Roger Barnette, IgnitionOne's President, will be on the panel "What's the Future for the Search Marketing Org Chart." Description: Search engine optimization and paid search marketers once held specific roles such as dedicated technologists, keyword analysts, and link builders. Not so much anymore. Search marketers need to become the jack-of-all trades, with one hand in search, and another in social. Even CMOs continue to shift more of their department's focus to building content rather than transactional campaigns. Frequent changes to Google's algorithm such as encrypting all search data render yesterday's SEO tactics useless or, worse, dangerous. What does the shift toward content and authentic links mean for the "old-school SEO" teams, and how does video change the landscape? Experts will debate the real needs of the next-generation marketing organization, from staffing to skills. Panelists will discuss new, obsolete and redundant job titles; how departments should structure local vs. national strategies; and how marketers become publishers without risking their visibility on a variety of search engines and sites.
Will Margiloff will host a lunch with Goldman Sachs at the Four Seasons Hotel to discuss the state of advertising spend and budget allocations, the evolution of advertising technology, cross-media measurement and targeting, the impact of attribution measurement and the growth of mobile, video and social advertising.