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Campaign: Digital marketing Summit
2005 - Book your place now! Generating hard-hitting
and integrated marketing campaigns through the creative
use of digital media. With speakers from MSN, Google, Levi's,
Fiat Auto, IAB, O2, Coors Brewers, Sony Ericcson, Domino's
Pizza, ITV and House of Fraser. Plus special hands-on workshop
featuring world leading search marketing expert,
MIKE GREHAN. Click
here for more details.
Intro by Mike Grehan - May 2005
Hi, and welcome to this special one-off edition. It's not
often I do this, but there's a new book I've just finished
reading and I simply had to make you aware of it.
I've just returned from a very long (five week) stint in
the States where I was based at my new HQ in Raleigh, North
Carolina, home of Smart Interactive's parent company, Websourced,
Inc.
I certainly did some state hopping: North Carolina; Texas;
California; Missouri and even a quick trip up to Toronto in
Canada.
Amongst the many plane rides I had, I was engrossed in a
new book by my dear friends Bryan and Jeffrey Eisenberg. Most
people in the SEM industry will know those names and their
company, FutureNow Inc. But for those who are new to the business,
then this book is a very timely introduction.
Call to Action - Secret Formulas to Improve Online Results,
is a must-read for anyone in the industry looking for tactics,
techniques and methods to improve ROI.
I've read just about everything that Bryan and Jeffrey have
written, and in my opinion, nobody understands the art and
science of converting browsers to buyers, more than these
guys.
The book is packed full of articles written for their own
GrokDotCom newsletter and ClickZ as well as materials from
their seminar and training sessions.
Discover what "persuasion architecture" is all
about, find out how to create web sites using "personas",
as well as gleaning tons of information on writing for visitors
as well as search engines and how to monitor and increase
ROI.
Whether you're a designer, developer, marketer or analyser,
this book is for you: guaranteed!
And just to whet your appetite, I'm delighted to be able
to bring an exclusive article, purely for this issue, written
by co-author (and e-marketing-news contributor) Jeffrey Eisenberg.
So prepare yourself, as Jeffrey takes us Beyond Conversion.
So, where have I been since the last issue? Let's have a
quick catch-up. I headed off to the States directly after
SES, Munich. The German show is smaller than the American
shows, which means it's a little more intimate. Thanks to
Matthew Finlay, conference chair, for inviting me, considering
I can hardly speak enough German to get directions to the
men's room. And a special thanks to leading search engine
marketer Thomas Bindl, for treating myself, Danny Sullivan
and a cosy little crowd to dinner at a superb, traditional
restaurant in downtown Munich.
San Francisco is, without doubt, one of my favourite cities
in America. And it was absolutely buzzing when I was there
a few weeks back for Ad:Tech. With a crowd of over 6,500,
you can imagine just how busy the conference was. I moderated
a session called: Search's Future in Interactive, with an
all star line-up of Safa Rastchy from analysts Piper Jaffray;
Harrison Magun from Avenue A/Razorfish and Kevin Ryan, representing
his new consultancy, Kinetic Media Results.
A big thank you goes to my buddy, colleague and industry
leading blogger, Andy Beal, for organising a splendid dinner
event at McCormick & Kuletos, one of my favorite restaurants
in San Francisco. (Sorry you had to hear my stolen credit
story a zillion times, Andy!)
And it was just last week I donned the moderator suit again,
for one of my sessions at SES Toronto. This year's show was
yet another major success for conference chair, Chris Sherman.
Here comes another huge thank you, this time to good friend
and Google AdWords doyen, Andrew Goodman, for arranging dinner
with an all star cast at Toronto's excellent restaurant Gammelle.
The amount of travelling I do certainly puts a lot of strain
on me, but the wonderful dinners I'm always kindly invited
to makes up for a lot. (And also adds to my rapidly increasing
waistline!)
On the subject of travelling, I was unable to get back home
to take my wife away for the long holiday weekend in the UK
which I'd promised to do. So, the only alternative was for
her to fly to the States and spend the weekend with me there.
This was wonderful as it was her first trip to America. As
a special little treat, I arranged to fly up to Washington
DC (it's only a short hop from Raleigh in NC) and managed
to get some wonderful shots of the Whitehouse. With my wife
being Russian, it's a cool contrast to have shots of us both
outside of the Whitehouse and also shots of us outside the
Kremlin, in Red Square.
I never go anywhere without my trusty little Pentax Optio,
so here's a couple of very contrasting sample shots. The seat
of power in America and the seat of power in Russia.
That's it, I'm back with Christine and another blockbuster
issue...
Whenever Christine has it ready!
Cheers!
Mike.
Campaign: Digital marketing Summit
2005 - Book your place now! Generating hard-hitting
and integrated marketing campaigns through the creative
use of digital media. With speakers from MSN, Google, Levi's,
Fiat Auto, IAB, O2, Coors Brewers, Sony Ericcson, Domino's
Pizza, ITV and House of Fraser. Plus special hands-on workshop
featuring world leading search marketing expert,
MIKE GREHAN. Click
here for more details.
© Mike Grehan.
Editor: Mike Grehan. Search engine marketing consultant,
speaker and author. http://www.search-engine-book.co.uk
Associate Editor: Christine Churchill. KeyRelevance.com
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