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ad:tech New York Search Marketing Masters

Posted on Nov 7th, 2011
Written by Lee Odden
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    New YorkAs part of my November cross country efforts to share search, social media and content marketing insights, I’ve switched from BlogWorld Los Angeles last week to ad:tech New York this week. I’m really looking forward to a great group of Search Marketing sessions at one of the the largest Interactive Marketing conferences in the world. In the past year I’ve been to London, San Francisco, Barcelona and many other great cities (even Cleveland!) but New York is by far one of my favorite places for a conference.

    Earlier this year the amazing Melanie Mitchell, SVP of Search at Digitas, was serving as a conference Marketing Master for the Search Engine Marketing track and she asked me to speak at my first ad:tech in San Francisco.  When I was asked to perform those same SEM track programming duties for the ad:tech New York show, I had to say yes!

    ad:tech New York features some very impressive keynote presentations including: Christian Oestlien, Head of Social Advertising Products at Google; David Fischer,VP Advertising & Global Operations at Facebook; Wendy Clark, Sr. VP of Integrated MarketingCommunications & Capabilities at The Coca-Cola Company and many others.  Our roundup of pay per click and search engine optimization expertise is also impressive. You can check out two of the planned sessions below that I’ll be introducing and moderating:

    Search Marketing: Integrating Search with the Rest of Your Marketing
    Thursday, Nov 10 at 10:15 AM

    lauren vaccarelloLauren Vaccarello – Director of Search, Display and Social Advertising,
    Title: Better Event Marketing With Integrated Search & Social Media
    Presentation: Online marketing can be used for more than driving online demand. See how you can use search and social media marketing in every phase of offline event marketing from pre event registration to post event follow up.

    Sara DevineSara Devine – Manager Digital Media Integration, VW Marketing, Volkswagen of America, Inc
    Title: Utilizing Search in Integrated Product Launch Campaigns
    Presentation: As the announcement to launch journey unfolds, search is instrumental in capturing hand raisers and prospects leading up to the actual product launch where search maximizes the reach of what is often a large advertiser presence.  At this point, search is not only utilized as the “catcher’s mitt” for the other advertising efforts, but also becomes a barometer of those efforts – measuring in real time consumer awareness and interest in the product.

    matt lawsonMatt Lawson – VP Marketing, Marin Software
    Title: Taking Paid Search to the Next Level, Tips for Advanced Marketers
    Presentation: As paid search advertising becomes increasingly competitive and complex, search marketers are constantly looking for the next trick to squeeze additional volume and ROI out of their campaigns.  In this informative session, Marin Software will reveal new professional tips to help sophisticated marketers improve the financial performance of their paid search programs.

    After our first session that focuses on paid search, we’ll transition to a session that’s more focused on Search Engine Optimization:

    Search Marketing: Cases and Best Practices for Maximizing SEO 
    Thursday, NOV 10 at 11:30 AM

    corey carrilloCorey Carrillo – Global Media Worldwide Search & Online Programs, Intel Corporation
    Title: One is the Loneliest Number: SEM, SEO, Social Integration and Insights
    Presentation: The role of Search Engine Marketing at Intel with specific examples, consumer and business about applied best practices/insights and programs for SEM campaigns/data to help bolster results in SEO, Social and PPC Social.

    jonathon colmanJonathon Colman – Internet Marketing Program Manager, REI
    Title: A Case Study on How to Increase Search Engine Crawling and Online Conversion
    Presentation:  A discussion of the “silver bullet” when it comes to SEO and user experience (UX): Site speed and performance. A faster site reduces the costs of both infrastructure and releases by 50% or more.  Efficient sites simply cost less to run and provide for a better user experience. This presentation provides 4 site speed optimization steps and a case study on how REI saw a significant increase in site speed and overall conversions after optimization was implemented.

    michael dehavenMichael DeHaven – Bazaarvoice
    Title:  Social SEO: Strategic Optimization of User Reviews
    Presentation: For many top online retailers, user-generated review content comprises 80 to 90% their site’s total rich content.  Michael DeHaven of Bazaarvoice will outline a proven strategy to organize and leverage review content to drive substantial increases in traffic from search.  This talk will open your eyes to a valuable, new segment of search traffic that often goes unnoticed when developing a search optimization strategy.

    As you can see, this is going to be a fantastic set of sessions and a great group of speakers.  I’ll also be moderating an Exhibit Hall session of several speakers from, ideaLaunch, Brafton and  a few other companies serving the search marketing industry. If you’re attending ad:tech New York, I hope you’ll stop by Room 13, Hall 1E, Level 1 at the Javits Center.