Conference Day One: Monday, 27 October 2008

09:00 Chairman’s Welcome And Opening Remarks

09:15 Unearthing Attitudes And Behavior Of The Emerging Middle Eastern Net Users

• Understanding the attitudes of the Arab internet users
• Identifying different ways to segment the online consumer and their use of the internet
• Matching your consumer profile and online habits to your website

Arun Joshi
Regional Head: Eastern Europe, Middle East & Africa,
Knowledge Management and Client Development: ACNielsen
THE NIELSEN COMPANY

09.50 Creating A Successful Marketing Mix Of Digital And Traditional Medium

• The benefits and limitations of traditional media
• Why marketing managers can’t be hesitant with digital media and the opportunity they open up
• How digital media can support and enhance traditional media
• The importance of relating digital media campaign results to business/marketing objectives
• Case study: COFFEE-MATE ® Friendship Day 2008
• Case study: KIT KAT ® Break Page
• Where digital media can take us in the future...

Rakan Brahedni
New media relationship specialist
NESTLE MIDDLE EAST

10.30 Web 2.0 Trends In The region

• What’s next for social networks and marketers
• How to promote/market within social networks – What’s acceptable, what’s not?
• The rules of social marketing
• The take up of social networks in the ME

Ahmed Nassef
General Manager
MAKTOOB.COM

11.10 Executive Exchange: One – One Networking Session

11.40Round Table Problem Solving Session: Understanding the Value That Digital Marketing

Brings to Your Product with perspectives from:  Research Analyst, Marketing Manager and a Design Agency

• Understanding how it works and benefits  your brand
• Considerations of usability, content, interactivity
• Overcoming challenges and the risk of potential damage to your brand
• Different groups, different agendas: Streamlining your company’s internal functions to achieve a unified agenda for business growth

Search & Analytics Session

Learn, network and interact with experts on search and analytics and extract actionable information to improve your website usability, increase online conversions and to create a custumer centric online experience

12.20 Increasing Usability And Ranking By Search Engine Optimization

• Optimizing your website content by using the right keywords
• Listing your webpage in major search engines
• Increasing visibility by creating link with external websites
• Understanding the impact of black hat vs white hat strategies
• Constantly keeping up with new tools and technologies

Lina Naifeh
Senior Manager – Digital Strategy
NAKHEEL

13.00 Improving Website Usability To Increase Your Conversions: Benefits Of Search Engine Marketing

• Why is it the cheapest way to generate leads for any type of business?
• Traffic is key to any online business, how to increase it??
• What is SEO (Search Engine Optimization) and SEM (Search Engine Marketing) and how can they improve my traffic?
• Prior to launching an online business / website, there are key elements to look into that can dramatically save you time and money in the future?
• What are the technical aspect that shouldn't be neglected?

Michael Lahyani
CEO
PROPERTYFINDER.AE

13.40 Utilizing Web Analytics To Retrieve Detailed Surf Metrics For Advanced Marketing Decisions

• Logfile analysis vs page tagging
• Leveraging the data to better understand customer clicks and developing customer funnels
• Understanding site traffic and behavior to make appropriate landing pages
• Using the data to drive sales from future campaigns

Brian Clifton
Author, ADVANCED WEB METRICS WITH GOOGLE ANALYTICS
Former Head of web analytics EMEA

Email Marketing Session

Power up your email marketing campaign in an exclusive session, were you will learn the basics of email marketing campaign, In this session you will get acquainted with building your mailing list, permission, elements of an effective email campaign, planning, testing and trouble shooting

15.20 Capitalizing On Email / Online Channel To Drive Business Results Across The Enterprise

• Optimizing Email Marketing Strategy to Better Target and Personalize Your Campaign
• Creating personalized experience based on customer experience
• Working with your outsourced partner third parties / analytics' teams to ensure you have the relevant data
• Analyzing deliverability and click-through rates of the email marketing campaign
• Evaluating new and innovative co –registration programs

Bobby Kakar
Head of Marketing for Direct Channels
HSBC Bank Middle East

16.50 Online reputation management - How is your brand and organisation doing online and does it affect your offline sales?

In the new digital age rumours and bad reputation can spread very easy. The digital world have opened up millions of opportunities, but better connection and spread of information also demands products, marketers and the whole organisation to be solid and to deliver what's expected.

• Examples on how to get hold of the information spread - how to use the search engines as a research channel
• How to find out before the damage is done
• Why media and more communication can make it worse
• Cases where it went wrong and how to handle the truth
• Demands on the organisation to succeed

Sara Anderson
Founde & Senior Strategist
Search Integration Sweden AB

17.20 Panel Discussion: The Integrated Approach That Works For The Top 100 Sites

Become an expert in positioning your website among the top 10 sites in the Middle East.Discuss and learn how the top 100 sites optimize their website by using the right keywords, explore new technologies, integrate complimentary paid, natural and affiliate search strategies, and make your website search engine friendly to bolster your rankings and drive top – quality traffic to your website

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