Premier Sponsors: See Program for Day1 Here Day 2 - May 22nd, 2003 8:30 am Continental Networking Breakfast   9:00 am Keynote Address The Power of eMail Marketing Bill Nussey President and CEO SilverPop eMail marketing is one of the most effective marketing tools in the digital arena. Over 90% of all Internet users have email accounts. Learn effective strategies to enhance your bottom line. Permission based marketing HTML vs. Text and other design issues Effective techniques for the deployment of email marketing programs   9:45 am Legal Issues for eMarketing Professionals Speaker:Mark Grossman, Esq. Becker & Poliakoff's Technology Law Group EComputerLaw Marketers today have a plethora of legal issues unprecedented in our profession. Copyright law, spam laws, e-contract laws, COPPA (Childhood online privacy protection act), and more. This session will help guide you through some of the pitfalls you may encounter in your marketing programs. Spam Laws Copyright Laws Fraud, COPPA and more 10:30 am BREAK - Refreshments q 11:00 am Leveraging the Internet for Lead Generation and Customer Centric Selling Speaker: Bob Rustici Managing Partner ipmconsulting.biz Using the Internet as a technology platform to deliver integrated marketing and sales messages offers the best ROI mechanism for marketing organizations. We will review how the sales and marketing process is changing how eMarketing supports a sales process. Learn how to leverage your eMarketing campaigns in conjunction with traditional marketing efforts and measure the ROI. Developing strategic and tactical ROI marketing metrics Effective eMarketing campaigns supporting the lead generation cycle Tools to help manage the integration of web leads into the sales process 11:45 am Networking Luncheon q 1:00 pm Search Engine Marketing: Balancing Your Paid and Natural Search Listings Mix For Maximum ROI. Speaker: Fredrick Marckini Founder, CEO, CTO iProspect Experts and Analysts agree -- 2003 is the year of Search Engine Marketing, the recognized #1 most effective online marketing strategy. Budgets are being shifted away from traditional media, including television and even direct mail so that more dollars can be applied to this powerful pull marketing tactic. But do you have your organization's paid and natural search engine marketing strategy mapped out? This session will get to the heart of what every online marketer must discover to achieve the perfect balance of paid (Overture/Google Adwords, etc.) and "natural" search engine optimization. You will learn: How to integrate your paid & natural search marketing campaigns Examples and models for success Fredrick Marckini's predictions about the future of Search Engine Marketing 1:45 pm Synergy Between Media Platforms: Do you have it? Speaker:Tim Sanders Chief Solutions Officer Yahoo, Inc. With just about every offline promotion containing a web address, your Internet presence is bound to enhance or degrade your offline marketing program. Integration is essential to maximizing customer relations and achieving the highest ROI form your marketing budget. Rich Media Branding Breakthroughs Innovation in Optimization Channel integration 2:30 pm BREAK - Refreshments q 3:00 pm Internet Marketing Case Histories and Best Practices Speaker: Mark Hayden Director of Marketing Communications eRealty Inc. eRealty Inc. is a full-service team of local real estate professionals that uses the latest Internet tools and technology to help its clients save time, money and effort when buying or selling a home. Like many dot-com companies of the late 1990's, eRealty launched with liberal spending in conventional media. The result: high acquisition costs, low ROI and red ink on the balance sheet. eRealty made the dramatic move to market itself exclusively online Today, it has increased qualified leads by 750% and decreased acquisition costs by 95% compared to 2000. eRealty's media mix then and now Multi-tiered acquisition costs Internet marketing and the science of success Impressions vs pay-per-click vs pay per acquisition The value of partnerships 3:45 pm Analyzing Your Competition Online Speaker: John Waddy President TraveleMarketing Competitive analysis can provide your marketing efforts with realistic benchmarks and strategies. There is a wealth of information available to gauge your position in the marketplace and identify key practices of your competitors. Using Alexa to determine your competitions traffic patterns How to use linking intelligence to determine your position in the online market Competitive intelligence and its role in eMarketing Planning 4:30 pm End of Conference - Boston, MA. 2003

See Program for Day1 Here

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