Agenda* - Tuesday, October 31, 2006
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| 9:00am - 10:15am |
Attendees may choose to attend one of the two sessions offered during this time. |
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Issues Track |
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Understanding & Influencing Searcher Behavior
How do searchers interact with search engines? What parts of the search results page do they see as most relevant? What draws clicks? New research provides answer to these and other questions, along with tips and tactics for search marketers to consider.
Jonty Kelt, Managing Director of UK and Europe Performics |
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Tactics & Clinics Track |
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Financial Services & Search Marketing Roundtable
This moderator-led session features search marketing experts who are actively involved
in running campaigns for financial services firms, sharing tips, tools, techniques. The audience is also encouraged to raise questions and hear advice from other attendees.
Speakers:
Jim Banks, CEO, Webdiversity |
| 10:15am – 10:45am |
Morning Break |
| 10:45am - 12:00pm |
Attendees may choose to attend one of the two sessions offered during this time. |
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Issues Track |
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Search Engine Marketing: Outsource or In House?
Should you do search engine marketing work in house? Or are you better off working with a professional search engine marketing firm? This session explores the technical, cost, and cultural issues that should be considered in making this important decision. In addition to panel presentations, there will be time for Q&A and audience participation in sharing knowledge.
Speakers:
Graham Hansell, Founder & Strategy Director, Sitelynx
Ian Carrington, Head of Financial Services Europe Google |
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Tactics & Clinics Track |
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Search Marketing for Financial Services: Case Studies
Search marketing for financial services firms poses unique challenges, ranging from going up against active, skilled competitors to regulatory and legal issues. This session features real-life examples from firms that have deployed successful search marketing campaigns throughout the U.K. and Europe.
Speakers:
Eamon Martin, Internet Content Specialist,Permanent TSB |
| 12:00pm – 1:15pm |
Networking Lunch |
| 1:15pm – 2:30pm |
Attendees may choose to attend one of the two sessions offered during this time. |
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Issues Track |
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Protecting Your Brand with Search Marketing
Can you use a competitors trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands, and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? An exploration of these and other brand protection issues.
Speakers:
Ammon Johns, Senior Internet Marketing Strategy Consultant, FreshEgg.com
Mark Rogers, CEO, Market Sentinel
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Tactics & Clinics Track |
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Financial Services Site Clinic
In this interactive session, a panel of search engine marketing experts take volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. Only web sites of firms in the financial service industry will be considered for review in this session.
Speakers:
Jake Baillie, President, True Local
Martin Murray, Chief Executive Interactive Return |
| 2:30pm – 3:00pm |
Afternoon Break |
| 3:00pm – 4:15pm |
Attendees may choose to attend one of the two sessions offered during this time. |
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Issues Track |
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Integrating Search Into Other Marketing
Search engine marketing should be considered as an essential part of any overall marketing campaign. In this session, we look at successes from considering search from the very beginning, as well as failures that result when different marketing efforts are not coordinated. |
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Tactics & Clinics Track |
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Search Marketing for Financial Services: Case Studies
Search marketing for financial services firms poses unique challenges, ranging from going up against active, skilled competitors to regulatory and legal issues. This session features real-life examples from firms that have deployed successful search marketing campaigns throughout the U.K. and Europe.
Speakers:
Eamon Martin, Internet Content Specialist, Permanent TSB
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| 4:15pm – 4:30pm |
Session Interval |
| 4:30pm – 5:45pm |
Attendees may choose to attend one of the two sessions offered during this time. |
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Issues Track |
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Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.
Speakers:
Cam Balzer, Director of Search Strategy Performics
Heather Hopkins, Director of Research, Hitwise
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Tactics & Clinics Track |
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Financial Services Site Clinic
In this interactive session, a panel of search engine marketing experts take volunteers from the audience and examines their web sites live to
provide general feedback about improving them to gain more traffic from search engines. Only web sites of firms in the financial services industry will be considered for review in this session.
Speakers:
Edward Cowell Technical Director Neutralize
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