Forrester: - Making Leaders Successful Every Day

The Essentials Of Search Engine Marketing

September 9, 2008 Cambridge, Mass. Cost: $2500

Search engine marketing will grow to $11.6 billion by 2010 — fueled primarily by search's targeted, pay-for-performance structure, which means every dollar spent can be tied to a clear return on investment. How can you make search engine marketing work for you?

This workshop will help participants build search into their overall marketing efforts. Specific exercises will help marketers learn how to make their sites highly visible across search engines; how to determine, purchase, and evaluate the right keywords for their business; and how to integrate search with other channels in their marketing mix.

This workshop will feature:

• In-depth sessions about critical topics like search engine use, keyword advertising, search engine optimization, search marketing's role in the marketing mix, and evaluating search marketing providers.
• Hands-on exercises to help participants monitor their competitors' site visibility and evaluate their paid listings.
• An interactive panel discussion with senior executives from leading search engines and search marketing providers.
• The opportunity to share, learn from, and network with other attendees and Forrester analysts.

The price for this full-day workshop is $2,500 or equivalent Service Units.

To register or for more information, please contact events@forrester.com or +1 617.613.5905.

This Workshop is relevant for attendees from both B2B and B2C companies. Appropriate attendees include:

• Marketing managers or directors who oversee the development and execution of search programs. These candidates have program-level responsibilities and may be looking for help managing search marketing programs, selecting or managing their search marketing agency, and improving search results.
• Marketing VPs who are establishing the company's overall marketing strategy and want to understand how to best leverage search as a vital piece of an integrated marketing strategy.
• Account managers or directors at marketing services firms who want to understand how to keep search marketing effective for their clients.

• Search marketing is the fastest-growing form of digital marketing.
• Consumers are using search in record numbers.
• Search provides a contextual and timely way to reach consumers at key points in the buying process.
• Search marketing is complicated and challenging to execute successfully.