London: 14th May 2012

9.00

Introduction to International Search

Andy will introduce the day and discuss how recent developments such as Google + have changed the playing field for international search

9.30

Case Study - International Search in a Global Brand

Straight from the horse's mouth, this case study will highlight the experiences of a global brand when running search campaigns across multiple markets.

10.00

Winning the ZMOT Globally

The internet has fundamentally changed the way that purchasing decisions are made and executed, with constant online access giving consumers the ability to perform product research any time, any place. ZMOT, or Zero Moment of Truth, the point when they are influenced into which product to buy, requires that brands ensure that they are visible at the important customer touch points and are ready, willing and able to engage and ultimately persuade the customer.

In this session Nick will address the ZMOT principle from a Global Branding Perspective, discussing how organisations can effectively reach and engage with their international customers and increase visibility for their brand.

11.00

Google: New Markup for Multilingual Content

Google has announced changes to the way it manages language/country targeting, which will affect anyone running websites in more than one language or country. This session will analyse the impact of the changes and offer advice on how to implement them effectively.

11.30

Search Plus your World

As the digital world tries to assess the impact of Search Plus Your World, we examine what it means for international SEO. Will personalised results still be correctly geo-targeted? What impact will the location of a person's connections have on the results they see? Do the same rules apply in every market? Discover how Search Plus Your World will affect your world and what to do in order to optimise your global presence effectively.
 

12.00

The Arabic Web 

Arabic is now the 7th most used language on the web, with over 65 million users across The Middle East and North Africa. Here Lee will give an insight into the size and scope of the internet market in the MENA region, looking at language, cultural differences and effective SEO tactics for targeting Arabic users.

1.30

How To Catch Up When The World Is Already Mobile

Whatever your product and whatever your target market, your customers will be using mobile to find you, understand you and engage with you. This session will look at the global usage of mobile devices and offer advice for developing innovative, effective campaigns.

2.00

The Global Collision of Social, Local and Mobile

Social, Local and Mobile are inevitably tied together. Where you are, what you do and who you connect with are key for the next generation of marketing. In this session Bas van den Beld will look at how the mobile, social and local elements connect in international search and share some insights into the trends that are changing the landscape.

2.30

Now and Next In International Search

This session will explore the key trends and developments in international search marketing, look ahead to what to expect next and how to prepare for in order to stay ahead of the game, and the competition.

3.30

Interactive debate: Breakout Sessions

Breakout into small groups to discuss specific topics in more detail and share experiences, challenges and solutions. Each session will be led by a moderator.

The most popular sessions will be run:

International SEO
International PPC
Global Social Media
Managing Global Search In-House
Global Mobile Search