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Interactive Marketing Guide 2006(Psw Xdownx.Com)

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offers sections on e-mail, search, Web sites, online advertising, online
events, publisher sites and interactive agencies. Each section provides an
overview, tips, an interview with a subject expert and sidebars with useful
resources and data. You’ll also find updated vendor lists and data charts.

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  • 2. ©2006 Dow Jones & Company, Inc. All Rights Reserved. Have a brilliant weekend is a trademark of Dow Jones LP.
  • 3. EDITOR’S NOTE The emerging role of alternative channels THE MAGAZINE FOR MARKETING STRATEGISTS WWW.BTOBONLINE.COM VP-Publisher Robert Felsenthal (bfelsenthal@crain.com) (212) 210-0262 BY ELLIS BOOKER EDITORIAL ADVERTISING SALES (312) 649-5401 NEW YORK ELCOME TO BTOB’S 2006 INTERACTIVE MARKETING GUIDE. Our annual publica- W FAX (312) 649-5462 Advertising Director David Bernstein tion offers sections on e-mail, search, Web sites, online advertising, online Editor (dbernstein@crain.com) Ellis Booker (212) 210-0782 events, publisher sites and interactive agencies. Each section provides an (ebooker@crain.com) Managing Editor Account Executives overview, tips, an interview with a subject expert and sidebars with useful John Obrecht Eric Gordon (jobrecht@crain.com) (egordon@crain.com) resources and data. You’ll also find updated vendor lists and data charts. Design Director (212) 210-0737 Martin Musker Stacy Barrett (mmusker@crain.com) (sbarrett@crain.com) This year, we’ve added a new section sources, in addition to traditional media and corporate outlets. Senior Editor, NetMarketing (212) 210-0733 on “social media,” reflecting the growth Then again, I may be wrong. In fact, the only way to know Mary E. Morrison David Spindler (mmorrison@crain.com) (dspindler@crain.com) of channels such as blogging and podcasting. Social media is what’s real and what’s not is to test this thesis—and any others Associate Editor (212) 210-0197 also the topic of the “Future” column (see page 38), which asks you have—with your own customers and prospects. Tequia Burt Marketing Manager (tburt@crain.com) Tara Curran how marketers can harness the power of these nontraditional, That introduces another theme of this year’s guide, the (tcurran@crain.com) Media Editor undeniably popular environments. common trait shared by all smart Internet marketers: an orga- Sean Callahan (212) 210-0206 Meanwhile, Internet advertising continues along its dou- nizational commitment to continual testing and monitoring. (scallahan@crain.com) Marketing Assistant Senior Reporters Megan Lee (malee@crain.com) ble-digit growth curve. A just-released report from the Interac- This discipline converts old-fashioned arguments about which Carol Krol Production Manager tive Advertising Bureau (IAB) and PricewaterhouseCoopers campaign approach will be most effective—the kind of seat- (ckrol@crain.com) Nicole Dionne concludes that overall Internet advertising revenues in the U.S. of-the-pants decision-making favored by old-school man- Kate Maddox (ndionne@crain.com) (kmaddox@crain.com) (312) 649-5337 for 2005 totaled $12.5 billion, a new annual record exceeding agers—into quantifiable programs. Reporter Circulation Manager 2004 by 30%. The final quarter of 2005 hit a record $3.6 bil- Roundtable participant Jon Raj, VP-advertising for Visa Matthew Schwartz Hamilton Maher (mschwartz@crain.com) (hmaher@crain.com) lion, representing a 34% increase over USA, put it succinctly: “If a company is the same period in 2004. Surprising The impact of not using some sort of measurement to Copy Editor Richard K. Skews (212) 210-0254 Online Marketing no one, keyword search took the top slot again in 2005, single-handedly social media evaluate its efforts, then it is being neg- ligent regardless of the medium. Online (rskews@crain.com) Intern Development Manager Jeff Buddle representing 41% of the total spend. permeates the absolutely makes it easier to measure Kimberly Ketover (bbintern@crain.com) jbuddle@crain.com (212) 210-0743 Marketers are pouring their bud- gets online for a justifiable reason: It most interesting with many great tools, but marketers need to be committed to the concept Chasers Captain Edmund O. Lawler SUBSCRIPTION HOTLINE (888) 288-5900 works. thinking in b-to-b and the culture to be most effective.” THE AD AGE GROUP VP-Publishing and Editorial Director “Our customers, namely engi- neers, rely heavily on the Internet and marketing today. Raj goes on to underscore the im- portance of connection: “Engagement David S. Klein CRAIN COMMUNICATIONS INC. publication reviews for product information,” said Martyn is a new factor that must be evaluated. It is no longer accept- Chairman Group VP-Technology, Etherington, VP-marketing, Tektronix Inc., and one of the six able to just throw a message out there, but rather you must Keith E. Crain Circulation, Manufacturing President Robert C. Adams participants in our virtual roundtable this year (see page 4). “In connect with the customer in a meaningful way.” Rance Crain VP-Production & recent primary research, the top three information sources en- This isn’t easy. But it is where online marketing has pulled Secretary Manufacturing Merrilee Crain David Kamis gineers rely on to help them make informed purchase deci- us. If you’re not there already, get with the program or hire Treasurer Corporate Circulation Director Mary Kay Crain Patrick Sheposh sions are, in the following rank order: Internet search (98%), people who are. Founder Executive VP-Operations word-of-mouth (88.6%) and technical articles (78.1%).” Our hope is that BtoB’s 2006 Interactive Marketing William A. Morrow G.D. Crain Jr. (1885-1973) The impact of online social media permeates the most inter- Guide—along with ongoing coverage in BtoB’s NetMarketing Senior VP-Group Publisher Chairman Emeritus Gloria Scoby Mrs. G.D. Crain Jr. (1911-1996) esting thinking in b-to-b marketing today. Try answering for department, our various e-mail newsletter products, our new BtoB® and NetMarketing® are registered trademarks yourself our fourth roundtable question: “ social media— Are “Talking Tech” audiocast series and our multicity NetMarket- of Crain Communications Inc. particularly blogs—a practical application for b-to-b compa- ing Breakfasts—will assist you in continually improving your nies? How are they best used?” online efforts. My own sense is that there is a major shift, largely genera- Visit www.btobonline.com tional, in online consumption habits. A part of this shift in- Ellis Booker is editor of BtoB and BtoB’s Media Business. He can for b-to-b marketing volves a growing reliance on “authentic,” word-of-mouth be reached at ebooker@crain.com. ONLINE news and resources For a new subscription or change of address, call (888) 288-5900 or CONTENTS WEB SITES ■ How to tailor Web sites for customers Page 25 ONLINE PUBLISHERS ■ Innovative branding campaigns will Page 32 fax (313) 446-6777. Single-copy sales: (313) 446-1609. Single copy: $5. Subscription rates: One year—$59, two years—$99; Canada—$69 (includes GST); all other foreign—$89. Canadian Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. ROUNDTABLE Page 4 and prospects attract new audiences 40012850. GST No. 136760444. Canadian return address: 4960-2 Walker Road, Windsor, ON N9A6J3. Printed in U.S., effective Jan. 1, 1997. Address ■ B-to-b marketers and other experts dis- SOCIAL MEDIA Page 26 ■ Online publishers resources all circulation correspondence to BtoB’s Detroit address. B to B (ISSN 1530 - 2369) is published monthly by Crain cuss interactive marketing trends ■ Will blogs and podcasts become a major Communications Inc. at 360 N. Michigan Ave., Chicago, Ill. 60601-3806, INTERACTIVE AGENCIES Page 35 (312) 649-5401. Offices at 1155 Gratiot, Detroit, Mich. 48207-2997, E-MAIL Page 10 communications channel? (313) 446-6000; 711 Third Ave., New York, N.Y. 10017-4036, (212) 210- ■ Agencies incorporate interactive into 0100; 6500 Wilshire Blvd., Los Angeles, Calif. 90048-4947, (323) 651- ■ Integrating e-mail with other media is ONLINE ADVERTISING Page 28 3710; National Press Building, Washington, D.C. 20045-1801, (202) 662- an effective strategy overall operations 7200. Fax: Chicago—(312) 649-5462; New York—(212) 210-0700; Los ■ Improve brand experience for visitors Angeles—(323) 655-8157. Telex: Chicago—687-1241; New York—64- ■ E-mail resources ■ Interactive agencies list 0207. using video and rich media Copyright 2006 by Crain Communications Inc. All rights reserved. Periodical postage paid at Chicago and other mailing offices. Postmaster: Send SEARCH Page 20 ■ Online advertising resources FUTURE Page 38 address changes to BtoB, Circulation Dept., 1155 Gratiot, Detroit, Mich. 48207-2912. ■ Despite click fraud, marketers continue ONLINE EVENTS Page 31 ■ How the brave new world of social Vol. 91, No. 5 to embrace search ■ How to increase returns on Webinars media will lead to unprecedented ■ Search resources and webcasts opportunities btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 3
  • 4. ROUNDTABLE Moving into the mainstream ‘BtoB’s’ panel of experts discusses a variety of interactive marketing tactics, and how they fit together as an essential part of business success BtoB: How has interactive spending changed this year from last? Why are these shifts happening? Suppers: While the level of interactive spending has not Roundtable participants varied much for us in recent years, our intelligence and insight into the effectiveness of our spending has increased. With guidance and tools from our interactive marketing ser- vice provider, we have made tremendous progress tracking and measuring the association of paid search, online ad campaigns and placements with key features and elements on our Web site. We have become increasingly reliant on our online analytics ca- pabilities to shape our spending strategies and decisions. Rogers: The Web works as a proven means to build brands MARTYN DAVID J. JON RAJ BRUCE H. DAVID TERRY and to engage customers, and the big-budget, leading advertis- ETHERINGTON MOORE VP-advertising, ROGERS ROSENBLATT SUPPERS ers now have the experience, research and data to verify it. As a VP-marketing, Chairman-CEO, Visa USA VP-marketing, CEO, Senior result, the Web has moved from a place of experimentation to a Tektronix Inc. 24/7 Real Forbes.com DoubleClick VP-interactive mainstream medium. Online spending has shifted from episod- Media marketing, ic to more full-year planning and buying, resulting in both in- General Electric This virtual roundtable was conducted via e-mail. Each participant was asked the same set Co.’s Corporate creasing online budgets and the need for top advertisers to lock of questions and given the same total word length as a guide for response; each was given Financial in premium positions to lock out the competition. the option of skipping one question. Services Business Rosenblatt: We are seeing clients increasing their spending on online advertising as a percentage of their marketing bud- gets. Rich media advertising and search marketing, in particu- Raj: The Internet is a maturing medium, and there are con- constructive and actionable is also critical. Last, from a people lar, are attracting a lot of investment, while many marketers are sistently more opportunities with the penetration and prolifer- perspective, make employees accountable for results by inte- beginning to adopt innovative technologies such as online ation of broadband. Second, marketers are finally wising up to grating the measurements into periodic reviews of progress video advertising and optimization. Online advertising growth the benefits of marketing and advertising online. against individual goals and objectives. is continuing to outperform the overall advertising market, Moore: We continue to see increases in spending on interac- Rogers: Decide what points of measurement matter, both in driven primarily by the proven return on investment [ROI], the tive marketing and advertising. Simply put, there is no other terms of immediate response and longer-term branding, and continuing shift of audience to online channels and the broader medium more accountable and trackable than interactive. provide the tools to monitor the results and give wide access to acceptance and understanding of online advertising at senior the data. People will be empowered to make a contribution to levels in major organizations. BtoB: Given the attention paid to metrics and ROI, particularly the marketing effort with data-driven decisions. Data is not just Etherington: Our interactive spending has gone up signifi- online, what’s the best way to instill a culture of measurement in a tool for the direct-response people or the research people, but cantly in the past two years. The reason? Our customers, namely the marketing department? all involved in marketing. engineers, rely heavily on the Internet and publication reviews Suppers: The best way to instill a culture of measurement in Rosenblatt: Metrics have always been important for online for product information. In recent primary research, the top three any group is to provide analytics that are accurate, concise, con- advertisers, but we are seeing an increased focus on online ad- information sources engineers rely on to help them make in- sistent and actionable. Analysis for analysis sake will never sus- vertising performance from the C-suite. When marketing is held formed purchase decisions are, in the following rank order: tain. Ask yourself what the primary goal and objectives are for accountable at this level, it inevitably drives a culture of mea- Internet search (98%), word-of-mouth (88.6%) and technical ar- your Web site and identify the corresponding metrics that surement throughout the entire organization. In many ways, be- ticles (78.1%). Given this research—and to ensure we provide in- point to success or failure. Develop measurements that can alter cause online advertising is so accountable, it is driving a higher formation to our customers anywhere, anytime and in their pre- or change a decision. All metrics must also be presented on a level of accountability across all of a marketer’s channels. ferred language—the Web has become pivotal in our marketing, consistent basis to key stakeholders in a format that makes the Etherington: Define success, make people accountable, mea- budgeting and a way for us to serve our customers’ needs better. learning immediately apparent. Designing metrics that are both sure only what matters (distinguish between looking good versus 4 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 5. doing good) and, as I can attest, you sights to optimize their search pro- help with bid management, opti- will need to have strategy, structural “Brand advertising’s grams. For example, the research mization and measurement of their and process alignment Raj: If a company is not using percentage of the interactive showed that while the majority of search activity across the full 12 search marketing programs. Etherington: Results, effective- some sort of measurement to evalu- advertising pie will increase weeks is generic, brand searches and ness and tracking microconver- ate its efforts, then it is being negli- gent regardless of the medium. On- as the interaction between clicks become more prominent close to the purchase. sions—i.e., being able to track PPC/SEO—to influencing customer line absolutely makes it easier to the two becomes increasingly Another key point is that the decision-making. measure with many great tools, but important, rather than [being] tools available to marketers to man- Raj: Unfortunately the most in- marketers need to be committed to the concept and, as you mentioned, seen as separate efforts.” age the search process lag the current spend in the industry. Search is still teresting thing right now is proba- bly click fraud. That alone is not a the culture to be most effective. The Bruce H. Rogers, VP-marketing, Forbes.com an immature market, and many mar- reason to avoid using search, but it is days of simply looking at impres- keters are asking for solutions to definitely something to be aware of sions or reach and frequency are over. Today it has to be about results. Engagement is a new factor that must be evaluated. It is no longer ac- ceptable to just throw a message out there, but rather you must connect with the customer in a meaningful way. Moore: It’s important for the mar- keting department to understand how this increased visibility provid- ed by the metrics of digital market- ing helps them make their buys more efficient and proves the value of marketing spend to the overall or- ganization. Goals should be set when the marketing plan is built, and all marketing efforts around that plan should be measured against those goals. For example, for a search marketing campaign, goals can be set for increases in return on invest- ment or reduction in customer ac- quisition costs. Results can be tracked and campaigns can be opti- mized in real time. BtoB: Search marketing continues to grow as a percentage of online spending. What’s interesting in the search space right now? Suppers: From where I sit, work- ing in a large, long-cycle b-to-b envi- ronment, I’m not sure too much has changed for me in the search space. A Are you capitalizing on today’s emerging business trends? few years ago, I shifted my priorities to search away from other online ad- Breakthrough innovations are revolutionizing the way you offer your products and services and vertising. The paid search model lev- els the playing field and provides a can affect your business overnight. To capitalize on these opportunities and steer clear of potential dynamic and variable approach to dangers, you need accurate business intelligence to best understand your markets, develop savvy promoting our Web site to the people that are most interested and in need. marketing plans, investigate new products and technologies, and track your competitors in order Rogers: Search will grow, but at a to take full advantage of these latest trends. lesser rate as spending reaches a point of diminishing returns. Brand Thomson Business Intelligence provides you with comprehensive and relevant opinions and advertising’s percentage of the inter- analysis from the finest business minds and industry experts. What’s more, it offers the largest, active advertising pie will increase as the interaction between the two be- most current collection of critical insights from respected market research firms, investment banks, comes increasingly important, rather brokerage houses, business journals and newspapers globally. It’s the kind of business information than [being] seen as separate efforts. that empowers you to make your next business decisions with confidence. Research shows online brand adver- tising positively impacts search ROI Learn more today! and vice versa. Having said that, ver- tical and local search continue to be North America: +1 800 255-3343 areas of unexploited growth. Europe and Australia: +44 (0) 800 007 5233 Rosenblatt: Local search, natural search optimization, as well as un- info.thomsonbusinessintelligence.com derstanding consumer behavior in the search process, are some of the big areas in search right now. We re- leased a study last year that found © 2006 Business Intelligence Services, a Thomson business L-319239/2-06 that consumers behave differently than most marketers expect, and our clients have been using those in- btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 5
  • 6. ROUNDTABLE and find ways to combat. Another interesting trend is utiliz- “Search is still an immature market, and many tools that combine paid placement, paid inclusion and search engine op- ing search as a brand-building medi- marketers are asking for solutions to help timization tracking gives marketers um. There has been some buzz out there about the effects of search be- with bid management, optimization and unprecedented insight into how the entire search channel is performing. yond the traditional direct response measurement of their search marketing expectation. Perhaps more marketers will soon be buying search terms to programs.” David Rosenblatt, CEO, DoubleClick BtoB: Are social media—particu- larly blogs—a practical application have their brands appear in certain the table. Conventional wisdom nally started to move beyond the ob- on ad spend—and work backward to for b-to-b companies? How are they places specifically as a brand play. would tell you a searcher is a session with bid management operat- determine how search dollars should best used? It is quite interesting how each of searcher, yet the different sites seem ing in a vacuum. Sophisticated search be allocated. Suppers: Blogs provide an inter- the search engines seems to be to harness different users. marketers begin with a measure— Also, looking at search holistical- esting supplement to an online strat- bringing a unique group of users to Moore: Search marketing has fi- such as number of sales, ROI or return ly is increasingly important. Having egy; however, they require addition- al resources to monitor and main- tain. I am not convinced at this point, at least with respect to the on- line corporate lending marketplace, that the benefits outweigh the chal- lenges. In my opinion a more suit- able application of a blog might be for more consumer-oriented busi- nesses or companies in the media in- dustry—basically, situations where a group of individuals can identify themselves as a community. Rogers: Social media are fulfilling this IS how a basic human need to connect and communicate with like-minded peo- ple. Blogs and shared-media sites like Myspace are powerful examples of this at work, but that doesn’t IT FEELS when your mean every technological advance on the Web is automatically an ad- vertising medium. B-to-b companies photography company’s need to think this through carefully. Blogs work when you have a thought leader, who by definition has a following, and who is willing to share his or her opinions and is prepared for opinionated reactions. Better to not blog than to do so with- isn’t consistent BRAND. out a plan just because it’s easy to do. Rosenblatt: B-to-b companies WITH YOUR should absolutely be focused on blogs, but there are a number of ways that they could or should con- sider interacting with the blogo- “Social media is definitely the ‘soup du jour,’ the same way it was with click-throughs, e-mail or search.” Jon Raj, VP-advertising,Visa USA sphere. At a minimum, they should be monitoring blogs to learn what is being said about their company, their competition and their industry. They also must ensure that their PR Consistent brand imagery is critical to building your brand equity. And now there’s a team is tailoring its approach in better way to get it. With our Custom Library™ you get customized, affordably licensed working with bloggers. Blogs, for images shot to your brand guidelines. Learn more and get our free whitepaper, some, might be a viable advertising “Picture the Perfect Brand” at www.wp.onrequestimages.com or call 866-778-1589. form. While not offering wide reach, they deliver a niche, passionate au- dience. And finally, firms can run a blog, which can help to establish credibility, demonstrate a depth of knowledge and be useful in influ- 6 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 7. ROUNDTABLE encing considered purchases that where the experience of receiving many b-to-b companies offer. e-mail “on-the-go” is very different “A blog is a medium, period. But the intent— Etherington: A blog is a medium, period. But the intent—to develop a from a desktop or laptop computer. With e-mail remaining a very low- to develop a community of people with a community of people with a com- cost medium, the opportunity to fig- common or shared interest—is very mon or shared interest—is very ap- plicable for b-to-b companies. ure this out remains compelling. Rogers: E-mail is still a powerful applicable for b-to-b companies.” Raj: Social media are definitely communications tool. We’re very for- Martyn Etherington, VP-marketing,Tektronix Inc. the “soup du jour,” the same way it tunate in that e-mail is still a success- was with click-throughs, e-mail or ful and preferred channel for business audience. Forbes.com has for one-tenth the price it would have BtoB: What is your biggest chal- search. Video could be next. All are Forbes.com to deliver breaking news devoted extensive resources to build- cost five years ago. lenge right now? very valuable when utilized wisely and information to our readers. Dur- ing out its video production capabili- Finally, the ability to combine Suppers: Our challenge has always but none will live up to the hype ing the business day, we publish over ties to capitalize on this growth trend video ads with sophisticated targeting been and continues to remain attract- the media creates. 2,000 stories, and our e-mail newslet- and is now the leading source of orig- online means that marketers can more ing the right people at the right time I believe blogs, if well thought- ters and alerts allow users to tailor ex- inal business video programming for cost-effectively reach their targets. to our site to engage and interact with out, can be used in a very effective actly the type of information they the Web. Many of the advertisers our business. As I mentioned previ- way as a practical b-to-b application. want to receive. E-mail isn’t old as running video ads are b-to-b compa- BtoB: What other technologies hold ously, we are a large b-to-b player with Blogs enable customers to have an long as it offers something the recipi- nies, like IBM Corp., Microsoft Corp. promise? long-cycle products and solutions, so outlet that is authentic, and when ent has actually requested. and Accenture, to name a few. Suppers: I am intrigued with the the importance of both dimensions— used appropriately can yield appre- Etherington: That depends on Rosenblatt: In many respects, possibilities and potential of pod- right person/right time—is critical for ciation that goes well beyond tradi- what outcome you are trying to video offers the best of both casting. The pace of business contin- our online success. tional marketing. achieve. E-mail, like all promotion- worlds—providing high brand im- ues to accelerate, and time continues Rogers: Our biggest challenge is Moore: Social media can be ex- al/communication tools, is a method pact opportunities with measure- to become more and more precious. scaling the business fast enough to tremely powerful. How they are best for obtaining a desired outcome in ment capabilities. I think we are defi- Although data to date indicate low enable us to fully realize the growth used depends on the organization the most efficient manner. I believe nitely on the cusp in terms of the vi- adoption of this format, the portable opportunities that exist for us, par- employing them, the markets they broad e-mail as we know it will be- ability of the video advertising in- nature of the technology fits today’s ticularly for international markets. are addressing and the products be- come irrelevant within the next few dustry. Some major organizations busy, multitasking environment. Rosenblatt: Our greatest current are beginning to invest in this area. Additionally, the opportunity to challenge is hiring enough great “Ask yourself what the IBM was an early investor in online advertising and it is proving again to craft, customize and self-select news and information creates a new mar- people to manage and drive the growth that we are seeing in the primary goal and objectives be one of the leading companies in keting venue that allows for ad- business. are for your Web site and adopting online video advertising. Once again, however, marketers vanced segmentation and targeting. Rogers: All forms of on-demand Etherington: It is time for mar- keters to get over justifying their po- identify the corresponding and publishers are seeking tools to technologies will continue to sur- sition and budgets. This can only be metrics that point to success manage the process of buying online face. Wireless broadband will bring achieved if we, as a marketing func- or failure.” video space and measuring its effec- tiveness. When we can get past these a more Web-like experience to wire- less devices and free the Web from tion, become more relevant. I be- lieve in order for the marketing Terry Suppers, senior VP-interactive marketing, hurdles and make the online video the confines of a PC. function and my peers to be suc- General Electric Co.’s Corporate Financial Services Business advertising process more efficient Rosenblatt: As online advertising cessful today, we have to become and effective for both buyers and moves from being a rounding error more relevant. I break relevancy ing sold. Outward-facing blogs and years in favor of emerging interac- sellers, it can deliver on the major in a marketing plan to a material in- into three distinct areas: podcasts from internal marketing tive technologies. For example, I re- growth it is expected to see in the vestment, there is an inevitable em- 1. Customer relevancy—identi- departments can be effective when ceive 10 texts for every one e-mail next few years. phasis on increasing performance. fying, understanding and anticipat- used as communications channels to from my own children. Communi- Etherington: No, it is still not in As a result, optimization is an impor- ing the wants and needs of our cus- customers and prospects. Compa- ties and devices will predict the the mainstream for b-to-b, there are tant emerging area of the online ad- tomers. Listening more to our cus- nies can showcase their areas of ex- longevity and relevance of e-mail, too many technical variables com- vertising market, bringing science tomers and, when we talk to them, pertise for the market generally. Cus- not b-to-b marketers. bined with poor content, such as 2D and algorithms to the medium to making sure we do it on their terms, tomers can offer feedback on the Moore: The death of e-mail has presentations transferred from Pow- blog posts, creating a real-time pub- lic dialogue between the company been greatly exaggerated. The best thing that has happened with e-mail erPoint to video, and restrictive pro- duction costs. Adobe Flash as a tool “The death of e-mail has been and the marketplace. is that, as an industry, we’ve learned for telling a visual story or demon- greatly exaggerated.” BtoB: How are you breathing life how to effectively use e-mail as one part of the marketing mix. E-mail is strating one’s capabilities will be- come more prevalent for b-to-b com- David J. Moore, chairman-CEO, 24/7 Real Media into “old” channels such as e-mail? best used as a CRM tool for existing panies before video. help generate the best possible per- in their language and at a time they Suppers: As is true of the indus- customers when paired with other Raj: Yes, but it is only going to get formance for marketers. want to be communicated with. try overall, although our outbound digital media that are particularly better. The video opportunities online Etherington: Technologies are 2. Channel relevancy—making e-mail activity has increased signifi- strong at customer acquisition, such are much greater than what we have here today. It is the applied use of sure we train, equip and motivate cantly over time, the response to our as search engine marketing. been able to do on television. The tar- these technologies through devices, our channels. We need to be always campaigns, measured in terms of geting is so precise that I really believe connected or wireless and, in partic- looking to the horizon to lead the open rates and click-throughs, has BtoB: Has online video finally ar- this may very well change how we ular, RFID [Radio Frequency Identifi- channel to new opportunities. declined. rived for b-to-b marketers? communicate with our customers. cation]. 3. Business relevancy—using With the proliferation of e-mail, Rogers: This year will be seen as a Moore: Video has arrived for all Raj: I am very excited about the leading indicators versus lagging in- it has become more difficult to cap- watershed year for video on the Web, digital marketers. Several drivers are evolution of TV, (digital video dicators to ensure we become more ture and keep someone’s attention providing a powerful new creative making video a powerful addition to recorders, video-on-demand, interac- relevant to the business and ulti- through this medium. In light of option for b-to-b advertisers. Why digital marketing. First, we’ve tive TV) mobile phones and podcast- mately tracking a marketing dollar this, we are seeking opportunities to waste money on TV when only a reached a tipping point in broad- ing. Those combined with the high- to an order dollar and then to cus- further segment our e-mail messages small percentage of the audience band penetration. This has caused a speed Internet will absolutely change tomer satisfaction. and target them to tighter-defined would possibly have any interest in marked increase in the numbers of the way we all consume media. We are doing a lot of work in or- groups that we anticipate will be your message? B-to-b advertising is the Internet population viewing Moore: Interactive television is ex- der to get better understanding of our most receptive to the content. by definition a highly segmented videos online for entertainment and tremely promising. Given the amount current customers—who they are, We also focus on the design and marketing effort that the Web af- for information. of advertising dollars spent in televi- how they want to be communicated layout of our e-mail content to en- fords, yet you can still have a “TV- Next, the cost of video produc- sion and the amount of technological with—to know if they are advocates. sure it is pleasing and intuitive, yet like” experience that sells the emo- tion is dropping rapidly. Sub-$5,000 innovation that is occurring, it is only Raj: Staying on top of all the fast- also recognize the challenge and the tional aspects of your b-to-b product video cameras combined with pow- a matter of time before we see televi- moving, ever-emerging media land- opportunity presented by the prolif- or service. New research from the On- erful desktop editing software make sion advertising being held to a high- scape. There are more opportunities eration and the use of PDAs, Black- line Publishers Association (OPA) it possible for a b-to-b marketer to er standard due to the increased visi- and challenges than there are hours Berrys and other handheld devices supports the interest in video for a create high-quality video content bility that advertisers will have. in the day. 8 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 8. The most targeted audience of enterprise IT pros online is also the largest TechTarget: 4 Million * + CIO + Security + Storage + SMB + Windows + Networking + Oracle + Data Center + CRM + SAP + Data Management + Enterprise Voice Computerworld.com: 1 Million ** + Java + Mobile Computing + Open Source + Web Services InformationWeek.com: 1/2 Million *** * 4,000,000 unique visitors (Source: Publisher’s Own Data) ** 1,000,000 unique visitors (Source: Computerworld Web site) *** 547,000 unique visitors (Source: InformationWeek Media Kit) TechTarget is the greatest circulation story in the history of IT publishing. You already know TechTarget is the best way to target IT professionals. Do you also know TechTarget has the largest online audience? We’ve grown to four million in just six years. Our online audience is composed of IT decision makers in 20+ markets, including Security, Storage and Windows. We give you both the most targeted and largest online IT audience which adds up to the best ROI. www.techtarget.com TechTarget has localized media in 26 countries
  • 9. E-MAIL E-mail back in other media channels has become a top priori- ty for b-to-b marketers this year because it has the potential to dramatically increase response rates. RESOURCES Key e-mail metrics the media mix Brian Price, executive director, online mar- keting at Verizon, said the telecommunications giant is employing an integrated mix of paid search and e-mail marketing in its b-to-b cam- ■ From Q3 to Q4 2005, open rates for market- ing e-mails and newsletters dropped 29%. Click rates fell 21% in the same period. Source: eROI, “Q4 2005 E-mail Statistics” report paigns. ■ Contrary to popular wisdom, Friday may be Deliverability still a concern, but marketers “Verizon uses a combination of search ban- ners and e-mail,” Price said, adding that it also the best day to send e-mail. In Q4, 21% of e-mails sent on Friday were opened, followed forge ahead, focus on integrated message supplements these online efforts with offline advertising, including direct mail, TV print , by 20.8% of e-mails sent on Tuesday. Source: eROI, “Q4 2005 E-mail Statistics” report BY CAROL KROL and free-standing inserts. WELVE MONTHS AGO, the e-mail marketing lenge for them, according to a study released in E-mail best practices T world was beset with such roadblocks as mid-April by EmailLabs, an e-mail marketing INTEGRATED APPROACH spam and deliverability issues. The technology company. problem was bad enough that many marketers Pitney Bowes said its strategy begins with Now that spam problems aren’t consuming an idea. “We start with the idea, and then we ■ 52% of b-to-b newsletter subscribers use their preview pane to view e-mails, making it important for marketers to deliver their mes- decided it wasn’t worth risking their reputa- all their time, e-mail marketers have begun to look at all the ways to deliver it,” said Matthew sages in this smaller window space. tions and simply stopped or pulled back on refocus on tactics. Sawyer, VP-corporate marketing at Pitney Source: EmailLabs, Nov. 2005 e-mail campaigns. However, far from being an Forrester’s VanBoskirk said among e-mail Bowes. For example, Pitney Bowes uses e-mail, also-ran, e-mail is still very much in the game, trends, integration of messaging is a top priori- direct mail and search engine marketing to ■ 39% of b-to-b marketers have no formal permission (opt-in) practices in place for col- and e-mail marketers using the medium are ty. “This is the year of e-mail integration with promote its Thought Leadership event series, lecting e-mail addresses. Only 7% of b-to-c finding integrating e-mail with the rest which addresses various business topics marketers have no formal practice in place. 5 ways to “pilot” perfect of the media mix can be very effective. Shar VanBoskirk, senior analyst at Need to know landing pages for e-mail to clients and prospects. “We put out a 26-page publication Source: Direct and Multichannel Merchant magazines Forrester Research, said spending on e-mail marketing is still strong. “E-mail 1. Make one person responsible for the entire campaign. Just because e-mail messages and Web landing pages exist in different through direct mail to some of our top customers and prospects, as well as in- The spam problem is second only to search in companies’ media doesn’t mean they are separate. When an e-mail recipient vestors,” Sawyer said. “Once we have the ■ In 2005, the percent of users that “are less clicks on a link, they expect continuity. Most don’t even realize that trusting of e-mail because of spam” decreased online marketing budgets today, with they just migrated from their e-mail client to their Web browser. content, we then deliver that through to 53% from 62% in 2005. 80% of marketers using, piloting or 2. Avoid using home pages or multipurpose landing pages. The more other components of the mail stream, like Source: Pew Internet and American Life Project 2005 planning e-mail marketing programs, dedicated the landing page, the more effective the results. e-newsletters and e-mail marketing. and 88% expecting e-mail effectiveness We’ll take some of the key articles and ■ What is spam? 96% of Internet users define 3. Stay focused on the call to action. Don’t forget why you brought it as an e-mail “that intends to trick me into to increase in the next three years.” this person to your page. You warmed them up in the e-mail mes- use them electronically,” he said. That opening it”; 93% define it as coming “from an The sales numbers speak volumes. sage and now you want them to complete the transaction. Keep the content is also posted at its Web site. prospect focused on the desired action and don’t distract them unknown sender.” Only 38% define it as “try- The Direct Marketing Association esti- Ernst & Young is another marketer ing to sell me a product or service even if I with random opportunities or irrelevant information. mates that legitimate commercial e-mail that is taking a decidedly integrated ap- know the sender.” 4. Don’t intimidate. Limit the number of fields your prospect must resulted in approximately $39 billion in complete as much as possible without compromising lead quality. proach with its online and e-mail market- Source: DoubleClick, June 2005 sales in 2004, including about $9 billion You can always ask for more information later. ing. Its e-mail efforts are integrated with ■ To help manage spam, many users route in small-business sales. 5. Test. You should test landing pages with the same discipline you do e- other media, including direct mail, and opt-in e-mail to Webmail addresses. 26% of mail messages—one element at a time. For example: Send coupons, those in turn are tightly woven into inter- American Internet users route opt-in e-mail to E-MAIL’S COMEBACK p.s. messages, opening sentences and calls to action separately. active elements on the company’s site, Yahoo!, 21% read marketing communications Tools and technology designed to Source: Randall Litchfield, Inbox Marketer News, “Perfect Landings,” March 2006 said Michelle Lee Puleio, assistant direc- through Hotmail and 13% use AOL. Source: Lyris Technologies, March 2006 comply with CAN-SPAM and improve tor, national marketing at Ernst & Young. deliverability, such as authentication of e-mail other channels, and the companies that can do In one example of e-mail marketing integra- messages, have also begun to have an effect, that successfully will differentiate [themselves] tion, Puleio said promotions for an annual con- They said it making marketers even more comfortable with from competitors,” she said. ference the company hosts in October for energy “This is an economic issue. You have to using e-mail again. “We’re using e-mail to complement other executives began much earlier in the year with a destroy the spammer’s business model. In fact, AOL said the amount of spam reach- forms of marketing-like direct mail and the “save the date” e-mail to clients and prospects. Charging a fee or a toll to get that to the in- ing AOL customer in-boxes in 2005, as mea- Web,” said Pam A. Evans, worldwide Web That was followed up by a rich media e-mail. box is part of the solution.” sured by member complaints, marked a 75% marketing manager at IBM Corp. “We’ve de- “We created these Flash movies that we —R. David Lewis, VP-market development at StrongMail Systems, on the idea of charging decline from a peak level in late 2003. veloped a series of multitouches. [We need to] e-mailed them, and the call to action was em- marketers for access to customer in-boxes in Despite that, deliverability does remain an make sure we deliver in a relevant way based bedded there,” she said. “There was a link built order to fight spam. issue for marketers. Eighty-two percent of on what the customer is telling us.” in that brought them to the Web site to find out marketers say e-mail deliverability is a chal- Integrating e-mail marketing messages with E-mail, page 18 Do more than send emails... Build email relationships. Using personalized email to communicate with customers builds long-term relationships. And because you’re using Campaign Enterprise email marketing software and not a monthly service, you won’t be paying ongoing monthly fees or increasing costs as your online business grows. Campaign Enterprise customers include: Download a free evaluation today! Call 1-800-453-9387 or visit www.ArialSoftware.com 10 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 10. E-MAIL E-MAIL VENDORS Vendor Location URL Phone Vendor Location URL Phone Acxiom Digital Conway, Ark. www.digitalimpact.com (800) 491-9320 Listrak Lititz, Pa. www.listrak.com (717) 627-4528 Arial Software Chicago www.arielsoftware.com (773) 764-3434 Lyris Technologies Berkeley, Calif. www.lyris.com (800) 768-2929 BlueHornet Networks San Diego www.bluehornet.com (619) 295-1856 Mediaplex Systems San Francisco www.mediaplex.com (877) 402-7539 Bluestreak Providence, R.I. www.bluestreak.com (401) 341-3300 POPstick Inc. Boston www.popstick.com (617) 867-0303 Bronto Software Durham, N.C. www.bronto.com (888) 276-6861 Postfuture Richardson, Texas www.postfuture.com (888) 419-2226 Click Tactics Waltham, Mass. www.clicktactics.com (866) 402-5425 Precision Dialogue Rocky River, Ohio www.precisiondialogue.com (440) 331-1688 CheetahMail, an New York www.cheetahmail.com (212) 809-0825 Premiere Global Atlanta www.premiereglobal.com (800) 234-2546 Experian company Services Constant Contact Waltham, Mass. www.constantcontact.com (866) 876-8464 Prospectiv Woburn, Mass. www.prospectiv.com (781) 305-2100 CoolerEmail San Diego/ www.cooleremail.com (866) 426-6537 Quris Inc. Denver www.merklequris.com (720) 836-2000 Portland, Ore. Responsys Redwood City, www.responsys.com (650) 801-7400 Digital Connexxions Oakville, Ontario www.dconx.com (905) 338-8355 Calif. Corp. Return Path New York www.returnpath.biz (212) 905-5500 Directorynet Alpharetta, Ga. www.directorynet.com (770) 521-0100 RightNow Bozeman, Mont. www.rightnow.com (877) 363-5678 DoubleClick Inc. New York www.doubleclick.com/us (212) 271-2542 Technologies Dynamics Direct Valencia, Calif. www.dynamicsdirect.com (661) 600-2059 Savicom Inc. San Francisco www.savicom.net (415) 983-0990 E-Centives Inc. Bethesda, Md. www.e-centives.com (877) 323-6848 Silverpop Systems Atlanta www.silverpop.com (866) 745-8767 EchoMail Inc. Cambridge, Mass. www.echomail.com (617) 354-8585 Skylist Inc. Austin, Texas www.skylist.net (877) 250-2922 e-Dialog Lexington, Mass. www.edialog.com (888) 256-7687 SmartSource Burlington, Mass. www.smartsourceonline.com (800) 239-0239 Eloqua Corp. Toronto www.eloqua.com (866) 327-8764 SourceLink Elkgrove Village, www.sourcelink.com (847) 238-5400 eLoyalty Lake Forest, Ill. www.eloyalty.com (877) 235-6925 Ill. StreamSend Inc. Davis, Calif. www.streamsend.com (877) 439-4078 EmailLabs Redwood City, www.emaillabs.com (866) 362-4522 Calif. StrongMail Systems Redwood Shores, www.strongmail.com (650) 421-4200 Calif. ePostDirect Inc. Pearl River, N.Y. www.epostdirect.com (800) 409-4443 Epsilon Interactive New York www.bigfootinteractive.com (212) 995-7500 SubscriberMail Lisle, Ill. www.subscribermail.com (630) 303-5000 (formerly Bigfoot TMX Communications Conshohocken, www.tmxinteractive.com (610) 897-2500 Interactive) Pa. ExactTarget Indianapolis www.exacttarget.com (317) 423-3928 Topica Inc. San Francisco www.topica.com (415) 344-0800 Global IntelliSystems Boca Raton, Fla. www.globalintellisystems.com (800) 707-7074 VerticalResponse San Francisco www.verticalresponse.com (866) 683-7842 Got Corp. Montreal www.gotcorp.com (408) 741-4944 WhatCounts Seattle www.whatcounts.com (800) 440-7005 Habeas Inc. Mountain View, www.habeas.com (650) 694-3300 Calif. Xert Alexandria, Va. www.xert.com (703) 838-9847 IMN Inc. Waltham, Mass. www.imninc.com (617) 964-4400 Xtenit New York www.xtenit.com (646) 825-9070 LeadGenesys Inc. San Francisco www.leadgenesys.com (415) 392-0333 Yesmail Portland, Ore. www.yesmail.com (877) 937-6245 The Lift Network Upper Montclair, www.theliftnetwork.com (973) 847-9013 Zustek Garden Grove, www.zustek.com (714) 894-4274 N.J. Calif. Learn about our Selling to them takes more MARKET INTELLIGENCE Join us for a live webinar. than an E M A I L ... For details and topics visit www.hartehanksmi.com Space is limited, You need the right so sign up now! INTELLIGENCE. MARKET SMARTER, SELL FASTER IN THE TECHNOLOGY S PAC E . 800.854.8409 x7210 www.hartehanksmi.com TELEMARKETING DIRECT MAIL EMAIL L E A D G E N E R AT I O N 12 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
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  • 12. E-MAIL U.S. e-mail marketing spending, Spending on modes of acquisition e-mail 2005 - 2010 (in millions of $) marketing, 2005 - 2010 (in millions of $) $457 $232 2005 $426 2005 $117 $2 $78 485 250 2006 462 2006 130 3 82 511 262 2007 487 2007 141 4 84 535 269 2008 504 2008 150 5 85 558 272 2009 513 2009 157 6 84 577 273 2010 518 2010 163 7 82 ■ Sponsored e-mail ■ Retention ■ Acquisition ■ Transactional ■ Coregistration Source:: JupiterResearch E-mail Model, 11/05 (U.S. only) Source:: JupiterResearch E-mail Model, 11/05 (U.S. only) ■ Append E-mail open and click-through rates in the Permission-based e-mail nondelivery rates U.S., by audience type, 2005 worldwide, by Internet service provider, B-to-b marketers second half 2005 37.75% Excite 42.9% NetZero 18.8% Gmail 40.4 SBC 17.2 5.23% Lycos 33.8 Verizon 15.3 Adelphia 31.0 Yahoo! 15.3 B-to-c marketers Mail.com 26.8 Sympatico 15.2 29.54 Hotmail 26.1 Cox 14.5 4.44 BellSouth 25.0 AOL 12.4 Roadrunner 24.9 Cablevision 11.7 Mixed audience MSN 24.4 Comcast 11.7 31.61 BT Internet 23.5 AOL.ca 11.0 Rogers 23.3 USA.net 9.9 6.67 Netscape 23.3 9.4 Compuserve Cogeco 21.0 8.1 Mac.com ■ Opens ■ Clicks ATT 19.4 7.8 Earthlink Source: eMarketer, citing ExactTarget, March 2006 Source: eMarketer, citing Return Path, April 2006 Our leading analytics, non-CPM pricing and intelligent features deliver for the world’s best communicators, 1.866.966.xert www.xert.com including AARP, the Smithsonian, CellularOne, PR Newswire, Visioneer & the Washington Capitals. Contact Xert today to explore how we can deliver leverage for you. 14 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
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  • 14. E-MAIL Why should the offer and make changes quickly ing the right price points. enough traffic to do co-registration. marketers launch ASK THE is much greater online than in any On the b-to-b side, there’s less in- There are fewer than 100 sites avail- e-mail acquisition EXPERT other marketing vehicle. formation available than on the con- sumer side. The biggest challenge is able for lead generation [in b-to-b] versus 1,000 or more on the campaigns? ED MALLIN What are some having available content for consumer side. Mallin: First, most marketers are is president of Donnelley Group challenges facing straight-up acquisition. I think anxious to grow their e-mail White Plains, N.Y. b-to-b marketers that there are still too few names on the What do you suggest databases since the online portion of would like to do an b-to-b e-mail side. There isn’t for b-to-b marketers their business is key to their sales enough buyer information. B-to-b that are doing e-mail growth strategy. Adding to your e-mail acquisition catalog [names] are not on the mar- e-mail database gives you the ability investment is very high with inter- campaign? ket [for example]. retention campaigns to communicate with your active marketing. [Also,] you can Mallin: I think [one challenge] is You need the opportunity to but would like to customers on a regular basis at a measure your results in real time, finding the right data that have Web sites available for lead begin an acquisition very low cost. Second, the return on [and] your ability to test, personalize perform—finding the names, find- generation, those that generate program? Mallin: They have to have a bud- get and a commitment to it. It’s not “put your toe in the water and jump out.” It’s about consistency and committing to a program every month. Making a commitment to acquisition, testing different offers, being willing to test and failing [are all necessary] to ultimately succeed. It’s not that different from what people do on the direct mail side of the business. There are more tools out there now to understand success on the e-mail side. You need to analyze re- sults through Web analytics. It’s about making a commitment, estab- lishing a budget, doing a variety of testing and building a program on a monthly basis. That will get you the ROI. The danger [in not committing for the long term] is that you end up wasting money. You need to use it as a learning platform. The wonderful thing about e-mail is you can learn fairly cost-effectively. Corporate vs. consumer world- wide e-mail traffic per day, 2005- 2009 (billions of messages) 2005 81 54 2006 108 63 2007 142 73 2008 181 85 2009 233 98 ■ Consumer ■ Corporate Source: eMarketer, citing Radicati Group, January 2006 16 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
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  • 16. E-MAIL maximize their impact. She said that The move toward e-mail integra- “return on subscriber.” measurement. It uses Web site and E-mail is particularly true in coordinating marketing plans across borders. tion with other media channels means measurement must begin to Sawyer said Pitney Bowes has a “dashboard” for all the components e-mail response data, as well as surveys and call center data, to track sales that Continued from page 10 “In trying to launch a global integrate as well. of a marketing campaign so that re- occur in and are influenced by e-mail. details about the conference.” Direct campaign, it’s critical to allow for Chris Baggott, co-founder and sponse rates can be measured. “We At Ernst & Young, marketing mail invitations, which included a time for your message be translated CMO of ExactTarget, an e-mail mar- do some comparisons of one vehicle representatives meet regularly. “We registration form as well as the Web and in-market at the time you’re do- keting provider, said that among the versus another, but we’re also look- ... talk about what we’ve done, address for those who chose to regis- ing other marketing, like events and top trends this year will be mar- ing at performance within each ve- what’s in process and what we’re ter online, were sent out to reinforce direct mail,” she said. “It’s another keters’ attempt to integrate results hicle versus past performance,” planning,” Puleio said. the message. level of complexity, but when we’re from e-mail marketing campaigns Sawyer said. “That’s often a better “The results rely on the whole Timing is everything. IBM’s able to integrate these messages and with Web analytics. That, according way to look at it.” thing,” Puleio said. Otherwise, “it’s Evans said campaigns need to be time them properly, we have pretty to ExactTarget, will give companies Hewlett-Packard Co. also has a so- like making a cake without putting carefully orchestrated in order to phenomenal results.” a new metric, which Baggott calls phisticated approach to integrated in the flour.” What qualifications should I look for when hiring an E-MAIL MARKETER INSIGHT objectives and procedures doesn’t have to be as difficult as it sounds—or as many make it. The best approach is simply to start small. e-mail marketing manager? your e-mail reputation, you are mistaken. Com- Lay the groundwork necessary to implement a single e-mail marketing tactic. Launch your Answer: It was inevitable. Your quarterly There is a lot of talk about plaints drive 70% of e-mail deliverability issues. By determining your complaint rates and sources, campaign, prove the ROI and then move on e-newsletter is now monthly. A lone e-mail pro- motion to “test the waters” has mushroomed ‘e-mail reputation.’What you can begin minimizing your complaint rates to the next. By integrating as you go, the task becomes much more manageable, and you into a weekly event. Your opt-in list is growing does that mean,and do I at ISPs and increasing your delivery rates. Use whatever service you need to help get can get campaigns off the ground more by leaps and bounds. E-mail marketing can no longer be left to your administrative assistant or need to care? your reputation in order and to keep tabs on it, quickly. Some tactics you can try that combine Answer: It seems that every time you turn but the onus is on you to be vigilant about keep- a junior advertising staffer—it’s time to dedicate e-mail marketing with Web analytics data around these days people are talking about ing it pristine. If you don’t know what your repu- resources to this burgeoning function. include: e-mail reputation, and every company in the tation is with ISPs, find out. It is the one thing you Generally, the role of an e-mail marketing ■ For shopping cart or Web-form abandon- e-mail space seems to offer a solution for it. can do today that will give you actionable data manager or coordinator is to create, execute ment, send customers an e-mail reminder Here’s what you really need to know: you can use to fix your reputation, get more and manage all aspects of outbound e-mail encouraging them to return and complete their ■ Your e-mail reputation is how e-mail e-mail delivered and increase program response. campaigns and be the primary contact for oth- transaction, and consider offering an incentive ers involved in the process. While the job func- recipients view your e-mail program. to get them to do so. ■ You most certainly need to care about it; George Bilbrey is general manager of deliv- tion of an e-mail marketer has evolved, there are ■ Send customers a message based on reputation dictates if your messages reach the ery assurance for Return Path (www.return- still some core qualifications you can look for. what pages, categories or products and services in-box, get junked or go missing. path.biz), an e-mail performance Look for someone who: they browse on your site. ■ You can easily control your reputation, in- management company. ■ is database marketing literate; ■ Renew and refresh relationships with cus- ■ has excellent organizational skills; creasing your program response as it improves. tomers who have returned to your site after an ■ pays attention to detail; Think of your e-mail reputation as your cred- ■ can handle deadline pressure; it score for e-mail. Your past and present behav- How can I use Web analytics extended absence by sending an e-mail message based on their last purchase or most ■ can manage multiple projects at once. iors factor into your credit rating, and your to improve my e-mail recent page views. future behaviors can make it better or worse. Job candidates with experience in e-mail marketing should: The same is true with e-mail. marketing? According to a May 2005 study on the ROI of relevance, JupiterResearch reported that ■ be able to write and/or recognize good While there are thousands of data points fac- Answer: To combat consumers’ growing crafting these types of highly relevant e-mail copy; toring into reputation, we see that there are impatience with spam and irrelevant messages can generate nine times more ■ be familiar with HTML and online design; three primary levers that most influence reputa- permission-based e-mail messages, marketing improvement in revenue and as much as 32 ■ be knowledgeable about data mining tion and subsequent delivery: experts and analysts have been urging e-mail times more improvement in net profit over un- and customer data segmentation; Bounces: Too many bounces spell disaster marketers to adopt advanced tactics that boost differentiated broadcast campaigns. Even after ■ have direct marketing experience; in the eyes of ISPs. Removing bounces might be customer loyalty, campaign response and including additional Web analytics spending, ■ have a good grasp of e-mail and viral mar- a hassle, but doing it regularly will have a e-mail marketing ROI. the use of Web site clickstream data as a keting concepts; dramatic effect on your e-mail delivery. ISPs use One way to do this is by optimizing the in- targeting attribute still significantly improves ■ have knowledge of e-mail industry best your unknown user rates and other bounce tegration between your e-mail marketing and both top-line and bottom-line results. practices; and metrics when deciding whether to let your Web analytics platforms. This enables a two- So if you’re ready to get started, check with your ■ understand spam legislation in the U.S. e-mail through. way flow of actionable information that allows e-mail service provider to see [if] it already has a and abroad. Blacklists: Sure, you’ve heard about them, you to more efficiently target and trigger e- working relationship in place with your Web analyt- Above all, understand that the qualifications but does anyone really care about blacklists? The mail campaigns based on Web-site click- ics vendor to make your integration tasks easier. you identify in a potential candidate boil down answer is yes. Most e-mail receivers reference stream data —the details of how visitors inter- And start small, one tactic at a time. Do this, and you to your company’s needs. Happy hunting! blacklists in order to filter unwanted e-mail. By act with your Web site. soon could be taking your e-mail marketing to new finding out what blacklists you are on and doing But the engineering challenge, expense and levels of success. Tricia Robinson is VP-marketing and strategy everything possible to get removed, you will time required for such an undertaking discour- for Premiere Global Services (www.premiere dramatically improve your e-mail deliverability. age most marketers from even trying. However, Elaine O’Gorman is VP-strategy at global.com), an outsource provider of busi- Backlash: If you think that your customers’ learning to extract e-mail marketing ROI from Silverpop (www.silverpop.com), a provider ness process solutions. clicking on the “This Is Spam” button won’t affect the formulaic machinery of databases, business of e-mail marketing solutions. 18 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 17. ADVERTISING AGE The digital community for agency, marketing and media FULL WEEKLY ISSUE ONLINE Every Sunday, the week’s full issue goes online, giving you a jumpstart to the week. BETTER SEARCH Proprietary search engine provides the best possible results. THOUGHT-LEADING EDITORIAL Ad Age editors don’t just report the news, they lead the discussion, sparking debate in the community. DAILY BREAKING NEWS Updated as industry news happens. MORE VIDEO, MORE AUDIO USER-GENERATED CONTENT Interviews, reports from industry events, the Offer your opinions on articles, participate in weekly latest TV Spots, editorials on the week’s news and polls, engage with the advertising community. more. Full-screen video available to subscribers! And coming this May! AD AGE DIGITAL Weekly e-mail newsletter and editorial feature to guide the industry on how to integrate emerging and converging digital media into the overall marketing mix. To advertise: Allison Arden, General Manager, Interactive • Tel: 212.210.0794 • aarden@crain.com | To subscribe: adage.com/subscribe • Tel: 888.288.5900 • subs@crain.com ADVERTISING AGE • POINT • MEDIAWORKS • AD AGE DIGITAL • AMERICAN DEMOGRAPHICS • MADISON+VINE • AD AGE CHINA • CREATIVITY • ADCRITIC.COM • SPARK* PRINT MAGAZINE • WEB SITE • DIGITAL EDITION • E-MAIL NEWSLETTERS • PODCASTS • VIDEOS • EVENTS
  • 18. SEARCH Search spending handles buying through all media channels for clients of the agency. “We test and learn on ev- ery channel,” he said. “We identify channels that have the best ROI.” RESOURCES Key search metrics spree continues CHALLENGES AHEAD One foil to this overwhelmingly rosy pic- ture was a March eMarketer report. Estimat- ■ Online searches in the U.S. increased 39% in January 2006 to 5.7 billion, up from 4.1 billion searches in the year-earlier period. Source: Nielsen//NetRatings, March 2006 ing that Google’s worldwide gross revenue Concerns over click fraud don’t slow will total $9.30 billion this year and $11.80 billion in 2007, the online research aggrega- ■ Market share in search remained steady in 2006 with Google (48.2%), Yahoo! (22.2%) and MSN (11.0%) leading the way. enthusiasm for search engine marketing tor’s forecasts also outlined challenges. Its re- Source: Nielsen//NetRatings, March 2006 port, “Search Marketing: Players and Prob- BY CAROL KROL mechanism. lems,” said Google faces roadblocks to contin- ■ Google’s worldwide gross revenue will total an estimated $9.3 billion this year and $11.8 The juggernaut that is search marketing Many other marketers are doing the same. uing strong growth, including the threat of billion in 2007. shows no signs of slowing in 2006, according In a study specific to the manufacturing indus- click fraud, privacy concerns and the com- Source: eMarketer Report, March 2006 to the statistics that pour in regularly from re- try, for example, almost half (48%) of market- plexity of creating and managing campaigns. search and measurement providers. The num- ing executives plan on increasing the amount “Concerns about click fraud and privacy bers, from ad dollars being spent to the volume they spend on search engine marketing. They are two sticking points that will potentially Search best practices of searches being conducted, speak volumes. also plan to spend less on magazine advertis- chip away at, if not halt, the growth of search ■ Forty percent of search marketers are miss- Users conducted 5.1 billion searches in De- ing, trade shows, direct mail and telemarket- engine marketing,” said David Hallerman, ing out by using only Google and/or Yahoo! cember 2005, close to a 60% increase over the ing. SVM E-Business Solutions, the company eMarketer senior analyst and author of the re- for their online campaigns. Source: JupiterResearch, February 2006 previous December’s 3.3 billion searches, ac- that conducted this study, spoke with market- port. “ is not rosy in the search business.” All cording to Nielsen//NetRatings. The ad But not everyone agrees, particularly ■ More than half (52%) of marketers surveyed dollars have followed. 5 simple rules for effective on the issue of click fraud. described paid search performance for 2005 Advertisers in North America spent Need to know search engine optimization “I really don’t think click fraud is a as “great—outperforms other tactics,” edging out e-mail marketing to house lists, which $5.75 billion in 2005, according to the 1. Consider target keywords carefully. They should always be at big issue,” said Joseph at ZED Digital. came in second at 47%. It was the first time Search Engine Marketing Professional least two or more words long; too many sites will be relevant for a “It’s really marginal.” PTC’s Jennings said search marketing surpassed e-mail marketing. Organization (SEMPO), a nonprofit, pro- single word. he is aware of the possibility that click Source: ad:tech and MarketingSherpa survey, March 2006 fessional organization for search engine 2. Position keywords strategically. The page’s HTML title tag is most fraud can affect his campaigns, but important. Failure to put target keywords in the title tag is the ■ Sixty-two percent of search engine users marketers. That is a 44% increase over added that he is not very concerned and click on a search result within the first page and main reason perfectly relevant Web pages may be poorly ranked. spending the prior year. Paid placement in fact doesn’t want to spend a lot of time 90% of users click on a result within the first 3. Add HTML hyperlinks to your home page that lead to major inside accounted for 83% of that total. pages or sections of your site. Also consider making a site-map focused on the issue. “We don’t necessar- three pages of search results. Thirty-six percent page with text links. If you naturally point to different pages from ily know if we’re getting funny num- of search engine users believe that the compa- ONLINE AD SURGE WILL CONTINUE within your site, you increase the odds that search engines will bers,” he said. “We didn’t want to be- nies with Web sites listed at the top of the Other researchers and analysts, such follow links and find more of your Web site. come experts in this necessarily.” search results are the top brands in the field. Source: iProspect and Forrester Research report, April 2006 as Merrill Lynch, Piper Jaffray and Stan- 4. Build links. Go to the major search engines. Search for your target He does, however, invest time in test- keywords. Look at the pages that appear in the top results. Visit dard & Poor’s, agree search has led the those pages and ask the site owners if they will link to you. Non- ing and tracking campaign effectiveness. healthy surge in online advertising and competitive sites may agree to link to you, especially if you offer “It is not so much the technical stuff, 2005 trends will continue to do so. Piper Jaffray said to link back. but seeing which offers are working and Is search expanding? The past year saw the search and online advertising were up 5. Verify and maintain your listing. Once your pages are listed in a changing campaigns,” he said. “We put major search engines expanding aggressively 23% in 2005. Standard & Poor’s predicts search engine, monitor your listing every week or two. Resubmit Siebel tracking IDs embedded in the URL into new areas, including video search; local, your site any time you make significant changes. targeted advertising; and interactive mapping online ad growth will exceed 20% in into the text strings we put on Google for and other Web 2.0 applications. Google even 2006, “and could approach 30% based pay-per-click campaigns. We get reports offered options to add “portallike” content to on continued strength of search advertising,” ing executives at more than 200 U.S. manufac- from our vendor on how well the Google traf- its formerly stark home page. according to a report released in January 2006. turing companies. Fifty-seven percent of them fic is doing,” he said. “Search is escalating for sure,” said Ed Jen- said the biggest benefit of online marketing But click fraud definitely is on marketers’ nings, VP-marketing at Parametric Technology and search is improved communications with radar. According to data released last Decem- They said it “Search engines on one hand are saying, ‘We’ll Corp. (PTC), a b-to-b technology marketer. customers. ber by SEMPO, the number of those who be- protect you,’ and on the other hand they’re Jennings has been employing search as part of “ long as search is efficient in terms of lieve it is a serious issue has tripled in the past As saying, ‘You can’t expect us to really protect the marketing mix for the last 18 months, us- ROI—and it still is by far versus any other dig- year, and two out of five advertisers and about you because we don’t have all the data.’ ” ing both paid search and search engine opti- ital channel—[spending] will continue in- 40% of agencies surveyed have tracked fraud —Jessie Stricchiola, president of SEO firm mization. He said he has “absolutely” in- creasing,” said Frederic Joseph, regional CEO, in pay-per-click campaigns. Alchemist Media, on the problem of search en- creased the budget for search, which is used as EMEA at ZED Digital, a unit of Zenith Optime- Click fraud can be committed for financial gine advertising click fraud, BtoB, March 2006. both a lead generation tool and a branding dia, a London-based media agency. Joseph Search, page 22 20 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 19. SEARCH ENGINE MARKETING RESOURCES Company Location URL Phone SEM services Acronym Media New York www.acronym.com (212) 691-7051 Optimization, pay-per-click management, link-building campaigns Advertising.com Baltimore www.advertising.com (410) 244-1370 Strategic direct-response and brand marketing campaigns Alchemist Media Hollywood, Calif. www.alchemistmedia.com (323) 934-2939 Optimization, pay-per-click management Backbone Media Waltham, Mass. www.backbonemedia.com (781) 899-4050 Optimization, Web site development, e-mail design, keyword research, ROI tracking BeyondROI Hallandale, Fla. www.beyondroi.com (800) 498-4764 Search marketing strategy consulting for small and midsize businesses Bruce Clay Moorpark, Calif. www.bruceclay.com (805) 517-1900 Optimization, pay-per-click management, campaign management Business.com Santa Monica, Calif. www.business.com (800) 381-5771 Pay-per-click management, paid inclusion ClearGauge Chicago www.cleargauge.com (312) 923-7604 New program launch strategies, pay-per-click management, design, analytics Did-It.com Rockville Centre, N.Y. www.did-it.com (800) 932-7761 Paid search management, technology services DigitalGrit Boonton, N.J. www.digitalgrit.com (973) 316-9696 Optimization, paid placement, paid inclusion, analytics Fathom Online San Francisco www.fathomonline.com (415) 284-9100 Keyword campaign management, technology services iCrossing Scottsdale, Ariz. www.icrossing.com (866) 620-3780 Strategy, consulting, implementation, analysis Inceptor Maynard, Mass. www.inceptor.com (978) 298-1525 Optimization, paid placement, directory programs, authorized reseller of paid inclusion iProspect Watertown, Mass. www.iprospect.com (617) 923-7000 Optimization, paid inclusion, pay-per-click management, Web analytics, Web site conversion enhancement KeyRelevance Wylie, Texas www.keyrelevance.com (972) 429-1222 Optimization, keyword research, pay-per-click management, ROI tracking Marketleap San Francisco www.marketleap.com (888) 201-9982 Optimization, search engine paid inclusion management Medium Blue Atlanta www.mediumblue.com (866) 436-2583 Visitor conversion, online PR, search engine optimization Oneupweb Lake Leelanau, Mich. www.oneupweb.com (877) 568-7477 Optimization, pay-per-click management, bid management, ROI analytics Outrider St. Louis www.outrider.com (314) 209-1005 Optimization, pay-per-click management, strategy, consulting, measurement Prime Visibility Bethpage, N.Y. www.primevisibility.com (866) 774-6381 Optimization, pay-per-click management, keyword tracking Proceed Interactive Des Plaines, Ill. www.proceedinteractive.com (888) 632-6328 Online and search affiliate marketing, design, technology, Web analytics Quigo Technologies New York www.quigo.com (646) 289-6000 Search engine marketing, campaign management, content-targeted advertising services Resolution Media Chicago www.resolutionmedia.com (312) 337-6450 Optimization, paid listings, consulting Searchfeed.com Bridgewater, N.J. www.searchfeed.com (866) 722-9951 Pay-per-click management SiteLab International La Jolla, Calif. www.sitelab.com (858) 456-4720 Optimization, pay-per-click management, paid placement Vertive Consulting Austin, Texas www.vertive.com (512) 342-8378 Optimization, paid listings and pay-per-click management WebMama.com Palo Alto, Calif. www.webmama.com (650) 289-0701 Optimization, pay-per-click management, analytics Zunch Communications Dallas www.zunch.com (972) 455-4800 Optimization, pay-per-click management, design Where do you find marketing vendors? BtoB’s Online Directory puts marketing solution providers at your fingertips! Truly a one-stop source for all your marketing needs, BtoBonline.com brings you a listing of nearly 2,300 companies in 50 product/service categories. Find that much-needed vendor today by ONLINE DIRECTORY going to www.BtoBonlinedirectory.com. The Directory for Marketing Executives. w w w . B t o B o n l i n e d i r e c t o r y . c o m btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 21
  • 20. SEARCH VERTICAL SEARCH Company URL Phone Marketplace Clients Business.com www.business.com (888) 441-4466 B-to-b products, services, news and information BusinessWeek.com, Fast Company, Forbes.com, Inc.com, Internet.com GlobalSpec www.globalspec.com (518) 880-0200 Engineering parts and components technical content ASEE, Autodesk, Information Handling Services (IHS) MatWeb, Solidworks Indeed www.indeed.com (203) 564-2419 Search engine for jobs Dice, New York Times (also an investor) ThomasNet www.thomasnet.com (800) 699-9822 Industrial manufacturing General Air Products, Inc., Equipment Direct Safety and First Aid Supplies, Wheeling Power & Industrial Services Sidestep.com www.sidestep.com (408) 235-1700 Travel industry Continental Airlines, Hyatt Corp., JetBlue Airways, Orbitz, travel agencies Thomson Findlaw www.findlaw.com (651) 687-7000 Legal Nolo.com, Thomson West Search Continued from page 20 gain by parties such as contextual ad affiliates, which can profit when clicks occur on their sites because of revenue-sharing agreements with search engines. An advertiser’s com- petitors similarly might engage in the practice, as a way to drain the marketer’s pay-per-click advertising budget. In a separate benchmarketing study conducted in late 2005, SEMPO found conversion rates for “delayed e-commerce/service pur- chases”—a bucket b-to-b mar- keters’ products fall into—are higher through search engine opti- mization (6.3%) than paid search, which had an average conversion of 4.2%. “SEO is a huge driver of “I rarely use a search tool on a site.Even if I know the site, I’ll do a Google search on it and make it domain- specific” Ed Jennings, VP-marketing at Parametric Technology Corp. (PTC), ‘latent’ conversions,” the report concluded. The next big hurdle may be the enterprise search space. Companies are trying to figure out how to mon- etize Web sites, and part of that is making sure they are functional and can be navigated with ease. “I know we struggle with that,” Jennings said. In his own experi- ence as a customer, he said, “I rarely use a search tool on a site. Even if I know the site, I’ll do a Google search on it and make it domain-specific rather than go to their site and use a search tool.” Jennings said he is currently looking at the possibility of im- plementing an enterprise search solution. 22 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 21. WHO’S WHO IN PAID SEARCH Company What it does What it owns Key partners AOL Owns major portal destination and Internet service provider Netscape, MapQuest, AIM, AOL.com Google Google Search destination and advertising provider; products Urchin Software, Keyhole Corp., content-targeting firm Google sites including AOL, Ask Jeeves, EarthLink include Adsense, Adwords, Gmail, Google Local and Google Applied Semantics, weblog firm Pyra Toolbar GenieKnows.com Global pay-per-click search engine offering PPC solutions to GenieKnows.com, GenieKnows.co.uk, GenieKnows.cn , Business.com, Kanoodle, Lycos and Miva 1,100 publishers and 3,500 advertisers in U.S., Canada, U.K., GenieLocal.com, GKFA.com, SmartGenie.com Germany, France, Italy, Spain, Denmark, Sweden, Finland, Norway, Korea, Taiwan, Hong Kong, Japan, Brazil, Mexico and Australia. IAC Search and Media Offers search destinations and advertising solutions (includ- Ad products include Ask Sponsored Listings, pay-per- Syndicates algorithmic results and paid listings to partners in- (formerly Ask Jeeves), ing search, media and performance marketing products) click product, and IAC partner marketing, media and cluding Mamma, Motley Fool, Search.com (CNET), Geotrust a wholly owned sub- performance marketing products. Web sites include and others. Also syndicates paid listings from Google. sidiary of IAC/Inter Ask.com, Bloglines, Evite.com, Excite, iWon, Max Online- Active Corp. My Search, MyWay and My Web Search. Owns Ask Algo- rithmic Search Technology (formerly named Teoma). LookSmart Paid listings and display ads via distribution network and Findarticles.com, Furl.net, LookListings, Net Nanny, Publishing partners: Ask.com and NYTimes.com; distribution proprietary vertical search site networks WiseNut; plus 181 vertical search sites in 13 categories partners: InfoSpace, Cox, Dogpile, Marchex, Revenue.net, CNET's Search.com MIVA (formerly Online platform that facilitates keyword and contextual paid MIVA Media Europe (formerly Espotting), MIVA Direct Distribution network of thousands of online publisher partners FindWhat.com) listings for advertisers and publishers. Primary focus is on (formerly Comet Systems), MIVA Small Business including blinkx, Conde Nast, Dennis Publishing, Express News- providing publisher partners with solutions enabling the ac- (formerly Miva Corp.) and B&B papers, Intellext, Mirror Group,The (U.K.) Sun. Private-label part- quisition, retention and monetization of online audiences. ners include Eniro AB, Mit sui, Superpages,Verizon MSN Search Portal hosts its own search technology at Proprietary MSN Search software; is piloting its own Paid listings from Yahoo! will continue in the U.S. until adCen- www.search.msn.com, and Windows Live Search beta at paid-search solution on MSN adCenter platform ter is launched in 2006. www.live.com launched in March. (adCenter will be broadly available in the U.S. some time in 2006, according to MSN) Yahoo! Leading portal destination; owns Yahoo! Search Marketing. AlltheWeb, AltaVista, Inktomi, Yahoo! Search Marketing CNN.com, ESPN, InfoSpace, iVillage, Maxim.com,United On- line, USAToday and VIACOM properties (BET.com, MTV.com, VH1.com, etc.) “It’s Just Business.” Just 26 Million people a month. Just 50 of the leading online business publications. Just the biggest business search network on the Internet. Just business searches. Just business results. Just decision makers saving time and money while they get things done. As the leading online marketplace for trusted business solutions, advertisers on Business.com can reach 26 million* buyers and sellers of business-to-business services every month…more than any other vertical search engine. Business.com. Just the center of the business-to-business universe. Business Begins Here.™ Powering the *comScore, Media Metrix, March 2006 searches of: btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 23
  • 22. SEARCH BtoB recently spoke with two search Is any b-to-b company [via search] from 1% of all visitors to dabbling in search in some way. ASK THE marketing gurus. Mike Moran is an not using search these 22%, and the average is around 7%. Some are actually doing it exponen- EXPERT IBM Distinguished Engineer with more than 20 years of experience in days? What about the use tially more. One statistic I use as a barometer MIKE MORAN and search technology at IBM Research, Moran: Many of them are, but I of search among was the last statistic I saw in Google BILL HUNT, authors Lotus and other IBM software units. don’t run into companies every day technology [that] showed that 244 of the Fortune of “Search Engine Bill Hunt is the founder and CEO of that aren’t. A cheeky answer would 500 have an active paid search cam- Marketing, Inc.: Global Strategies International and be that most of the good ones are. companies? paign. So that leaves a pretty big Driving Search has led large-scale search marketing Our experience at IBM was that sev- Hunt: I think they’re starting to chunk of people who aren’t using Traffic to Your Company’s Web projects for clients such as IBM, eral years ago, we weren’t looking at really get a handle on it. Google has search. Site” (IBM Press) AT&T and Intel. (The following tran- search marketing as an area we a technology council that meets script is a part of the interview, which should focus on. [But] over the last quarterly and its participants are What’s the trickiest is available on btobonline.com as a five years, we’ve improved the per- some of the bigger b-to-b technolo- part of search BtoB Talking Tech audiocast.) centage of visitors coming to the site gy companies, and I think most are marketing? Where do marketers go wrong in using the tactic? Hunt: They don’t take it as seriously as they should. They throw a lot of money at it. They throw some resources at it, but I don’t think they understand some of the strategic implications, and that leads into managing the team. Search is one of those things that is almost like a revival meeting or a family reunion where you get all these people together from all differ- ent walks of life, all different areas. “Search is one of those things that is almost like a revival meeting.” Mike calls it “cooks for the broth.” Something most companies make the biggest mistake on is not taking it seriously enough and not integrat- ing well across their teams. I can’t tell you how many times I go to a company, sit down with them and just watch a technology person go to a marketing person, in- troduce themselves, give them a card and then after that meeting, it’s like, “We should’ve talked years ago.” Here are two people that should’ve been talking all along and have never even met. Moran: The huge error that com- panies make is they get fixated on the wrong things. They’re looking at getting the No. 1 ranking for some- thing, or they’re focused on traffic to the site. Those things are important, but they’re a means to an end. The place they fall down is they forget search marketing is more about mar- keting than [about] search. They focus on the technical arcana of turning this dial there, and pushing that lever and taking all the advice of these really low-level things that you have to do, which are all important, but they forget the main reason that they’re trying to do this. They’re trying to sell more. ON EUPWEB.COM 877. 568. 7477 They’re either trying to sell more online or offline. They have to make sure the traffic they’re driving to the site from search engines is really converting, and I think they lose track of that sometimes in the midst of all the detail. 24 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 23. WEB SITES Plan customer- site analytics and surveys e-mailed to prospects and customers who have opted in. He uses that information to refine the site’s content and ad- RESOURCES just its product-finding tools. “It’s our theory Key Web site stats specific marketing that, if you are the person or company supply- ing the best information, sooner or later you’ll be the person supplying the product or ser- vice,” Schneider said. ■ 73% of American adults (age 18-plus) go online to use the Internet. Age continues to be a strong predictor for Internet use: 89% of 18- to-29-year-olds go online, compared to 82% of 30-to-49-year-olds, 71% of 50-to-64-year- Savvy visitors crave personalized IMPROVING CONTENT olds, and 34% of those age 65 and older. Providing better content in a personalized Source: Pew Internet & American Life Project, March 2006 experiences on company Web sites fashion is getting easier because of advances in ■ In 2006, 78% of manufacturing companies content management systems and portal soft- plan to increase spending on their corporate BY MARY E. MORRISON things by interviewing people, by letting ware packages, Fishman said. “The initial con- Web sites. In addition, 52% of manufacturers OT LONG AGO, a Web site was considered them tell their stor-ies of how they purchase, tent management systems were so hard to use consider their Web sites to be their most pow- N good if it presented information in a clean, easy-to-find way. Sites that al- lowed visitors to execute transactions were how they think, how they describe things, that marketing never felt really comfortable,” how they go about things,” he said. Manning cited semiconductor company she said. Fishman said there now is a wave of “con- erful marketing tools. Source: SVM E-Business Solutions study, April 2006 deemed advanced, and if the site could handle Analog Devices, which he said was under the tent management light” applications, from Most visited Web sites customer service inquiries, so much the better. Today, however, b-to-b sites must meet the Need to know vendors such as Ektron Inc. and 5 simple rules for creating a RedDot Solutions, that are more (per month) customer-friendly Web site 1. Microsoft 112 million visitors rapidly expanding expectations of business- user-friendly and allow marketers people who have become far more sophisticat- 1. Personalize your site. Let site visitors “self-select” when they to handle tasks such as editing 2. Yahoo! 102 million visitors ed in their use of the Web and want a highly arrive at your home page so they can find the most relevant parts content and managing colors. B-to- 3. Time Warner 100 million visitors personalized online experience. of the site for them; for instance, “I’m a physician” or “I’m a b marketers are also starting to take pharmaceutical rep.” The key for marketers is to give site visitors 2. Use rich media with caution. Consider your audience before advantage of the latest technolo- Stickiest Web sites (hours that tailored Web experience and measure gies to improve site content, turn- their response, said Andrea Fishman, director adding audio, video or a lot of Flash to your site. Give visitors the option to hear audio by mousing over a button (rather than auto- ing to video, facilitated chat and, of visitor use per month) of global strategy for BGT Partners, a profes- matically launching the file). to some extent, RSS and blogs. 1. PokerStars.com 18:30 hours 3. Conduct research to determine users’ preferences. Going into 2. AOL 6:00 hours sional services firm that focuses on technology customers’ offices is the best way. If that’s not possible, invite Some companies are forgoing the solutions for interactive marketers. “In the use of Flash for video. 3. FanFiction.Net 4:50 hours customers to a facility where you can observe them. Phone sur- Source: Nielsen//NetRatings study, March 2006 past, there tended to be lots of content out veys are another option. “Especially as broadband con- there that was generic in nature,” she said. 4. Focus on incremental changes. Your site may not need a nection grows, short video can be “What we’re seeing now is a lot more self-se- complete redesign; instead, implement small, useful changes that improve customers’ overall experience. a very powerful way for larger b- Video on the go lection.” Self-selection design presents infor- 5. Add a blog only if you can update it often. If the content is stale to-b sites, and even smaller ones, to Web video is booming. Users want to view mation to site visitors according to their role or and doesn’t get the attention it needs, you may be doing more communicate their message,” Fish- video on a variety of devices, including: com- the type of problem they’re looking to solve, harm than good. man said. puters/laptops (22%); TVs (20%); iPods (4%). rather than by product. Although blogs can be effective Source: Points North Group study, March 2006 impression that its audience of design engi- in creating an ongoing conversation with cus- B-TO-B SITES YET TO EVOLVE Still, many b-to-b Web sites haven’t neers was very brand loyal and wanted a clean tomers, they require constant updating. “You layout when researching products. After do- really have to keep up on it. … If people come The dawn of Web 2.0 ■ The biggest Web site trend in 2005 was the evolved, said Dennis Boyce, VP at interactive ing research in engineers’ offices, however, the back and see it hasn’t changed in a month, emergence of Web 2.0. What is it? “A second agency Avenue A/Razorfish. “ lot of b-to-b A company found that the engineers liked to they’re not going to come back again,” said generation of services available on the World sites out there are still very product-centric,” he scroll up and down screens packed with infor- Budnick Converting’s Schneider, who oversees Wide Web that lets people collaborate and said. “They tend to reflect how the company is mation. When the engineers didn’t find what Tapeinfo.com’s blog. share information online.” organized rather than how their customers are they wanted quickly, they’d move on to anoth- RSS is also of interest to marketers looking Source: Wikipedia organized or their market is organized.” er semiconductor maker’s Web site. Analog to personalize sites, particularly because Web To know what customers want, companies must determine not only the demographic Devices redesigned its site accordingly. users are overloaded with spam in their e-mail “If you didn’t know that this is how design in-boxes. “People know that if they signed up They said it “The central principle behind the success of characteristics and site habits of visitors but engineers like to navigate, you’d say ‘this site is for an RSS feed, they requested it,” said the giants born in the Web 1.0 era who have also what is most appealing to them, what lan- packed, no one can use it,’” he said. “ it William Rice, president of the Web Marketing As survived to lead the Web 2.0 era appears to be guage they use and what will finally trigger a turns out, it’s an almost perfect design for that Association. “ a marketer, you may have As this, that they have embraced the power of purchase—information likely to come only target audience, and [Analog Devices] had big heard of this, but you need to start exploring the Web to harness collective intelligence.” from interviews with the customer, said jumps in all their metrics.” the technology on the server side so you can be —Tim O’Reilly, president-CEO, O’Reilly Media, Harley Manning, VP-customer experience at Lance Schneider, e-business manager of ready for it when the widespread acceptance “What is Web 2.0?” Sept. 2005 Forrester Research. “You can only get those Budnick Converting’s Tapeinfo.com, relies on comes, because it’s going to be very soon.” What’s the differ- information by an overly confus- [which] will be presented at the ways to improve a ASK THE EXPERT JAKOB NIELSEN ence between an is principal at ing navigation structure or by Usability Week conference in San Web site? average b-to-b Web Nielsen Norman presenting overwhelming and Francisco in June 2006. Most of Group convoluted content. the research participants told us Nielsen: I think that most site and a great that when they are considering b-to-b sites need a complete b-to-b Web site? What are the key doing business with a company, redesign. I really want companies Nielsen: Most b-to-b sites em- trends you’re seeing one of their first actions is to check to reconceptualize their Web sites phasize internally focused with most online interactions be- in b-to-b Web sites out its Web site. Thus a site that in- and redo everything with an em- design, don’t answer customers’ ing demand-driven, where you adequately communicates the phasis on doing what customers main questions or concerns, and either give people what they right now? credibility of a vendor and its told us in user testing. On the place barriers in the way of want or see them abandon your Nielsen: Busy business people products can have a seriously other hand, there are also plenty prospects who use the Web to site for the competition. have stopped saving brochures detrimental effect on incoming of quick fixes available for the av- discover companies to place on A great b-to-b site? One that’s and advertisements because they leads, long before you start your erage b-to-b site. A company … their shortlists. These sites have more forthcoming with informa- assume they can look up the official sales efforts. could still get a lot of mileage not realized that the Web has re- tion for new users in the early equivalent information on the from simpler changes, such as versed the relationship between stages of research. Often sites de- Web. My group is just finishing a What are some writing a good overview page for companies and their customers, prive users of needed usability study of b-to-b sites, quick and easy each product category. btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 25
  • 24. SOCIAL MEDIA How can b-to-b Most posted reviews, which N90 cataloged on a special blog set up for the occasion. Some re- views were negative, but they were listed along with everything else. RESOURCES Key social media stats use ‘social media’? McDonald’s Corp. has a corporate responsi- bility blog aimed at customers and business partners. Boeing has a blog for frequent business travelers. Wal-Mart Stores started a campaign to ■ Ad spending on blogs, podcasts and RSS will reach $49.8 million in 2006, up 144.9% over ad spending of these user-generated online media in 2005. By 2010, total ad combat negative opinions about its employment spending on blogs, podcasts and RSS will While new channels attract buckets of practices by courting influential bloggers. reach $757.0 million. buzz, questions remain about their ROI TRADITIONAL MARKETERS JUMP IN ■ Blog advertising accounted for 81.4% of user-generated online media in 2005, and In the tech market, Microsoft is podcasting podcast advertising made up 15.2%. By BY PAUL GILLIN David Sifry, CEO of Technorati, a leading blog conference sessions for third-party developers. 2010, blog advertising will make up 39.7% LITTLE MORE THAN a decade after the first search engine. Like many social media experts, IBM Corp. has a podcast series aimed at in- of user-generated online media, while A personal online diary appeared on the In- ternet, social media had a breakout year in 2005. But whether the phenomenon—known Sifry believes marketing must shift from deliv- ering a message to influencing a conversation. Services from Cymfony Inc., Nielsen Buzz- vestors that peers into the future of businesses and institutions. Hewlett-Packard Co. is aiming a podcast series at business customers and podcast advertising will comprise 43.2%. Source: PQ Media, April 2006 ■ Podcasting is forecast to grow at a com- variously as social media, word-of-mouth mar- Metrics and Nstein Technologies, among oth- channel partners. pound annual rate of 101% through 2010. keting and personal publishing—is destined to ers, have sprung up to monitor and report on Outside tech, marketers are beginning to stir. The number of podcast users in the U.S. will grow from fewer than 1 million last become to a major new communications chan- blog buzz. Corporate executives are creeping Eastman Kodak Co. is using podcasts to educate year to 4.5 million by the end of this year, nel or a rounding error on corporate marketing into the blogosphere, but only about 5% of the its European channel partners. The short videos ballooning to an estimated 56.8 million in budgets is still an open question. Fortune 500 companies have sanctioned blogs. dramatize the sales process from the customer’s 2010. The numbers are impressive. Techno- perspective so retailers can anticipate ques- Source: Diffusion Group, June 2005 5 simple rules for effective rati.com tracks more than 33 million blogs, Need to know social media marketing tions. “It’s about getting useful content to up fourfold in a year. Some sources esti- mate there are more than 100 million blogs 1. Enlist services that “listen” to the blogosphere and monitor how people fast and telling a compelling story,” said Mike McDougall, director of products CEO blogging rare on the Internet. your company, its products and services are being discussed. and services in Kodak worldwide public ■ Corporate blogging is becoming more 2. Uncover influencers in these specialized communities and seek popular, but getting a CEO to take up the Podcasting, the audio sibling to blog- relations. digital pen remains rare. Just 7% of CEOs ging, grew to an estimated 38,000 programs ways to involve them in your product development, branding and The bugaboo is measurement. Ques- news. blog today; only 18% plan to host a com- from practically none in 2004. The New Ox- tions about the ROI of social media cam- pany blog during the next two years. 3. Tell compelling stories—and tell them fast. ford American Dictionary declared “pod- paigns still relegate them to the back burn- Source: PRWeek/Burson Marsteller CEO Survey, Oct. 2005 4. Accept that not all conversations will be positive. React quickly to cast” its word of the year for 2005. errors but always consider how your responses may be magnified er in many marketing organizations. “The But all that impressive growth hasn’t yet translated into big marketing investments, in this environment. 5. Shift focus from delivering a message to influencing a conversation. jury’s still out on whether this will be a powerful tool for marketers,” said Daivd Word-of-mouth at least in the b-to-b space. Questions per- Cohen, an exec VP at Universal McCann ■ The Internet—via blogs, message sist about return on investment, the quality Erickson, adding that he expects ROI boards, social networks and more— helps b-to-b marketers put traditional of the information in the blogosphere and how Many companies are leery of wading into an questions to be answered this year. word-of-mouth marketing efforts into to control messages in this unruly environment. online world that is loosely organized and lacks Even if social media never becomes a major overdrive. “The big picture is that b-to-b checks and balances. A “blog swarm” around investment item, its presence is being felt in has always been about word-of-mouth. LITTLE NUMBERS LOOM LARGE negative news can be a public relations night- mainstream marketing. The good news for mar- Customers don’t buy multi-hundred- The important thing about social media isn’t mare. Some companies have made the con- keters is the resistance to branded content isn’t thousand-dollar items without talking to the big numbers but the little ones: the thou- scious decision not to blog. nearly as steep in the blogosphere as it is in their peers,” said WOMMA CEO Andy Sernovitz. “That hasn’t been called word- sands of moderately active special-interest com- But the decision of whether or not to engage mainstream media. “People who engage in Web of-mouth, but it is really in essence what munities that comprise the so-called “long tail.” with social media may not be marketers’ to make. sites and content don’t mind the branding,” b-to-b marketing is all about.” B-to-c marketers got the message, and 2005 was “The period of interruption marketing is wind- said Elizabeth Talerman, partner at Campfire, Source: BtoB, June 2005 the first year that meaningful experimentation ing down,” said Paul Rand, a partner and global an entertainment company that specializes in in social media marketing took place. chief development and innovation officer at interactive advertising. But with the notable exception of tech com- Ketchum Inc. “The most important things com- And even if you don’t spend a dime on social They said it ■ “I don’t think we’ll have a Howard Stern panies like Hewlett-Packard, Microsoft, IBM panies can do is make information readily acces- media marketing, you shouldn’t ignore what’s of podcasting; we’ll have 1,000 Howard and others, b-to-b marketers have so far moved sible and available,” to the new influencers. being said about you. “People are walking Sterns, each with 10,000 listeners.” slowly into social media-based marketing. Some b-to-b marketers are beginning to do around with megaphones and they’re talking —Adam Curry, whose Daily Source Code is Most are starting by simply listening to the that. When Nokia Corp. introduced its N90 about your brands,” Technorati’s Sifry said. the most popular podcast on the Internet, online buzz. “Think of bloggers as the world’s video phone last fall, it sent evaluation units to “You can stick your head in the sand or you can BtoB, Feb. 2006 largest open, unsolicited focus group,” said about 50 prominent mobile phone bloggers. choose to listen.” Learn how to reach IT executives in just 10 minutes! BtoB’s new Talking Tech Audiocast Series features brief interviews with expert marketers and other special guests discussing the best tactics for reaching the elusive IT executive. The latest episode features Scott Anderson, Director of Enterprise Brand Communications for Hewlett-Packard. Listen to what Mr. Anderson has to say by visiting www.BtoBonline.com and clicking “BtoB Audio.” This 10-minute audiocast is also available as a podcast. New episodes premiere on the first and third Wednesday of each month. 26 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 25. ASK THE U.S. Podcast Audience, 2006, cused on the tool, by the way. Blogs Techcrunch.com. Now it’s one of EXPERT could become something else. the top 50 blogs in the world. The 2008 & 2010 (in millions) so-called “A” crowd list constantly STEVE RUBEL Total podcast audience* is senior VP at Is the blogosphere changes. I’m in the list of the top 10 Edelman too massive for some 100 bloggers right now, but I don’t 25 to come in now and expect to be there at the end of the 50 year. get attention? Your goal should not be to Active podcast audience** ■ 2006 Rubel: We’ve seen time and become one of the top-echelon 3 ■ 2008 How did you get again bloggers come out of nowhere bloggers but to become one of the 7.5 ■ 2010 started blogging? 15 and become very influential. A year top bloggers in the areas you care Rubel: At my last job at ago, no one was reading about. Note: * Individuals who have ever downloaded a podcast **Individuals who download an average of one or more podcasts per week. CooperKatz & Co., I got two dif- Source: eMarketer, February 2006 ferent clients blogging. We had some success, and I decided to just get started myself. I write every single day. I started to get some press in 2004 and it mush- roomed when I was covered in BusinessWeek. I’m still sur- prised that people are interest- ed in what I have to say. How much time do you spend on your NetMarketing blog every week? Rubel: Probably 21 to 25 Breakfast Series hours. But I’m very active. Learn how to get the best results out of your interactive campaigns using technologies such as e-mail marketing, webcasts, online advertising, search, podcasts and more. Hear from the Has it had any experts and network with your fellow marketers in a city near you… major effects on your career? Rubel: It’s given me signifi- New York: Thursday, May 25 cant attention, more than any- Grand Hyatt Hotel one could ever ask. It’s fueled 7:45-8:30 am - Networking Breakfast 8:30-10:00 am - Program my brand and further estab- lished my knowledge in this Phil Juliano space. I’m sitting in this seat in Peter DeLegge VP of Corporate Branding Internet Marketing large part because of that and Communications Motorola activity. Novell Why are b-to-b Additional speakers to be announced. firms not doing more with blogging? Sponsored by: Rubel: They are, but it’s at a low level. Attorneys and consultants do it quite a bit, but not a lot of the larger b-to-b companies. There are questions Supporting Sponsor: of whether blogging is here to stay and what the time commit- ment will be, but people are starting to get over that. Blog- ging also hasn’t reached all in- Chicago: Tuesday, June 13 dustry areas yet. But I think ev- ery vertical will have its own InterContinental Chicago community. Sponsored by: How will marketing look different in five years as a consequence of For more information and to register: social media? Rubel: It’ll be less about Visit: www.BtoBonline.com and click “Events” pushing messages and more Phone: 212-210-0151 E-mail: BtoBevents@crain.com about generating conversations. Price: $45 in advance (credit card or check) - $55 at the door (check or cash) I wouldn’t be surprised if a lot of trade advertising money goes toward blogs. Don’t get too fo- btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 27
  • 26. ONLINE ADVERTISING Online video ads, ops online backup and data recovery services, recently developed an online video campaign using Accela Communications’ AccelaCast on- RESOURCES demand rich media platform. Key online ad stats new formats grow “We were trying to create awareness of LiveVault,” Eyre said. LiveVault, an online backup company, was acquired by Iron Moun- tain Digital in December, and its services are ■ Online ad spending in the U.S. will reach $15.6 billion this year, up from $12.9 billion in 2005. Marketers are investing across the digital marketing spectrum, including blogs, podcasts, now sold as a brand of Iron Mountain Digital. Webcasts, e-mail, Web sites and database mar- Marketers take advantage of emerging The video ad featured comedian John keting, to reach business customers. Cleese in a humorous six-minute spot intended technologies to better engage customers to drive users to a webcast to learn more about Source: eMarketer, December 2005 ■ B-to-b marketers have shifted nearly 25% of LiveVault. It ran on technology sites including their budgets to digital media. The growth BY KATE MADDOX Dynamic Logic also evaluated the effective- ITWorld.com and ComputerWorld.com. rates for b-to-b publishers’ marketing tactics Advertisers are embracing new online ad ness of in-stream video ads and not-in-stream The video ad played after users clicked on a show online is on the rise: Of those surveyed, formats, including video and rich media, to video ads in increasing aided brand awareness Flash banner ad. The average viewing time for 49% said they have been using online market- improve the brand experience with customers and brand favorability. the ad was nearly four minutes, and the aver- ing tactics this year, and 55% said they expect to deploy online marketing by 2008. and deliver relevant, useful information to According to Dynamic Logic, in-stream age click-through rate was slightly more than Source: Forrester Research/American Business Media, November 2005 business decisionmakers. video ads are TV-style commercials, typically 3%, compared with an industry average click- “Marketers continue to acknowledge that in- 15 seconds in length, which play “pre-roll,” or through rate of less than 1%. teractive is a critical medium to engage their cus- prior to video content, on a Web site, such as a “What is different about this ad format is Video, rich media on the rise tomers and create deeper brand experiences,” news or entertainment clip. that it’s almost a blend of rich media advertis- ■ Online video ad spending in the U.S. will said Greg Stuart, CEO of the Interactive Adver- Not-in-stream ads are video clips that are ing and on-demand webcasting,” Eyre said. reach $640 million in 2007, approaching triple tising Bureau. “We fully expect interac- Other ad formats are providing new this year’s online video ad spending of $225 5 simple rules for effective million. By 2009 advertisers will spend $1.50 tive to continue to play an ever-increasing role of importance for marketers.” Need to know online advertising ways for advertisers to deliver rich infor- mation to users. billion on video ads online. Rich media ad spending in the U.S. will total $1.26 billion this Internet ad revenue reached a record 1. Ads with online video are more effective at raising aided brand Earlier this month rich media compa- year, growing to $3.54 billion in 2009 $12.50 billion in 2005, up 30% from awareness and brand favorability than ads without online video. ny Klipmart Corp. introduced a new ad Source: eMarketer, December 2005 2004, according to the Internet Adver- 2. Not-in-stream video ads are more effective at raising aided brand format that displays six panels of simulta- awareness and brand favorability than in-stream video ads. tising Bureau. One of the factors driving the growth is the continued develop- 3. The interstitial is the most effective ad format, followed by the neously streaming online video ads. The ad unit is being used by Amp’d Mobile to Google goes offline full-page ad. One of the most-watched online ad stories of ment of new ad formats, such as online 4. For partial-page ads, the large rectangle is the most effective ad promote a new line of mobile phones. 2005 was Google’s fledgling moves into sell- video, and new rich media formats that format. Wireless phone provider Vonage has 5. The button (120x90) is the least effective ad format. ing print and radio advertising, leveraging its allow advertisers to deliver more com- been using online video ads since 2004, in- automated, auction-based models. “What Source: Dynamic Logic pelling content to customers. cluding a campaign that ran on CNET.com Google is trying to do is become a one-stop Online video ad spending in the U.S. aimed at business decision-makers. media shop,” said Shar VanBoskirk, a Forrester will reach $640 million in 2007, according to embedded in a banner, which users must click “People do tend to interact with them, and Research analyst. research firm eMarketer. By 2009 advertisers on to play. Dynamic Logic found that in- there can be other benefits such as branding Source: BtoB, April 2006 will spend $1.50 billion on video ads online, stream video ads increased aided brand aware- and educational purposes,” said Caroline eMarketer projected. ness by 5.5 percentage points and brand favor- Finch, director of marketing at Vonage. Online/print integrate “The growth of online video content makes ability by 3.0 percentage points, compared To help improve the creation, planning and In an example of the accelerating trend among the Internet more and more a place for brand- with a control group that did not see the ads. buying of online video ads, the Interactive Ad- media companies to merge print and online ad ing advertisers,” said David Hallerman, senior For not-in-stream video ads, aided brand vertising Bureau late last year released guide- sales, Time Inc. reorganized the sales teams of analyst at eMarketer. awareness increased by 7.8 percentage points lines for broadband video commercials. The all its business and finance titles. The new orga- “While the big-dollar spending is going to and brand favorability increased by 4.0 per- IAB worked with the American Association of nization, Time Inc. Business and Finance Net- paid search and the lion’s share of search is for centage points, compared with a control group Advertising Agencies on the guidelines. work, will be supported by one sales team rep- resenting the magazine brands combined with direct response, branding advertisers are look- that did not see the ads. The guidelines define broadband video the sales force of CNNMoney.com. ing to figure out how to use video as an exten- “In-stream ads are most similar to TV ads, commercials as online ads that appear before, Source: BtoB, April 2006 sion of their branding efforts in other media.” so you’d expect advertisers to be pretty good at during and after a variety of content, includ- According to a report released in the last them,” said Ken Mallon, VP-product develop- ing streaming video, animation, gaming and quarter of 2005 by Dynamic Logic based on data ment at Dynamic Logic. music video content in a player environment. They said it aggregated from the company’s MarketNorms “ Advertisers haven’t figured out the right Among the guidelines are: In-stream com- “Rich media is used in so many ways that if you just look at clicks, you’re missing a big part of the database from 2000 through 2005, ads with on- length and how to make the content work. mercials may be up to 30 seconds long for pre- story. Rich media analytics is a melting pot of re- line video increased aided brand awareness by More research needs to be done with online and midroll commercials; publishers may offer sponse-based analysis with branding impact.” 6.2 percentage points and brand favorability by video ads.” custom lengths for postroll commercials; and a —Ari Paparo, director of rich media for 3.0 percentage points, compared with a control Christine Eyre, director of corporate mar- minimum of 200 kbps is recommended for en- DoubleClick, in BtoB, March 2006 group that was not exposed to online video ads. keting at Iron Mountain Digital, which devel- coded bit rates. What are the most Which online ad online advertising optimization, time, it can be seen as a welcome, ASK THE EXPERT RICK BRUNER effective online ad is director of technologies show driven by publishers seeking to value-added insight when you formats that you research at the most promise differentiate themselves by are in-market for what it is DoubleClick, actively helping their advertisers promoting. Smart media are seeing? New York for b-to-b reach their campaign goals. buying—aligning the right mes- Bruner:Rich media and advertisers? sage with the right audience—is search are the meat and potatoes Bruner: I expect you will see How do you balance the foundation for that, but of Internet advertising these Ads are targeted only to users ex- a lot more b-to-b advertisers ex- intrusiveness with emerging technologies can help. days, although b-to-b advertisers pressing an explicit interest in the perimenting with video advertis- For example, behavioral are using far less rich media than topic, and advertisers pay only ing this year, which is already all information? targeting technologies can identi- consumer advertisers. Where when the searcher follows up the buzz for consumer marketers Bruner:As in every medium, fy a user who has already rich media is used by b-to-b ad- with a click. This can be particu- online. Given the success of We- it’s all about relevance. Advertis- expressed some interest in a topic vertisers, we see click rates larly effective for b-to-b advertis- binars, the use of more video on- ing can be seen as intrusive or an- or your product on an earlier vis- roughly twice as high on average ers working in very [defined] line for advertising and noying when it has nothing to do it, letting you serve them a mes- as for GIF or JPG ads. niche fields, for which it makes education in the online space with your interests or when you sage crafted to move them to the As for search marketing, it is little sense to blanket larger audi- seems inevitable. I expect we will are focused on a different kind of next step along the consideration the ultimate form of targeting. ences with irrelevant messages. also see a big uptick in the use of task at that moment. At the same process. 28 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 27. Best of the Web Avenue A|Razorfish named MarketWatch the top financial site of 2005 A N D W E ’ R E O F F TO A G R E AT S TA R T I N 2 0 0 6 G R O U N D B R E A K I N G “ L I V E Q U OT E S ” Innovative use of AJAX technology brings market movement to the story page. TRAFFIC IS SURGING Unique users jumped 32% to start off the year, while page views rose 20% from the fourth quarter monthly average.* For more information, contact: Randy Kilgore, Senior Vice President, Advertising | 212.597.5941 | advertising@dowjones.com ©2006 Dow Jones & Company, Inc. All Rights Reserved. *Source: Internal Data
  • 28. ONLINE ADVERTISING Online advertising by b-to-b advertising segments Online advertising by ad dimension Share of all b-to-b impressions Share of all b-to-b impressions Segment 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Dimensions 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Trade Publications & Sites 13.2% 3.2% 2.6% 3.0% 3.2% 4.0% 41.2% Button No.1 (120x90) 3% 2% 2% 3% 4% 5% 5% Advertising & Marketing 12.1 10.6 4.9 6.8 7.0 7.2 13.8 Button No. 2 (120x60) 7 8 13 8 4 5 2 Marketing Research & Data 21.9 31.1 28.2 32.3 34.1 34.1 12.2 Full Banner (468x60) 24 13 11 8 7 6 4 Computer Hardware & Software 10.3 10.3 15.1 14.7 13.1 8.4 9.9 Half Banner (234x60) 2 4 7 10 3 7 2 Finance 7.7 9.6 10.0 9.1 7.1 12.9 5.8 Large Rectangle (336x280) 3 3 3 3 1 2 3 Equipment & Materials 3.3 2.6 2.0 1.8 2.7 3.2 4.8 Leaderboard (728x90) 16 19 16 16 35 23 19 Telecom & Connectivity 4.1 3.5 4.1 3.0 7.7 5.5 2.7 Medium Rectangle (300x250) 6 9 10 5 7 11 23 Micro Bar (88x31) 3 3 6 6 7 3 3 Human Resources 4.6 4.4 5.1 5.2 4.1 3.6 2.7 Non-standard Dimension 7 17 11 18 12 16 18 Web & E-commerce 17.0 14.9 19.3 9.9 8.8 9.1 2.4 Rectangle (180x150) 3 3 2 2 2 2 1 Shipping 3.2 5.7 3.7 5.7 3.8 4.7 1.4 Skyscraper (120x600) 6 5 6 6 5 4 2 No Segment 0.4 1.6 0.8 1.3 1.5 1.8 1.1 Square (250x250) 3 2 2 2 1 1 0 Consulting & Contracting 1.1 1.1 1.1 1.7 3.1 3.9 0.9 Square Button (125x125) 5 3 4 4 4 3 1 Training & Conferences 0.5 0.5 1.0 0.2 0.4 1.0 0.9 Unspecified 0 0 0 1 1 3 15 Marketplace & Exchange 0.7 0.7 2.2 5.1 3.3 0.5 0.2 Vertical Banner (120x240) 1 1 1 1 1 3 1 Legal Services 0.0 0.0 0.0 0.0 0.0 0.1 0.1 Vertical Rectangle (240x400) 4 3 3 2 1 0 0 Wide Skyscraper (160x600) 7 5 6 5 6 8 2 Online advertising by b-to-b advertising formats Share of all b-to-b impressions B-to-b use of rich media vs. non-rich media advertising Segment 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Share of all b-to-b impressions Inline 89.34% 84.88% 92.78% 89.61% 92.94% 88.60% 95.28% Segment 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Pop-Under 6.52 10.86 4.64 8.23 5.75 9.60 3.84 Standard Image 70% 65% 68% 58% 59% 56% 48% Pop-Up 3.00 2.99 2.09 1.79 1.07 1.62 0.70 Standard Image/Text Link 6 11 13 24 14 13 32 Floating/Overlay 0.09 0.07 0.13 0.23 0.22 0.13 0.15 Flash (Generic) 23 23 18 17 26 28 20 Interstitial 1.05 1.20 0.37 0.14 0.02 0.06 0.02 Rich Media 1 1 1 1 1 3 1 Note: All online advertising data exclude house ads, which are advertisements run on an advertiser's own Web property. Impression figures are based on image-based display ad technologies and exclude sponsored link impressions. Source: Nielsen//NetRatings AdRelevance FREE E-NEWSLETTERSinbox. Same indispensable insight. Delivered directly to your e-mail Daily News E-Mail Marketer Media Hands-On/ Alert Insight Business Hands-On: Search Find out what's on the Stay current in Be the first to learn Discover case studies, news cutting edge of e-mail business media with about breaking news, briefs and event listings to marketing in the b-to-b feature stories, executive trends and research in put to use in your marketing world with feature stories moves and changes, and business-to-business efforts. Every other issue and lessons learned from news briefs designed for marketing. focuses on search marketing. industry experts. publishing executives. Subscribe today to stay current between issues of BtoB and Media Business Magazines. To subscribe, go to www.BtoBonline.com/mybtob For advertisers who want to reach the thousands of marketing executives who already subscribe, contact David Bernstein for information at 212-210-0782 or dbernstein@crain.com 30 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 29. ONLINE EVENTS Marketers align and not aligned with specific goals can’t be measured,” she said. “Firms need to think about what they are trying to accomplish and then define specifically how they will measure RESOURCES Online marketing trends events, strategy that. If my goal is to generate leads, I need to de- fine how many, what quality I expect them to be, and then figure out how to track those leads through final determination.” Web seminars are fast becoming a cost-effective alternative to traditional venue-based events, according to a Wainhouse Research survey: ■ More than 61% of respondents are replac- CONTENT IS KING ing traditional in-person events with Web Webinars and webcasts effectively Before considering how to track and devel- seminars. op leads, marketers must create a Web event ■ Web seminars are being used by 87% to cre- generate leads, valuable online content that customers and prospects will want to ate new marketing programs and tasks. view. ■ Respondents reported a 32% increase, on BY MARY E. MORRISON gram to qualify and develop leads. The compa- Xerox opted for an education-heavy strate- average, in leads generated when using Web gained in popularity ny has run three “magazine-style” webcasts gy, deciding early that it wanted its webcasts events in place of traditional marketing media. O NLINE EVENTS HAVE in the past few years thanks to their rela- since November 2004, working with vendor to be learning forums presented in broadcast- tively low cost and ability to put mar- keters in direct contact with customers and Accela Communications and partnering with quality video—almost like watching a “60 publishers such as Network World. In addi- Minutes” report, McLaughlin said. “We didn’t In-person events But don’t forget in-person events. Use of in- prospects. Now, marketers that have enjoyed tion to marketing to the databases of its pub- want it to be a heavy Xerox selling message,” person events currently ranks as the most some measure of success are increasing returns lisher partners, Xerox has done extensive in- she said. “We wanted … [to] bring in outside popular trade marketing tactic among respon- on their Webinars and webcasts by focusing ternal promotions of the webcasts to its sales voices that we thought would attract the IT dents, with 60.2% of b-to-b marketers making on lead generation and repurposing online teams, educating them on how the events decision-makers we were looking to talk to.” use of event marketing in 2004 and 2005. That event content. Ira Weinstein, senior analyst was more than the 48.7% of marketers that re- 5 simple rules for producing and consultant at Wainhouse Re- Sopheon, a provider of product lifecycle management software, has run between 30 and Need to know effective online events search, said he’s seeing a lot of ported using online marketing. Source: Forrester Research study, December 2005 40 Webinars in the past four years, said Dayna 1. Create an overall strategy that details the objectives of the online companies show an interest in us- Anokye, the company’s business development event program and what the programs will look like. ing video. “It’s been around for a The dawn of video coordinator. Working with vendor Netbrief- 2. Engage the sales organization early on. Explain the value of Web while, but people’s network con- Delivering video over the Web is finally be- ings, Sopheon uses events to target its audience events and how they can help nurture leads. nections continue to improve,” he coming a practical reality. Internet video ser- of engineers and R&D professionals. The Webi- 3. Partner to expand the list of prospective attendees. Consider as- said. “So the chances that your at- vices will generate more than $1.7 billion in nars feature PowerPoint presentations with au- sociations and publishers in the targeted industries. tendee is on a video-capable ma- revenue by 2010, according to IDC. Three dio, and promote interaction with polls and 4. In the registration form, offer to send a link to the archived ver- chine with enough bandwidth are business models will dominate: advertising- sion to those who can’t attend. supported, a la carte and subscription-based question-and-answer segments. high. Video makes it more inter- services. “In the past, Webinars were more of a nur- 5. Make the content focused and succinct. The event title should be esting, and it adds to the overall specific and clear, and the event should run no longer than a half- Source: IDC Study, April 2006 turing tool [for us], and now we’re flipping hour. Also, consider breaking the webcast into chapters that stickiness of the event.” them over to be more of a ‘lead-gen’ tool,” viewers can jump to. Provide viewers with an incentive to fill out a Still, an audio-only format may Anokye said. “I think people are seeing more post-event survey, which can help inform future events’ content. be the best choice for some mar- They said it Webinars and are more comfortable with that keters. Sopheon uses only audio “Video will be a big focus of ours this year. We are going out to our clients with a number of format, and they’re expecting to learn about could help generate and nurture leads. and PowerPoint so it can feature presenters from video opportunities.” your company when they come in.” More than 2,000 IT managers have watched around the world, Anokye said. In addition to —Dennis Shiao, director of product the webcasts, said Denise McLaughlin, man- experts from industry associations and consult- management, Webcasts, for Tech Target, on LEAD THE WAY ager for segment marketing programs, world- ing companies, Sopheon has invited companies new video Webcasts, in BtoB, April 4 Sopheon uses data from participants’ registra- wide marketing in the Xerox office group, and that aren’t yet clients to participate. tion profiles and analyzes information about how more than 40% of those met the company’s “We get a lot of interest and high atten- much time users spent in the online event, what criteria for a qualified lead. “We feel that we dance when we have practitioners present- questions they asked during sessions and what are reaching the right audience,” she said. ing,” Anokye said. “When we have someone such as industry-specific interfaces, increase the comments they made in post-event surveys. “They’re highly self-selecting. They’re actually from Dow Corning [Corp.] or 3M presenting, overall usability of the events, he said. “With the Webinars, we know that they’re watching the broadcast for an average of 19 the audience really is interested in what Marketers are also getting savvy about there … especially if they’re asking a lot of minutes. … [40% of those who watch] are tru- they’re sharing.” reusing valuable content, particularly by post- questions,” Anokye said. “It helps us know ly interested, and are in a buying and a deci- The focus on creating events that are sticky ing the audio from webcasts or Webinars as what their pain points are in their company, sion-making window for our technology. is reflected in two other trends: the addition of podcasts. “You have all this rich library of con- and then we have a better idea of where we can That’s a phenomenal result.” calls to action and the creation of custom, indus- tent now; you have an interview, a sound byte, help them directly. It provides great conversa- Integrating leads garnered from online try-specific platforms for online events, Wein- that might have been only two minutes,” tion points for our [sales] reps.” events is crucial to success, said Elana Ander- stein said. Calls to action, such as a button that McLaughlin said. “You can take that one little Xerox Corp.’s office group also uses infor- son, VP-research director at Forrester Research. allows participants to ask a question of presen- piece of interview and use it for other online mation gathered from its online events pro- “Online events that are executed in a vacuum ters, keep users engaged. Custom platforms, advertising or marketing purposes.” How has b-to-b phone or VoIP [voice over Internet way is still through online What’s on the ASK THE EXPERT STEPHANIE marketers’use of DOWNS protocol]. A Webcast typically in- promotions. We are seeing the horizon for online online events is president of volves a streaming video compo- use of pay-per-click through events? Conferzone, nent. However, the introduction channels such as Google come on evolved? Denver of Webcams into Webinars has the scene, while the use of e-mail Downs: Marketers need to dif- Downs: [They are being ab- created some confusion. The un- blasts is dying a painful death. ferentiate their company and sorbed] into daily commun- derlying technology and quality People want the virtual world to always be on the lookout for new ications, users are becoming still differ, but to the typical user be simple; [they want to] click on ways to impress their audience. more comfortable with advanced What’s the best way or attendee this is not understood. a newsletter ad or banner and Web events used to be cool in and features, and [there is a] contin- to get started with complete a simple registration of themselves, but now the wow ued use of archived events ver- online events? What are some page. This brings up a key issue I factor has reached a plateau. … sus live events. For marketers, Downs: I would recommend effective ways to often see, which is making the Virtual event technology continues the ability to capture an event starting with a Webinar, although promote an registration process too compli- to evolve with new features— and post it on a Web site for un- the lines between the two types of cated. This can kill the success of voice over the Net, video and limited viewing is invaluable, events continue to blur. A Webi- upcoming online an event’s marketing program. more. Watch for new ideas, and and everyone is starting to real- nar typically consists of Power- event? Ask as few questions as possible think of creative ways to use what ize that. Points combined with audio via Downs: The most effective and keep it to one page. the technology currently offers. btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 31
  • 30. ONLINE PUBLISHERS Online publishers right environment for people who might use FedEx or be reminded about us.” During New York Fashion Week in Febru- RESOURCES ary and September, for example, FedEx repre- Newspaper revenues up casting wider Net sentatives, known as “the purplerazzi,” snap digital shots of guests strolling down the red carpet. The purplerazzis hand the guests a card Combined advertising expenditures on news- papers and their Web sites rose 2.5% last year to $49.4 billion compared with the previous year. The bulk of the growth came on newspa- with the URL “fedexfashion.com” and alert per Web sites, where spending rose 32%, Working with marketers to run richer, them to go to the site if they want to download the picture. In the center of that site is a link to reaching a record $2.0 billion. Source: Newspaper Association of America, March 2006 deeper and more interactive campaigns apparelfedex.com, which provides detailed in- BY MATTHEW SCHWARTZ also developed several online partnerships, formation on how FedEx “delivers” for the fashion field as well as the core attributes of the Online video on the rise Twenty-four percent of Internet users watch S B-TO-B MARKETERS shift billions of dol- such as a link to tax service H&R Block. “It brand. FedEx has similar online plays with the A lars into Web marketing, online pub- lishers are scrambling to craft new vehi- cles to make it easier for advertisers to target plays into our brand,” Micalizio said, adding that “there is a lot of room to get other partners online and add to our equation.” NFL and NASCAR. “If it’s relevant, it’s limitless,” said Pacheco, referring to fedexfashion.com et al. “It de- online video at least once a week, and 46% watch online video at least once a month. Also, 66% of video viewers have watched on- line video ads, and 44% of those have taken an ever-thinning audiences. Another trend among online publishers: pends on how big your business is and what action based on what they’ve seen. Actions Advertisers have started to push for inno- working with advertisers to integrate more you have to offer.” taken as a result of watching online video ads include visiting a Web site (31%) and making a vation “at the edges, with more granular nar- rich media into their online ad campaigns. purchase (8%). rowcasting and [are] trying to identify new au- “There is a growing recognition [among b-to-b B-TO-B SLOW TO WARM TO RICH MEDIA Source: Online Publishers Association, March 2006 diences,” said Mike Azzara, senior VP-Internet marketers] that consumers are getting accus- For b-to-b advertisers there’s a fine line business at CMP Media. “We’re trying when it comes to embracing rich media. to provide intelligence to match mar- 5 simple rules for buying In the b-to-b space, “you have to be Digital editions flourish keters with the right profiles.” Need to know effective online advertising careful with your audience,” said Greg As of June 2005, 148 magazines with a combined circulation of 1.3 million were avail- In February, CMP launched tech- Strakosch, CEO of IT media company able in audited digital editions. Both of those 1. There’s an increasing emphasis on “narrowcasting” to identify search.com, a search engine that pro- the b-to-b audience as “contextual” targeting gives way to “be- TechTarget. “In the IT space, audiences measures were up 56% from a year earlier. vides access to news and information havioral” targeting. are becoming much more receptive to rich Source: Zinio, from audit statements by ABC and BPA Worldwide, June 2005 from CMP’s network of technology mag- 2. Search marketing may have peaked, as more b-to-b marketers media and the like, but I wouldn’t say it’s azines and blogs. The tech publisher also pivot to develop more display ads and branding campaigns. universally liked. The b-to-b crowd is a launched smallbizresource.com, which 3. Don’t embed just the “latest and greatest” information into b-to-b marketing campaigns. If the campaign is properly targeted, po- little more cynical about rich media than Best publisher Web sites is dedicated to the SMB (small and mid- the b-to-c crowd, but audiences are get- The winners of American Business Media’s size business) and SOHO (small tential buyers will have an unlimited appetite for content. ting more receptive to the idea.” Jesse H. Neal Awards for Best Web Site in 2005 office/home office) markets. 4. B-to-b marketers are much less skittish than in the past when it The Web also offers marketers increas- were: Pork, porkmag.com (Vance Publishing comes to using rich media, such as streaming video and audio, in Corp.); Aviation Week & Space Technology, Avi- With spending on search marketing their online marketing campaigns. ingly sophisticated tools to measure the ation Week Intelligence Network (McGraw-Hill starting to plateau, online publishers are 5. When assessing returns from lead generation campaigns, mar- results of their online campaigns. Cos.); and CIO, CIO.com (IDG). starting to run more branding cam- keters have to be vigilant in weeding out weak prospects before “ROI obsession isn’t going anywhere,” paigns that cater to various audiences, they hand over the list to sales reps. Strakosch said. “People who say [ROI] is a industry observers said. phase aren’t paying attention.” sales force. tomed to a certain depth of information online But when crafting online campaigns, mar- At the same time, advertisers have to be THE SHIFT FROM SEARCH TO DISPLAY and more sophistication in the ads,” Lanctot keters must think about measurement more prepared to test and retest different distribu- “There’s a shift away from search and to- said. “There are more and more [b-to-b ad] holistically. tion sources, said Dan Felter, CEO of Opt-Intel- ward more display ads,” said Jeff Lanctot, VP- campaigns that tease customers with text and “It should be ‘return on objective,’ rather ligence and chairman of the Online Lead Gen- general manager of Avenue A/Razorfish, which video, and a lot more interactive ads.” than ROI,” said Jim Nail, chief strategy and eration Association, a non-profit organization bills itself as the largest buyer of online media. Steve Pacheco, director of advertising at marketing officer at Cymfony Inc., which pro- founded late last year to promote best practices Marketers are “turning away from ‘brochure- FedEx Corp., said online marketing is “not vides media measurement services. “Mar- and standards among Web sites, marketers ware’ and toward multifunction Web portals about awareness anymore but switching mar- keters have to think more deeply about strate- and lead generation providers. that can serve multiple constituencies.” keting to a way in which people can learn more gy and have to show their managers that they “The Internet is closing the loop from im- Take Office Depot, which has 100,000 in- about our brand and do more commerce in a understand the length of the buying cycle.” pression to click to opening the ad to conver- dexed pages built into its Web site (officede- personalized, relevant way.” He added that when tracking lead genera- sion,” Felter said. Marketers “have to know pot.com). “We’re focused on better leveraging Pacheco said FedEx will “significantly” in- tion campaigns for ROI, marketers have to what’s going on every step of the way and know our natural search capabilities,” said Kristin crease its online ad budget this year but would make sure to weed out the weak prospects so who you’re working with so companies don’t Micalizio, VP-direct sales. Office Depot has not elaborate. “It’s getting the brand in the they’re handing a high-quality list to the have to change their content on the fly.” My dad is awesome. No other dad can figure things out and make them work like he can. He digitally connected our whole house and now we can turn almost everything on or off from anywhere. His technology company does the same kind of really cool stuff. He loves his job. He can do anything. My dad is the boss, an IEEE Member and an IEEE Spectrum reader. IEEE Spectrum readers lead, and the technology industry follows. Advertise to this powerful group— only through IEEE Spectrum. IEEE SPECTRUM - THE MAGAZINE OF TECHNOLOGY INSIDERS WWW.SPECTRU M . IEEE.ORG/BB • F O R I N F O R M AT I O N , C A L L + 1 2 1 2 4 19 7 76 0 32 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 31. ONLINE PUBLISHERS AT A GLANCE Unique Unique monthly monthly Publication URL Phone viewers Publication URL Phone viewers Advertising Age www.adage.com (212) 210-0280 92,000 Government Computer www.gcn.com (202) 772-2528 173,000* News Agriculture Online www.agriculture.com (515) 284-2917 262,000* Hollywood Reporter www.hollywoodreporter.com (323) 525-2000 632,000 Allbusiness.com www.allbusiness.com (415) 694-5000 1 million Ask.com www.ask.com (510) 985-7400 23 million IEEE www.ieee.org (212) 419-7766 252,000 Automotive News www.automotivenews.com (313) 446-6031 167,386* INC www.inc.com (212) 389-5247 225,000 Aviation Week & www.aviationnow.com (212) 904-2000 172,000* Industry Week www.industryweek.com (216) 696-7000 103,300* Space Technology InformationWeek www.informationweek.com (516) 562-5000 769,032*+ Baseline www.baselinemagmedia.com (212) 503-3500 96,000* InfoWorld www.infoworld.com (415) 978-3274 170,000 Billboard www.billboard.com (800) 449-1402 1.2 million Bloomberg www.bloomberg.com (212) 318-2000 969,000 Investors.com www.investors.com (212) 626-7683 400,000 Business.com www.business.com (310) 586-4111 2.2 million JupiterWeb www.jupiterweb.com (203) 662-2800 14.9 million* BusinessWeek www.businessweek.com (212) 512-4611 2 million Marketwatch www.marketwatch.com (415) 765-8292 3 million CFO www.cfo.com (212) 641-9883 335,000* Medical Economics www.memag.com (973) 847-5321 62,413* Chemweek www.chemweek.com (212) 621-4900 31,051* MSN-Microsoft sites www.msn.com (866) 415-3309 95.3 million ChicagoBusiness.com www.chicagobusiness.com (312) 649-5323 160,000 Nation's Restaurant www.nrn.com (262) 835-2661 85,154* CIO Insight www.cioinsight.com (212) 503-3835 92,000* News CNET Networks www.cnetnetworks.com (888) 500-2638 28 million Network World Fusion www.networkworld.com (800) 622-1108 197,000 CNN www.cnn.com (212) 275-7800 21.2 million NewYorkbusiness.com www.newyorkbusiness.com (212) 210-0277 110,000* CNNMoney www.cnnmoney.com (212) 522-8007 5.6 million New York Times www.nytimes.com (646) 698-8000 7.8 million Computerworld www.computerworld.com (508) 879-0700 272,000 News Corp. www.newscorp.com (212) 852-7017 5.6 million Construction.com www.construction.com (800) 393-6343 272,000 OSTG www.ostg.com (877) 825-4689 N/A Data Warehousing www.tdwi.org (206) 246-5059 57,000* Institute PC Magazine www.pcmag.com (212) 503-3500 889,000 The Deal www.thedeal.com (212) 313-9200 85,000* PC World www.pcworld.com (415) 243-0500 6.2 million* Ebuild.com www.ebuild.com (202) 452-0800 122,000 SearchSecurity.com www.searchsecurity.com (781) 657-1000 200,000* The Economist www.economist.com (212) 541-0500 273,000 SearchStorage.com www.searchstorage.com (781) 657-1000 155,000* EDN.com www.edn.com (781) 734-8000 253,660* TechTarget sites www.techtarget.com (781) 657-1000 4 million* EE Times www.eetimes.com (415) 947-6649 407,619*+ TechWeb sites www.techweb.com (516) 562-5000 965,427*+ Entrepreneur www.entrepreneurmag.com (949) 261-2325 6.7 million Telephony www.telephonyonline.com (312) 595-1080 174,000* ESPN.com www.espn.com (212) 448-4850 18.7 million Time Warner Network www.timewarner.com (212) 484-8000 31.5 million eWeek www.eweek.com (212) 503-4687 314,000 USA Today www.usatoday.com (703) 854-4434 9.6 million* Fast Company www.fastcompany.com (212) 389-5305 499,000 Federal Computer Week www.fcw.com (703) 876-5100 200,000* Variety www.variety.com (323) 965-2417 454,000 Financial Times www.ft.com (212) 641-6646 715,000* Wall Street Journal www.wsj.com (800) 366-3975 2.1 million Forbes www.forbes.com (212) 366-8900 6.1 million Windows IT Pro www.windowsitpro.com (866) 203-2770 2.8 million* Globalspec.com www.globalspec.com (800) 261-2052 2.7 million* Workforce.com www.workforce.com (949) 255-5340 87,002 Google.com www.google.com (650) 623-4000 100.8 million Yahoo! Search www.yahoo.com (617) 305-6032 119 million Source: Audience measurement (U.S. only) from comScore Media Metrix, March 2006. *Audience measurement figures self-reported. +U.S. only. CALL FOR A FREE IT INDUSTRY SPENDING & TRENDING MARKET RESEARCH REPORT 866•203•2770 Connecting Your Products with the World’s Largest IT Community Connecting Your Products with the World’s Largest IT Community The only way to reach 2.5 million IT decision makers. 3.6 Call to learn about our special June ad opportunities around Monad (Exchange 12) and security. Plus, enjoy bonus TechEd distribution! Hurry, ad close is May 1. For advertising information, call 866•203•2770 or email advertise@windowsitpro.com btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 33
  • 32. ONLINE PUBLISHERS What are some of the ASK THE biased information. vs. small businesses) is key. Sites joining these communities to find key trends you see in Marketing must be tailored for like myspace.com are often cited as out about products and also to val- b-to-b marketing and EXPERT each segment in the decision-mak- ing process (business decision- being key influencers to large groups. What is less well known is idate their decisions. b-to-b online media? MARTIN REIDY makers, technical decision-makers, that communities are also critical What are some of the is president of Reidy: Digital marketing is be- Modem Media, influencers, etc.) Just spending in the b-to-b space. effective ways for coming the primary means of com- Norwalk, Conn. your marketing dollars in the Networks have popped up b-to-b marketers to municating to the business interactive space is not enough. across the Web for the professional segment. You must tailor your messages to community and have a large reach their target? The most effective way to reach the various constituencies impact on how parties are making Reidy: The majority of the b-to-b high-level decision-makers is today; b) the Web is the place involved. purchase decisions. This is not lim- audience turns to Google ahead of through the Web. This is because where they spend most of their An understanding of role ited to lower staff employees or Yahoo! in the search engine space a) the Web is the place where they media time; and c) the Web is taxonomy (more important in mid- strictly technical workers. Increas- as evidenced by historic search get most of their information where they feel they get the least- size/enterprise-size organizations ingly, C-level executives are volume and demo profile research. From a pricing standpoint, many b-to-b categories and keywords are very competitive and with that, highly priced on a market-dictated CPC bid level. Therefore, we have seen the need and the emergence of special- ized vertical search engines such as Business.com and Industry Brains. Although neither has the volume to compare to Google, Yahoo! or MSN (GYM), we have experienced successful campaigns that are specifically targeted to the b-to-b audience on both these sites with keyword search and contextually relevant opportunities. This is not to say that a typical b-to-b searcher would be more apt to use Business.com as a preferred search engine over Google, but the distribution networks of these ver- tical search sites are much more rel- evant to the target audience and, in many cases, lower-cost. Can the intense focus b-to-b marketers have on measurement and ROI turn out to be counterproductive? Reidy: The intense focus on b-to-b measurement tools is a great thing for our industry and something, as an agency, we continuously emphasize with our clients and marketing partners. In a world where the consumer is in- creasingly in control,b-to-b marketers are looking for better metrics to determine effectiveness. It is critical for b-to-b marketers to define what they are trying to measure; clear/set objectives will help determine what ROI tools would be best. B-to-b marketers are driving deeper accountability internally to drive better measurement and ROI. … A focus on ROI, while en- tirely appropriate for certain b-to- b marketing initiatives, channels and time horizons, is equally inappropriate for others. The best tools in the world are of little use if the wrong metrics are being tracked. So the right combination of ROI, site side behaviors and message impact measurement (branding, perception, intent) should be looked at in order to properly optimize all marketing elements. 34 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 33. INTERACTIVE AGENCIES Online agencies said, it is important to foster a relationship of collaboration. Laura Lang, president of Digitas, said many clients are asking the agency to provide mar- RESOURCES Salaries, jobs on the rise push integration keting services for all phases of the purchase cycle, from branding through direct response. “In the last year, we’ve seen a lot of b-to-b clients ask, ‘How can I get a customer to actual- ■ Average CEO salaries at b-to-b agencies jumped 36% in 2005 to $210,000, from $154,000 in 2004. With bonuses, the total salary at the CEO level was $237,000, up 25% ly engage with my brand?’ ” Lang said. “Driv- from $189,000 in 2004. In other positions, cre- Reversing a trend, traditional shops ing transactions is not enough for our clients. We must build brand at the same time.” ative directors, saw their total compensation increase from an average $93,000 in 2004 to merge interactive into overall operations $106,000 in 2005. The total compensation of media directors jumped from an average CREATE A BRANDING EXPERIENCE $60,000 in 2004 to $80,000 in 2005. BY KATE MADDOX to handle interactive marketing. Often the agency uses Web sites to create n the early days of online advertising, tradi- For example, IBM works with Ogilvy, this branding experience. ■ Hiring also rose in 2005: 39% of b-to-b agen- I tional agencies struggled to figure out the right business model to handle the new medi- um. Many broke interactive services off into a which is its agency of record for global adver- tising, as well as Digitas. “Ogilvy works on everything that includes For client Federal Express Corp., Digitas created a Web site at www.fedexfootball.com to leverage FedEx’s NFL sponsorship and help cies said they would have larger staffs than in 2004 (compared with 37% of those surveyed in 2004); 35% said they would have smaller staffs (compared with 26% in 2004); and 26% separate group or created new business units to advertising and demand generation,” said build brand affinity. said their staff size would remain the same handle interactive. Some pursued acquisitions of Sher Taton, worldwide interactive marketing The site featured player information, game (compared with 37% in 2004). online shops while others hired technology gu- manager at IBM. stats and an opportunity to explore FedEx ser- Source: 14th annual compensation survey of ad agencies, conducted by Irwin Broh & Associates for Advertising Age, November 2005 rus to work in their creative groups. “Digitas is our interactive agency for IBM’s vices. One of the features of the site was the No trade show was complete without a pan- Web communications.” “small shipper of the week,” which profiled el that tried to define interactive agencies FedEx small-business customers. The site ‘BtoB’ names top agencies 5 simple rules for working and discuss the culture clash between Need to know with your interactive agency also had 130 video clips featuring former ■ Winners for 2005 included: Large Agency: Ogilvy North America Internet techies and traditional creatives. NFL quarterback Boomer Esiason as host. Now, as interactive becomes a stan- 1. Involve your agency early in the marketing strategy development Agency.com, which celebrated 10 Midsize Agency: Slack Barshinger dard part of clients’ marketing plans, process. years in business last year, also consolidat- Small Agency: PJA Advertising and Marketing 2. When working with multiple agencies, foster an environment of Interactive Agency: Agency.com agencies are merging interactive into collaboration rather than competition. ed its services in 2005 to provide more in- their overall operations and treating it 3. Explore ways to use interactive for all phases of the purchase tegration across the agency. as just another marketing discipline. cycle, from awareness through direct response. Rather than having separate disciplines They said it 4. Understand your customers to create an interactive brand expe- for different areas of online advertising, it “This is one of the strongest business climates OGILVY CONSOLIDATES rience with them. consolidated its client services group so that for agencies that I’ve seen in years. Opportuni- 5. Be clear on business goals and define metrics that can For example, Ogilvy North America staffers are cross-trained in all digital areas. ties have been especially plentiful lately with demonstrate how campaigns achieve the goals. last year consolidated Ogilvy & Mather, “Now clients are looking across the en- large companies that historically have target- ed large enterprises but are now looking to go its traditional ad agency, and OgilvyOne into Taton said both agency partners are tire spectrum of digital services,” said Yuri Sal- down-market and target midsize and small one organization. brought in early to plan strategic marketing nikoff, managing partner, New York, at Agen- businesses.” “Organizationally, we have become far initiatives. “It really is a complementary rela- cy.com. —Gary Slack, chairman-chief experience officer more 360 in terms of how we’re lined up to op- tionship,” she said. “They no longer look at interactive agen- at Slack Barshinger, in BtoB, March 2006 erate as a partner with clients,” said Bill Gray, However, she added, “One of the chal- cies and think just Web sites.” co-CEO of Ogilvy North America. “We are re- lenges is that interactive runs across many Agency.com’s services include online cre- “Ad professionals with interactive marketing ally organized to deliver one brand, the things, including e-mail and search. Since ative advertising, online media planning and experience are in huge demand. There are openings across the country, across the board.” Ogilvy brand, not as separate companies but Ogilvy is our agency for demand generation, if buying, search engine marketing, Web site de- —Ragan Jones, senior recruiter at Talent Zoo, an as a total, holistic marketing solution for b-to-b [the work] is associated with a demand genera- sign, viral campaigns, e-mail marketing, ana- advertising recruiting firm, in BtoB, March 2006 clients.” tion campaign, it stays with Ogilvy.” lytics and content management. Ogilvy handles integrated campaigns for That could include banner ads and landing Agency.com also merged itraffic, which b-to-b clients including IBM Corp., DHL, pages. had been operating as a separate agency, into and mobile marketing. American Express Co. and Cisco Systems. “Beyond that point, in looking at how to the overall agency. “This depth of services, across disciplines For DHL, Ogilvy provides Web site develop- make communications really work across the and platforms, gives us an opportunity to ment, e-mail marketing, rich media, microsites, entire Web, that’s where the handoff takes AGENCIES EXPAND OFFLINE build successful solutions for our clients,” said landing pages, search and viral marketing. place and we look to Digitas,” Taton said. Other agencies that started off as interactive Ajaz Ahmed, chairman and cofounder of “They do a wonderful job of integrating There are also differences in which agency shops are now expanding into more offline AKQA. the advertising all the way from above the line handles search. work. “Clients are increasingly looking for a sup- to below the line,” said Karen Jones, VP-adver- “When you’re talking about paid search AKQA, for example, which started out as plier that can join the dots of their customer tising, brand and promotions at DHL Express with a media component, that is with our me- an interactive and technology agency, now experience. So that means the agency needs to USA. “Since they are part of Ogilvy, the inter- dia teams [at Ogilvy]. If it’s an organic search, it does offline work including print, outdoor, have expertise in the entire purchase cycle, action is 360.” is with Digitas,” she said. television, PR and events. It is also expanding from awareness through interest, trial, pur- Some clients work with multiple agencies In working with multiple agencies, Taton into such emerging media as interactive TV chase and loyalty.” What types of ASK THE EXPERT MELISSA EISENBERG ous, disparate Web sites to lot of work in each. We have sub- impact of new technologies for interactive services is senior VP-director improve overall user experience. ject matter experts in creative, marketing. do your b-to-b of Web channels at Our clients are also very inter- technology and user experience clients want? MRM Worldwide, ested in exploring how to use design who work together to How are you San Francisco mobile devices as part of their plan how these technologies are measuring ROI on Eisenberg: Many of our b-to-b marketing mix. best used for our clients. As with campaigns? clients are looking to update their any online marketing effort, the Web sites to take advantage of ation capabilities. Their goal is to How is your agency use of the technology must com- Eisenberg: ROI is measured in new technologies that enable tar- improve their ability to create handling these new plement marketing objectives the context of overall campaign get marketing based on user pref- and nurture customer services,such as and make sense in context. We objectives and specific objectives erences and behavioral data. relationships at all levels within will continue to grow our for each media channel. It is These technologies include more the organization and increase online video and practices in both areas over the approached differently for each sophisticated tracking and ana- their return on investment on the mobile marketing? next year. We also maintain a campaign, using industry- lytics, dynamic content manage- Web. Many large organizations Eisenberg: Both technologies close connection to our emerging standard techniques and metrics ment systems and personaliz- also need to consolidate numer- are in big demand, and we do a media lab that explores the where appropriate. btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 35
  • 34. As Sa Tr A INTERACTIVE AGENCIES INTERACTIVE AGENCIES AT A GLANCE Agency Location URL Phone Agency Location URL Phone 360i New York www.360i.com (888) 360-9630 Carat Fusion San Francisco www.caratinteractive.com (415) 541-2970 360 Youth (Alloy) New York www.360youth.com (888) 360-9630 Carlson Marketing Group Minneapolis www.carlsonmarketing.com (763) 212-4520 Abstract Edge New York www.abstractedge.com (212) 352-2600 CFM Direct Oakbrook www.cfmdirect.com (630) 954-4250 Terrace, Ill. Ackerman McQueen Oklahoma City www.am.com (405) 843-7777 Charleston|Orwig Hartland, Wis. www.charlestonorwig.com (262) 563-5100 Agency.com New York www.agency.com (888) 374-6804 AKQA San Francisco www.akqa.com (405) 645-9400 Citrus Portland, Ore. www.citrusmarketing.com (503) 973-7700 Ambrosi Chicago www.ambrosi.com (888) 262-7624 ClearGauge Chicago www.cleargauge.com (312) 923-7604 Ant Farm Interactive Atlanta www.antfarminteractive.com (404) 591-1600 Click Here (Richards Dallas www.richards.com (214) 891-5700 Group) Apollo Interactive Culver City, Calif. www.apollointeractive.com (800) 599-7499 Colle & McVoy Bloomington, www.collemcvoy.com (952) 852-7500 aQuantive (Avenue A) Seattle www.aquantive.com (206) 816-8700 Minn. Arrow Design New York www.aarowdesignstudio.com (212) 367-8887 .Com Marketing Winter Park, Fla. www.dotcommarketing.com (407) 774-4606 Aspen Marketing Services West Chicago, Ill. www.aspenmarketing.com (800) 848-0212 Cramer-Krasselt Chicago www.c-k.com (312) 616-9600 Atmosphere BBDO New York www.atmospherebbdo.com (212) 827-2500 Critical Mass Chicago www.criticalmass.com (312) 288-2500 Avenue A/Razorfish New York www.avenuea-razorfish.com (212) 966-2300 Cummings Interactive Rockford, Ill. www.cummingsinteractive.com (815) 394-0184 Babcock & Jenkins Beaverton, Ore. www.bnj.com (503) 629-6090 Definition 6 Atlanta www.definition6.com (404) 870-0323 Backe Communications Ardmore, Pa. www.backecom.com (610) 896-9260 Designkitchen Chicago www.designkitchen.com (312) 455-0388 Barbarian Group Boston www.barbariangroup.com (617) 424-8887 Digiknow Cleveland www.digiknow.com (216) 292-7259 Barkus Interactive Philadelphia www.tedbarkusco.com (215) 545-0616 (Ted Barkus Co.) Digital Pulp New York www.digitalpulp.com (212) 679-0676 Bayshore Solutions Tampa, Fla. www.bayshoresolutions.com (800) 790-1199 Digitaria San Diego www.digitaria.com (619) 237-5552 Bennett Kuhn Varner Atlanta www.bkv.com (404) 233-0332 Digitas Boston www.digitas.com (617) 867-1000 BGT Partners Miami www.bgtpartners.com (305) 438-1800 DiMassimo Carr New York www.dimassimocarr.com (212) 253-7500 Brand Advocates Biggs Gilmore Kalamazoo, www.biggsgilmore.com (269) 349-7711 Communications Mich. DNA Studio Los Angeles www.dnastudio.com (310) 788-1900 Blast Radius New York www.blastradius.com (212) 925-4900 Draft Digital New York www.draftdigital.com (212) 546-8000 Blattner Brunner Pittsburgh www.blattnerbrunner.com (800) 545-5372 EastWest Creative New York www.ewcreative.com (212) 951-7220 Blue Diesel Westerville, Ohio www.bluediesel.com (614) 540-4226 Eisner Communications Baltimore www.eisnerinteractive.com (410) 685-3390 Eleven Inc. San Francisco www.eleveninc.com (415) 707-1111 Blue Dingo New York www.bluedingo.com (212) 358-8200 breatheInteractive (West- Atlanta www.breatheinteractive.com (404) 532-1800 Enlighten Ann Arbor, Mich. www.enlighten.com (734) 668-6678 Wayne) Eric Mower & Associates Syracuse, N.Y. www.mower.com (315) 466-1000 Bridge Worldwide Cincinnati www.bridgeworldwide.com (513) 381-1380 Extractable San Mateo, Calif. www.extractable.com (650) 212-3900 Buzzwerks (Hitchcock Akron, Ohio www.hitchcockfleming.com (888) 376-7601 Fleming & Associates) Fry Ann Arbor, Mich. www.fry.com (734) 741-0640 36 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 35. Agency Location URL Phone Agency Location URL Phone Gage Minneapolis www.gage.com (763) 595-3800 Monster Worldwide New York www.monsterworldwide.com (212) 351-7000 Genex Los Angeles www.genex.com (310) 736-2000 Motivo (Ten United) Columbus, Ohio www.motivo.com (614) 224-7400 MRM Partners Worldwide New York www.mrmpworldwide.com (646) 865-3376 Goble & Associates Chicago www.goble-assoc.com (312) 803-1900 New Media Strategies Arlington, Va. www.onlinebrandpromotion.com (703) 253-0050 greater than one New York www.greaterthanone.com (212) 252-1999 nurun/antfarm New York www.nurun.com (404) 591-1600 Hanft Raboy & Partners New York www.hanftraboy.com (212) 674-3100 www.antfarminteractive.com Harte-Hanks Direct San Antonio www.harte-hanks.com (800) 456-9748 OglivyOne New York www.oglivy.com (212) 237-6768 HSR Business to Business Cincinnati www.hsr.com (513) 671-3811 One to One Interactive Charlestown, www.onetooneinteractive.com (617) 425-7300 Mass. i33 communications New York www.i33.com (212) 448-0333 Organic San Francisco www.organic.com (415) 581-5300 IconNicholson New York www.iconnicholson.com (212) 274-0470 Periscope Minneapolis www.periscope.com (612) 339-2103 iCrossing Scottsdale, Ariz. www.icrossing.com (866) 620-3780 Phelps Group Santa Monica, www.phelpsgroup.com (310) 752-4400 Idea Integration Houston www.idea.com (713) 626-5242 Calif. R/GA New York www.rga.com (212) 946-4000 IM Online (Ignited Minds) Marina del Rey, www.ignitedminds.com (310) 754-3200 Calif. Refinery Hatboro, Pa. www.refinery.com (267) 615-2200 IMC2 Dallas www.imc2.com (214) 224-1000 Renegade Marketing Group New York www.renegademarketing.com (646) 486-7700 Intermark Interactive Birmingham, Ala. www.intermarkinteractive.com (205) 803-0000 Ripple Effects Interactive Pittsburgh www.r-effects.com (412) 683-3700 Iris SGW (SG&W) Montville, N.J. www.sgw.com (973) 299-8000 Risdall Advertising New Brighton, www.risdall.net (651) 286-6700 Interactive Minn. Kupper Parker St. Louis www.kupperparker.com (314) 290-2000 RP Interactive (RPA) Santa Monica, www.rpinteractive.com (310) 394-4000 Communications Calif. Laughlin/Constable Chicago www.laughlinconstable.com (312) 644-1700 Sapient Cambridge, Mass. www.sapient.com (617) 761-1676 SF Interactive (Butler, Sausalito, Calif. www.sfinteractive.com (415) 331-6049 LeapFrog Louisville, Ky. www.leapfroginteractive.com (502) 212-1390 Shine, Stern & Partners) Macquarium Intelligent Atlanta www.macquarium.com (404) 554-4000 Sharpe Partners New York www.sharpe-partners.com (212) 366-4123 Communications Skyworks Technologies Hackensack, N.J. www.skyworks.com (201) 457-1000 Marden-Kane Manhasset, N.Y. www.mardenkane.com (516) 365-3999 Slingshot Dallas www.davidandgoliath.com (214) 634-4411 Margeotes Fertitta Powell New York www.margeotes.com (212) 979-6600 Strategix Interactive Baltimore www.strategixinteractive.com (410) 779-6060 Mastermind Marketing Atlanta www.mastermindmarketing.com (678) 420-4000 T3 Austin, Texas www.t-3.com (512) 499-8811 MEA Digital San Diego www.meadigital.com (619) 308-5266 TBA Global Events Woodland Hills, www.tbaglobal.com (703) 528-8484 Calif. Media Logic Albany, N.Y. www.mlinc.com (206) 243-1000 Threespot Media Washington, D.C. www.threespot.com (202) 471-1000 Media Whiz New York www.mediawhiz.com (646) 442-0074 Tocquigny Austin, Texas www.tocquigny.com (800) 363-6566 Medical Broadcasting Co. Philadelphia www.mbcnet.com (215) 545-4444 TransUnion Chicago www.transunion.com (312) 529-1000 Medium Blue Atlanta www.mediumblue.com (866) 436-2583 UNreal Marketing Narberth, Pa. www.unrealmarketing.com (866) 664-6805 Modem Media Norwalk, Conn. www.modemmedia.com (203) 299-7000 White Horse Portland, Ore. www.whitehorse.com (877) 471-4200 Molecular Watertown, Mass. www.molecular.com (617) 218-6500 Winning Strategies Oakland, Calif. www.winningstrategies.com (510) 835-3334 btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 37
  • 36. FUTURE New technology, new media, new paradigm BY PAUL GILLIN EAR ME, MARKETERS, FOR I am your worst nightmare. Although I could be your best friend. Over the past year, I have almost completely dis- H connected myself from traditional media and marketing. I let my newspaper subscriptions lapse 18 months ago. What little television I watch is piped through TiVo, sans commercials. My e-mail filter catches and discards all but the wiliest marketing messages. I can’t remember the last time I listened to the car radio; all my drive-time audio is podcasts. Direct mail goes in the trash unopened. On the Internet, I rarely surf and mainly search. The few Web sites that I authorize to contact me uninvited do so through an can’t even imagine today. RSS will deliver highly targeted content to any device based on the criteria that RSS feed. I don’t see an ad unless I’m really interested in the content. we specify. Today, people use it mainly to subscribe to blog posts and podcasts. But in Don’t think this is a generational thing. I’m 48 and spent more than 20 years the future, they will use it to subscribe to ideas. spilling ink as a technology journalist. I’m a bit more tech-savvy than the average That’s how Ron Bloom, CEO of PodShow Inc., sees it. PodShow is making celebri- consumer, but I’m no geek. ties out of ordinary people. Two years ago, few people knew Paige Heninger and I am your customer. Maybe not now, but certainly five years from now. As the Gretchen Vogelzang beyond their suburban Washington, D.C., neighborhoods. To- technology to keep out unwanted messages improves, you customers will find ever- day, Paige and Gretchen have 300,000 weekly listeners and a fat new sponsorship deal more sophisticated ways to from Georgia-Pacific Corp.’s block you. Each time you Dixie division. Paige and figure out a way to get Gretchen host MommyCast, around that, they’ll find a weekly podcast that has something else. It’s an end- captivated mothers around less game of leapfrog. the world. They represent a But now new tools are new channel that marketers available that end that cycle. can use to reach a highly en- To use them, you have to re- gaged audience. think your role in the value Bloom believes that peo- chain and create channels ple will eventually use RSS that customers won’t want to subscribe to thoughts to filter. from others they respect. So New media is your you may elect to get my friend. The revolution of the thoughts on blogging deliv- last two years is the arrival of ered to you, for example, cheap, easy-to-use devices while screening out my and services that make it opinion of the New York possible for all of us to man- Yankees. Good move. age our own content. These aren’t the only They’re crude and awkward tools available to you, but today, but that won’t last. they’re emblematic of a new And you can use them as class of technology that lets well as your customers. you easily initiate or join a We hear a lot about blogs, conversation. The new mar- but blogs aren’t important. keting paradigm is to insert What’s important is personal publishing, or the ability to communicate a message to your company into the slice of the user’s mind that’s reserved for valuable informa- a global audience almost instantaneously. Personal publishing will permeate elec- tion. Your tools will be product placements, how-to tutorials, networking events and tronic media, providing a counterpoint to mainstream sources and adding depth and interactive games. You may even invite customers to invent their own commercials, as color to the conversation. Sony and Toyota have done. Your audience will interact with you because they want Some mainstream media will embrace and co-opt personal publishing. Others will to, not because you’re in the way. And you will develop a bond with customers ignore it and continue their slide into the abyss. Savvy b-to-b marketers will realize that’s stronger than anything you ever imagined. that there are wide swaths of the blogosphere that are virtually empty—industrial The seeds of this revolution are being sown today. J3tlag.com is an edgy travel site engineering, for example—and set up their own outposts. They will gain audience written by bloggers with a passion for travel. It’s run by a shoe company. The Amer- and become masters of their own content domains. ican Family is a weekly podcast about family issues. To listen to it, you’d barely even We hear a lot about podcasts, but podcasts aren’t important. What’s important is notice that it’s produced by Whirlpool Corp. of washing machine fame. time-shifted media. The phenomenon that started with TiVo has spread to digital audio Technology reseller CDW Corp. produces five high-quality, technology-related and will soon capture portable video. Information consumers will no longer be behold- magazines for vertical markets. The branding is so subtle you might miss it. GoDad- en to program schedules or even their living rooms. Our TV shows will travel with us. dy.com generated buzz by posting the 13 disallowed versions of its Super Bowl ads For businesses, the possibilities are limitless. Training videos, new-product pro- on the Internet for all to see. motions and interactive manuals will be shuttled over the Internet and loaded into This is just the tip of the content marketing iceberg. Technology advances and portable devices without our intervention. Sales reps will always have the latest col- customers’ willingness to listen to new sources of content present you with an un- lateral. The CEO will deliver a quarterly report by video to every person in the com- precedented opportunity to stake out your claim in the new marketplace. This isn’t pany. In time, speeds will improve enough that we’ll participate in video conferences about buzz. It’s about value and your willingness to deliver value via channels that in real time. And this will all cost less that today’s patchwork of videotapes and weren’t available just two years ago. Take the challenge. I’ll be your best friend. overnight delivery services. We hear a lot about RSS, but RSS isn’t important. What’s important is the ability Paul Gillin is a consultant who specializes in community journalism and social to subscribe to information that really interests us. As we do, we’ll realize value we media. His Web site is www.gillin.com. 38 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com
  • 37. Winning in today’s B2B markets means going above and beyond. It takes a lot to push your brand above and beyond the competition. The newest, best tools and methodologies. Actionable case studies and best practices from other top B2B marketers. A clear sense of what’s moving the needle today, what’s not and why. In sum, precisely what BtoB Magazine delivers. Every page is packed with everything you need to change the game…and win. To receive your free copy of BtoB’s Marketers Resource Guide ‘06, go to btobonline.com and click on Resources. www.btobonline.com To subscribe, call 1-888-288-5900. Advertisers, please call 212-210-0782.