IMC New York 2011 Tracks
Track 1: Introduction to Online Marketing
If your company’s online marketing just became your responsibility or you simply want to get the broad perspective on all the moving parts, start with this track. Get grounded in the nuts and bolts of how the Internet works so you won’t be mystified by technology or bewildered by the vocabulary. This track offers the overview that puts all the pieces in place.
Track 2: Online Marketing Design
Your interactive properties (website, mobile apps, emails, etc.) must be easy for your customers to understand and use. At the same time, they must properly communicate your brand values and personality-getting the mix right is a challenge. But fear not – these design experts will reveal the ins and outs of making your online communications attractive, useful and valuable.
Track 3: Email Marketing
While spam continues to plague us, email marketing continues to be the most valuable tool for staying in touch with prospects and customers. Newsletters, special offers and email advertising have proven their worth over and over again. This track delves into the finer points of email marketing to help you become an email master.
Track 4: Online Advertising
Advertising has always been about reach and frequency. It has always been about getting the right message in front of the right person at the right time. Online advertising is very much like ads on TV or in print, but very, very different as well. Whether your job is all about branding, all about direct marketing or both, this track tackles the variety of sponsorship options and the remarkable technologies that let you test and target your promotions on the fly.
Track 5: Search Marketing
Search has changed marketing even more than television. Customers now reveal current desire and explicit shopping intent. Google has grown so big, so fast because savvy marketers have found ways to make the most of ‘intent marketing’. Now it’s your turn. Spending the day in this track will give you the knowledge and insights you need to bring customers to your door in droves.
Track 6: Social Media Marketing
Social media is all the rage – and for good reason. When it comes to persuasion, nothing is more powerful that a recommendation from a trusted friend. Social media presents marketers with brand new opportunities and challenges. The ability to monitor public sentiment, participate in the conversation and create whole new communities of interest are explored in this track to help you keep a step ahead of the competition.
- Session 6a. Understanding Social Media
- Session 6b. Initiating Social & Business Response
- Session 6c. Monitoring Social Media (Awareness, Influence, Sentiment)
- Session 6d. Hyper-Targeting on Facebook & Linked In
- Session 6e. Community Management – A New Profession
- Session 6f. State of the Art Social Tools
Track 7: Unconventional Online Marketing
Social media isn’t the only new kid on the block. New ways to communicate are constantly handed to the marketing department with the expectation that you will conquer these novel technologies. Either you’ve been tasked with understanding, explaining and capitalizing on these new messaging methods — or you will be soon.
Track 8: Continuous Improvement
You can’t change a magazine ad once the ink hits the paper. A trade show booth is designed to last for months and months. Television ads are prohibitively expensive to alter after the fact. None of this is true for the Internet. Websites, email campaigns, and search advertising are not only easily changed, those changes can be automated for continuous testing and optimization. Find out how the best and brightest are making the most of the flexibility of online marketing and the sophistication of new marketing tools.
Track 9: Managing Web Marketing
Building websites, running social media campaigns and keeping search traffic flowing all require adult supervision. Managing a team of cutting-edge, creative marketing technologists takes dexterity, composure and more than a passing knowledge of what it takes to make it all come together. If you’re in charge — or you want to be — this track is for you.