Signs, Signals and Symbols for Directing Your Marketing Traffic Ann Zuccardy, Vermont Shortbread/National Life Group; Lisa Wood, Performance Web Solutions With a plethora of tools and "experts" in today's digital marketplace, navigating digital traffic and differentiating among the "vehicles" for driving it to your brand can be like being stuck in big city gridlock! In this workshop, you'll learn the fundamentals of creating consistent, well-crafted "traffic" signs, signals and symbols so that your marketing traffic flows easily and effectively. We'll cover the importance of understanding keywords and how they work in search engine optimization (SEO), identifying your target market(s) and keywords for your business, messaging, incorporating target marketing into your web strategy, determining best marketing communication practices for your business, keeping your message consistent and using the appropriate venues for your needs.

1. Communicating to Engage, Enthrall, Enchant Vermont Travel Industry Conference 4/12/11 – Hilton Hotel, Burlington, VT Integrated Marketing Track/ Part of Signs, Signals and Symbols for Directing Your Marketing Traffic Ann Zuccardy

4. Differences between print and online communication Immediacy/reader is there for a purpose May be passive, entertainment, general info Can track readers’ habits through analytic tools Can’t track readers’ habits SEO essential No SEO Scan for main ideas Read in one chunk Harder to read computer monitor, limited time Easy on the eyes, for long time periods Fragments, bullets, lists Complete sentences Reader-driven Author-driven Random Linear Online Print