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.
How do you make your website better? It depends. What are you trying to accomplish? Having well defined, well communicated and broadly accepted goals is absolutely necessary for the success of your interactive marketing. The hazards of inertia (we’ve always done it that way), fear (I don’t understand it so we shouldn’t try it) and distraction (the shiny, new thing) are never going away, but they can be mitigated by goals that drive strategies – strategies that drive tactics and tactics that point the way to metrics. Walk away from this session with a goal development process that includes identification, prioritization, communication, adoption and evaluation.
If online marketing were only about the technology, we could all stay home. But people remain indispensable and the variety of skills required continues to escalate. Specialized technical knowledge, community management soft skills, organizational talent are just the start. Get a feel for the diversity you need to employ, how much you need to invest and whether you should hire staff or can make use of outside experts and consultants.
Who’s in charge of online marketing? Who owns the brand? Who has the final say when it comes to messaging, design, metrics or customer communication? Where does the buck stop? Now that you have the skill sets you need, organizing and managing these new job titles in one department is a challenge and across multiple divisions – and globally – is staggering. Consider the benefits of small, agile teams versus centers of excellence and the options surrounding chain of command. Isn’t it time to get your house in order?
Technologies like Adobe Test & Target, Google Website Optimizer and Optimost make data-driven, targeted customer experiences across multiple online channels significantly easier. But a winning testing program also requires a deliberate process, persistent leadership, and significant investment in the best people/skills. Jared presents an iterative and actionable approach to building an industry-leading optimization program through the evaluation of fourteen specific road blocks. Whether you are just starting to think about testing, are engaged in a testing program or have significant teams and infrastructure dedicated to testing already, Jared helps get you to the next level. Learn about a method for objective gap analysis and hear proven tactics for aligning People, Process, and Leadership to create the center of excellence to drive higher conversion rates and tremendous ROI.
A great web strategy with flawless execution is a joy to behold. Improving your response and conversion month over month feels terrific. But whether you’re really doing a good job or not is relative. What is your competition up to and how are they fairing? Your 15% growth rate looks awesome until you notice the other guys are growing at 25%. Learn about the many sources of competitive marketing intelligence in a fast paced world.
Session 9a. Setting Online Marketing Goals
Ernest Barbaric, Social Media Strategist & Speaker at Ernest Barbaric & CompanyHow do you make your website better? It depends. What are you trying to accomplish? Having well defined, well communicated and broadly accepted goals is absolutely necessary for the success of your interactive marketing. The hazards of inertia (we’ve always done it that way), fear (I don’t understand it so we shouldn’t try it) and distraction (the shiny, new thing) are never going away, but they can be mitigated by goals that drive strategies – strategies that drive tactics and tactics that point the way to metrics. Walk away from this session with a goal development process that includes identification, prioritization, communication, adoption and evaluation.
Session 9b. Building the Team: Crucial Skills and Talents
Stefan Tornquist, Vice President, Research (US), EconsultancyIf online marketing were only about the technology, we could all stay home. But people remain indispensable and the variety of skills required continues to escalate. Specialized technical knowledge, community management soft skills, organizational talent are just the start. Get a feel for the diversity you need to employ, how much you need to invest and whether you should hire staff or can make use of outside experts and consultants.
Session 9c. Online Marketing Management & Governance
Gary Angel, President & CTO, SemphonicWho’s in charge of online marketing? Who owns the brand? Who has the final say when it comes to messaging, design, metrics or customer communication? Where does the buck stop? Now that you have the skill sets you need, organizing and managing these new job titles in one department is a challenge and across multiple divisions – and globally – is staggering. Consider the benefits of small, agile teams versus centers of excellence and the options surrounding chain of command. Isn’t it time to get your house in order?
Session 9d. Building a Culture of Exploration
Jared Vestal, VP, Analytics & Insights, Restaurant.comTechnologies like Adobe Test & Target, Google Website Optimizer and Optimost make data-driven, targeted customer experiences across multiple online channels significantly easier. But a winning testing program also requires a deliberate process, persistent leadership, and significant investment in the best people/skills. Jared presents an iterative and actionable approach to building an industry-leading optimization program through the evaluation of fourteen specific road blocks. Whether you are just starting to think about testing, are engaged in a testing program or have significant teams and infrastructure dedicated to testing already, Jared helps get you to the next level. Learn about a method for objective gap analysis and hear proven tactics for aligning People, Process, and Leadership to create the center of excellence to drive higher conversion rates and tremendous ROI.
Session 9e. Competitive Analysis
Zach Clayton, Founder & CEO, Three Ships MediaA great web strategy with flawless execution is a joy to behold. Improving your response and conversion month over month feels terrific. But whether you’re really doing a good job or not is relative. What is your competition up to and how are they fairing? Your 15% growth rate looks awesome until you notice the other guys are growing at 25%. Learn about the many sources of competitive marketing intelligence in a fast paced world.
