Workshop & Roundtables

Eight Steps to Building a Successful Web Marketing Department

"Traditional advertising agencies face significant difficulties. Clients are shifting business to digital shops, and consumers have turned away from media channels that built the agency industry and toward emerging Internet media. Ad agencies must build new interactive competencies quickly in order to succeed. How? They must build digital skills with a three-tiered approach of establishing digital commitment at the executive level, retraining existing staffers, and building a pipeline of future talent." – Peter Kim - Senior Analyst, Forrester Research (April, 2008)

AMR and its strategic partner, Sitewire Marketspace Solutions, will walk you through what you need to do to build or improve your Web Marketing capabilities. This Roundtable will help traditional advertising agencies, PR firms and graphic design companies build a web marketing department. You are going to learn how to build profits through additional web revenue streams.

The agenda includes these topics:

• Learn budgeting for interactive services: how to develop an interactive budgets and how to migrate advertising funds from traditional media into interactive line items
• Learn how to sell interactive services: proposing, scoping, pricing and selling interactive services to traditional advertising clients
• Review various interactive agency revenue models: learn how the various services (pay for performance, pay per lead, fixed fee, monthly retainer, etc.) are priced in an interactive practice.
• Interactive trends and technologies: Understand the trends and emerging technologies related to search engine marketing, search engine optimization, social media, Web 2.0, mobile marketing and video.
• Learn how to integrate interactive and traditional services and integrating search engine marketing into an overall media plan.
• Learn how to establish an interactive practice inside your traditional ad agency.
• Learn about how to measure interactive marketing campaign performance and ROI and which analytics tools (Web trends, Google Analytics, etc.) are needed.
• Why you don’t have to abandon strategic branding or your position as a marketing communication firm. You can use interactive strategies to support full branding for clients.
• Information on which back-office (accounting, billing, time tracking, profitability reporting, etc.) systems are necessary to run an effective interactive marketing practice.
• Tools you must have for delivering interactive services: Tools and technologies your agency should employ to successfully implement and manage interactive solutions for your clients.
• Managing human resources for interactive services: How to recruit, train and retain interactive resources
• Discussion: Outsourcing versus in-house interactive – how to evaluate a strategic interactive partner and he best ways to partner and deliver the best service to the client?

WHO SHOULD ATTEND? Company principals and key Interactive managers

TEMPE, ARIZONA (ASU CAMPUS) - SkySong Conference Center

TUITION: $995 for the first attendee, $895 for each additional attendee

AMR Network Members: $595 per person.

There’s more. Your registration includes 12 months of tele-consulting from Coaches Dave Wood and Bret Giles. In addition, for the few days you put into an Agency Management Roundtable you also gain the long-term payout of having a network of industry colleagues. Your new contacts and confidantes can help gain jump-starts and an extensive resource for obtaining information and counsel, including market- and industry-specific insights to help you earn more business, attract better staffers or get a better idea of what worked for others when faced with a new challenge.