www.targetlogics.com
Erica Forrette is Director, Marketing at Adapt Technologies, Inc., which provides complete, self-service PPC management software as an online service to search engine marketers.
Erica has been in the thick of the Online Marketing industry since 1998. Before Adapt, she was an independent search engine marketing consultant and Web marketing strategist for online retailer PacificSunwear.com. Erica was also Director of Online Marketing at SiteLab International, Inc., a leading SEM agency, where she drove the strategy and execution of search marketing campaigns for clients including TurboTax and Gateway Computers. Erica also managed a range of site cross-marketing efforts at the music site MP3.com, and oversaw partner integration and online promotions at auto site CarPrices.com. www.adapt.com
Theo Mandel, Ph.D. is an internationally-recognized expert in software usability and interface design and has authored two books. After 11 years in IBM researching GUIs and developing industry user interface guidelines, Mandel now consults with companies to improve the user experience and usability of websites and applications.
Interface Design and Development (IDD) was founded in 1994 to provide comprehensive consulting, education, and seminars on software and Web user interface design and usability. Theo's 20 years of experience in user interface design, user interface architecture and usability testing, has made IDD a well-know and well-respected consultancy. IDD has helped startups, companies and software developers review, design, and evaluate the user experience and usability of their products. Dr. Mandel's broad experience covers user interface design, prototyping, and usability evaluation of PC and Web products. His clients are in healthcare, utilities, finance and e-commerce.
www.theomandel.com
