IRCE 2008 Session Descriptions
Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.
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Advanced Strategies for Marketing Your Retail Web Site—June 9
This Workshop goes beyond the marketing basics and explores cutting-edge strategies for harnessing online marketing to grow your sales. This Workshop is a continuation of the well-received marketing workshops of the past two years which this year takes attendees to new levels of sophistication in marketing their sites. |
11:30 a.m. - 12:15 p.m. Pay-per-click strategies: Bidding on the right keywords at the right times Scot Wingo,
President & CEO, ChannelAdvisor Lou Weiss,
Vice President and General Manager, Vitamin Shoppe Direct Just about the only thing that hasn't changed in online marketing and advertising is the effectiveness of pay-per-click search engine marketing. As it has for several years, pay per click's ROI continues to be about the highest in the advertising industry. But that doesn't mean retailers can't find better ways to do things. This workshop will bring retailers up to date on the latest specific techniques in pay-per-click marketing, such as how to track keyword buys to profitable sales and not just sales; how marketing certain keywords at certain times of day increases clicks and sales; and geo-targeting, in which keywords that perform marginally in one geographic area perform better in others. This workshop will also examine ways that retailers can use to their benefit Google's and Yahoo's rules for searches outside the U.S. Our speakers in this session will provide specific information on pay-per-click techniques and tactics that increase sales and profits. |