Agenda

10:00 - 11:30

Navigating the Digital Media Ecosystem

There are so many online marketing channels now, with more seemingly popping up daily, but the challenge is tying them together. When they’re connected, then they’re more successful at telling a brand’s story to consumers, no matter where the consumer searches and finds it. Bryan Wiener, CEO of 360i, will show how marketers can use search marketing as an anchor for the entire digital media ecosystem.

This will be immediately followed by a panel of marketing experts who will discuss their viewpoints on shifting budgets into digital as consumer time continues to outpace ad dollars in digital. And within the digital arena, these marketers each take their own customized approaches to navigating the digital landscape to reallocate their budgets to meet their needs.

Chris Meador, Director of Media Planning, The NBC Agency
Mike Boyd, Senior Vice President of Marketing, HGTV
Doug Neil, Senior Vice President of Digital Marketing, Universal Studios

11:45 - 1:00

Search 2.0: Using search informed researchUsing search data to gain insights into consumer behavior to Monitor, Promote and Defend your Brand Online

With the explosion of different online content vehicles, successfully guiding your brand through the online jungle requires careful coordination. Understanding how consumers search and generate content online are two keys that help unlock brand interaction and consumer intent – both online and offline. Advanced search informed researchUsing search data to gain insights into consumer behavior can demonstrate how you can monitor, promote and defend your brand online using paid searchWhat is Paid Search?
Paid Search is the most immediate opportunity to see results in search engine performance, and is a major part of a... (click for more), natural search, advanced linking strategies, buzz monitoringWhat is buzz monitoring?
Buzz monitoring looks at what people are saying online about a marketer's company, brands, products... (click for more) and more

Presenters:
Chris Humber, Director of Search Engine OptimizationWhat is Search Engine Optimization?
Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility... (click for more), 360i
Andrew Chang, Senior Research Manager, 360i
Sarah Hofstetter, Vice President, Emerging Media & Client Strategy, 360i

1:15 - 2:30

Lunching with the Engines

No matter how many new channels arise, the search enginesWhat is a search engine?
A search engine is an internet tool that allows one to find particular information of interest on the... (click for more) are the most pervasive way consumers find marketers – and their products, services, and brands. The engines are striving to continually meet the rising demands of advertisers and consumers. Get a firsthand look into new ad platforms, targeting opportunities, vertical search services, and the increasingly complex and competitive search engineWhat is a search engine?
A search engine is an internet tool that allows one to find particular information of interest on the... (click for more) landscape.

Speakers:
Adam Stewart, Google
Ron Belanger, Yahoo
James Speer, IAC
Brian Boland, MSN

Roger Barnette, President, SearchIgnite (moderator)

2:45 - 4:00

Vertical Breakouts

While every campaign presents new challenges for every marketer, marketers in each vertical can learn from each other’s experience. In these concurrent sessions, marketers will offer case studies as starting points to dive into ways they’re tackling the most pressing issues in their vertical.

Retail/Ecommerce
Retailers are especially focused on the immediate impact of search engine marketingWhat is Search Engine Marketing?
Search Engine Marketing is the process of marketing a web site via search engines, either improving... (click for more) as they try to make every impression and conversion count. Consumers, however, don’t tend to shop in such a linear way, instead going back and forth among different channels and websites over varying periods of time. This session will discuss how retailers are grappling with some of these issues:

Search engine marketingWhat is Search Engine Marketing?
Search Engine Marketing is the process of marketing a web site via search engines, either improving... (click for more)’s impact on in-store conversions
Planning and managing campaign seasonality
Optimizing campaign performance across multiple products and categories with varying margins
Measuring value beyond immediate online conversions, such as the cost-per-acquisition and customer lifetime value

Speakers:
Alison Zemny-Stiefel, Vice President of Marketing, Saks Fifth Avenue
Paula Drum, Vice President of Marketing, H&R Block
Jeanine Belsky, Vice President of Retail Strategy, 360i

Dave Williams, Co-Founder and Chief Strategist, 360i (moderator)

Media/Entertainment
It’s so easy to preach about the merits of consumers being in complete control, but content owners don’t need to sacrifice their entire business models just to appease fickle viewers. Instead, media companies can leverage search and interactive marketing to forge deeper relationships with their audience. In this session, media and entertainment companies will address:

How to create and capture both implicit and explicit consumer demand for quality content through search engine marketingWhat is Search Engine Marketing?
Search Engine Marketing is the process of marketing a web site via search engines, either improving... (click for more) and interactive marketing
Planning campaigns for different content lifecycles, whether it’s a one-episode special, a repeatedly renewed series, or a movie that’s due out on DVD five months later
Ways that online marketing influences tune-in, and how to measure the connection

Speakers:
Marc Esper, Vice President of Search, NBC Universal
Don Steele, Director of Digital Marketing, Comedy Central
Holly Brown, Martha Stewart Living Omnimedia

James Yancey, Managing Director, 360i (moderator)

4:15 - 5:30

Emerging Media Strategies for the Second Half of 07 and Beyond

What’s on the cutting edge? Learn from some of the most exciting, successful campaigns from recent months to inspire new ideas for the rest of the year. The various examples will be designed to address your different goals, whether it’s increasing web traffic and search engineWhat is a search engine?
A search engine is an internet tool that allows one to find particular information of interest on the... (click for more) visibility, creating buzz, driving tune-in, or growing sales. Examples will include blogWhat is a blog?
A weblog, or blog, is a type of website featuring regularly updated entries that often include commentary, news, or... (click for more) outreach, marketing across niche networks like blogsWhat is a blog?
A weblog, or blog, is a type of website featuring regularly updated entries that often include commentary, news, or... (click for more) and social networksWhat are social networks?
Social networks are websites that allow users to connect with each other. This generally involves users... (click for more), and viral marketing strategies, including viral video campaigns.

Speakers:
Brian Cusack, Youtube
Henry Copeland, CEO, BlogAds
Steve Touhill, Vice President, Business Development, Clearspring

David Berkowitz, Director of Emerging Media, 360i (moderator)

5:30

Depart for Dinner Cruise

Contact your 360i strategic advisor or click here to have our team develop the strategy for a customized campaign to meet your marketing goals online.