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June 17, 2008

June 18, 2008



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Keynote Presentations

Web Tools and Technologies

Web Marketing Strategies, Practices, and Standards

Workshops, Discussions and Demonstrations

Demonstration


A-Z Program Titles

Adding Dynamite to Dynamic Web Content

Best Project Management Practices in Web Content Management

Can Web 2.0 Ruin Your Online Marketing: From Ajax To Wikis - Make Sure Your Online Marketing Strategy Doesn't End Up A Dot Bomb

Content Management Meets Facebook

Core Skills for Content Administrators

Cross-Media 1:1 Marketing: Providing Personalized Content to Drive Sales

Design Is Content, Too

How Do You Grow Wiki Use?

Making 2.0 Work For You, Inside and Out

Making Web Content Agile

Maximizing the ROI from Online Marketing

More Than Just Another Pretty Face

Online Content Marketing is the Future of Media

Running an Efficient CMS Evaluation and Procurement Process: Hands-on Tips, Insider Knowledge and Advice

Search to Sale: Marketing in a 2.0 World

Size Doesn’t Matter: How to Build and Maintain Huge CMS Projects

Tales from the Dark Side: Content Management Gone Bad

The CMS Myth: Why Web Content Management Projects Fail and What You Can Do About It

The Many-Armed Starfish: Today and Tomorrow in Social Media

The New Rules of Marketing: 10 Things You Should Know

The Next Content Wave: Hypersyndication

Understanding Web Content Management Products, Marketplace, and Trends

Upload, Tag, Share, Discuss: Content Management in the Age of User Participation

Web 2.0 and Web Operations

Will Your Next Web Platform Be Free?: A Guide to the Open Source Web Content Management Landscape

Workshop - 29 Web 2.0 Tools: What They Are, How They Work

Workshop - Drive Website Traffic with Effective Keywords

Cross-Media 1:1 Marketing: Providing Personalized Content to Drive Sales

Speaker: James Michelson
Time: 11:15 AM - 12:15 PM   Date: June 17
Track: Web Marketing Strategies, Practices, and Standards

This session is designed to give those responsible for delivering and maintaining web content a look at the best approaches to create and serve relevant and personal copy to visitors derived from any advertising channel. Discover how savvy marketers are using the latest tactics to coordinate cross media campaigns, track results, and generate follow up communications without needing support across multiple departments or firms.  Real time data profiling can serve unique web content to visitors referred from static or variably printed pieces with amazing accuracy. Virtually any media (including TV, radio, billboards, magazine ads and more) can be used to drive web traffic to a site that captures both demographic and psychographic information that gets the right message, to the right customer, at the right time.

The topics to be covered in this session include:
Comparing traditional shotgun marketing (web, print, etc) to highly targeted methods

  • Developing world class 1:1 marketing campaigns in virtually any media without busting the budget
  • Understanding the various methods for generating personalized content including purls and real time profiling
  • Creating highly targeted marketing campaigns using integrated micro-sites and personalized url (purl) landing pages
  • Segmenting prospects and conducting real time personalization to serve web visitors specific content regardless of their entry point
  • Providing personalized and highly relevant content from database analysis, web content, list & market procurement, and list & market analytics
  • Improving response rates by capturing “soft responses”
  • Decreasing cost per response by coordinating media messages
  • Collecting and comparing metrics across all media
  • Implementing automated follow up and fulfillment processes
  • Winning new clients by combining media outlets without investing in new lines of business