What's the difference between having an online and an offline presence? How do you make an online presence as effective as an offline one? Learn the basic and advanced methods for being as successful online as you can be offline.

Presented by Lennart Svanberg, Arranger, IMC Gothenburg 2004

Single channel marketing is evolving toward Integrated Direct Multichannel Marketing and Customer Loyalty Systems into Personalized Dialogue Based Communication.

Customers today are more used to new channels like the internet, e-mail, SMS and MMS in combination with traditional printing and digital print.

The challenge of today and tomorrow is to sell to your customers, using the channels they want and at the time they want, while making a profit!

Presented by Tariq Saiduddin, Stroede Customer Development AB

In order to select the best name for your business, your brand or your homepage you need to:
Clearly define your desired positioning
Be exhaustive in the creative phase
Make sure all necessary tests are carried out on all name candidates

Skriptor has created brands such as Telia, Absolut Kurant & Crestor. A company name, a trademark or names on files on your webserver are all part of your brand. Learn from the best on how to name yourself!

Presented by Lars-Johan Lundberg, Skriptor AB

There are similarities and differences in marketing for each country in Europe. This session will teach you the things necessary to succeed regardless of country. Barry Lloyd is one of the world's foremost experts on European Search Engine Marketing.

Presented by Barry Lloyd, Makemetop

Johan Kinnander from Google will tell you the secrets with Search Engine Marketing on Google. In this session Johan describes Search Related Marketing in the Scandinavian market today and in the near future. He gives you a hands-on lesson in how to use Google to make a profit for your company.

Presented by Johan Kinnander, Google Inc.

There are great synergies to be won if you know how to take advantage of the Internet. Despite the fact that Internet is a far more common media for people of today, far from every company has succeeded in implementing this behavioural change into their business models.

In this exciting session Christopher Häggström, head of business area E-commerce at Incordia AB, gives hands-on experiences from e-businesses within multiple industries. The session covers:

Case studies - implementation of Internet as a sales channel in “traditional” companies.
Examples of tools to support a successful implementation of Internet as a sale channel.
Upsides & Pitfalls

Presented by Christopher Häggström, Incordia AB

Ola Ahlvarsson is a "Global Leader for Tomorrow" (World Economic Forum in Davos), a "Top Ten Leading European Internet Entrepreneurs" (Wall Street Journal) as well as a world champion in kickboxing.

Ola was the founder of Swedens first consumer related site "Boxman" and has since then started up the management company Result. In this session you'll be inspired to do the unexpected in todays extremely competitive world.

Presented by Ola Ahlvarsson, CEO, Result AB

Tradedoubler is the biggest Internet Marketing company in Europe. They help their customers with performance based marketing online. Carl Johan Grandinsson has worked within TradeDoubler since the start 1999 and is today CEO for TradeDoubler Sweden.

Carl Johan has gained wide international experience of online marketing and e-business from participating in the internationalization of TradeDoubler.

Presented by Carl Johan Grandinsson & Carl Norinder, Tradedoubler AB

In this exciting panel discussion some of the best European internet marketing companies compare best practice experiences.

Panelists:
Tariq Saiduddin, Stroede
Barry Lloyd, Makemetop
Johan Kinnander, Google
Henrik Höglund, Espotting
Ola Ahlvarsson, Result
Carl Johan Grandinsson, Tradedoubler

Moderated by Lennart Svanberg, Arranger IMC

Key Performance Indicators (KPI) are quantifiable measurements that help decisions makers define and measure progress towards goals. In Web Analytics KPI measurements provides metrics on the effectiveness of online initiatives and search engine optimization. Learn how KPI's can be used to optimize your website.

Presented by Fulton Yancy, WebSideStory Inc.

Intervex focuses on web solutions that are easy to use for the end user. This session gives examples on how todays easy to use systems make it possible for anyone to become a webmaster. Bo Gustafsson will pose questions that will make the audience re-evaluate their own web strategies.

Presented by Bo Gustafsson, Intervex AB

Susan Lorentzen, consultant in communication at Trivector Information AB, will discuss the importance of using target group analysis in the development and usability adaptation of web pages.

What is target group analysis?

What is the contribution of target group analysis in the development of user friendly web pages?

Examples of Trivector Information’s work

Presented by Susan Lorentzen, Trivector Information AB

Webanalys was the pioneer in Sweden in Search Engine Marketing(=SEM). The founder and CEO Carl-Henrik Borg will tell you how Webanalys works with SEM as well as tell you about the reporting tools that are used today.

Presented by Carl-Henrik Borg, Webanalys AB

Espotting is a part of Findwhat Inc. Together they form the worlds largest independent network of pay-per-click advertising solution.

Pay-per-click revolutionized the search industry in 1998. It gave Search Engines a sustainable business model which it previously had lacked.

Espotting was Europe's first network for pay-per-click advertising and Findwhat has introduced innovations such as pay-per-call. In this session Henrik Höglund of Espotting will give us examples of present opportunities as well as ideas for what the future holds in the search-advertising industry.

Presented by Henrik Höglund, Espotting Inc.

Precision marketing is a method of knowing when, how, to whom and why, in order to deliver customer satisfaction. To keep track of your customers brand loyalty is a great challenge when they could be a click away from leaving you forever. Do you know when this is about to happen and what are the potential costs of missed revenues?

This session will give you a framework on how to use precision marketing system. It is done by rules management technology that originates from artificial intelligence. The technology provides you with tools that creates a very smart marketing system.

Presented by Stephan Darbell, Integrata Products AB

The systems involved in Marketing Resource Management promises to transform marketing from a business cost into revenue generating. In any case the marketing profession today is more sales focused than ever.

The tools for Internet and e-mail marketing are getting more and more powerful as well as the systems for protection of consumer integrity. In this session Ola Gravenfors will share some of his experiences in how Scandinavian companies succeed in this transformation.

Presented by Ola Gravenfors, Netoptions AB

One of the most important reasons for the failure of CRM projects is the lack of measuring instruments and techniques. That is why some new numeric techniques and methods have been developed within the framework of Balanced Scorecard Analysis.

BSC can be used in specific business units and for multiple purposes as well as for the whole company. In this presentation, these techniques have been applied to measure the CRM effectiveness of a GSM Company.

Presented by Dr. Arzu Baloglu, Marmara University

To choose media, format and content is the basic challenge for any advertising campaign.

Adpepper is a global company that helps its clients choose the correct sites to advertise on, what type of advertising(i e banners) and also the creation of the ad campaign. There are also a number of ways to pay for Internet Advertising, per click, per impression or per action.

In this session Fredrik will tell us how an Internet Advertising bureau works.

Presented by Fredrik Djavidi, Adpepper

The future of the Internet clearly lies with emerging markets. Lucas Morea, founder of one of Latin America's largest educational communities, will demonstrate how Monografias.com and other online properties generate revenue for advertisers in an environment where actual e-commerce activity is very low.

He will address the challenges of selling into the large, growing Latin American market--including the differences in how people think and how they buy--plus suggestions on how to reach the lucrative US Hispanic market.

Presented by Lucas Morea, LatinEdge Inc.

Panelists:
Bo Gustafsson, Intervex AB
Ola Gravenfors, Netoptions AB
Suzan Lorentzen, Trivector AB
Carl-Henrik Borg, Webanalys AB
Kalle Blomqvist, Digimedia.Se
Christopher Häggström, Incordia AB
Fredrik Djavidi, ad pepper media Sweden

Moderator:
Lennart Svanberg, Arranger IMC