Integrating Search Within the Overall Marketing Mix: Best Practices

In January and February 2010, executives from iProspect and Google partnered on a series of live events around the country, focusing on the need for organizations to integrate search marketing campaigns with other marketing channels.

Whether it’s offline channels such as TV, print, direct mail, etc., that generate demand and cause prospective customers to perform online searches – or online demand-generation channels such as email or display advertising that lead to offline buying, research has shown the need to coordinate these efforts with search marketing campaigns in order to maximize the effectiveness of all the channels involved.

In this webcast – which follows a Q+A format – representatives from Google and from iProspect will share lessons learned from these live events and boil them down to key examples and best practices for integrating search with other online and offline channels, as well as for integrating paid and organic search efforts with each other. More info below…

Speakers: Bill Muller, CMO, iProspect
Andrew Wheeler, Managing Director, iProspect Chicago
Kristen Cho, Client Services Manager, iProspect
John Shea, Account Manager, National Agency Team, Google
Rob Goulding, Head of Channel Advertising, Google

Webcast date: April 15, 2010

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Webcast Details

You’ll learn best practices for:

• Integrating search marketing with offline channels
• Integrating search marketing with online display advertising
• Integrating paid and organic search marketing

Plus… the latest on programs, features, and functionalities Google has for integrating search with other channels.

Bill Muller is Chief Marketing Officer at iProspect. He is responsible for creating the strategy and overseeing the implementation of all marketing, public relations and sales support initiatives for the company. He has nearly 30 years of marketing management experience, including: online, database and event marketing; field sales support; and lead generation. Muller joined iProspect in 2002.

Andrew Wheeler is Managing Director for iProspect’s Chicago office, overseeing all Midwest operations. This includes developing and deploying exceptional strategies, training client services teams, and delivering superior results for clients in the region. In addition, Wheeler ensures client teams are strategically driven, accounts are proactively managed, and that search campaigns are successfully integrated with clients’ other marketing initiatives.

Kristen Cho is a Client Services Manager at iProspect, where she oversees strategy and manages pay-per-click, search engine optimization, and shopping feed programs for a variety of Internet Retailer Top 500 clients. She focuses on strategies to better integrate her clients’ paid and organic search efforts while increasing revenue and improving ROI.

Rob Goulding is responsible for Google’s Channel Solutions Team, which focuses on helping clients measure the offline impact of their online advertising, as well as developing tools and strategies that allow channel partners to use co-op funds more effectively. He has held several leadership positions within Google over the last 4 years, and has worked on all of the companies advertising platforms. Prior to joining Google, Rob built his media career at Reed Business Information, serving in several executive positions across the RBI’s technology, construction, and media and entertainment divisions.

John Shea joined Google in early 2007 to help launch the AdWords division of Google’s Boston office. Over the past two years, he has helped grow Google’s Boston sales presence to nearly 100 reps (and growing). In his time at Google, he has helped Financial Services companies on SEM strategy, advised Google’s Social Media and Search Query Management Teams, and helped launch the East coast arm of Google’s National Agency Team. Prior to Google, he worked as a Financial Data Analyst.

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