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Beyond ROI: Getting Creative With Search - SES San Jose 2005
Conversion, conversion, conversion! Are you sick of having to always think about conversions as a search marketer? Wouldn't it be cool if you could just spend, spend, spend
and not worry about ROI?
Actually, some people are doing just that. I wrote on our SEW Blog recently about talking at a conference
where a brand marketer talked about being willing to spend tons of money without worrying about any particular conversion. Gasp, horror was the reaction from the
conversion-oriented folks in attendance.
In reality, even the brand marketer is looking for a conversion, some type of metric to show brand lift. But that's different that the typical conversion of product sales
that many search marketers focus on.
Our new Beyond ROI: Getting Creative With Search is designed to let marketers forget that direct
ROI for a bit. What fun, cool things can be done with search? Our panelists will discuss things such as tie-ins with buzz generated off of television, tapping into news
events, generating public relations impacts and making use of search to create brand lift and offline sales.
Our panelists each have 15 minutes to wow you with tales of moving beyond ROI. They are:
Come check out the stories and after the presentations, the remaining 25 minutes or so will be spent on Q&A and discussion.
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