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.

4:15 PM - 4:45 PM

Holding your search marketing vendor accountable

Jodi Bresina, Internet Director, ShoeMall.com

John Tawadros, Chief Operating Officer, iProspect

Online marketing is the most accountable marketing medium in history—so it makes sense to hold marketing agencies accountable for ad campaigns. Until now, the accountability has mostly been on the search engine side—measuring the effectiveness of keywords and the sales they produce. But now, especially in a slow-growth economy, some retailers are looking to make their online marketing agencies prove their benefits. This session will tell retailers what to do if they want their agencies to operate on a pay-for-performance basis, including assessing if it's the right approach for their business; reasonable expectations, compensation and results; and how to negotiate a pay-for-performance contract with a search marketing company.