President Barack Obama's speech to Congress on last night contained a number of relevant messages to the delegates planning to attend SES New York next month.
For example, President Obama said, "We have lived through an era where too often, short-term gains were prized over long-term prosperity." And the search engine marketing industry has lived through years when it was easier to launch pay-per-click campaigns than it was to launch search engine optimization programs.
In fact, Fredrick Marckini, the chief global search officer of Isobar, made this point during his keynote speeches at SES London 2008 and SES Toronto 2008. According to Marckini, "Paid search alone does not constitute a search engine marketing program. I interviewed Fredrick a year ago about the importance of natural search in search engine marketing campaigns, which is still a potent issue as we wrestle with a global recession.
Another line by President Obama that still resonates a day later is this: "The weight of this crisis will not determine the destiny of this nation. The answers to our problems don't lie beyond our reach. They exist in our laboratories and universities; in our fields and our factories; in the imaginations of our entrepreneurs and the pride of the hardest working people on earth. Those qualities that have made America the greatest force of progress and prosperity in human history we still possess in ample measure."
And today, I received an email from Search Engine Strategies that said, "Bad news can easily derail you from your goal. Don't fall flat on your Q2 achievements. Stay on top of your marketing plan and learn how you can ride through the troubled economy and stand tall in the end. Search Engine Strategies New York is your survival guide to the unsteady economy. From Web 2.0 strategies for small businesses with small budgets to winning online campaigns on a dime."
And the email backed that up with specific suggestions of conference sessions to attend at SES New York:
• The Impact of Today's Economy on the Search Landscape
• Survival of the Fittest 2.0
• Every Day, In Every Way: Search Marketing as a Business Activity
• Publishing: New Business Models for Changing Times
• Lower Your Marketing Costs with Vertical Search
• Four Paths to Success in a Tough Travel Economy
Or, take a close look at the SES New York conference agenda and you'll discover more sessions that "confront boldly the challenges we face." This includes:
• The Dozen Most Common Search Marketing Mistakes That CMOs Make
• Search on a Dime
• 8 Things You Aren't Doing That Will Boost Your SEM Results
• Extreme Makeover: Live Ad Copy & Continuity Clinic!
• SEO Tools of the Trade: What's in YOUR Toolbox?
• Google Website Optimizer: Radically Improve your Conversion Rate!
And if you register for SES New York by March 6, you can save up to $200. Plus, you have a chance to win an extreme makeover of your website in real time during SES New York! And there are other bonus offers.
So, if you think "the time to take charge of our future is here," as President Obama does, then check out the conference agenda for SES New York, which will be held March 23-27, 2009, at the Hilton New York. To borrow a phrase, "So often, we have come to view these documents as simply ... laundry lists of programs. I see this document differently. I see it ... as a blueprint for our future."