With over 80% of consumers and business people starting their quests for information on the Web via the major search engines, search marketing has become a critical component of a successful marketing strategy. While an expertly executed search marketing campaign is a cost-effective and easily measured investment, there are many misconceptions about what search marketing is, how it works, and which practices (known as “black hat”) can cause your brand irreparable harm

Niki Fielding of Digital Brand Expressions will cover the basics of search marketing and what it means for the life sciences industry. Attendees will get an executive review of the four key components used to generate visibility on Google and the other major search engines. These are: - Search engine optimization - Search engine advertising - Search engine reputation management - Social media management

This audio conference will help executives make decisions regarding these programs by giving them a clear understanding of:

• The working definition of each type of strategy
• How they are similar to and different from each other
• How to determine if your brand would benefit from each—questions to ask yourself and your team
• How to calculate ROI from each
• The pros and cons of doing these programs in-house
• What to look for (and avoid) when considering outsourcing these programs to marketing partners

About the speaker:

Veronica "Niki" Fielding is the President of Digital Brand Expressions, a recognized new media expert and an enthusiastic leader with a vision for the “next thing.” DBE is Niki’s second company. She co-founded her first, United Multimedia (UMM) in 1995 after nine years of increasing responsibility and success in Dow Jones/The Wall Street Journal’s interactive media division. UMM produced the award-winning career exploration series for teens, FutureScan, as well as marketing and e-learning programs for clients including Educational Testing Service, Merrill Lynch, Prudential, A&P Food Stores, AT&T, McGraw-Hill, and Dow Jones.

In January of 2002 Niki formed Digital Brand Expressions with the mission of building a premier search marketing agency focused on delivering search-based solutions to Fortune 1000 companies and other organizations for which delivering buyers via the Web was a necessity.

Niki is frequently asked to speak on topics relating to the Internet as search marketing and the evolution of new media as a marketing communications platform.

Who should attend?

• Chief Marketing Officers
• Marketing VPs
• Product Managers
• Public Relations Professionals

*Please note: Each registration covers one line connected to the audio conference. Attendees dialing from separate locations are required to have separate registrations.