a4uexpo, conference agenda | 19th October 2011

08:00–14:00 Register

Registration

Please bring along your printed invoice and scan your personal barcode at the registration terminals to pick up your badge.

09:30–10:30 Sandringham Suite

Search Optimisation Q&A with David Naylor

Advanced Publishers A4US7

David Naylor, Bronco

The beast is unleashed as David roams the stage and floor answering your SEO questions. Sure to be entertaining, sure to enlighten and sure to provide you with actionable insights to improve your Google rank.

09:30–10:30 Balmoral Suite

Balancing Brand vs Sales : Getting the Most from Fashion Publishers

Intermediate Agencies Advertisers Networks A4UB7

How does a fashion brand effectively use Affiliate Marketing and what are the basic considerations? Fashion brands spend vast amounts of time, resource, and budget positioning themselves and their products in a crowded marketplace.

From the outset, fashion merchants must strike a balance between retaining control of communications to consumers, and ensuring the right type of affiliates stay on board and on message to progress the brand and maximise sales: These points and more will be covered in a panel discussion, including industry experts who balance brand vs sales - with style – everyday.

09:30–10:30 Expo Theatre

Stepping up the Game for Lead Generation & 20 Top Tips

Intermediate Publishers Agencies Advertisers Networks A4UT7

It’s clear that the digital revolution has removed the limitations and complexities around all online channel, including lead generation and ultimately, has increased opportunities for conversions. Yet, are lead generation providers really grabbing hold of all the digital channel has to offer? Current technology and routes to market enables brands to go beyond SEM and generic lead lists and move toward targeted customer acquisition tactics.

This panel of highly experienced performance and lead generation experts will discuss for the first 40 minutes what opportunities there are and how lead generation needs to start stepping up its game if it’s to start getting bigger budgets before opening up to the floor to field questions. Finally, in the last 10 minutes, we’ll share with you the top 20 tips to a successful lead generation campaign in 10 minutes....get those pens ready!

We have Merchant, Agency, Publisher, Lead Exchange and Performance Marketing opinions all on one panel, not to be missed.

10:30–11:00 Session break

Coffee Break

Refreshments served within the expo hall catering zones.

11:00–11:45 Sandringham Suite

Internet Sleuthing: Gathering the Intelligence Required to Beat the Competition

Advanced Publishers Advertisers A4US8

Knowing your competitors’ plans and their areas of past success are essential insights for any brand, affiliate, or webmaster. Identifying how to compete in the SERPs for a given product or vertical is essential and while no two are identical having the right tools can help ensure success irrespective of the competitive landscape.

As such, we will provide the industrial grade tools and techniques required for finding what will work in your particular niche. This panel is dedicated to exploring the latest and greatest in techniques for finding out valuable competitor insights and learning the things that your competitors don’t want you to know. The final step will be to take webmasters through how to ensure their data is well protected and how to throw competitors off the scent.

11:00–11:45 Balmoral Suite

The Future of Shopping: How Performance Marketing Fits

Intermediate Publishers Agencies Advertisers Networks A4UB8

Join our panel as we discuss how Performance Marketing fits into the future trends in shopping and lead generation. Amongst other topics our panel will cover on-to-offline marketing, social gaming, mobile applications, m-commerce and virtual currency as ‘real’ currency.

Discover how within these trends we can track performance and capitalise with our own activity.

11:00–11:45 Expo Theatre

Integrating Affiliates

Advanced Agencies Advertisers #A4UT8

In a competitive market place, an innovative approach to advertising is essential for any ad push to succeed; consumers are increasingly ad-savvy and in the current economic climate any advertising spend needs to deliver.

So, how can an affiliate programme support a campaign? And what is needed to ensure that your affiliates are complementing your campaign activity? Join Florian Gramshammer, country manager Commission Junction UK and Andrew Firmin, affiliates manager, ecommerce for Argos.co.uk who will explain how and talk you through the programme and case study.

11:45–12:00 Session break

Session Break

Session break.

12:00–13:00 Sandringham Suite

Demystifying Mobile

Intermediate Publishers Agencies Advertisers Networks A4US9

Stephany van Willigenburg, Google UK

Join Google as they share Insights on trends, drivers and research for Mobile, as well as best practice tips to target mobile devices within search and performance marketing.

12:00–13:00 Balmoral Suite

Google Signals : What Matters for Affiliates?

Advanced Publishers Agencies Advertisers Networks A4UB9

Are affiliates losing the battle with Google? How can we protect ourselves from future Panda style updates? How important are Social Signals? – It’s time to quiz some SEO experts on this and more in a heated and lively debate that’s sure to entertain and as always provide golden nuggets to take away and implement into your SEO strategy.

12:00–13:00 Expo Theatre

The Platform Enigma

Intermediate Agencies Advertisers A4UT9

Starting or re-launching an affiliate programme can be a minefield of options and ultimately decisions. Let’s look at the options; Network exclusivity, dual network approaches, agency led white labels, taking the crème in-house, outsourced software, agency managed, leaving the long-tail with a network, or building a bespoke, fully fledged in-house solution?

That’s quite a list! - Join our panel as we share experiences, thoughts and results from advertisers who have taken alternate roads.

Discover the pro’s and con’s, the implications with regards to tracking, support, product level marketing, payments and account management.

You’ll leave this session (hopefully) a little less bewildered about the options available to you as an advertiser and critically understand the affiliate mindset with each option and the positive or negative impact to the bottom line when viewed holistically.

13:00–14:30 Session break

Hot Lunch

Hot lunch served within the cartering zones in the expo hall.

13:30–14:15

Research Report : It’s all in the Data

Intermediate Publishers Agencies Advertisers Networks Others A4UTL2

Join Linus Gregoriadis and Chris Johnson as they dissect and analyse along with a panel of leading industry figures the results of this year’s joint research on the affiliate landscape by A4U and econsultancy.

Learn what the findings mean for the industry, your affiliate programme or your business as a Publisher, Network or Agency. Walk away with data and ideas that will optimise your strategy over the coming 12 months.

14:00–16:00

+ Performance Marketing Health Clinics

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Experts will be on hand to offer 1-2-1 advice and live site analysis for your business. Clinic access is included with your pass and contains experts from a variety of fields including SEO, Attribution, Email Marketing, Fraud & Programme Compliance, Conversion Optimisation and Online PR.

14:30–15:30 Sandringham Suite

Data and Creativity: Where Does The Value Lie?

Advanced Publishers Agencies Advertisers Networks A4US10

How can advertisers capitalise on real-time response to consumer behaviour for driving sales and increasing life-time value? What is the value in marketing to site visitors and how do choose the right cost and attribution models?

This presentation will be followed by a panel discussion on retargeting within performance marketing.

14:30–15:30 Balmoral Suite

Creative SEO : Content, Links & Technology

Advanced Publishers Advertisers A4UB10

Martin MacDonald, OMD

With his upbeat, advanced and engaging presenting style Martin will expose creative ideas that can be implemented on any website and in any vertical.

Learn how to build links in the tens of millions and content in the hundreds of thousands of unique pages by leveraging new technologies and incentivising users; all with that crucial aim - to beat your competitors in organic search.

14:30–15:30 Live Theatre

The Insider’s Guide To User Generated Content

Intermediate Publishers Agencies Networks A4UT10

Richard Falconer, bigmouthmedia

How can you best leverage user generated content? In this entertaining talk, Richard Falconer draws on his experience working with leading user generated solution providers BazaarVoice, as well as household names such as Boots, Tesco, Play.com and Skype, to provide the inside track on how to use user generated content effectively for SEO and conversions.

The session will include little known facts about how user generated content affects search results, as well as previously unpublished data and recommendations about how it impacts the way users interact with a site. Case studies from major brands will also back up the presentation.

15:30–16:00 Session break

Coffee Break

Refreshmens served within the expo hall.

16:00–17:00 Sandringham Suite

The Digital Mix and the Point of Diminishing Return

Advanced Publishers Agencies Advertisers Networks A4US11

David McDermott, 7thingsmedia

"Data is the new oil." Comprehensive analysis of all the digital marketing channels and honing in on their respective points of diminishing return, with a focus on the performance channels. Whilst the debate of multi-attribution continues to make headlines, brands need to understand the trading metrics to continually, and successfully, acquire new customers. Within a tough economic climate, and with every pound of a marketing budget being scrutinised, the question of where to invest and what is the most efficient channel are posed within a brands marketing strategy.

This session, using live client data, looks at the most common online paid media channels over time to assess the point of diminishing return.

16:00–17:00 Balmoral Suite

The Agency Head Grill

Intermediate Publishers Agencies Advertisers Networks A4UB11

Agencies are incredibly influential within the relationship and can either wither a programme into inefficiency or in most cases catapult it into the forefront of publisher's minds and business models.

Join our panel of senior Agency Heads and an influential Publisher as we discuss trends, opportunities and strategies to best utilise agencies expertise as an advertiser or publisher.

16:00–17:00 Expo Theatre

The Power of Customer Loyalty in Performance Marketing

Intermediate Publishers Agencies Advertisers Networks A4UT11

Anthony Quinn, LinkShare

We all know that customers are loyal to brands, but do advertisers know enough about the scale of consumer loyalty to publishers as these websites grow to become brands in their own right?

Loyalty allows a brand to engage with their existing customers and manage effective partnerships to drive new customer acquisition.

This session looks at the power of loyalty in performance marketing and whether this channel is really being understood enough to then be optimised.

17:00–17:15 Session break

Session Break

Session break.

17:15–18:15 Sandringham Suite

New Ways to Drive Revenue from PPC

Intermediate Publishers Agencies Advertisers Networks A4US12

Sri Sharma, Net Media Planet

Discover new strategies on driving performance from video and mobile search.

Join Sri as he unleashes Net Media Planet’s approach to YouTube advertising that lead to the A4U Innovation Award for Paid Search in 2011.

Take away ideas and tips on how to grow your results and open up your PPC advertising to grow your reach and reduce your reliance on Adwords. Ultimately growing your results both in the UK and Internationally.

17:15–18:15 Balmoral Suite

Insider Secrets of Outsourcing Success

Intermediate Publishers Agencies A4UB12

Outsourcing can be your 'secret weapon' to scale your affiliate marketing business - but everybody has heard the horror stories about broken promises & poor quality work. Our two speakers offer actionable tips and advice on how to achieve results when outsourcing.