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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From Entrepreneur to an Enterprise—June 9
This Workshop is aimed at small to mid-sized retailers who are looking to advance to the next level and covers all aspects that growing retailers need to take into account, from choosing a platform to cost-effective fulfillment and distribution and how to choose a search engine company. |
3:00 - 4:00 p.m. Marketing: Making the right choices to achieve ROI Alison Twiner,
Director, Online Marketing, Live Current Media Jamie Stone,
Director of Media, iCrossing Online marketing is incredibly complex and a lot of small and mid-sized retailers have learned through trial and error what works and what doesn't. But learning that way is expensive and small retailers can often ill afford such lessons. This workshop will dissect the advertising and marketing options for small retailers, help them navigate their marketing options and lay out a way to determine the ROI on each component. It will discuss such issues as: how to balance the costs of pay-per-click search engine marketing and search engine optimization and how to know when to do each; tips and tricks for low-cost e-mail marketing that creates profitable sales; how to manage an affiliate marketing program that produces results but does not unduly tax the retailer's resources; and how to control costs on comparison shopping sites. In addition, our speakers will tell retailers where they can find objective, outside information that they can use to make their marketing decisions. |