BETHESDA, MD --
One of marketing’s most underutilized tools – eMarketing –will take center stage at this year’s Aftermarket eForum conference. The 2006 Aftermarket eForum will be held July 17-19, at the Hyatt Regency O’Hare in Chicago.
According to the moderator of the eMarketing track session, Dan Jondron, president of Advanced Digital Strategies, “eMarketing is an area of
marketing that most companies have underutilized.” As a result, Jondron says “these companies have a substantial opportunity to increase ROI with relatively little effort and cost. Every dollar and every click can be tracked for on-the-fly optimization
and proof of concept.”
Jondron estimates that only 5 to 6 percent of the companies in
the aftermarket are fully utilizing the benefits of eMarketing. The
eMarketing Track will include four breakout sessions, including:
optimizing your website to achieve results, efficient use of pay per
click advertising, effective website traffic building and email marketing.
Jondron says initial eMarketing covers these four topics. “From
my experience and from the experience of other eMarketers that I work
with, including folks from Google and Yahoo, it is clear that these four
steps provide extremely high ROI with traffic increases and increased
conversion of hundreds of percentage points over a relatively short time
from of 12 to 24 months.”
Jondron says in the eMarketing world conversion is defined as
“getting a website user to complete a specified task that the website
owner considers a ‘win’.” He says conversion can have different outcomes
whether it is a business-to-business website or a consumer focused one.
For example, Jondron explains, a conversion for a retailer might
be an outright sale of a product or service. For a manufacturer, a
conversion might be a request to become a dealer or a look up of a local
retailer or installer.
Kicking off the eMarketing track will be Luanne Brown, eTool
Developers, who will share the keys for success to make sure your
website is ready and open for business. Brown points out that although
an aftermarket company will spend many hours developing other marketing
efforts, the website is often the poor stepchild, developed by junior
marketing people or even IT staff, and then management wonders why it
isn’t effective.
Following Brown’s presentation, Lon Bollenbacher, Yahoo! Search
Marketing, will provide attendees with a step-by-step formula for
implementing and managing a successful pay per click campaign.
Bollenbacher is a former employee of Ford.
The topic of search engine optimization and website traffic
building will be addressed by Jondron. His session will include a simple
spreadsheet tool that allows eMarketers to identify important,
frequently used search terms, information about how to include these
terms in their search engine optimization and pay per click efforts, and
how to measure their ongoing success and ROI.
Finally, Tom Moore of Digital Performance, Inc. will help
attendees understand how companies can experience a very high rate of
return from the proper utilization of email marketing.
Jondron says those who attend the eMarketing track will walk
away with plenty of handouts, resources and ‘take home and use it’
information to achieve success.
Early bird registration for eForum closes on Friday, June 16. The early-bird registration fee for AAIA, AIA of Canada, AWDA, MEMA, and SEMA members is $695 and $895 for non-member firms.
Visit www.aftermarketeforum.com to download a registration form or
brochure on the 2006 Aftermarket eForum, or contact AAIA at
301-654-6664, e-mail eforum@aftermarket.org .
The 2006 Aftermarket eForum is sponsored by Activant Solutions, Autologue, IBM and Pricedex Software.
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