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Day1 - March 9th
Day2 - March 10th

Agenda at-a-Glance




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Program - Day 1 - March 9th, 2004

These interactive sessions are packed full of the opportunity to develop critical strategic thinking and best practices and processes. These powerful and focused sessions will provide you with the tools you need meet the challenges of the new marketing arena.

Supporting Sponsors


Registration and Continental Breakfast

Conference Keynote Address

Speaker: S. Murray Gaylord
Vice President of Brand Marketing, Yahoo! Inc.

As vice president of brand marketing for Yahoo!, Mr. Gaylord continues to build the number one brand on the Internet, Yahoo!. Murray will cover the challenges and opportunities in our industry, what is hot and what is not. Consistently recognized as one of the top speakers in our field, Murray will provide a relevant and comprehensive overview of our industry.


How Spam Impacts eMail Marketing

Speaker: Felix Lin
CEO and co-founder of Qurb, Inc.

Amazon. Bank of America. E-Trade. The Gap. The Wall Street Journal. Businessweek. These and other organizations rely on e-mail for communicating with customers, through coupons, newsletters, updates, confirmations, news, special alerts, offers, and other outbound messaging. The expense of direct mail has given way to new, more cost-effective digital campaigns and CRM. Yet marketers are finding that response rates have dropped to only 1% and are left wondering has creative gotten worse or is something else at work. Although users have opted in to receive information, legitimate marketing communication is being thwarted by many of today’s anti-spam solutions. Blocking legitimate opt-in e-mail along with unwanted junk mail is a growing problem, as content filtering products trap false positives and significantly degrade the effectiveness of today’s e-mail marketing campaigns.

• Spammers vs. legitimate marketers - the battle over cost-effective communication
• Tactics to help online marketers distinguish themselves from spam
• Making anti-spam solutions work for e-marketers

Networking Break - Refreshments

New Federal Legislation - Legal Issues

Speaker: Denis Rice, Esq. - hrice.com

The Internet has created a legal maze of issues of importance to marketers. Privacy policies, spam, eCommerce all have important legal considerations. Denis will discuss some of the ways you can ensure that your site meets requirements.

• Spam laws - myth, confusion and fact
• Intellectual property - how copyrights protect your content
• Privacy policies - how to ensure that your policy is in compliance with legal protocols


Realize the Dream of One-to-One Marketing

Speaker: Kevin Dodson
Director of Solutions, SBI Razorfish Inc.

Using Analytics to Measure, Track, and Personalize the Marketing Message

• The dos and don’ts of an effective, relevant data harvesting process
• Comparison of off-the-shelf CRM solutions with customized analysis
• Building and managing the analytics cycle
• Translating deeper market insights into bottom line impact

Networking Luncheon - Sponsored by Microsoft and SBI Razorfish

Prioritizing Interactive - How to Dovetail Digital Strategies

Speaker: Susan S. Bratton
Vice President, Sales and Marketing, Mailblocks

Susan Bratton will discuss the myriad of emarketing programs/technologies available and how marketers can sort through the "opportunities" to pick a winner. You'll learn how to implement these programs to accomplish specific goals depending on whether you are focused on customer awareness, acquisition or retention. Specifically she'll help the audience determine which programs can create lift when paired with traditional programs - cross media synergy.

Some of the ideas covered will include: advertising, targeting, rich media, search optimization, email marketing, co-registration, web usability, web blogs, affiliate marketing, promotions, advertainment, viral marketing and more!

A sampling of representative case studies will illustrate these programs in a lively, open format. Attendees will take away a check list to get them started on successful interactive programs.

• How effectively prioritize media strategy to optimize results
• Customer retention and acquisition achieving a balance
• How to use rich media, and how not to use it


The Electronic Factor in Delivering Consistently Cutting-Edge Publicity Results

Speaker: Kent Kappen
Public Relations Manager, Real-Time Collaboration, Microsoft

Is PR better now with the advent of electronic message distribution?

Just about everyone agrees that the internet is making the World more productive by offering split second communications around the globe and providing endless access to information and people, but is that actually helping or hurting your organization's goal to break through all the clutter out there from other organizations fighting hard with big dollars to do the same.

Join Kent Kappen for a look at what is working out there and what is not to gain the publicity your organization needs to survive.
Learn new strategies to break through using virtual and not so virtual techniques.

Key Items of the discussion include:

• How to personally engage your media/analyst with electronic message distribution
• How to not get lost in the deluge of news stories
• How to make impact while innovating
• What works?
• The new fundamentals?
• Do customer success stories really help you gain coverage?

Networking Break - Refreshments

International eCommerce Opportunities

Speaker: Rick Szatkowski
Corporate Development, FindWhat

If your company is not engaged in international ecommerce now, there is a good chance it will be in the future. The international arena is full of opportunity for many online firms, yet few have taken advantage of it. This session will give you great advice, practices and processes for achieving a successful international program without spending a fortune on it

• How to implement international ecommerce quickly
• How to avoid the problems associated with international ecommerce
• Why international ecommerce is essential to your company


Mobile Marketing: Myth or Reality?

Speaker: Neil Versen
Director of AvantGo at iAnywhere Solutions

With the early hype that surrounded the promise of mobile marketing, some believe it’s a myth. The concept of advertising and marketing via mobile devices often leaves marketing departments scratching their heads, wondering how to best use this medium to leverage their brand. The reality: mobile marketing is one of the most powerful and proven marketing tools for building brand awareness. Organizations like Jeep, Rolling Stone, CompUSA, American Airlines and more have built mobile campaigns into their traditional outreach with solid results. This presentation will discuss the reality of mobile marketing today, how it’s evolved and where it’s headed. In addition, this session will detail how companies can leverage (and are leveraging) a captive mobile consumer audience to meet objectives. The presentation will also highlight and dispel the top five common myths about mobile marketing.

End of day 1 sessions

Welcoming Reception
Hosted by


Relax with fellow delegates, and enjoy the cocktail bar, hot and cold hors-d'oeuvres, good conversation and new friends. A breathtaking view of San Francisco will serve as the backdrop for networking with other industry leaders. Bring a lot of business cards, you'll need them.

Agenda for Day 2

  The eMarketing Association (eMA) reserves the right to make changes to the events agenda. Unforeseen circumstances may result in the substitution of a presentation, topic or speaker. The eMA reserves the right to reject or rescind any registration and return registration fees accordingly. Registrant assumes all risks incidental to participation in all event activities, including loss or damage to property. eMA's total liability shall be limited to the amount of fees received, if any, from a particular registrant. The eMA takes photos and videotapes of this event, by attending you give permission to use images taken at the conference in advertising and promotion for the eMA.