Press Release

Omniture's James Encourages Search Marketers to Grab the Reins in Search Engine Strategies Chicago

"Anticipointment" results from disconnect between ad, offer

Chicago, IL - December 11, 2008 -The role of marketing quarterback is one that search marketers must grab if they are to deliver maximum results. That was a central theme of the Wednesday morning keynote at SES Chicago 2008 (https://searchenginesstrategies.com) delivered by Josh James, president and CEO of Omniture. The search marketing conference runs through December 11th at the Chicago Hilton.

In his keynote, titled Avoiding the Chasm of "Anticipointment," James explained that search marketers must work toward a personalized, relevant online experience for each visitor who clicks on an ad. "Anticipointment" results from a disconnect between what an ad appears to promise and what is subsequently offered after the click.

"It's not the data in and of itself that's interesting – it's what you do with that data," he commented. Marketers must first understand why visitors do not convert online, and then implement such improvements as customized landing pages to lead visitors down the path to conversion.

James noted that it is time for online marketers to consider the entire marketing value chain. "Search marketers have the most powerful positions in organizations right now," said James. "You need to determine how you're perceived, however." James advised attendees to become specialists in site design, brand marketing, email marketing and even in-store merchandising to elevate their roles and the value they bring to their companies.

In addition to assuming the quarterback position, search marketers should focus on improving conversion, James stressed. "Think about the conversion funnel and what you can do to fatten it at the bottom with more conversions."

More than 2,000 marketers seeking the latest insights in search engine marketing and search engine optimization are in attendance at the SES Chicago conference this week.

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About SES
Incisive Media's Search Engine Strategies is a leading global conference and training series focused on search engine optimization and search engine marketing. Other Incisive resources for interactive marketers include the ClickZ network for digital marketing news, information, commentary, advice, opinion and research and Search Engine Watch which provides news and information about search, analysis of the search engine industry and tools for improving search marketing effectiveness.

Incisive Media is a leading global provider of specialized business news and information, in print, in person and online. The company's principal markets include financial services, legal services, commercial real estate, marketing services and risk management. Incisive Media's market-leading brands include Accountancy Age, Computing, Investment Week, Legal Week, LegalTech, Post, Real Estate Forum, Risk, Search Engine Strategies and The American Lawyer. For more information, visit www.incisivemedia.com.

Editorial Contacts
Ann Shannon
PAN Communications
978-474-1900
ses@pancomm.com

Matt McGowan
Incisive Media
212-457-7794
matthew.mcgowan@incisivemedia.com