Register today – advancemediany.com/events

March 23, 2017 Holiday Inn Liverpool 8:30 a.m. - 4:30 p.m.A full-day session focusing on digital marketing trends, presented by national experts, with a live keynote address and Q&A from Google. There are options for those new to digital marketing – and for those who need a deeper dive in the digital world. Choose four topics (two in the morning and two in the afternoon) from twelve options.

Who should attend? Marketing professionals, anyone who markets a company or service, anyone interested in digital marketing or look-ing for a career change.

$129 includes four workshop sessions with digital marketing experts, light breakfast, lunch, coffee and snacks.

Keynote PresentationMatt TargettStrategic Partner Manager

#DIGITAL2017

DIGITAL MARKETING 2017

Matt Targett is a Strategic Partner Manager with Google Marketing Solutions, where he oversees Google’s relationships with Premier Partners. Prior to joining Google, Matt previously held roles in New York City startups and worked at Swisse Wellness in Australia. Matt was a member of the Australian National Swimming team where he medaled at the Beijing and London Olympics. Matt graduated from Auburn’s Raymond J. Harbert College of Business. He is currently based in New York City.

Advance Media New York is one of Upstate New York’s fastest-growing companies. Syracuse Media Group is now Advance Media New York. The name reflects its world-class marketing solutions, rich storytelling capabilities and reach across Upstate New York and beyond. For more information about Advance Media New York visit www.AdvanceMediaNY.com

John CarcuttDirector of SEO & Social Media

Lily KirovDirector of Digital Strategy

Jeff IllesSenior Training Manager

Kelley HazelSr. Manager Mobile, Video and Display

Joe AltomonteSenior Training Manager

Lynn PuryearCareers Category Director

Matthew BonofiglioDirector of Sales SEO and Social Media

Jason PlavicSenior Account Manager of SEO & Social Media

PRESENTERS

Please see reverse for brief synopsis of sessions.

USING MARKET RESEARCH TO INFLUENCE YOUR MARKETING PLANS Jason PlavicOnly 50 percent of marketers today state that they routinely apply data and research to engage their audience through their marketing plans. Why is data and research so important to a marketer today when planning their companies go to market strategy? Everyone talks about data and research, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims that they are doing it. Learn the importance of sourcing data and market research prior to building your marketing plans and how to align that information to influence your marketing strategy to better engage and grow your audience.

SEO FOR BEGINNERS John CarcuttNew to Search Engine Marketing? Here’s an overview that will take you through the basics of how search engines work, why SEM is necessary, best practices, and how to measure your success.

ADVANCED SEO PRACTICES John CarcuttThis session will cover online and offline tips and techniques; the art of SEO in your DMA in the USA and beyond.

SEM 101 Joe AltomonteLearn the basic concepts, terminology, and strategies behind effective SEM campaigns. How does Google decide IF and WHEN to show your ad? How should we utilize extensions available in ads? What is this about “expanded text ads” we keep hearing about? How are campaigns budgeted, and what are some wise strategies for pacing my campaign?

SEM 201Joe AltomonteLet’s dig deeper into SEM campaign building and optimization. We’ll look behind the curtains into live SEM campaigns and discuss budgets and budget preferences, pacing strategies, building separate campaigns vs segmenting single campaigns. We’ll discuss the components and importance of quality scores, bid caps, and impression share. How do we come up with keywords? Concepts like branded terms, competitive terms, and match types will be explored.

RECRUITING Lynn PuryearEmployers spend nearly $4 billion on job advertising nationally each year; this represents approximately 33% of a company’s recruitment budget.* This session shares strategies to ensure that ineffective ad buying does not waste your recruiting dollars. Employers walk away knowing how to:• Define and set an apply goal for each open job.• Monitor the jobs that have enough applicants or those jobs do not

have enough applicants, and adjust your strategy accordingly.• Improve your posting description and apply process to decrease

applicant drop off.• Measure the performance of job advertising sources against the

same benchmarks and metrics.* Gavan Blau, “IBISWorld Industry Report OD4590: Online Recruitment Sites in the US,” https://www.ibisworld.com/industry/online-recruitment-sites.html, (February 2016).

PAID SOCIAL MEDIA Matt Bonofiglio Search Engine Optimization (SEO) and Social MediaReview best practices to increase traffic to your website, how to combine SEO and social media for a total package, plus a look at Google’s latest algorithm update.

GOOGLE ANALYTICS 101 – What you can Learn About your Website for FreeLily KirovA session for people looking to become more familiar with Google Analytics. You have so much information about your website at your fingertips. At no cost, you can research all this and more:• Learn about your website traffic patterns/trends• Know where your website visitors come from and what do they do

on your site• Find where people leave your site• Discover what search terms people use to find your site GOOGLE ANALYTICS 201 – Use Data to Determine What Marketing Initiatives Are Working Best for YouLily KirovA session for people familiar with Google Analytics and want to take it to the next level. You will learn:• The four goals available in Google Analytics: Destination, Duration,

Pages/Screens and Event• What those goals are and how – and why – you should use them:• How to set up and access those goals• Multi-channel and assisted channel conversions• Conversion goal reportingAll this analysis leads to one thing: Determining which of your marketing initiatives are the most effective to build your business.

CONTENT MARKETING & SPONSORED CONTENT: A Recipe for Attracting and Acquiring the Audiences You CraveJeff IllesThis session will look at 5 key ingredients that boost audience acquisition and engagement and the role sponsored content plays.

EMAIL MARKETING: Building & Maintaining an Email List that Works for You!Jeff IllesJoin us for a look at successful and creative strategies to build and maintain an email list to generate sales and retain customers.

VIDEO AND MOBILEKelley HazelIt’s no secret that the internet has shifted the information advantage from sellers to buyers. More than ever, consumers are turning to their smartphones at all stages of the path to purchase whether at home, work or while in the store. Our phones are our “go-to” device to ensure we’re getting a good deal. Video is the “go-to” source leading our information consumption! From virtual tours, to consumer reviews, to how to videos, we can’t get enough and it is changing how marketers need to approach their advertising strategy. Join us to learn winning mobile and video strategies throughout the path to purchase across devices and platforms from awareness to consideration and intent. Here’s what you’ll learn: • Video and Mobile - Trends, Platforms & Best Practices • Location-aware mobile acquisition and conquest strategies• Mobile video delivery strategies

MARCH 23, 2017HOLIDAY IN - LIVERPOOL