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:

• Stephen Anderson of MSHC/Rock Coast Media
• Cam Balzer of Performics
• James Colborn of Inceptor
• Anne Frisbie of Yahoo Search Marketing

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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