Come a day early and immerse yourself in practical, hands-on information in areas most critical to your company's success. Each of these five intensive, day-long workshops will give you in-depth information on the topic at hand. Spend five hours with Internet experts in each of these areas and walk away with a thorough understanding of the topic, and value you can take home and put to work immediately. Building an effective Web marketing strategy is your most important, fundamental task -- whether you're designing from scratch or redesigning a failed strategy. This hands-on workshop is designed to help participants develop a fast-to-market strategy for business-to-business and business-to-consumer products, services, and companies. You will be guided through a proven method to build your marketing strategy. This workshop will present you with the building blocks of Web marketing strategy. You will gain, from numerous case studies, industry examples, and exercises, the tools needed to build your company's success in a competitive market. Learn how to examine your position against your competitors', dominate a market niche, and communicate benefits and differentiators. Discover how to transition your offline brand to the Web and how to analyze your Web presence from a positioning and leadership perspective with a proven Web site audit tool. Business-to-business marketing is the fastest growing area of e-commerce. Through the use of case studies, learn what to do and what to avoid in developing a business-to-business e-commerce site. Focus on the e-commerce strategy, including bench-marking your operation, forming your customer, creating the plan and developing the transaction site. The new era of business-to-business e-commerce is dominated by the basic models of seller-controlled or forward auctions, buyer-controlled or reverse auctions, Internet exchanges with multiple buyers and sellers, and linked exchanges. Examine all of the models and understand which best applies to your organization. Delve into such sales-related issues as evaluating and selecting partners, designing the site for maximum efficiency, and how to cut costs and improve service by transferring customer service and technical support online. E-commerce companies love e-mail and for good reason. Millions of people can be reached by e-mail, the costs are amazingly low and the results are immediate. But how do you tap this marketing vehicle in a way that maximizes your results? Learn how to transform e-mail into a powerful marketing tool by creating "opt-in" e-mail lists and tracking and measuring campaign results. Understand how to target content, choose the right lists and newsgroups and motivate customers to subscribe to house lists. Determine whether you should hire outsourcers to run your e-mail campaign, keep it in-house, or take a hybrid approach. Examine how targeted e-mail campaigns can result in conversion rates four to five times higher than those of untargeted e-mail campaigns. Understand how sophisticated databases and statistical modeling are the key to targeted e-mail, when and when not to send rich media e-mail, and how to plan and execute the campaign, from conception to completion. Many e-commerce sites are throwing away significant amounts of money by investing in advertising to drive millions of customers to their sites. Why? Because once shoppers get there, poorly designed sites will cause frustrated shoppers to simply abandon their shopping carts. Designing Web sites around customer needs is crucial to the success of your site. Walk through the critical elements of an effective experience in customer-focused commerce. Discover key success factors of creating and maintaining a friendly site, from the home page straight through to the check-out. Web advertising can build an online presence quickly and cost-effectively. Used poorly, it can devour your promotion dollars in minutes. Discover the key techniques to make Web advertisement dollars deliver ROI-whether you're buying banners, sponsorships, or special vehicles like interstitials and rich media. Moreover, learn how rich media can generate a dramatically higher ROI for your advertising dollar. Since Web advertising is about understanding the appeal of the ad to your target market, establish how to evaluate the best sites for your ads. Educate yourself on advertising statistic definitions, the right statistics to trust, where the deals are, and how to reach your target demographics. Understand why customers don't click and how killer creative, careful site selection, and top-notch targeting work toward success. Discover how to gain proper placement in heavily trafficked search engines and online directories, and determine which ad serving solution is the best match for your company. Sunday, September 24, 2000 6:30 p.m. - 7:30 p.m. Call for Location - 212.790.1565 Come join your colleagues and meet new ones at a strictly networking social event.
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