IRCE 2009 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

Day One—June 15, 2009: Search Engine Marketing Workshop

Search Engine Marketing: Advanced Strategies for a Competitive Market
Search marketing is one of the most widely used marketing techniques by online retailers. Yet search marketing is complex and requires extensive and specialized knowledge for a program to be successful. This day-long workshop is designed to provide in-depth strategies, tactics and techniques that retailers can apply immediately to improve their search engine marketing programs.

3:30 PM - 4:15 PM

Not all online searchers are created equal

Michael Kahn, Senior Vice President, Marketing, Performics

Miles Williams, Director of Online Marketing, Barnes and Noble

Everyone uses search—but not everyone uses it the same way. In fact, consumers use search differently depending on the product they are searching for. A recent survey by Performics revealed how different consumer segments use online search in different product categories and, from this research, how personas can be built for retailers to market to through specific search strategies. This session will report the results of the survey, help retailers understand how to build meaningful personas and share specific strategies implemented by a leading retailer based on consumer understanding. Our first speaker will discuss the result in detail. Our second speaker will detail how a particular retailer put the survey to work.