Eastern Michigan University
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5th Annual Search Marketing Workshop Highlights New Digital Media Opportunities for EMU Students

Published December 21, 2015

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COB student presents at EMU's 2015 Search Marketing Workshop

COB student presents at EMU's 2015 Search
Marketing Workshop

About 200 Southeast Michigan business professionals and Eastern Michigan University alumni flocked to EMU’s 2015 Search Marketing Workshop to hear about the “Fusion of Everything” on Nov. 13. 

The fifth annual workshop, sponsored by the College of Business’ EMU Center for Digital Engagement, also attracted 25 speakers. Both numbers represent the best turnout ever, says Bud Gibson, director of the EMU Center for Digital Engagement. 

The event, designed to highlight the role Eastern plays in today’s converging media landscape, offered attendees a packed half-day of interacting with colleagues, top digital marketing professionals and members of university-based search marketing programs.

“All during the day, I had people coming up to me and telling me we had topped our delivery from previous years. It was a record-breaking event. The excitement in each of the presentation rooms was palpable,” says Gibson, adding that numerous attendees asked to be added to the mailing list for next year’s event.

“The fusion of everything is a topic of growing interest. Digital has moved from being a purely web phenomenon to being a web, mobile, car, home entertainment system phenomenon. Yet still at the heart of this fusion we find our old digital friends, search and social media,” Gibson adds. 

Mastering these powerful and fundamental tools enables practitioners to assess the current and potential revenue drivers for their digital presence. It also empowers them to approach multi-screen functions, he says.

“Today, consumers use smartphone, tablet and TV screens simultaneously—that fusion was at the heart of this year’s workshop,” says Gibson.

The event’s keynote speaker, Jon Beebe, director of digital advertising and analytics for General Motors, gave a particularly memorable talk, providing cutting edge insight from the world of practice. The audience was very engaged and asked many questions, says Gibson.

Also at the event were about 30 students, including EMU volunteers and presenters as well as students from community colleges who got a preview of the opportunities available at EMU. Since one of the goals of the workshop is to highlight the role EMU plays in digital marketing, students, faculty and staff play a key role in hosting it, Gibson says.

Eastern’s Center for Digital Engagement also sponsors a monthly breakfast series. In addition, this summer the CDE entered into a multi-year collaboration with the Michigan Economic Development Corporation and Ann Arbor SPARK to launch a Digital Media Clinic targeted at high tech startups. Plans for 2016 call for 20 interns to work with 10 companies, among initiatives.

Students of Gibson’s search marketing classes have developed and managed millions of dollars of Google AdWords campaigns for over 100 nonprofit client organizations. Alumni currently work in significant roles at regional and national employers such as Google, Apple, Quicken Loans, Starcom, iProspect and Team Detroit.

To learn more, visit the EMU Center for Digital Engagement website.

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