Business Day - April 2nd 2002
The IMC Vancouver 2002 conference theme is "cost-saving and revenue-generating ideas, tactics and tools from a business, technology and people perspective".
Today we'll look at the initial steps necessary when developing an integrated Internet marketing plan from planning and budgeting, through implementation, to measuring results. We'll consider the administrative processes and testing needed to assure top Web performance, both in preparation for launch and as part of the ongoing site maintenance process. We'll look at how to produce compelling content and the importance of establishing key messages, along with a detailed review of how to protect our brands and identity by establishing proper trade marks and copyrights.
Agenda
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Detailed Business Day agenda |
| 7:45 - 8:45am |
Registration and Refreshments |
| 8:45 - 9:00am |
Opening Remarks |
| 9:00 - 10:30am |
Two back-to-back sessions for all attendees: C300 Theatre |
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9:00 - 9:45am:
Internet Business: Online Model and Opportunity
Presented by Lennart Svanberg
IMC Producer
Internet Marketing Consultant
and iDomain Moderator, Adventive.com
Tim Berner-Lee describes Netscape as being the Internet's first business model. Netscape gave away its products for free over the Internet with a plan to charge for value-added services. Netscape became the first brand created over the Internet. Since 1994, three leading leading business models have evolved: Content, Product and Innovation. In this session we will explore proven Internet business models.
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9:45 - 10:30am
The Internet That Can
Presented by John Bethell
Managing Director of OnlineVisibility
What are some of the new Internet business opportunities and how can they be discovered? During this session, John Bethell will uncover methods and provide insight for identifying new Internet business opportunities. |
| 10:30 - 11:00am |
Morning Refreshment Break |
| 11:00 - 12:00pm |
Keynote: Jonathan Cohen Room C300 Theatre |
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Jonathan Cohen: Member of the ICANN Board
aSenior, Managing Partner of the Shapiro Cohen Group
of Intellectual Property Practices and Trade Mark Agents
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Update on ICANN
Mr. Cohen has practiced in all areas of intellectual property (IP) law since 1971 and has worked extensively in the process of Internet governance reform both in Canada and internationally. Mr. Cohen will present a two-part session starting with an update on ICANN, recent decisions that affect IP address space allocation and domain name system management.
How To Protect Your Company's Identity and Brands
Mr. Cohen will provide an educational session designed for marketers and senior executives on the topic of copyright and trademark law as it applies to the Internet. Intellectual Property laws govern the Internet, it may be time to comply or potentially face legal action. During this session, Mr. Cohen will update us on domain dispute resolutions and will outline the key steps necessary to protect your company's identity and brands and the repercussions of inadequate legal planning. |
| 12:00 - 1:30pm |
Lunch and networking |
| 1:30 - 3:30pm |
Four sessions are offered, two per block.  Please choose one session in each block
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1:30 - 2:30pm: Block 1 | Breakout Session
a) After They Arrive - Converting Visitors to Buyers
Room C300 Theatre
Presented by Nick Usborne
Consultant, www.nickusborne.com
Moderator of I-Copywriting
Author of "Net Words: Creating High-Impact Online Copy" and
Columnist for Clickz.com, MarketingProfs.com and Business 2.0
The content on your site is your visitor's decision tool. Producing unique, compelling content is essential. You are likely spending a lot of time and money to get people to come to your site. So what do you do once they have arrived? This presentation concentrates on...
- How to write an effective homepage
- How to make the user experience relevant to your visitors
- How to make new customers feel welcome
- The importance of showing a little character
- How to keep your customers and make them want to come back
b) How Design Affects Branding
Room C180
Presented by Christine Perfetti
Researcher for User Interface Engineering
Brand elements, such as names, logos, tag lines, trademarks, and packaging, are shortcuts to people's perceptions, people use these shortcuts when making purchase decisions. What can designers do to strengthen a site's brand so that the shopper returns to the site for future purchases? |
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2:30 - 3:30pm
Block 2| Breakout Session
a) Web Performance and Best Practices
Room C300 Theatre
Sponsored by Porivo.com
Presented by Cliff Kurtzman
CEO of Tenagra Corporation
Moderator of the Online Adverising Discussion List
Publisher of the Apogee Newsletter
Founder of the Tenagra Awards in Internet Marketing
Have you put in place processes to continuously improve your online marketing activities? Periodic assessment of an organization's online activities for problems, improvements, and enhancements is a must. The process of auditing a Web site needs to go well beyond doing obvious things like link checking, HTML checking, and accessibility tests--it needs to be a carefully considered component of an organization's overall marketing plan in order to address a wide variety of challenges at both the strategic and tactical levels.
b) The Internet Marketing Plan and Budget
Room C180
Presented by Kevin Lee
CEO of Did-it.com and founding partner of INTERACT
A look at marketing on the Internet as a component of the overall marketing plan and how marketing executives are integrating and budgeting their online internet marketing initiatives. We'll also consider the key components of an Internet marketing plan and review the proven tactics and options for implementing with a look at outsourcing versus hiring in-house.
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| 3:30 - 3:50pm |
Afternoon Refreshment Break
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| 3:50 - 4:05pm |
Sponsor Presentation:
Jack Hughes, CEO of GreyStorm
Deborah Wilson, Chairperson of GreyStorm
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| 4:05 - 5:30pm |
Pay-for-Performance Search Engines: C300 Theatre
Sponsored by Overture
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4:05 - 4:40pm:
Introduction to PPC Search Engines
Presented by Nathan Powers, Webmaster of PayPerClickSearchEngines.com
Craig Wax, Senior Marketing Director, Overture.com
The PayPerClick method of securing top search rankings is quickly becoming an industry standard. Overture (previously GoTo.com) introduced the technology, FindWhat.com quickly followed, and now there are over 200 PPC engines available in the marketplace today. Almost all major search engines participate in some kind of PayPerClick program.
4:40 - 5:30pm:
Panel Discussion on PPC Search Engines
Moderated by Lennart Svanberg
Panelists: Craig Wax, Overture.com,
Dave Rae, VP of Operations FindWhat.com
Jay Bean CEO Ah-ha.com
Brian McCarthy of Search123.com
Nathan Power of PayPerClickSearchEngines.com
John Cokos of iWeb Inc
5:30pm:
GreyStorm Wine & Cheese
Exhibit Room C100
GreyStorm is a knowledge exchange service. They have chosen the demographic of people over the age of 50 to sign on as 'GreyStorm Advisors', and to offer their knowledge to corporate and private clients as consultants. There are over 90 million people in North America alone who are over the age of 50.
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Look also at:
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*Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Please check back for updates.
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October 9th, 2009 | 
imc
