Talkin' Bout My Integration

Hope y'all don't f-f-f-ade away and dig all the things that I will s-s-s-ay.
Not gonna start a big s-s-s-ensation. Just gonna talk about my i-i-i-ntegration...

Search Insider Summit Park City
Fri. 12/5
11:15 - 11:45

Panel: Silo Smashing -- Putting Search at the Center of Your Marketing Mix

We tend to think of search as a channel, but in actual fact, it’s a connector. Search tends to act as the link between offline promotion and online research. While most other marketing tactics are channels, search is a verb that connects a lot of dots online. In this panel, we look at what it takes to move search to the center of your strategy, leveraging it’s full effectiveness. Not only does search-centricity require changes in your approach to marketing, it also requires a new organizational marketing map. Moderator Jenn Mathews and her panel look at how to move Search front and center.

Moderator: Jenn Mathews, Online Marketer & Former Senior Director of Marketing for Smartsheet.com
John Tawardros, Chief Operating Officer, iProspect
Aaron Goldman. VP, Client Strategy & Development, Resolution Media
Janel Landis, Sr. Director of Search Strategy and Development, Send Tec Inc.

Search Engine Strategies Chicago
Mon. 12/8
1:45 - 2:45

Orion Panel:The State of Integration

Search does not exist in a vacuum. In fact, research shows that offline channels drive users to search to the tune of 67%. Obviously search marketers have a huge opportunity to leverage offline channels to drive search. But are search marketers finally catching on? Are they even aware of the relationship between other marketing channels and their own? Are they actually coordinating or integrating their search efforts with their other channels, and if so, which ones? For that matter, what integration techniques are they using? And more importantly, if they aren't integrating, why not? This panel will discuss new research published in August, the results of a study that was designed to get to the bottom of whether search marketers are actually "walking the talk", or whether integration is nothing more than sage advice. This session will cover the extent to which search efforts are integrated with a variety of offline marketing channels; the big disconnect between search marketer strategy and search user behavior, the specific search marketing and integration techniques in use today, and obstacles to the integration process.

Moderators:Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing
Andrew Goodman, Principal, Page Zero Media

Speakers:Robert Murray, President, iProspect
Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media
Josh Todd, Director of Acquisition Marketing, Constant Contact
Gregg Stewart, Senior Vice President, Interactive, TMP Directional Marketing