Holiday Inn Syracuse-Liverpool-Exit 37, Liverpool, NY
A full-day immersion in digital marketing 2017, kicked off with a Google keynote speaker. Two tracks – for the marketing newbie and for the savvy digital marketer today. What’s new in video, content marketing, social, SEM and SEO. Deep dives in research and data, recruitment and Google Analytics.
Keynote speaker Matt Targett from Google
8:30 - 9:15 a.m. Coffee & networking
9:15 a.m. Keynote address by Matt Targett, Google
10:00 a.m. Programming
12:00 Lunch (included with admission)
1:00-3:15 p.m. Programming
3:15-4:15 p.m. Panel Discussion and Questions
For a pdf overview, click below:
USING MARKET RESEARCH TO INFLUENCE YOUR MARKETING PLANS
Only 50 percent of marketers today state that they routinely apply data and research to engage their audience through their marketing plans. Why is data and research so important to a marketer today when planning their companies go to market strategy? Everyone talks about data and research, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims that they are doing it. Learn the importance of sourcing data and market research prior to building your marketing plans and how to align that information to influence your marketing strategy to better engage and grow your audience.
SEO FOR BEGINNERS
New to Search Engine Marketing? Here’s an overview that will take you through the basics of how search engines work, why SEM is necessary, best practices, and how to measure your success.
ADVANCED SEO PRACTICES
This session will cover online and offline tips and techniques; the art of SEO in your DMA in the USA and beyond.
Learn the basic concepts, terminology, and strategies behind effective SEM campaigns. How does Google decide IF and WHEN to show your ad? How should we utilize extensions available in ads? What is this about “expanded text ads” we keep hearing about? How are campaigns budgeted, and what are some wise strategies for pacing my campaign?
Let’s dig deeper into SEM campaign building and optimization. We’ll look behind the curtains into live SEM campaigns and discuss budgets and budget preferences, pacing strategies, building separate campaigns vs segmenting single campaigns. We’ll discuss the components and importance of quality scores, bid caps, and impression share. How do we come up with keywords? Concepts like branded terms, competitive terms, and match types will be explored.
Employers spend nearly $4 billion on job advertising nationally each year; this represents approximately 33% of a company’s recruitment budget.* This session shares strategies to ensure that ineffective ad buying does not waste your recruiting dollars. Employers walk away knowing how to:
• Define and set an apply goal for each open job.
• Monitor the jobs that have enough applicants or those jobs do not have enough applicants, and adjust your strategy accordingly.
• Improve your posting description and apply process to decrease applicant drop off.
• Measure the performance of job advertising sources against the same benchmarks and metrics.
* Gavan Blau, “IBISWorld Industry Report OD4590: Online Recruitment Sites in the US,” https://www.ibisworld.com/industry/online-recruitment-sites.html, (February 2016).
PAID SOCIAL MEDIA
Review best practices to increase traffic to your website, how to combine SEO and social media for a total package.
GOOGLE ANALYTICS 101 – What you can Learn About your Website for Free
A session for people looking to become more familiar with Google Analytics. You have so much information about your website at your fingertips. At no cost, you can research all this and more:
• Which of your marketing initiatives are most effective
• Learn about your website traffic patterns/trends
• Know where your website visitors come from and what do they do on your site
• Find where people leave your site
• Discover what search terms people use to find your site
GOOGLE ANALYTICS 201 – Use Data to Determine What Marketing Initiatives Are Working Best for You
A session for people familiar with Google Analytics and want to take it to the next level. You will learn:
• The four goals available in Google Analytics: Destination, Duration, Pages/Screens and Event
• What those goals are and how – and why – you should use them:
• How to set up and access those goals
• Multi-channel and assisted channel conversions
• Conversion goal reporting
All this analysis leads to one thing: Determining which of your marketing initiatives are the most effective to build your business.
CONTENT MARKETING & SPONSORED CONTENT: A Recipe for Attracting and Acquiring the Audiences You Crave
This session will look at 5 key ingredients that boost audience acquisition and engagement and the role sponsored content plays.
EMAIL MARKETING: Building & Maintaining an Email List that Works for You!
Join us for a look at successful and creative strategies to build and maintain an email list to generate sales and retain customers.
VIDEO and MOBILE
It’s no secret that the internet has shifted the information advantage from sellers to buyers. More than ever, consumers are turning to their smartphones at all stages of the path to purchase whether at home, work or while in the store. Our phones are our “go-to” device to ensure we’re getting a good deal. Video is the “go-to” source leading our information consumption! From virtual tours, to consumer reviews, to how to videos, we can’t get enough and it is changing how marketers need to approach their advertising strategy. Join us to learn winning mobile and video strategies throughout the path to purchase across devices and platforms from awareness to consideration and intent. Here’s what you’ll learn:
• Video and Mobile - Trends, Platforms & Best Practices
• Location-aware mobile acquisition and conquest strategies
• Mobile video delivery strategies
Matt Targett is a Strategic Partner Manager with Google Marketing Solutions, where he oversees Google's relationships with Premier Partners. Prior to joining Google, Matt previously held roles in New York City startups and worked at Swisse Wellness in Australia. Matt was a member of the Australian National Swimming team where he medaled at the Beijing and London Olympics. Matt graduated from Auburn's Raymond J. Harbert College of Business. He is currently based in New York City.
Joe Altomonte is Senior Training Manager for Advance Local. A dynamic speaker, and an authority on comprehensive marketing strategies, audience targeting solutions, and search engine marketing, Joe works with advertising executives to help businesses across the country develop effective, measurable marketing campaigns. As a coach and trainer, Joe distills complicated media concepts into simple, actionable steps to help advertisers grow their business and compete effectively in today’s challenging environment.
John Carcutt is a recognized industry thought leader with 15+ years of expertise in search engine optimization. He is a regular speaker and teacher at the top national SEO and Social Media marketing conferences including SES, SMX, PubCon, and is a published author on the topic of SEO in iMedia, Search Engine Journal, and WebProNews.
Kelley Hazel is the Senior Manager for Advance Local Mobile, Video and Display. Kelley Hazel is the ambassador for mobile and video strategies for to our 12 local media groups. Kelley is passionate about working with sales teams and clients to create the most effective multi-platform campaigns that connect message and audience across all devices to meet client KPI’s and deliver measurable results. Before joining Advance Local, Kelley was a top-seller for cleveland.com in her role as a Senior Sales Executive. She started her career in digital sales as Senior Account Executive in the early days of AOL, and holds a bachelor’s degree in Public Relations from Texas Tech University.
Jeff Illes With a diverse media background working with marketers and writers, Jeff was one of the pioneers in creating the use of exclusive content to attract consumer audiences in the Philadelphia area. As Advance Digital’s lead trainer for online Targeted Email Opportunities, Business Directories, Mobile Marketing, Video, Content Marketing and other topics he travels extensively working with media consultants and managers to help businesses reach their target audiences and achieve their marketing objectives.
Lily Kirov is a“digital evangelist”who has worked in the digital marketing arena more than eight years. Her passion for digital comes from her belief that, with the variety of digital solutions, this is the one marketing channel that can serve well any client, no matter their size; help accomplish any business goals; and connect business and customers, near and far. What Lily enjoys most is applying her expertise in designing comprehensive all-around digital marketing strategies centered on her clients’ business KPIs (Key Performance Indicators) that provide measureable results.
Jason Plavic is a digital marketing expert with more than 10 years of experience managing, consulting and implementing comprehensive marketing strategies to champion multi-channel growth for B2B and B2C companies. His digital marketing experience ranges from helping local businesses all the way to the largest Fortune 500 companies. Jason currently oversees an SEO and SMO account management team for Advance Local and has a passion for educating fellow marketers to help evolve their marketing strategies.
Lynn Puryear is the Careers Category Director at Advance Digital. Responsible for the strategic direction of the Careers Channel. Areas of focus include: brand development, traffic growth, job seekers & employers experience and advertising revenue.
Matt Bonofiglio is Director of Sales - SEO and Social Media at Advance Local. He works with closely with sales and management experts at the Advance Local properties to drive sales and revenue within the SEO and Social Media verticals. He also works with Advance strategy and fulfillment teams to improve the performance and efficiency of existing product sets, in turn increasing profit margins.
441 Electronics Parkway
Liverpool, NY, 13088
Mar 23, 2017 from 8:30 am to 4:30 pm