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Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
Interactive Marketing Guide 2006(Psw Xdownx.Com)
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Interactive Marketing Guide 2006(Psw Xdownx.Com)

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WELCOME TO BTOB’S 2006 INTERACTIVEMARKETING GUIDE. Our annual publication …

WELCOME TO BTOB’S 2006 INTERACTIVEMARKETING GUIDE. Our annual publication
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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  • 1. WEB SITES SEARCH ONLINE EVENTS SOCIAL MEDIA METRICS AGENCIES PODCASTS ADVERTISING E-MAIL TRENDS PUBLISHERS STRATEGY DATA BLOGGING EXPERTS SPECIAL ISSUE $15 THE MAGAZINE FOR MARKETING STRATEGISTS BB _ 04-24-06 A 1 B2DB 4/20/2006 5:21 PM Page 1
  • 2. ©2006DowJones&Company,Inc.AllRightsReserved.HaveabrilliantweekendisatrademarkofDowJonesLP. 06bb0150.pdf RunDate: 4/24/06 Full Page Color: 4/C 06bb0150.qxp 4/20/06 9:41 AM Page 1
  • 3. The emerging role of alternative channels BY ELLIS BOOKER This year, we’ve added a new section on “social media,” reflecting the growth of channels such as blogging and podcasting. Social media is alsothetopicofthe“Future”column(seepage38),whichasks howmarketerscanharnessthepowerofthesenontraditional, undeniablypopularenvironments. Meanwhile, Internet advertising continues along its dou- ble-digitgrowthcurve.Ajust-releasedreportfromtheInterac- tive Advertising Bureau (IAB) and PricewaterhouseCoopers concludesthatoverallInternetadvertisingrevenuesintheU.S. for 2005 totaled $12.5 billion, a new annual record exceeding 2004 by 30%. The final quarter of 2005 hit a record $3.6 bil- lion,representinga34%increaseover the same period in 2004. Surprising no one, keyword search took the top slot again in 2005, single-handedly representing41%ofthetotalspend. Marketers are pouring their bud- gets online for a justifiable reason: It works. “Our customers, namely engi- neers,relyheavilyontheInternetand publication reviews for product information,” said Martyn Etherington,VP-marketing,TektronixInc.,andoneofthesix participantsinourvirtualroundtablethisyear(seepage4).“In recentprimaryresearch,thetopthreeinformationsourcesen- gineers rely on to help them make informed purchase deci- sions are, in the following rank order: Internet search (98%), word-of-mouth(88.6%)andtechnicalarticles(78.1%).” Theimpactofonlinesocialmediapermeatesthemostinter- esting thinking in b-to-b marketing today. Try answering for yourself our fourth roundtable question: “Are social media— particularly blogs—a practical application for b-to-b compa- nies?Howaretheybestused?” My own sense is that there is a major shift, largely genera- tional, in online consumption habits. A part of this shift in- volves a growing reliance on “authentic,” word-of-mouth sources,inadditiontotraditionalmediaandcorporateoutlets. Thenagain,Imaybewrong.Infact,theonlywaytoknow what’srealandwhat’snotistotestthisthesis—andanyothers youhave—withyourowncustomersandprospects. That introduces another theme of this year’s guide, the common trait shared by all smart Internet marketers: an orga- nizational commitment to continual testing and monitoring. Thisdisciplineconvertsold-fashionedargumentsaboutwhich campaign approach will be most effective—the kind of seat- of-the-pants decision-making favored by old-school man- agers—intoquantifiableprograms. Roundtable participant Jon Raj, VP-advertising for Visa USA,putitsuccinctly:“Ifacompanyis not using some sort of measurement to evaluateitsefforts,thenitisbeingneg- ligentregardlessofthemedium.Online absolutely makes it easier to measure with many great tools, but marketers need to be committed to the concept andtheculturetobemosteffective.” Raj goes on to underscore the im- portance of connection: “Engagement is a new factor that must be evaluated. It is no longer accept- able to just throw a message out there, but rather you must connectwiththecustomerinameaningfulway.” This isn’t easy. But it is where online marketing has pulled us. If you’re not there already, get with the program or hire peoplewhoare. Our hope is that BtoB’s 2006 Interactive Marketing Guide—alongwithongoingcoverageinBtoB’sNetMarketing department, our various e-mail newsletter products, our new “TalkingTech”audiocastseriesandourmulticityNetMarket- ingBreakfasts—willassistyouincontinuallyimprovingyour onlineefforts. Ellis Booker is editor of BtoBand BtoB’sMediaBusiness. He can be reached at ebooker@crain.com. The impact of social media permeates the most interesting thinking in b-to-b marketing today. EDITOR’S NOTE CONTENTS ROUNDTABLE Page4 ■B-to-bmarketersandotherexpertsdis- cussinteractivemarketingtrends E-MAIL Page10 ■Integratinge-mailwithothermediais aneffectivestrategy ■E-mailresources SEARCH Page20 ■Despiteclickfraud, marketerscontinue toembracesearch ■Searchresources WEBSITES Page25 ■Howtotailor Websitesforcustomers andprospects SOCIALMEDIA Page26 ■Willblogsandpodcastsbecomeamajor communicationschannel? ONLINEADVERTISING Page28 ■Improvebrandexperienceforvisitors usingvideoandrichmedia ■Onlineadvertisingresources ONLINEEVENTS Page31 ■HowtoincreasereturnsonWebinars andwebcasts ONLINEPUBLISHERS Page32 ■Innovativebrandingcampaignswill attractnewaudiences ■Onlinepublishersresources INTERACTIVEAGENCIES Page35 ■Agenciesincorporateinteractiveinto overalloperations ■Interactiveagencieslist FUTURE Page38 ■Howthebravenewworldofsocial mediawillleadtounprecedented opportunities W ELCOME TO BTOB’S 2006 INTERACTIVE MARKETING GUIDE. Our annual publica- tion 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 resourcesanddata.You’llalsofindupdatedvendorlistsanddatacharts. For a new subscription or change of address, call (888) 288-5900 or 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. 40012850. GST No. 136760444. Canadian return address: 4960-2 Walker Road, Windsor, ON N9A6J3. Printed in U.S., effective Jan. 1, 1997. Address all circulation correspondence to BtoB’s Detroit address. B to B (ISSN 1530 - 2369) is published monthly by Crain Communications Inc. at 360 N. Michigan Ave., Chicago, Ill. 60601-3806, (312) 649-5401. Offices at 1155 Gratiot, Detroit, Mich. 48207-2997, (313) 446-6000; 711 Third Ave., New York, N.Y. 10017-4036, (212) 210- 0100; 6500 Wilshire Blvd., Los Angeles, Calif. 90048-4947, (323) 651- 3710; National Press Building, Washington, D.C. 20045-1801, (202) 662- 7200. Fax: Chicago—(312) 649-5462; New York—(212) 210-0700; Los Angeles—(323) 655-8157. Telex: Chicago—687-1241; New York—64- 0207. Copyright 2006 by Crain Communications Inc. All rights reserved. Periodical postage paid at Chicago and other mailing offices. Postmaster: Send address changes to BtoB, Circulation Dept., 1155 Gratiot, Detroit, Mich. 48207-2912. Vol. 91, No. 5 Visit www.btobonline.com for b-to-b marketing news and resourcesONLINE EDITORIAL (312) 649-5401 FAX (312) 649-5462 Editor Ellis Booker (ebooker@crain.com) Managing Editor John Obrecht (jobrecht@crain.com) Design Director Martin Musker (mmusker@crain.com) Senior Editor, NetMarketing Mary E. Morrison (mmorrison@crain.com) Associate Editor Tequia Burt (tburt@crain.com) Media Editor Sean Callahan (scallahan@crain.com) Senior Reporters Carol Krol (ckrol@crain.com) Kate Maddox (kmaddox@crain.com) Reporter Matthew Schwartz (mschwartz@crain.com) Copy Editor Richard K. Skews (rskews@crain.com) Intern Kimberly Ketover (bbintern@crain.com) Chasers Captain Edmund O. Lawler ADVERTISING SALES NEW YORK Advertising Director David Bernstein (dbernstein@crain.com) (212) 210-0782 Account Executives Eric Gordon (egordon@crain.com) (212) 210-0737 Stacy Barrett (sbarrett@crain.com) (212) 210-0733 David Spindler (dspindler@crain.com) (212) 210-0197 Marketing Manager Tara Curran (tcurran@crain.com) (212) 210-0206 Marketing Assistant Megan Lee (malee@crain.com) Production Manager Nicole Dionne (ndionne@crain.com) (312) 649-5337 Circulation Manager Hamilton Maher (hmaher@crain.com) (212) 210-0254 Online Marketing Development Manager Jeff Buddle jbuddle@crain.com (212) 210-0743 SUBSCRIPTION HOTLINE (888) 288-5900 THE MAGAZINE FOR MARKETING STRATEGISTS WWW.BTOBONLINE.COM VP-Publisher Robert Felsenthal (bfelsenthal@crain.com) (212) 210-0262 CRAIN COMMUNICATIONS INC. Chairman Keith E. Crain President Rance Crain Secretary Merrilee Crain Treasurer Mary Kay Crain Executive VP-Operations William A. Morrow Senior VP-Group Publisher Gloria Scoby Group VP-Technology, Circulation, Manufacturing Robert C. Adams VP-Production & Manufacturing David Kamis Corporate Circulation Director Patrick Sheposh Founder G.D. Crain Jr. (1885-1973) Chairman Emeritus Mrs. G.D. Crain Jr. (1911-1996) BtoB® and NetMarketing® are registered trademarks of Crain Communications Inc. THE AD AGE GROUP VP-Publishing and Editorial Director David S. Klein btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 3 BB _ 04-24-06 A 3 B2DB 4/21/2006 12:05 PM Page 1
  • 4. BtoB: How has interactive spending changed this year from last?Whyaretheseshiftshappening? Suppers: While the level of interactive spending has not varied much for us in recent years, our intelligence and insight intotheeffectivenessofourspendinghasincreased. Withguidanceandtoolsfromourinteractivemarketingser- viceprovider,wehavemadetremendousprogresstrackingand measuring the association of paid search, online ad campaigns andplacementswithkeyfeaturesandelementsonourWebsite. Wehavebecomeincreasinglyreliantonouronlineanalyticsca- pabilitiestoshapeourspendingstrategiesanddecisions. Rogers: TheWeb works as a proven means to build brands and to engage customers, and the big-budget, leading advertis- ersnowhavetheexperience,researchanddatatoverifyit.Asa result,theWebhasmovedfromaplaceofexperimentationtoa mainstreammedium.Onlinespendinghasshiftedfromepisod- ic to more full-year planning and buying, resulting in both in- creasingonlinebudgetsandtheneedfortopadvertiserstolock inpremiumpositionstolockoutthecompetition. 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- lar,areattractingalotofinvestment,whilemanymarketersare beginning to adopt innovative technologies such as online video advertising and optimization. Online advertising growth is continuing to outperform the overall advertising market, drivenprimarilybytheprovenreturnoninvestment[ROI],the continuingshiftofaudiencetoonlinechannelsandthebroader acceptance and understanding of online advertising at senior levelsinmajororganizations. Etherington: Our interactive spending has gone up signifi- cantlyinthepasttwoyears.Thereason?Ourcustomers,namely engineers, rely heavily on the Internet and publication reviews forproductinformation.Inrecentprimaryresearch,thetopthree information sources engineers rely on to help them make in- formed purchase decisions are, in the following rank order: Internetsearch(98%),word-of-mouth(88.6%)andtechnicalar- ticles(78.1%).Giventhisresearch—andtoensureweprovidein- formation to our customers anywhere, anytime and in their pre- ferredlanguage—theWebhasbecomepivotalinourmarketing, budgetingandawayforustoserveourcustomers’needsbetter. Raj:The Internet is a maturing medium, and there are con- sistently more opportunities with the penetration and prolifer- ation of broadband. Second, marketers are finally wising up to thebenefitsofmarketingandadvertisingonline. Moore:Wecontinuetoseeincreasesinspendingoninterac- tive marketing and advertising. Simply put, there is no other mediummoreaccountableandtrackablethaninteractive. BtoB:GiventheattentionpaidtometricsandROI,particularly online, what’s the best way to instill a culture of measurement in themarketingdepartment? Suppers:Thebestwaytoinstillacultureofmeasurementin anygroupistoprovideanalyticsthatareaccurate,concise,con- sistentandactionable.Analysisforanalysissakewillneversus- tain. Ask yourself what the primary goal and objectives are for your Web site and identify the corresponding metrics that pointtosuccessorfailure.Developmeasurementsthatcanalter or change a decision. All metrics must also be presented on a consistent basis to key stakeholders in a format that makes the learningimmediatelyapparent.Designingmetricsthatareboth constructive and actionable is also critical. Last, from a people perspective, make employees accountable for results by inte- grating the measurements into periodic reviews of progress againstindividualgoalsandobjectives. Rogers: Decide what points of measurement matter, both in terms of immediate response and longer-term branding, and providethetoolstomonitortheresultsandgivewideaccessto the data. People will be empowered to make a contribution to themarketingeffortwithdata-drivendecisions.Dataisnotjust atoolforthedirect-responsepeopleortheresearchpeople,but allinvolvedinmarketing. Rosenblatt: Metrics have always been important for online advertisers, but we are seeing an increased focus on online ad- vertisingperformancefromtheC-suite.Whenmarketingisheld accountable at this level, it inevitably drives a culture of mea- surementthroughouttheentireorganization.Inmanyways,be- cause online advertising is so accountable, it is driving a higher levelofaccountabilityacrossallofamarketer’schannels. Etherington: Define success, make people accountable, mea- sureonlywhatmatters(distinguishbetweenlookinggoodversus ROUNDTABLE 4 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com Moving intothe 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 Roundtable participants MARTYN ETHERINGTON VP-marketing, TektronixInc. DAVIDJ. MOORE Chairman-CEO, 24/7Real Media JONRAJ VP-advertising, VisaUSA BRUCEH. ROGERS VP-marketing, Forbes.com DAVID ROSENBLATT CEO, DoubleClick TERRY SUPPERS Senior VP-interactive marketing, GeneralElectric Co.’sCorporate Financial ServicesBusiness Thisvirtualroundtablewasconductedviae-mail.Eachparticipantwasaskedthesameset ofquestionsandgiventhesametotalwordlengthasaguideforresponse;eachwasgiven theoptionofskippingonequestion. BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 11:59 AM Page 1
  • 5. doing good) and, as I can attest, you will need to have strategy, structural andprocessalignment Raj: If a company is not using some sort of measurement to evalu- ate its efforts, then it is being negli- gent regardless of the medium. On- line absolutely makes it easier to measure with many great tools, but marketers need to be committed to the concept and, as you mentioned, the culture to be most effective.The days of simply looking at impres- sions or reach and frequency are over.Todayithastobeaboutresults. Engagement is a new factor that mustbeevaluated.Itisnolongerac- ceptable to just throw a message out there, but rather you must connect with the customer in a meaningful way. Moore:It’simportantforthemar- keting department to understand howthisincreasedvisibilityprovid- ed by the metrics of digital market- ing helps them make their buys more efficient and proves the value ofmarketingspendtotheoverallor- ganization. Goals should be set when the marketing plan is built, andallmarketingeffortsaroundthat plan should be measured against thosegoals.Forexample,forasearch 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- mizedinrealtime. BtoB: Search marketing continues to grow as a percentage of online spending. What’s interesting in the searchspacerightnow? Suppers: From where I sit, work- inginalarge,long-cycleb-to-benvi- ronment, I’m not sure too much has changedformeinthesearchspace.A few years ago, I shifted my priorities to search away from other online ad- vertising.Thepaidsearchmodellev- els the playing field and provides a dynamic and variable approach to promotingourWebsitetothepeople thataremostinterestedandinneed. Rogers: Search will grow, but at a lesser rate as spending reaches a point of diminishing returns. Brand advertising’s percentage of the inter- activeadvertisingpiewillincreaseas the interaction between the two be- comesincreasinglyimportant,rather than [being] seen as separate efforts. Research shows online brand adver- tising positively impacts search ROI andviceversa.Havingsaidthat,ver- tical and local search continue to be areasofunexploitedgrowth. Rosenblatt: Local search, natural search optimization, as well as un- 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 that consumers behave differently thanmostmarketersexpect,andour clients have been using those in- sights to optimize their search pro- grams. For example, the research showed that while the majority of search activity across the full 12 weeksisgeneric,brandsearchesand clicks become more prominent close tothepurchase. Another key point is that the tools available to marketers to man- agethesearchprocesslagthecurrent spend in the industry. Search is still animmaturemarket,andmanymar- keters are asking for solutions to help with bid management, opti- mization and measurement of their searchmarketingprograms. Etherington: Results, effective- ness and tracking microconver- sions—i.e., being able to track PPC/SEO—to influencing customer decision-making. Raj: Unfortunately the most in- teresting thing right now is proba- bly click fraud. That alone is not a reasontoavoidusingsearch,butitis definitely something to be aware of btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 5 Are you capitalizing on today’s emerging business trends? Breakthrough innovations are revolutionizing the way you offer your products and services and can affect your business overnight. To capitalize on these opportunities and steer clear of potential dangers, you need accurate business intelligence to best understand your markets, develop savvy marketing plans, investigate new products and technologies, and track your competitors in order to take full advantage of these latest trends. Thomson Business Intelligence provides you with comprehensive and relevant opinions and analysis from the finest business minds and industry experts. What’s more, it offers the largest, most current collection of critical insights from respected market research firms, investment banks, brokerage houses, business journals and newspapers globally. It’s the kind of business information that empowers you to make your next business decisions with confidence. Learn more today! North America: +1 800 255-3343 Europe and Australia: +44 (0) 800 007 5233 info.thomsonbusinessintelligence.com © 2006 Business Intelligence Services, a Thomson business L-319239/2-06 “Brand advertising’s percentage of the interactive advertising pie will increase as the interaction between the two becomes increasingly important,rather than [being] seen as separate efforts.” Bruce H.Rogers,VP-marketing,Forbes.com BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 11:59 AM Page 2
  • 6. andfindwaystocombat. Anotherinterestingtrendisutiliz- ing search as a brand-building medi- um. There has been some buzz out there about the effects of search be- yond the traditional direct response expectation. Perhaps more marketers will soon be buying search terms to have their brands appear in certain placesspecificallyasabrandplay. Itisquiteinterestinghoweachof the search engines seems to be bringing a unique group of users to the table. Conventional wisdom would tell you a searcher is a searcher, yet the different sites seem toharnessdifferentusers. Moore: Search marketing has fi- nally started to move beyond the ob- session with bid management operat- inginavacuum.Sophisticatedsearch marketers begin with a measure— suchasnumberofsales,ROIorreturn onadspend—andworkbackwardto determine how search dollars should beallocated. Also, looking at search holistical- ly is increasingly important. Having tools that combine paid placement, paidinclusionandsearchengineop- timization tracking gives marketers unprecedented insight into how the entiresearchchannelisperforming. BtoB: Are social media—particu- larly blogs—a practical application for b-to-b companies? How are they bestused? Suppers: Blogs provide an inter- estingsupplementtoanonlinestrat- egy;however,theyrequireaddition- al resources to monitor and main- tain. I am not convinced at this point,atleastwithrespecttotheon- 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- nessesorcompaniesinthemediain- dustry—basically, situations where a group of individuals can identify themselvesasacommunity. Rogers:Socialmediaarefulfilling a basic human need to connect and communicatewithlike-mindedpeo- ple. Blogs and shared-media sites likeMyspacearepowerfulexamples of this at work, but that doesn’t mean every technological advance on the Web is automatically an ad- vertisingmedium.B-to-bcompanies 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. Bettertonotblogthantodosowith- outaplanjustbecauseit’seasytodo. Rosenblatt: B-to-b companies should absolutely be focused on blogs, but there are a number of ways that they could or should con- sider interacting with the blogo- sphere. At a minimum, they should be monitoring blogs to learn what is being said about their company, theircompetitionandtheirindustry. They also must ensure that their PR team is tailoring its approach in working with bloggers. Blogs, for some, might be a viable advertising form.Whilenotofferingwidereach, 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- ROUNDTABLE WITH YOUR isn’t consistent photography when your this IS how IT FEELS company’s BRAND. Consistent brand imagery is critical to building your brand equity. And now there’s a better way to get it. With our Custom Library™ you get customized, affordably licensed images shot to your brand guidelines. Learn more and get our free whitepaper, “Picture the Perfect Brand” at www.wp.onrequestimages.com or call 866-778-1589. 6 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com “Socialmedia isdefinitelythe ‘soupdujour,’ thesameway itwaswith click-throughs, e-mailor search.” Jon Raj, VP-advertising,Visa USA “Search is still an immature market,and many marketers are asking for solutions to help with bid management,optimization and measurement of their search marketing programs.” David Rosenblatt,CEO,DoubleClick BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 12:00 PM Page 3
  • 7. 06bb0125.pdf RunDate: 4/ 24 /06 Full Page Color: 4/C 06bb0125.qxp 4/3/06 11:53 AM Page 1
  • 8. encing considered purchases that manyb-to-bcompaniesoffer. Etherington:A blog is a medium, period.Buttheintent—todevelopa community of people with a com- mon or shared interest—is very ap- plicableforb-to-bcompanies. Raj: Social media are definitely the “soup du jour,” the same way it was with click-throughs, e-mail or search.Video could be next. All are very valuable when utilized wisely but none will live up to the hype the media creates. I believe blogs, if well thought- out, can be used in a very effective wayasapracticalb-to-bapplication. Blogs enable customers to have an outlet that is authentic, and when used appropriately can yield appre- ciation that goes well beyond tradi- tionalmarketing. Moore: Social media can be ex- tremelypowerful.Howtheyarebest used depends on the organization employing them, the markets they are addressing and the products be- ing sold. Outward-facing blogs and podcasts from internal marketing departments can be effective when used as communications channels to customers and prospects. Compa- nies can showcase their areas of ex- pertiseforthemarketgenerally.Cus- tomers can offer feedback on the blog posts, creating a real-time pub- lic dialogue between the company andthemarketplace. BtoB: How are you breathing life into“old”channelssuchase-mail? Suppers: As is true of the indus- try overall, although our outbound e-mail activity has increased signifi- cantlyovertime,theresponsetoour campaigns, measured in terms of open rates and click-throughs, has declined. With the proliferation of e-mail, it has become more difficult to cap- ture and keep someone’s attention through this medium. In light of this, we are seeking opportunities to furthersegmentoure-mailmessages and target them to tighter-defined groups that we anticipate will be mostreceptivetothecontent. We also focus on the design and layout of our e-mail content to en- sure it is pleasing and intuitive, yet also recognize the challenge and the opportunitypresentedbytheprolif- eration and the use of PDAs, Black- Berrys and other handheld devices where the experience of receiving e-mail “on-the-go” is very different from a desktop or laptop computer. With e-mail remaining a very low- costmedium,theopportunitytofig- urethisoutremainscompelling. Rogers: E-mail is still a powerful communicationstool.We’reveryfor- tunate in that e-mail is still a success- ful and preferred channel for Forbes.comtodeliverbreakingnews and information to our readers. Dur- ingthebusinessday,wepublishover 2,000stories,andoure-mailnewslet- tersandalertsallowuserstotailorex- actly the type of information they want to receive. E-mail isn’t old as longasitofferssomethingtherecipi- enthasactuallyrequested. Etherington: That depends on what outcome you are trying to achieve. E-mail, like all promotion- al/communication tools, is a method for obtaining a desired outcome in the most efficient manner. I believe broad e-mail as we know it will be- come irrelevant within the next few years in favor of emerging interac- tive technologies. For example, I re- ceive 10 texts for every one e-mail from my own children. Communi- ties and devices will predict the longevity and relevance of e-mail, notb-to-bmarketers. Moore: The death of e-mail has been greatly exaggerated. The best thingthathashappenedwithe-mail is that, as an industry, we’ve learned how to effectively use e-mail as one part of the marketing mix. E-mail is best used as a CRM tool for existing customers when paired with other digital media that are particularly strong at customer acquisition, such assearchenginemarketing. BtoB: Has online video finally ar- rivedforb-to-bmarketers? Rogers: Thisyearwillbeseenasa watershedyearforvideoontheWeb, providing a powerful new creative option for b-to-b advertisers. Why waste money on TV when only a small percentage of the audience would possibly have any interest in your message? B-to-b advertising is by definition a highly segmented marketing effort that the Web af- fords, yet you can still have a “TV- like” experience that sells the emo- tional aspects of your b-to-b product orservice.NewresearchfromtheOn- line Publishers Association (OPA) supports the interest in video for a business audience. Forbes.com has devotedextensiveresourcestobuild- ingoutitsvideoproductioncapabili- tiestocapitalizeonthisgrowthtrend andisnowtheleadingsourceoforig- inal business video programming for the Web. Many of the advertisers running video ads are b-to-b compa- nies, like IBM Corp., Microsoft Corp. andAccenture,tonameafew. Rosenblatt: In many respects, video offers the best of both worlds—providing high brand im- pact opportunities with measure- mentcapabilities.Ithinkwearedefi- nitely on the cusp in terms of the vi- ability of the video advertising in- dustry. Some major organizations are beginning to invest in this area. IBM was an early investor in online advertisinganditisprovingagainto be one of the leading companies in adoptingonlinevideoadvertising. Once again, however, marketers and publishers are seeking tools to managetheprocessofbuyingonline video space and measuring its effec- tiveness.Whenwecangetpastthese hurdles and make the online video advertising process more efficient and effective for both buyers and sellers, it can deliver on the major growth it is expected to see in the nextfewyears. Etherington: No, it is still not in the mainstream for b-to-b, there are too many technical variables com- binedwithpoorcontent,suchas2D presentations transferred from Pow- erPoint to video, and restrictive pro- duction costs. Adobe Flash as a tool for telling a visual story or demon- strating one’s capabilities will be- comemoreprevalentforb-to-bcom- paniesbeforevideo. Raj:Yes, but it is only going to get better.Thevideoopportunitiesonline are much greater than what we have beenabletodoontelevision.Thetar- getingissoprecisethatIreallybelieve this may very well change how we communicatewithourcustomers. Moore: Video has arrived for all digital marketers. Several drivers are makingvideoapowerfuladditionto digital marketing. First, we’ve reached a tipping point in broad- band penetration. This has caused a marked increase in the numbers of the Internet population viewing videos online for entertainment and forinformation. Next, the cost of video produc- tion is dropping rapidly. Sub-$5,000 video cameras combined with pow- erful desktop editing software make it possible for a b-to-b marketer to create high-quality video content forone-tenththepriceitwouldhave costfiveyearsago. Finally, the ability to combine videoadswithsophisticatedtargeting onlinemeansthatmarketerscanmore cost-effectivelyreachtheirtargets. BtoB:Whatothertechnologieshold promise? Suppers: I am intrigued with the possibilities and potential of pod- casting.Thepaceofbusinesscontin- uestoaccelerate,andtimecontinues to become more and more precious. Although data to date indicate low adoption of this format, the portable nature of the technology fits today’s busy, multitasking environment. Additionally, the opportunity to craft, customize and self-select news and information creates a new mar- keting venue that allows for ad- vancedsegmentationandtargeting. Rogers: All forms of on-demand technologies will continue to sur- face. Wireless broadband will bring a moreWeb-like experience to wire- less devices and free the Web from theconfinesofaPC. Rosenblatt:As online advertising moves from being a rounding error in a marketing plan to a material in- vestment, there is an inevitable em- phasis on increasing performance. Asaresult,optimizationisanimpor- tant emerging area of the online ad- vertising market, bringing science and algorithms to the medium to help generate the best possible per- formanceformarketers. Etherington: Technologies are here today. It is the applied use of these technologies through devices, connected or wireless and, in partic- ular,RFID[RadioFrequencyIdentifi- cation]. Raj: I am very excited about the evolution of TV, (digital video recorders,video-on-demand,interac- tiveTV) mobile phones and podcast- ing. Those combined with the high- speedInternetwillabsolutelychange thewayweallconsumemedia. Moore:Interactivetelevisionisex- tremelypromising.Giventheamount of advertising dollars spent in televi- sion and the amount of technological innovationthatisoccurring,itisonly a matter of time before we see televi- sionadvertisingbeingheldtoahigh- er standard due to the increased visi- bilitythatadvertiserswillhave. BtoB: What is your biggest chal- lengerightnow? Suppers:Ourchallengehasalways been and continues to remain attract- ing the right people at the right time tooursitetoengageandinteractwith our business. As I mentioned previ- ously,wearealargeb-to-bplayerwith long-cycle products and solutions, so theimportanceofbothdimensions— rightperson/righttime—iscriticalfor ouronlinesuccess. Rogers: Our biggest challenge is scaling the business fast enough to enable us to fully realize the growth opportunities that exist for us, par- ticularlyforinternationalmarkets. Rosenblatt: Our greatest current challenge is hiring enough great people to manage and drive the growth that we are seeing in the business. Etherington: It is time for mar- keterstogetoverjustifyingtheirpo- sitionandbudgets.Thiscanonlybe achievedifwe,asamarketingfunc- tion, become more relevant. I be- lieve in order for the marketing function and my peers to be suc- cessful today, we have to become more relevant. I break relevancy intothreedistinctareas: 1. Customer relevancy—identi- fying, understanding and anticipat- ing the wants and needs of our cus- tomers. Listening more to our cus- tomers and, when we talk to them, making sure we do it on their terms, in their language and at a time they wanttobecommunicatedwith. 2. Channel relevancy—making sure we train, equip and motivate our channels. We need to be always looking to the horizon to lead the channeltonewopportunities. 3. Business relevancy—using leading indicators versus lagging in- dicators to ensure we become more relevant to the business and ulti- mately tracking a marketing dollar to an order dollar and then to cus- tomersatisfaction. We are doing a lot of work in or- dertogetbetterunderstandingofour current customers—who they are, how they want to be communicated with—toknowiftheyareadvocates. Raj:Staying on top of all the fast- moving, ever-emerging media land- scape. There are more opportunities and challenges than there are hours intheday.Ⅺ “Ask yourself what the primary goal and objectives are for yourWeb site and identify the corresponding metrics that point to success or failure.” Terry Suppers,seniorVP-interactive marketing, General Electric Co.’s Corporate Financial Services Business “The death of e-mail has been greatly exaggerated.” David J.Moore,chairman-CEO,24/7 Real Media “A blog is a medium,period.But the intent— to develop a community of people with a common or shared interest—is very applicable for b-to-b companies.” Martyn Etherington,VP-marketing,Tektronix Inc. ROUNDTABLE 8 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 12:00 PM Page 4
  • 9. The most targeted audience of enterprise IT pros online is also the largest 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 + CIO + Security + Storage + SMB + Windows + Networking + Oracle + Data Center + CRM + SAP + Data Management + Enterprise Voice + Java + Mobile Computing + Open Source + Web Services TechTarget: 4 Million Computerworld.com: 1 Million 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) * ** *** Graph Ad B 4/11/06 5:14 PM Page 1
  • 10. BY CAROL KROL T WELVE MONTHS AGO, the e-mail marketing worldwasbesetwithsuchroadblocksas spam and deliverability issues. The problemwasbadenoughthatmanymarketers decided it wasn’t worth risking their reputa- tions and simply stopped or pulled back on e-mail campaigns. However, far from being an also-ran, e-mail is still very much in the game, and e-mail marketers using the medium are finding integrating e-mail with the rest ofthemediamixcanbeveryeffective. Shar VanBoskirk, senior analyst at Forrester Research, said spending on e-mail marketing is still strong. “E-mail is second only to search in companies’ online marketing budgets today, with 80% of marketers using, piloting or planning e-mail marketing programs, and88%expectinge-maileffectiveness toincreaseinthenextthreeyears.” The sales numbers speak volumes. The Direct Marketing Association esti- mates that legitimate commercial e-mail resulted in approximately $39 billion in sales in 2004, including about $9 billion insmall-businesssales. E-MAIL’S COMEBACK Tools and technology designed to comply with CAN-SPAM and improve deliverability, such as authentication of e-mail messages, have also begun to have an effect, makingmarketersevenmorecomfortablewith usinge-mailagain. Infact,AOLsaidtheamountofspamreach- ing AOL customer in-boxes in 2005, as mea- sured by member complaints, marked a 75% declinefromapeaklevelinlate2003. Despite that, deliverability does remain an issue for marketers. Eighty-two percent of marketers say e-mail deliverability is a chal- lengeforthem,accordingtoastudyreleasedin mid-April by EmailLabs, an e-mail marketing technologycompany. Now that spam problems aren’t consuming all their time, e-mail marketers have begun to refocusontactics. Forrester’s VanBoskirk said among e-mail trends,integrationofmessagingisatoppriori- ty. “This is the year of e-mail integration with otherchannels,andthecompaniesthatcando thatsuccessfullywilldifferentiate[themselves] fromcompetitors,”shesaid. “We’re using e-mail to complement other forms of marketing-like direct mail and the Web,” said Pam A. Evans, worldwide Web marketing manager at IBM Corp. “We’ve de- veloped a series of multitouches. [We need to] make sure we deliver in a relevant way based onwhatthecustomeristellingus.” Integratinge-mailmarketingmessageswith 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. Brian Price, executive director, online mar- ketingatVerizon,saidthetelecommunications giant is employing an integrated mix of paid search and e-mail marketing in its b-to-b cam- paigns. “Verizon uses a combination of search ban- ners and e-mail,” Price said, adding that it also supplements these online efforts with offline advertising, including direct mail, TV, print andfree-standinginserts. INTEGRATED APPROACH Pitney Bowes said its strategy begins with an idea. “We start with the idea, and then we lookatallthewaystodeliverit,”saidMatthew Sawyer, VP-corporate marketing at Pitney Bowes.Forexample,PitneyBowesusese-mail, direct mail and search engine marketing to promote its Thought Leadership event series, which addresses various business topics toclientsandprospects. “We put out a 26-page publication through direct mail to some of our top customers and prospects, as well as in- vestors,”Sawyersaid.“Oncewehavethe content, we then deliver that through othercomponentsofthemailstream,like e-newsletters and e-mail marketing. We’ll take some of the key articles and use them electronically,” he said. That contentisalsopostedatitsWebsite. Ernst & Young is another marketer that is taking a decidedly integrated ap- proachwithitsonlineande-mailmarket- ing. Its e-mail efforts are integrated with other media, including direct mail, and thoseinturnaretightlywovenintointer- active elements on the company’s site, said Michelle Lee Puleio, assistant direc- tor,nationalmarketingatErnst&Young. In one example of e-mail marketing integra- tion, Puleio said promotions for an annual con- ferencethecompanyhostsinOctoberforenergy executivesbeganmuchearlierintheyearwitha “save the date” e-mail to clients and prospects. Thatwasfollowedupbyarichmediae-mail. “We created these Flash movies that we e-mailed them, and the call to action was em- beddedthere,”shesaid.“Therewasalinkbuilt inthatbroughtthemtotheWebsitetofindout E-mailbackin themediamix Deliverability still a concern, but marketers forge ahead, focus on integrated message 1.Makeonepersonresponsiblefortheentirecampaign.Just becausee-mailmessagesandWeblandingpagesexistindifferent mediadoesn’tmeantheyareseparate.Whenane-mailrecipient clicksonalink,theyexpectcontinuity.Mostdon’tevenrealizethat theyjustmigratedfromtheire-mailclienttotheirWebbrowser. 2.Avoidusinghomepagesormultipurposelandingpages.Themore dedicatedthelandingpage,themoreeffectivetheresults. 3.Stayfocusedonthecalltoaction.Don’tforgetwhyyoubrought thispersontoyourpage.Youwarmedthemupinthee-mailmes- sageandnowyouwantthemtocompletethetransaction.Keepthe prospectfocusedonthedesiredactionanddon’tdistractthem withrandomopportunitiesorirrelevantinformation. 4.Don’tintimidate.Limitthenumberoffieldsyourprospectmust completeasmuchaspossiblewithoutcompromisingleadquality. Youcanalwaysaskformoreinformationlater. 5.Test.Youshouldtestlandingpageswiththesamedisciplineyoudoe- mailmessages—oneelementatatime.Forexample:Sendcoupons, p.s.messages,openingsentencesandcallstoactionseparately. Source:RandallLitchfield,InboxMarketerNews,“PerfectLandings,”March2006 5 ways to “pilot” perfect landing pages for e-mail E-MAIL RESOURCES 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. Download a free evaluation today! Call 1-800-453-9387 or visit www.ArialSoftware.com Campaign Enterprise customers include: 10 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com Need to know KKeeyyee--mmaaiillmmeettrriiccss ■ FromQ3toQ42005,openratesformarket- inge-mailsandnewslettersdropped29%. Clickratesfell21%inthesameperiod. Source:eROI,“Q42005E-mailStatistics”report ■ Contrarytopopularwisdom,Fridaymaybe thebestdaytosende-mail.InQ4,21%of e-mailssentonFridaywereopened,followed by20.8%ofe-mailssentonTuesday. Source:eROI,“Q42005E-mailStatistics”report EE--mmaaiillbbeessttpprraaccttiicceess ■ 52%ofb-to-bnewslettersubscribersuse theirpreviewpanetoviewe-mails,makingit importantformarketerstodelivertheirmes- sagesinthissmallerwindowspace. Source:EmailLabs,Nov.2005 ■ 39%ofb-to-bmarketershavenoformal permission(opt-in)practicesinplaceforcol- lectinge-mailaddresses.Only7%ofb-to-c marketershavenoformalpracticeinplace. Source:Directand MultichannelMerchantmagazines TThheessppaammpprroobblleemm ■ In2005,thepercentofusersthat“areless trustingofe-mailbecauseofspam”decreased to53%from62%in2005. Source:PewInternetandAmericanLifeProject2005 ■ Whatisspam?96%ofInternetusersdefine itasane-mail“thatintendstotrickmeinto openingit”;93%defineitascoming“froman unknownsender.”Only38%defineitas“try- ingtosellmeaproductorserviceevenifI knowthesender.” Source:DoubleClick,June2005 ■ Tohelpmanagespam,manyusersroute opt-ine-mailtoWebmailaddresses.26%of AmericanInternetusersrouteopt-ine-mailto Yahoo!,21%readmarketingcommunications throughHotmailand13%useAOL. Source:LyrisTechnologies,March2006 TThheeyyssaaiiddiitt “Thisisaneconomicissue.Youhaveto destroythespammer’sbusinessmodel. Chargingafeeoratolltogetthattothein- boxispartofthesolution.” —R.DavidLewis,VP-marketdevelopmentat StrongMailSystems,ontheideaofcharging marketersforaccesstocustomerin-boxesin ordertofightspam. E-mail, page 18 BB _ 04-24-06 A 10 B2DB 4/20/2006 1:44 PM Page 1
  • 11. 06bb0145.pdf RunDate: 4/ 24 /06 Full Page Color: 4/C 06bb0145.qxp 4/19/06 12:52 PM Page 1
  • 12. Vendor Location URL Phone Vendor Location URL Phone M A R K E T S M A R T E R , S E L L F A S T E R I N T H E T E C H N O L O G Y S P A C E . T E L E M A R K E T I N G D I R E C T M A I L E M A I L L E A D G E N E R A T I O N 800.854.8409 x7210 www.hartehanksmi.com Learn about our MARKET INTELLIGENCE Join us for a live webinar. For details and topics visit www.hartehanksmi.com Space is limited, so sign up now! Selling to them takes more than an EMAIL... You need the right INTELLIGENCE. 12 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com E-MAIL E-MAILVENDORS Listrak Lititz, Pa. www.listrak.com (717) 627-4528 Lyris Technologies Berkeley, Calif. www.lyris.com (800) 768-2929 Mediaplex Systems San Francisco www.mediaplex.com (877) 402-7539 POPstick Inc. Boston www.popstick.com (617) 867-0303 Postfuture Richardson, Texas www.postfuture.com (888) 419-2226 Precision Dialogue Rocky River, Ohio www.precisiondialogue.com (440) 331-1688 Premiere Global Services Atlanta www.premiereglobal.com (800) 234-2546 Prospectiv Woburn, Mass. www.prospectiv.com (781) 305-2100 Quris Inc. Denver www.merklequris.com (720) 836-2000 Responsys Redwood City, Calif. www.responsys.com (650) 801-7400 Return Path New York www.returnpath.biz (212) 905-5500 RightNow Technologies Bozeman, Mont. www.rightnow.com (877) 363-5678 Savicom Inc. San Francisco www.savicom.net (415) 983-0990 Silverpop Systems Atlanta www.silverpop.com (866) 745-8767 Skylist Inc. Austin, Texas www.skylist.net (877) 250-2922 SmartSource Burlington, Mass. www.smartsourceonline.com (800) 239-0239 SourceLink Elkgrove Village, Ill. www.sourcelink.com (847) 238-5400 StreamSend Inc. Davis, Calif. www.streamsend.com (877) 439-4078 StrongMail Systems Redwood Shores, Calif. www.strongmail.com (650) 421-4200 SubscriberMail Lisle, Ill. www.subscribermail.com (630) 303-5000 TMX Communications Conshohocken, Pa. www.tmxinteractive.com (610) 897-2500 Topica Inc. San Francisco www.topica.com (415) 344-0800 VerticalResponse San Francisco www.verticalresponse.com (866) 683-7842 WhatCounts Seattle www.whatcounts.com (800) 440-7005 Xert Alexandria, Va. www.xert.com (703) 838-9847 Xtenit New York www.xtenit.com (646) 825-9070 Yesmail Portland, Ore. www.yesmail.com (877) 937-6245 Zustek Garden Grove, Calif. www.zustek.com (714) 894-4274 Acxiom Digital Conway, Ark. www.digitalimpact.com (800) 491-9320 Arial Software Chicago www.arielsoftware.com (773) 764-3434 BlueHornet Networks San Diego www.bluehornet.com (619) 295-1856 Bluestreak Providence, R.I. www.bluestreak.com (401) 341-3300 Bronto Software Durham, N.C. www.bronto.com (888) 276-6861 Click Tactics Waltham, Mass. www.clicktactics.com (866) 402-5425 CheetahMail, an Experian company New York www.cheetahmail.com (212) 809-0825 Constant Contact Waltham, Mass. www.constantcontact.com (866) 876-8464 CoolerEmail San Diego/ Portland, Ore. www.cooleremail.com (866) 426-6537 Digital Connexxions Corp. Oakville, Ontario www.dconx.com (905) 338-8355 Directorynet Alpharetta, Ga. www.directorynet.com (770) 521-0100 DoubleClick Inc. New York www.doubleclick.com/us (212) 271-2542 Dynamics Direct Valencia, Calif. www.dynamicsdirect.com (661) 600-2059 E-Centives Inc. Bethesda, Md. www.e-centives.com (877) 323-6848 EchoMail Inc. Cambridge, Mass. www.echomail.com (617) 354-8585 e-Dialog Lexington, Mass. www.edialog.com (888) 256-7687 Eloqua Corp. Toronto www.eloqua.com (866) 327-8764 eLoyalty Lake Forest, Ill. www.eloyalty.com (877) 235-6925 EmailLabs Redwood City, Calif. www.emaillabs.com (866) 362-4522 ePostDirect Inc. Pearl River, N.Y. www.epostdirect.com (800) 409-4443 Epsilon Interactive (formerly Bigfoot Interactive) New York www.bigfootinteractive.com (212) 995-7500 ExactTarget Indianapolis www.exacttarget.com (317) 423-3928 Global IntelliSystems Boca Raton, Fla. www.globalintellisystems.com (800) 707-7074 Got Corp. Montreal www.gotcorp.com (408) 741-4944 Habeas Inc. Mountain View, Calif. www.habeas.com (650) 694-3300 IMN Inc. Waltham, Mass. www.imninc.com (617) 964-4400 LeadGenesys Inc. San Francisco www.leadgenesys.com (415) 392-0333 The Lift Network Upper Montclair, N.J. www.theliftnetwork.com (973) 847-9013 BB _ 04-24-06 A 12 B2DB 4/20/2006 2:29 PM Page 1
  • 13. Lyris Technologies — Taking Control of Your Email Marketing ListManager | ListHosting | EmailAdvisor | MailEngine SOFTWARE or ASP? Choose Your Flavor Lyris Email Marketing Solutions CALL TODAY (800) 768-2929 Means Email Marketing Visit us at www.lyris.com or call toll free (800) 768-2929 It’s all about trust. Life’s too short to worry every-time you hit the send button. With your email campaigns on the line, you need to trust your messages are being delivered. With Lyris, you can breathe a little easier knowing 10 years of experience is built into each and every feature. Ready to take control? 06bb0142.qxp 4/18/2006 2:19 PM Page 1
  • 14. 1.866.966.xert www.xert.com Our leading analytics, non-CPM pricing and intelligent features deliver for the world’s best communicators, including AARP, the Smithsonian, CellularOne, PR Newswire, Visioneer & the Washington Capitals. Contact Xert today to explore how we can deliver leverage for you. E-MAIL 14 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com $457 $426 $2 485 462 3 511 487 4 535 504 5 558 513 6 577 518 7 U.S. e-mail marketing spending, 2005 - 2010 (in millions of $) 2005 2006 2007 2008 2009 2010 ■■Retention ■■ Acquisition ■■ Transactional Source:: JupiterResearch E-mail Model, 11/05 (U.S. only) Source: eMarketer, citing Return Path, April 2006 $232 $117 $78 250 130 82 262 141 84 269 150 85 272 157 84 273 163 82 Spending on modes of acquisition e-mail marketing, 2005 - 2010 (in millions of $) 2005 2006 2007 2008 2009 2010 ■■Sponsorede-mail ■■ Coregistration ■■ AppendSource:: JupiterResearch E-mail Model, 11/05 (U.S. only) E-mail open and click-through rates in the U.S., by audience type, 2005 Permission-based e-mail nondelivery rates worldwide, by Internet service provider, second half 2005B-to-bmarketers 37.75% 5.23% B-to-cmarketers 29.54 4.44 Mixedaudience 31.61 6.67 ■■Opens ■■Clicks Source:eMarketer,citingExactTarget,March2006 Excite 42.9% Gmail 40.4 Lycos 33.8 Adelphia 31.0 Mail.com 26.8 Hotmail 26.1 BellSouth 25.0 Roadrunner 24.9 MSN 24.4 BTInternet 23.5 Rogers 23.3 Netscape 23.3 Cogeco 21.0 ATT 19.4 NetZero 18.8% SBC 17.2 Verizon 15.3 Yahoo! 15.3 Sympatico 15.2 Cox 14.5 AOL 12.4 Cablevision 11.7 Comcast 11.7 AOL.ca 11.0 USA.net 9.9 9.4 Compuserve 8.1 Mac.com 7.8 Earthlink BB _ 04-24-06 A 14 B2DB 4/20/2006 5:02 PM Page 1
  • 15. Business publishers feel at home with MeritDirect’s list management services. MeritDirect’s list management services help leading business publishers feel at home. We represent some of the most prestigious B2B publishing list owners and would like the chance to help you gain maximize return on your list property. Join this elite group of publishing clients today by contacting Rob Sanchez at 914.368.1030 or rsanchez@meritdirect.com. We are ready to help bring your list business to Higher Ground! 333 Westchester Avenue • White Plains, NY 10604 • PH: 914.368.1000 FX: 914.368.1150 Branch locations: Chicago • Cleveland • Hilton Head • San Francisco • www.meritdirect.com 06bb0074.pdf RunDate: 4/ 03 /06 Full Page Color: 4/C 06bb0074.qxp 3/7/06 9:47 AM Page 1
  • 16. 2005 81 54 2006 108 63 2007 142 73 2008 181 85 2009 233 98 Whyshould marketerslaunch e-mailacquisition campaigns? Mallin:First,mostmarketersare anxioustogrowtheire-mail databasessincetheonlineportionof theirbusinessiskeytotheirsales growthstrategy.Addingtoyour e-maildatabasegivesyoutheability tocommunicatewithyour customersonaregularbasisata verylowcost.Second,thereturnon investmentisveryhighwithinter- activemarketing.[Also,]youcan measureyourresultsinrealtime, [and]yourabilitytotest,personalize theofferandmakechangesquickly ismuchgreateronlinethaninany othermarketingvehicle. Whataresome challengesfacing b-to-bmarketersthat wouldliketodoan e-mailacquisition campaign? Mallin:Ithink[onechallenge]is findingtherightdatathat perform—findingthenames,find- ingtherightpricepoints. Ontheb-to-bside,there’slessin- formationavailablethanonthecon- sumerside.Thebiggestchallengeis havingavailablecontentfor straight-upacquisition.Ithink therearestilltoofewnamesonthe b-to-be-mailside.Thereisn’t enoughbuyerinformation.B-to-b catalog[names]arenotonthemar- ket[forexample]. Youneedtheopportunityto haveWebsitesavailableforlead generation,thosethatgenerate enoughtraffictodoco-registration. Therearefewerthan100sitesavail- ableforleadgeneration[inb-to-b] versus1,000ormoreonthe consumerside. Whatdoyousuggest forb-to-bmarketers thataredoinge-mail retentioncampaigns butwouldliketo beginanacquisition program? Mallin:Theyhavetohaveabud- getandacommitmenttoit.It’snot “putyourtoeinthewaterandjump out.”It’saboutconsistencyand committingtoaprogramevery month.Makingacommitmentto acquisition,testingdifferentoffers, beingwillingtotestandfailing[are allnecessary]toultimatelysucceed. It’snotthatdifferentfromwhat peopledoonthedirectmailsideof thebusiness. Therearemoretoolsoutthere nowtounderstandsuccessonthe e-mailside.Youneedtoanalyzere- sultsthroughWebanalytics.It’s aboutmakingacommitment,estab- lishingabudget,doingavarietyof testingandbuildingaprogramona monthlybasis.Thatwillgetyouthe ROI. Thedanger[innotcommitting forthelongterm]isthatyouendup wastingmoney.Youneedtouseitas alearningplatform.Thewonderful thingaboute-mailisyoucanlearn fairlycost-effectively.Ⅺ E-MAIL 16 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com EDMALLIN ispresidentof DonnelleyGroup WhitePlains,N.Y. ASK THE EXPERT Corporate vs. consumer world- wide e-mail traffic per day, 2005- 2009 (billions of messages) ■■ Consumer ■■ Corporate Source: eMarketer, citing Radicati Group, January 2006 BB _ 04-24-06 A 16 B2DB 4/20/2006 4:09 PM Page 1
  • 17. BUSINESS LISTS MultiChannel Subscribers 1,818,500 Postal Addresses 1,295,000 Phone Numbers 421,000 Email Addresses BASELINE MAGAZINE 363,770 Subscribers Baseline Magazine, The Bottom Line in IT, targets key IT and corporate business technology leaders, who are responsible for successfully planning, evaluating and deploying complex IT solutions. Baseline presents a roadmap to help them successfully navigate the intersection of business strategy, financial results and technology deployments. CIO INSIGHT 289,000 Subscribers CIO Insight, voted one of the top 10 Best Magazines by the American Society of Business, provides cutting-edge business strategies, research and analysis for senior level technology executives. These are the IT elite of all industries, responsible for developing corporate management strategies and budget control. eWEEK 994,800 Subscribers eWEEK is The Newsweekly for Enterprise-Level IT Decision-Makers. These IT executives, CIOs, CTOs, IT VPs, Presidents, and CEOs across all industries are responsible for evaluating vendors and brands when purchasing enterprise technologies for their companies. BUSINESS MASTERFILE Subscribers on the Ziff Davis Media Business Masterfile represent affluent, educated business executives who have true purchasing power for their organizations. The Business Masterfile consists of subscribers to Baseline Magazine, CIO Insight, and eWEEK. ADDITIONAL VERTICAL LISTS • C-Level Executives • LINUX • Digital Subscribers • Sales & Marketing • eSeminars • Security • Female Executives • Small Business • Financial Executives • Storage • Human Resources • VOIP ONLINE NEWSLETTERS • Baselinemag.com • CIOInsight.com • ChannelInsider.com • eWEEK.com Ziff Davis Media's Online Newsletters are resources for business professionals who are looking for information on today's business technology products. These newsletters provide them with the know-how they need in their decision making. . http://listrental.ziffdavis.com/enterprise For more information, contact: Kathy Elter at 845-732-7055 or kathy.elter@walterkarl.infousa.com Dolores Broderick at 845-732-7063 or dolores.broderick@walterkarl.infousa.com For email information: Tamara Fitzgerald at 914-687-5823 or tamara.fitzgerald@wk.interactive.com 2 Blue Hill Plaza, Pearl River, NY 10965 Phone: 845-620-0700 • Fax: 845-620-1885 www.walterkarl.com Your Source for IT Business Leaders and Decision-Makers 06bb0135.pdf RunDate: 4/24/06 Full Page Color: 4/C 06bb0135.qxp 4/18/06 1:38 PM Page 1
  • 18. E-MAIL 18 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com details about the conference.” Direct mail invitations, which included a registration form as well as the Web address for those who chose to regis- ter online, were sent out to reinforce themessage. Timing is everything. IBM’s Evans said campaigns need to be carefully orchestrated in order to maximizetheirimpact.Shesaidthat is particularly true in coordinating marketingplansacrossborders. “In trying to launch a global campaign, it’s critical to allow for time for your message be translated and in-market at the time you’re do- ing other marketing, like events and direct mail,” she said. “It’s another level of complexity, but when we’re able to integrate these messages and time them properly, we have pretty phenomenalresults.” The move toward e-mail integra- tion with other media channels means measurement must begin to integrateaswell. Chris Baggott, co-founder and CMO of ExactTarget, an e-mail mar- ketingprovider,saidthatamongthe top trends this year will be mar- keters’ attempt to integrate results from e-mail marketing campaigns withWebanalytics.That,according to ExactTarget, will give companies a new metric, which Baggott calls “returnonsubscriber.” Sawyer said Pitney Bowes has a “dashboard” for all the components of a marketing campaign so that re- sponse rates can be measured. “We do some comparisons of one vehicle versus another, but we’re also look- ing at performance within each ve- hicle versus past performance,” Sawyer said. “That’s often a better waytolookatit.” Hewlett-Packard Co. also has a so- phisticated approach to integrated measurement. It uses Web site and e-mailresponsedata,aswellassurveys and call center data, to track sales that occurinandareinfluencedbye-mail. At Ernst & Young, marketing representatives meet regularly. “We ... talk about what we’ve done, what’s in process and what we’re planning,”Puleiosaid. “The results rely on the whole thing,”Puleiosaid.Otherwise,“it’s likemakingacakewithoutputting intheflour.”Ⅺ E-mail Continued from page 10 WhatqualificationsshouldI lookforwhenhiringan e-mailmarketingmanager? Answer:Itwasinevitable.Yourquarterly e-newsletterisnowmonthly.Alonee-mailpro- motionto“testthewaters”hasmushroomed intoaweeklyevent.Youropt-inlistisgrowing byleapsandbounds.E-mailmarketingcanno longerbelefttoyouradministrativeassistantor ajunioradvertisingstaffer—it’stimetodedicate resourcestothisburgeoningfunction. Generally,theroleofane-mailmarketing managerorcoordinatoristocreate,execute andmanageallaspectsofoutbounde-mail campaignsandbetheprimarycontactforoth- ersinvolvedintheprocess.Whilethejobfunc- tionofane-mailmarketerhasevolved,thereare stillsomecorequalificationsyoucanlookfor. Lookforsomeonewho: ■ isdatabasemarketingliterate; ■ hasexcellentorganizationalskills; ■ paysattentiontodetail; ■ canhandledeadlinepressure; ■ canmanagemultipleprojectsatonce. Jobcandidateswithexperienceine-mail marketingshould: ■ beabletowriteand/orrecognizegood copy; ■ befamiliarwithHTMLandonlinedesign; ■ beknowledgeableaboutdatamining andcustomerdatasegmentation; ■ havedirectmarketingexperience; ■ haveagoodgraspofe-mailandviralmar- ketingconcepts; ■ haveknowledgeofe-mailindustrybest practices;and ■ understandspamlegislationintheU.S. andabroad. Aboveall,understandthatthequalifications youidentifyinapotentialcandidateboildown toyourcompany’sneeds.Happyhunting! TriciaRobinsonisVP-marketingandstrategy forPremiereGlobalServices(www.premiere global.com),anoutsourceproviderofbusi- nessprocesssolutions. Thereisalotoftalkabout ‘e-mailreputation.’What doesthatmean,anddoI needtocare? Answer:Itseemsthateverytimeyouturn aroundthesedayspeoplearetalkingabout e-mailreputation,andeverycompanyinthe e-mailspaceseemstoofferasolutionforit. Here’swhatyoureallyneedtoknow: ■ Youre-mailreputationishowe-mail recipientsviewyoure-mailprogram. ■ Youmostcertainlyneedtocareaboutit; reputationdictatesifyourmessagesreachthe in-box,getjunkedorgomissing. ■ Youcaneasilycontrolyourreputation,in- creasingyourprogramresponseasitimproves. Thinkofyoure-mailreputationasyourcred- itscorefore-mail.Yourpastandpresentbehav- iorsfactorintoyourcreditrating,andyour futurebehaviorscanmakeitbetterorworse. Thesameistruewithe-mail. Whiletherearethousandsofdatapointsfac- toringintoreputation,weseethatthereare threeprimaryleversthatmostinfluencereputa- tionandsubsequentdelivery: Bounces:Toomanybouncesspelldisaster intheeyesofISPs.Removingbouncesmightbe ahassle,butdoingitregularlywillhavea dramaticeffectonyoure-maildelivery.ISPsuse yourunknownuserratesandotherbounce metricswhendecidingwhethertoletyour e-mailthrough. Blacklists:Sure,you’veheardaboutthem, butdoesanyonereallycareaboutblacklists?The answerisyes.Moste-mailreceiversreference blacklistsinordertofilterunwantede-mail.By findingoutwhatblacklistsyouareonanddoing everythingpossibletogetremoved,youwill dramaticallyimproveyoure-maildeliverability. Backlash:Ifyouthinkthatyourcustomers’ clickingonthe“ThisIsSpam”buttonwon’taffect youre-mailreputation,youaremistaken.Com- plaintsdrive70%ofe-maildeliverabilityissues.By determiningyourcomplaintratesandsources, youcanbeginminimizingyourcomplaintrates atISPsandincreasingyourdeliveryrates. Usewhateverserviceyouneedtohelpget yourreputationinorderandtokeeptabsonit, buttheonusisonyoutobevigilantaboutkeep- ingitpristine.Ifyoudon’tknowwhatyourrepu- tationiswithISPs,findout.Itistheonethingyou candotodaythatwillgiveyouactionabledata youcanusetofixyourreputation,getmore e-maildeliveredandincreaseprogramresponse. GeorgeBilbreyisgeneralmanagerofdeliv- eryassuranceforReturnPath(www.return- path.biz),ane-mailperformance managementcompany. HowcanIuseWebanalytics toimprovemye-mail marketing? Answer:Tocombatconsumers’growing impatiencewithspamandirrelevant permission-basede-mailmessages,marketing expertsandanalystshavebeenurginge-mail marketerstoadoptadvancedtacticsthatboost customerloyalty,campaignresponseand e-mailmarketingROI. One way to do this is by optimizing the in- tegration between your e-mail marketing and Web analytics platforms. This enables a two- way flow of actionable information that allows you to more efficiently target and trigger e- mail campaigns based on Web-site click- stream data —the details of how visitors inter- act with your Web site. Buttheengineeringchallenge,expenseand timerequiredforsuchanundertakingdiscour- agemostmarketersfromeventrying.However, learningtoextracte-mailmarketingROIfrom theformulaicmachineryofdatabases,business objectivesandproceduresdoesn’thavetobeas difficultasitsounds—orasmanymakeit. The best approach is simply to start small. Lay the groundwork necessary to implement a single e-mail marketing tactic. Launch your campaign, prove the ROI and then move on to the next. By integrating as you go, the task becomes much more manageable, and you can get campaigns off the ground more quickly. Sometacticsyoucantrythatcombine e-mailmarketingwithWebanalyticsdata include: ■ ForshoppingcartorWeb-formabandon- ment,sendcustomersane-mailreminder encouragingthemtoreturnandcompletetheir transaction,andconsiderofferinganincentive togetthemtodoso. ■ Sendcustomersamessagebasedon whatpages,categoriesorproductsandservices theybrowseonyoursite. ■ Renewandrefreshrelationshipswithcus- tomerswhohavereturnedtoyoursiteafteran extendedabsencebysendingane-mail messagebasedontheirlastpurchaseormost recentpageviews. According to a May 2005 study on the ROI of relevance, JupiterResearch reported that crafting these types of highly relevant e-mail messages can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over un- differentiated broadcast campaigns. Even after including additional Web analytics spending, the use of Web site clickstream data as a targeting attribute still significantly improves both top-line and bottom-line results. Soifyou’rereadytogetstarted,checkwithyour e-mailserviceprovidertosee[if]italreadyhasa workingrelationshipinplacewithyourWebanalyt- icsvendortomakeyourintegrationtaskseasier. Andstartsmall,onetacticatatime.Dothis,andyou sooncouldbetakingyoure-mailmarketingtonew levelsofsuccess. Elaine O’Gorman is VP-strategy at Silverpop (www.silverpop.com), a provider of e-mail marketing solutions. E-MAIL MARKETER INSIGHT BB _ 04-24-06 A 18 B2DB 4/20/2006 2:30 PM Page 1
  • 19. 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 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 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. And coming this May! AD AGE DIGITAL ADVERTISING AGE The digital community for agency, marketing and media BETTER SEARCH Proprietary search engine provides the best possible results. USER-GENERATED CONTENT Offer your opinions on articles, participate in weekly polls, engage with the advertising community. MORE VIDEO, MORE AUDIO Interviews, reports from industry events, the latest TV Spots, editorials on the week’s news and more. Full-screen video available to subscribers! FULL WEEKLY ISSUE ONLINE Every Sunday, the week’s full issue goes online, giving you a jumpstart to the week. 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. B2B_InteractiveGuide_Ad_Final.in1 1B2B_InteractiveGuide_Ad_Final.in1 1 4/19/06 12:38:05 PM4/19/06 12:38:05 PM
  • 20. BY CAROL KROL The juggernaut that is search marketing shows no signs of slowing in 2006, according to the statistics that pour in regularly from re- search and measurement providers. The num- bers,fromaddollarsbeingspenttothevolume ofsearchesbeingconducted,speakvolumes. Users conducted 5.1 billion searches in De- cember 2005, close to a 60% increase over the previous December’s 3.3 billion searches, ac- cording to Nielsen//NetRatings. The ad dollarshavefollowed. Advertisers in North America spent $5.75 billion in 2005, according to the Search Engine Marketing Professional Organization (SEMPO), a nonprofit, pro- fessional organization for search engine marketers. That is a 44% increase over spending the prior year. Paid placement accountedfor83%ofthattotal. ONLINE AD SURGE WILL CONTINUE Other researchers and analysts, such asMerrillLynch,PiperJaffrayandStan- dard & Poor’s, agree search has led the healthy surge in online advertising and will continue to do so. Piper Jaffray said search and online advertising were up 23%in2005.Standard&Poor’spredicts online ad growth will exceed 20% in 2006, “and could approach 30% based on continued strength of search advertising,” accordingtoareportreleasedinJanuary2006. “Search is escalating for sure,” said Ed Jen- nings,VP-marketingatParametricTechnology Corp. (PTC), a b-to-b technology marketer. Jenningshasbeenemployingsearchaspartof the marketing mix for the last 18 months, us- ing both paid search and search engine opti- mization. He said he has “absolutely” in- creasedthebudgetforsearch,whichisusedas both a lead generation tool and a branding mechanism. Many other marketers are doing the same. Inastudyspecifictothemanufacturingindus- try, for example, almost half (48%) of market- ing executives plan on increasing the amount they spend on search engine marketing. They also plan to spend less on magazine advertis- ing, trade shows, direct mail and telemarket- ing. SVM E-Business Solutions, the company that conducted this study, spoke with market- ing executives at more than 200 U.S. manufac- turingcompanies.Fifty-sevenpercentofthem said the biggest benefit of online marketing and search is improved communications with customers. “As long as search is efficient in terms of ROI—anditstillisbyfarversusanyotherdig- ital channel—[spending] will continue in- creasing,” said Frederic Joseph, regional CEO, EMEAatZEDDigital,aunitofZenithOptime- dia, a London-based media agency. Joseph handlesbuyingthroughallmediachannelsfor clientsoftheagency.“Wetestandlearnonev- ery channel,” he said. “We identify channels thathavethebestROI.” CHALLENGES AHEAD One foil to this overwhelmingly rosy pic- ture was a March eMarketer report. Estimat- ing that Google’s worldwide gross revenue will total $9.30 billion this year and $11.80 billion in 2007, the online research aggrega- tor’s forecasts also outlined challenges. Its re- port, “Search Marketing: Players and Prob- lems,” said Google faces roadblocks to contin- uing strong growth, including the threat of click fraud, privacy concerns and the com- plexityofcreatingandmanagingcampaigns. “Concerns about click fraud and privacy are two sticking points that will potentially chip away at, if not halt, the growth of search engine marketing,” said David Hallerman, eMarketer senior analyst and author of the re- port.“Allisnotrosyinthesearchbusiness.” But not everyone agrees, particularly ontheissueofclickfraud. “I really don’t think click fraud is a big issue,” said Joseph at ZED Digital. “It’sreallymarginal.”PTC’sJenningssaid he is aware of the possibility that click fraud can affect his campaigns, but added that he is not very concerned and in fact doesn’t want to spend a lot of time focusedontheissue.“Wedon’tnecessar- ily know if we’re getting funny num- bers,” he said. “We didn’t want to be- comeexpertsinthisnecessarily.” He does, however, invest time in test- ingandtrackingcampaigneffectiveness. “It is not so much the technical stuff, but seeing which offers are working and changing campaigns,” he said. “We put SiebeltrackingIDsembeddedintheURL intothetextstringsweputonGooglefor pay-per-click campaigns. We get reports from our vendor on how well the Google traf- ficisdoing,”hesaid. But click fraud definitely is on marketers’ radar. According to data released last Decem- ber by SEMPO, the number of those who be- lieve it is a serious issue has tripled in the past year,andtwooutoffiveadvertisersandabout 40% of agencies surveyed have tracked fraud inpay-per-clickcampaigns. Click fraud can be committed for financial Searchspending spreecontinues Concerns over click fraud don’t slow enthusiasm for search engine marketing 1. Considertargetkeywordscarefully.Theyshouldalwaysbeat leasttwoormorewordslong;toomanysiteswillberelevantfora singleword. 2. Positionkeywordsstrategically.Thepage’sHTMLtitletagismost important.Failuretoputtargetkeywordsinthetitletagisthe mainreasonperfectlyrelevantWebpagesmaybepoorlyranked. 3. AddHTMLhyperlinkstoyourhomepagethatleadtomajorinside pagesorsectionsofyoursite.Alsoconsidermakingasite-map pagewithtextlinks.Ifyounaturallypointtodifferentpagesfrom withinyoursite,youincreasetheoddsthatsearchengineswill followlinksandfindmoreofyourWebsite. 4. Buildlinks.Gotothemajorsearchengines.Searchforyourtarget keywords.Lookatthepagesthatappearinthetopresults.Visit thosepagesandaskthesiteownersiftheywilllinktoyou.Non- competitivesitesmayagreetolinktoyou,especiallyifyouoffer tolinkback. 5. Verifyandmaintainyourlisting.Onceyourpagesarelistedina searchengine,monitoryourlistingeveryweekortwo.Resubmit yoursiteanytimeyoumakesignificantchanges. Need to know 5 simple rules for effective search engine optimization SEARCH RESOURCES 20 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com KKeeyysseeaarrcchhmmeettrriiccss ■ OnlinesearchesintheU.S.increased39%in January2006to5.7billion,upfrom4.1billion searchesintheyear-earlierperiod. Source:Nielsen//NetRatings,March2006 ■ Marketshareinsearchremainedsteadyin 2006withGoogle(48.2%),Yahoo!(22.2%)and MSN(11.0%)leadingtheway. Source:Nielsen//NetRatings,March2006 ■ Google’sworldwidegrossrevenuewilltotal anestimated$9.3billionthisyearand$11.8 billionin2007. Source:eMarketerReport,March2006 SSeeaarrcchhbbeessttpprraaccttiicceess ■ Fortypercentofsearchmarketersaremiss- ingoutbyusingonlyGoogleand/orYahoo! fortheironlinecampaigns. Source:JupiterResearch,February2006 ■ Morethanhalf(52%)ofmarketerssurveyed describedpaidsearchperformancefor2005 as“great—outperformsothertactics,”edging oute-mailmarketingtohouselists,which cameinsecondat47%.Itwasthefirsttime searchmarketingsurpassede-mailmarketing. Source:ad:techandMarketingSherpasurvey,March2006 ■ Sixty-twopercentofsearchengineusers clickonasearchresultwithinthefirstpageand 90%ofusersclickonaresultwithinthefirst threepagesofsearchresults.Thirty-sixpercent ofsearchengineusersbelievethatthecompa- nieswithWebsiteslistedatthetopofthe searchresultsarethetopbrandsinthefield. Source:iProspectandForresterResearchreport,April2006 22000055ttrreennddss Issearchexpanding?Thepastyearsawthe majorsearchenginesexpandingaggressively intonewareas,includingvideosearch;local, targetedadvertising;andinteractivemapping andotherWeb2.0applications.Googleeven offeredoptionstoadd“portallike”contentto itsformerlystarkhomepage. TThheeyyssaaiiddiitt “Searchenginesononehandaresaying,‘We’ll protectyou,’andontheotherhandthey’re saying,‘Youcan’texpectustoreallyprotect youbecausewedon’thaveallthedata.’” —JessieStricchiola,presidentofSEOfirm AlchemistMedia,ontheproblemofsearchen- gineadvertisingclickfraud,BtoB,March2006. Search, page 22 BB _ 04-24-06 A 20 B2DB 4/20/2006 2:30 PM Page 1
  • 21. 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 ONLINE DIRECTORY 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 going to www.BtoBonlinedirectory.com. Where do you find marketing vendors? btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 21 SEARCHENGINEMARKETINGRESOURCES 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 BB _ 04-24-06 A 21 B2DB 4/20/2006 7:02 PM Page 1
  • 22. SEARCH 22 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com Company URL Phone Marketplace Clients Business.com www.business.com (888)441-4466 B-to-bproducts,services,newsandinformation BusinessWeek.com,FastCompany,Forbes.com,Inc.com,Internet.com GlobalSpec www.globalspec.com (518)880-0200 Engineeringpartsandcomponentstechnicalcontent ASEE,Autodesk,InformationHandlingServices(IHS)MatWeb,Solidworks Indeed www.indeed.com (203)564-2419 Searchengineforjobs Dice,NewYorkTimes(alsoaninvestor) ThomasNet www.thomasnet.com (800)699-9822 Industrialmanufacturing GeneralAirProducts,Inc.,EquipmentDirectSafetyandFirstAid Supplies,WheelingPower&IndustrialServices Sidestep.com www.sidestep.com (408)235-1700 Travelindustry ContinentalAirlines,HyattCorp.,JetBlueAirways,Orbitz,travelagencies ThomsonFindlaw www.findlaw.com (651)687-7000 Legal Nolo.com,ThomsonWest VERTICALSEARCH gainbypartiessuchascontextualad 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 ‘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 canbenavigatedwithease. “I know we struggle with that,” Jennings said. In his own experi- enceasacustomer,hesaid,“Irarely use a search tool on a site. Even if I knowthesite,I’lldoaGooglesearch on it and make it domain-specific rather than go to their site and use a searchtool.” Jennings said he is currently looking at the possibility of im- plementing an enterprise search solution. Ⅺ Search Continued from page 20 “Irarelyusea searchtoolon asite.EvenifI knowthesite, I’lldoaGoogle searchonit andmakeit domain- specific” Ed Jennings, VP-marketing at Parametric Technology Corp.(PTC), BB _ 04-24-06 A 22 B2DB 4/20/2006 5:03 PM Page 1
  • 23. “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.™ *comScore, Media Metrix, March 2006 Powering the searches of: btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 23 Company Whatitdoes Whatitowns Keypartners AOL OwnsmajorportaldestinationandInternetserviceprovider Netscape,MapQuest,AIM,AOL.com Google Google Searchdestinationandadvertisingprovider;products includeAdsense,Adwords, Gmail,GoogleLocalandGoogle Toolbar UrchinSoftware, KeyholeCorp.,content-targetingfirm AppliedSemantics,weblogfirmPyra GooglesitesincludingAOL,AskJeeves,EarthLink GenieKnows.com Globalpay-per-clicksearchengineofferingPPCsolutionsto 1,100publishersand3,500advertisersinU.S.,Canada,U.K., Germany,France,Italy,Spain,Denmark,Sweden,Finland, Norway,Korea,Taiwan,HongKong,Japan,Brazil,Mexico andAustralia. GenieKnows.com,GenieKnows.co.uk,GenieKnows.cn, GenieLocal.com,GKFA.com,SmartGenie.com Business.com,Kanoodle,LycosandMiva IACSearchandMedia (formerlyAskJeeves), awhollyownedsub- sidiaryofIAC/Inter ActiveCorp. Offerssearchdestinationsandadvertisingsolutions(includ- ingsearch,mediaandperformancemarketingproducts) AdproductsincludeAskSponsoredListings,pay-per- clickproduct,andIACpartnermarketing,mediaand performancemarketingproducts.Websitesinclude Ask.com,Bloglines,Evite.com,Excite,iWon,MaxOnline- MySearch,MyWayandMyWebSearch.OwnsAskAlgo- rithmicSearchTechnology(formerlynamedTeoma). Syndicatesalgorithmicresultsandpaidlistingstopartnersin- cludingMamma,MotleyFool,Search.com(CNET),Geotrust andothers.AlsosyndicatespaidlistingsfromGoogle. LookSmart Paidlistingsanddisplayadsviadistributionnetworkand proprietaryverticalsearchsitenetworks Findarticles.com,Furl.net,LookListings,NetNanny, WiseNut;plus181verticalsearchsitesin13categories Publishingpartners:Ask.comandNYTimes.com;distribution partners: InfoSpace,Cox,Dogpile,Marchex,Revenue.net, CNET'sSearch.com MIVA(formerly FindWhat.com) Onlineplatformthatfacilitateskeywordandcontextualpaid listingsforadvertisersandpublishers.Primaryfocusison providingpublisherpartnerswithsolutionsenablingtheac- quisition,retentionandmonetizationofonlineaudiences. MIVAMediaEurope(formerlyEspotting),MIVADirect (formerlyCometSystems),MIVASmallBusiness (formerlyMivaCorp.)andB&B Distributionnetworkofthousandsofonlinepublisherpartners includingblinkx,CondeNast,DennisPublishing,ExpressNews- papers,Intellext,MirrorGroup,The(U.K.) Sun.Private-labelpart- nersincludeEniroAB,Mitsui,Superpages,Verizon MSNSearch Portalhostsitsownsearchtechnologyat www.search.msn.com,andWindowsLiveSearchbetaat www.live.comlaunchedinMarch. ProprietaryMSNSearchsoftware;ispilotingitsown paid-searchsolutiononMSNadCenterplatform (adCenterwillbebroadlyavailableintheU.S.sometime in2006,accordingtoMSN) PaidlistingsfromYahoo!willcontinueintheU.S.untiladCen- terislaunchedin2006. Yahoo! Leadingportaldestination;ownsYahoo!SearchMarketing. AlltheWeb,AltaVista,Inktomi,Yahoo!SearchMarketing CNN.com,ESPN, InfoSpace,iVillage,Maxim.com,UnitedOn- line,USAToday andVIACOMproperties(BET.com,MTV.com, VH1.com,etc.) WHO’SWHOINPAIDSEARCH BB _ 04-24-06 A 23 B2DB 4/20/2006 1:39 PM Page 1
  • 24. BtoB recentlyspokewithtwosearch marketinggurus.MikeMoranisan IBMDistinguishedEngineerwith morethan20yearsofexperiencein searchtechnologyatIBMResearch, LotusandotherIBMsoftwareunits. BillHuntisthefounderandCEOof GlobalStrategiesInternationaland hasledlarge-scalesearchmarketing projectsforclientssuchasIBM, AT&TandIntel.(Thefollowingtran- scriptisapartoftheinterview,which isavailableonbtobonline.comasa BtoBTalkingTechaudiocast.) Isanyb-to-bcompany notusingsearchthese days? Moran:Manyofthemare,butI don’trunintocompanieseveryday thataren’t.Acheekyanswerwould bethatmostofthegoodonesare. OurexperienceatIBMwasthatsev- eralyearsago,weweren’tlookingat searchmarketingasanareawe shouldfocuson.[But]overthelast fiveyears,we’veimprovedtheper- centageofvisitorscomingtothesite [viasearch]from1%ofallvisitorsto 22%,andtheaverageisaround7%. Whatabouttheuse ofsearchamong technology companies? Hunt:Ithinkthey’restartingto reallygetahandleonit.Googlehas atechnologycouncilthatmeets quarterlyanditsparticipantsare someofthebiggerb-to-btechnolo- gycompanies,andIthinkmostare dabblinginsearchinsomeway. Someareactuallydoingitexponen- tiallymore. OnestatisticIuseasabarometer wasthelaststatisticIsawinGoogle [that]showedthat244oftheFortune 500haveanactivepaidsearchcam- paign.Sothatleavesaprettybig chunkofpeoplewhoaren’tusing search. What’sthetrickiest partofsearch marketing?Wheredo marketersgowrong inusingthetactic? Hunt:Theydon’ttakeitas seriouslyastheyshould.They throwalotofmoneyatit.They throwsomeresourcesatit,butI don’tthinktheyunderstandsome ofthestrategicimplications,and thatleadsintomanagingtheteam. Searchisoneofthosethingsthatis almostlikearevivalmeetingora familyreunionwhereyougetall thesepeopletogetherfromalldiffer- entwalksoflife,alldifferentareas. Mikecallsit“cooksforthebroth.” Somethingmostcompaniesmake thebiggestmistakeonisnottaking itseriouslyenoughandnotintegrat- ingwellacrosstheirteams. Ican’ttellyouhowmanytimesI gotoacompany,sitdownwith themandjustwatchatechnology persongotoamarketingperson,in- troducethemselves,givethema cardandthenafterthatmeeting,it’s like,“Weshould’vetalkedyears ago.”Herearetwopeoplethat should’vebeentalkingallalongand haveneverevenmet. Moran:Thehugeerrorthatcom- paniesmakeistheygetfixatedon thewrongthings.They’relookingat gettingtheNo.1rankingforsome- thing,orthey’refocusedontrafficto thesite.Thosethingsareimportant, butthey’reameanstoanend.The placetheyfalldownistheyforget searchmarketingismoreaboutmar- ketingthan[about]search. Theyfocusonthetechnical arcanaofturningthisdialthere,and pushingthatleverandtakingallthe adviceofthesereallylow-level thingsthatyouhavetodo,which areallimportant,buttheyforgetthe mainreasonthatthey’retryingtodo this.They’retryingtosellmore. They’reeithertryingtosellmore onlineoroffline.Theyhavetomake surethetrafficthey’redrivingtothe sitefromsearchenginesisreally converting,andIthinktheylose trackofthatsometimesinthemidst ofallthedetail.Ⅺ ONEUPWEB.COM 877.568.7477 SEARCH 24 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com MIKEMORANand BILLHUNT,authors of“SearchEngine Marketing,Inc.: DrivingSearch TraffictoYour Company’sWeb Site”(IBMPress) ASK THE EXPERT “Searchisone ofthosethings thatisalmost likearevival meeting.” BB _ 04-24-06 A 24 B2DB 4/20/2006 1:40 PM Page 1
  • 25. BY MARY E. MORRISON N OT LONG AGO, aWeb site was considered good if it presented information in a clean, easy-to-find way. Sites that al- lowed visitors to execute transactions were deemedadvanced,andifthesitecouldhandle customerserviceinquiries,somuchthebetter. Today, however, b-to-b sites must meet the rapidly expanding expectations of business- people who have become far more sophisticat- ed in their use of the Web and want a highly personalizedonlineexperience. Thekeyformarketersistogivesitevisitors that tailored Web experience and measure their response, said Andrea Fishman, director of global strategy for BGT Partners, a profes- sionalservicesfirmthatfocusesontechnology solutions for interactive marketers. “In the past, there tended to be lots of content out there that was generic in nature,” she said. “What we’re seeing now is a lot more self-se- lection.” Self-selection design presents infor- mationtositevisitorsaccordingtotheirroleor the type of problem they’re looking to solve, ratherthanbyproduct. B-TO-B SITES YET TO EVOLVE Still, many b-to-b Web sites haven’t evolved, said Dennis Boyce, VP at interactive agency Avenue A/Razorfish. “A lot of b-to-b sitesouttherearestillveryproduct-centric,”he said.“Theytendtoreflecthowthecompanyis organized rather than how their customers are organizedortheirmarketisorganized.” To know what customers want, companies must determine not only the demographic characteristics and site habits of visitors but alsowhatismostappealingtothem,whatlan- guage they use and what will finally trigger a purchase—information likely to come only from interviews with the customer, said Harley Manning, VP-customer experience at Forrester Research. “You can only get those things by interviewing people, by letting them tell their stor-ies of how they purchase, how they think, how they describe things, howtheygoaboutthings,”hesaid. Manning cited semiconductor company Analog Devices, which he said was under the impression that its audience of design engi- neerswasverybrandloyalandwantedaclean layout when researching products. After do- ingresearchinengineers’offices,however,the company found that the engineers liked to scrollupanddownscreenspackedwithinfor- mation. When the engineers didn’t find what theywantedquickly,they’dmoveontoanoth- er semiconductor maker’s Web site. Analog Devicesredesigneditssiteaccordingly. “Ifyoudidn’tknowthatthisishowdesign engineersliketonavigate,you’dsay‘thissiteis packed, no one can use it,’” he said. “As it turns out, it’s an almost perfect design for that target audience, and [Analog Devices] had big jumpsinalltheirmetrics.” Lance Schneider, e-business manager of Budnick Converting’s Tapeinfo.com, relies on siteanalyticsandsurveyse-mailedtoprospects andcustomerswhohaveoptedin.Heusesthat information to refine the site’s content and ad- just its product-finding tools. “It’s our theory 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,”Schneidersaid. IMPROVINGCONTENT Providing better content in a personalized fashionisgettingeasierbecauseofadvancesin content management systems and portal soft- warepackages,Fishmansaid.“Theinitialcon- tent management systems were so hard to use that marketing never felt really comfortable,” shesaid. Fishman said there now is a wave of “con- tent management light” applications, from vendors such as Ektron Inc. and RedDot Solutions, that are more user-friendly and allow marketers to handle tasks such as editing contentandmanagingcolors.B-to- bmarketersarealsostartingtotake advantage of the latest technolo- gies to improve site content, turn- ing to video, facilitated chat and, to some extent, RSS and blogs. Some companies are forgoing the useofFlashforvideo. “Especially as broadband con- nection grows, short video can be a very powerful way for larger b- to-bsites,andevensmallerones,to communicate their message,” Fish- mansaid. Althoughblogscanbeeffective in creating an ongoing conversation with cus- tomers, they require constant updating. “You really have to keep up on it. … If people come back and see it hasn’t changed in a month, they’re not going to come back again,” said BudnickConverting’sSchneider,whooversees Tapeinfo.com’sblog. RSS is also of interest to marketers looking to personalize sites, particularly because Web usersareoverloadedwithspamintheir e-mail in-boxes. “People know that if they signed up for an RSS feed, they requested it,” said WilliamRice,presidentoftheWebMarketing Association. “As a marketer, you may have heard of this, but you need to start exploring thetechnologyontheserversidesoyoucanbe ready for it when the widespread acceptance comes,becauseit’sgoingtobeverysoon.”Ⅺ Plancustomer- specificmarketing Savvy visitors crave personalized experiences on company Web sites 1.Personalizeyoursite.Letsitevisitors“self-select”whenthey arriveatyourhomepagesotheycanfindthemostrelevantparts ofthesiteforthem;forinstance,“I’maphysician”or“I’ma pharmaceuticalrep.” 2.Userichmediawithcaution.Consideryouraudiencebefore addingaudio,videooralotofFlashtoyoursite.Givevisitorsthe optiontohearaudiobymousingoverabutton(ratherthanauto- maticallylaunchingthefile). 3.Conductresearchtodetermineusers’preferences.Goinginto customers’officesisthebestway.Ifthat’snotpossible,invite customerstoafacilitywhereyoucanobservethem.Phonesur- veysareanotheroption. 4.Focusonincrementalchanges.Yoursitemaynotneeda completeredesign;instead,implementsmall,usefulchanges thatimprovecustomers’overallexperience. 5.Addablogonlyifyoucanupdateitoften.Ifthecontentisstale anddoesn’tgettheattentionitneeds,youmaybedoingmore harmthangood. Need to know 5 simple rules for creating a customer-friendly Web site WEB SITES RESOURCES What’sthediffer- encebetweenan averageb-to-bWeb siteandagreat b-to-bWebsite? Nielsen:Mostb-to-bsitesem- phasizeinternallyfocused design,don’tanswercustomers’ mainquestionsorconcerns,and placebarriersinthewayof prospectswhousetheWebto discovercompaniestoplaceon theirshortlists.Thesesiteshave notrealizedthattheWebhasre- versedtherelationshipbetween companiesandtheircustomers, withmostonlineinteractionsbe- ingdemand-driven,whereyou eithergivepeoplewhatthey wantorseethemabandonyour siteforthecompetition. Agreatb-to-bsite?Onethat’s moreforthcomingwithinforma- tionfornewusersintheearly stagesofresearch.Oftensitesde- priveusersofneeded informationbyanoverlyconfus- ingnavigationstructureorby presentingoverwhelmingand convolutedcontent. Whatarethekey trendsyou’reseeing inb-to-bWebsites rightnow? Nielsen:Busybusinesspeople havestoppedsavingbrochures andadvertisementsbecausethey assumetheycanlookupthe equivalentinformationonthe Web.Mygroupisjustfinishinga usabilitystudyofb-to-bsites, [which]willbepresentedatthe UsabilityWeekconferenceinSan FranciscoinJune2006.Mostof theresearchparticipantstoldus thatwhentheyareconsidering doingbusinesswithacompany, oneoftheirfirstactionsistocheck outitsWebsite.Thusasitethatin- adequatelycommunicatesthe credibilityofavendorandits productscanhaveaseriously detrimentaleffectonincoming leads,longbeforeyoustartyour officialsalesefforts. Whataresome quickandeasy waystoimprovea Website? Nielsen:Ithinkthatmost b-to-bsitesneedacomplete redesign.Ireallywantcompanies toreconceptualizetheirWebsites andredoeverythingwithanem- phasisondoingwhatcustomers toldusinusertesting.Onthe otherhand,therearealsoplenty ofquickfixesavailablefortheav- erageb-to-bsite.Acompany… couldstillgetalotofmileage fromsimplerchanges,suchas writingagoodoverviewpagefor eachproductcategory.Ⅺ JAKOBNIELSEN isprincipalat NielsenNorman Group ASKTHEEXPERT KKeeyyWWeebbssiitteessttaattss ■ 73%ofAmericanadults(age18-plus)go onlinetousetheInternet.Agecontinuestobe astrongpredictorforInternetuse:89%of18- to-29-year-oldsgoonline,comparedto82% of30-to-49-year-olds,71%of50-to-64-year- olds,and34%ofthoseage65andolder. Source:PewInternet&AmericanLifeProject,March2006 ■ In2006,78%ofmanufacturingcompanies plantoincreasespendingontheircorporate Websites.Inaddition,52%ofmanufacturers considertheirWebsitestobetheirmostpow- erfulmarketingtools. Source:SVME-BusinessSolutionsstudy,April2006 MMoossttvviissiitteeddWWeebbssiitteess ((ppeerrmmoonntthh)) 1.Microsoft 112millionvisitors 2.Yahoo! 102millionvisitors 3.TimeWarner 100millionvisitors SSttiicckkiieessttWWeebbssiitteess((hhoouurrss ooffvviissiittoorruusseeppeerrmmoonntthh)) 1.PokerStars.com 18:30hours 2.AOL 6:00hours 3.FanFiction.Net 4:50hours Source:Nielsen//NetRatingsstudy,March2006 VViiddeeoooonntthheeggoo Webvideoisbooming.Userswanttoview videoonavarietyofdevices,including:com- puters/laptops(22%);TVs(20%);iPods(4%). Source:PointsNorthGroupstudy,March2006 TThheeddaawwnnooffWWeebb22..00 ■ ThebiggestWebsitetrendin2005wasthe emergenceofWeb2.0.Whatisit?“Asecond generationofservicesavailableontheWorld WideWebthatletspeoplecollaborateand shareinformationonline.” Source:Wikipedia TThheeyyssaaiiddiitt “Thecentralprinciplebehindthesuccessof thegiantsbornintheWeb1.0erawhohave survivedtoleadtheWeb2.0eraappearstobe this,thattheyhaveembracedthepowerof theWebtoharnesscollectiveintelligence.” —TimO’Reilly,president-CEO,O’ReillyMedia, “WhatisWeb2.0?”Sept.2005 btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 25 BB _ 04-24-06 A 25 B2DB 4/20/2006 1:41 PM Page 1
  • 26. BY PAUL GILLIN A LITTLE MORE THAN a decade after the first personalonlinediaryappearedontheIn- ternet,socialmediahadabreakoutyearin 2005. But whether the phenomenon—known variously as social media, word-of-mouth mar- keting and personal publishing—is destined to become to a major new communications chan- nel or a rounding error on corporate marketing budgetsisstillanopenquestion. The numbers are impressive. Techno- rati.comtracksmorethan33millionblogs, up fourfold in a year. Some sources esti- matetherearemorethan100millionblogs ontheInternet. Podcasting, the audio sibling to blog- ging,grewtoanestimated38,000programs frompracticallynonein2004.TheNewOx- ford American Dictionary declared “pod- cast”itswordoftheyearfor2005. Butallthatimpressivegrowthhasn’tyet translated into big marketing investments, at least in the b-to-b space. Questions per- sistaboutreturnoninvestment,thequality of the information in the blogosphere and how tocontrolmessagesinthisunrulyenvironment. LITTLE NUMBERS LOOM LARGE Theimportantthingaboutsocialmediaisn’t the big numbers but the little ones: the thou- sandsofmoderatelyactivespecial-interestcom- munitiesthatcomprisetheso-called“longtail.” B-to-c marketers got the message, and 2005 was the first year that meaningful experimentation insocialmediamarketingtookplace. But with the notable exception of tech com- panies like Hewlett-Packard, Microsoft, IBM and others, b-to-b marketers have so far moved slowlyintosocialmedia-basedmarketing. Most are starting by simply listening to the online buzz. “Think of bloggers as the world’s largest open, unsolicited focus group,” said David Sifry, CEO of Technorati, a leading blog search engine. Like many social media experts, Sifry believes marketing must shift from deliv- eringamessagetoinfluencingaconversation. Services from Cymfony Inc., Nielsen Buzz- Metrics and Nstein Technologies, among oth- ers, have sprung up to monitor and report on blog buzz. Corporate executives are creeping into the blogosphere, but only about 5% of the Fortune 500 companies have sanctioned blogs. Many companies are leery of wading into an onlineworldthatislooselyorganizedandlacks checks and balances. A “blog swarm” around negative news can be a public relations night- mare. Some companies have made the con- sciousdecisionnottoblog. But the decision of whether or not to engage withsocialmediamaynotbemarketers’tomake. “The period of interruption marketing is wind- ing down,” said Paul Rand, a partner and global chief development and innovation officer at Ketchum Inc. “The most important things com- panies can do is make information readily acces- sibleandavailable,”tothenewinfluencers. Some b-to-b marketers are beginning to do that. When Nokia Corp. introduced its N90 video phone last fall, it sent evaluation units to about 50 prominent mobile phone bloggers. Mostpostedreviews,whichN90catalogedona special blog set up for the occasion. Some re- viewswerenegative,buttheywerelistedalong witheverythingelse. McDonald’s Corp. has a corporate responsi- bility blog aimed at customers and business partners.Boeinghasablogforfrequentbusiness travelers.Wal-MartStoresstartedacampaignto combatnegativeopinionsaboutitsemployment practicesbycourtinginfluentialbloggers. TRADITIONAL MARKETERS JUMP IN In the tech market, Microsoft is podcasting conference sessions for third-party developers. IBM Corp. has a podcast series aimed at in- vestors that peers into the future of businesses and institutions. Hewlett-Packard Co. is aiming a podcast series at business customers and channelpartners. Outside tech, marketers are beginning to stir. Eastman Kodak Co. is using podcasts to educate its European channel partners. The short videos dramatize the sales process from the customer’s perspective so retailers can anticipate ques- tions. “It’s about getting useful content to people fast and telling a compelling story,” said Mike McDougall, director of products and services in Kodak worldwide public relations. The bugaboo is measurement. Ques- tions about the ROI of social media cam- paignsstillrelegatethemtothebackburn- er in many marketing organizations. “The jury’s still out on whether this will be a powerful tool for marketers,” said Daivd Cohen, an exec VP at Universal McCann Erickson, adding that he expects ROI questionstobeansweredthisyear. Even if social media never becomes a major investment item, its presence is being felt in mainstreammarketing.Thegoodnewsformar- keters is the resistance to branded content isn’t nearly as steep in the blogosphere as it is in mainstreammedia.“PeoplewhoengageinWeb sites and content don’t mind the branding,” said Elizabeth Talerman, partner at Campfire, an entertainment company that specializes in interactiveadvertising. Andevenifyoudon’tspendadimeonsocial media marketing, you shouldn’t ignore what’s being said about you. “People are walking around with megaphones and they’re talking about your brands,” Technorati’s Sifry said. “Youcanstickyourheadinthesandoryoucan choosetolisten.”Ⅺ Howcanb-to-b use‘socialmedia’? While new channels attract buckets of buzz, questions remain about their ROI Need to know 1.Enlistservicesthat“listen” totheblogosphereand monitorhow yourcompany,itsproductsandservicesarebeingdiscussed. 2.Uncoverinfluencersinthesespecializedcommunitiesandseek waystoinvolvetheminyourproductdevelopment,brandingand news. 3.Tellcompellingstories—andtellthemfast. 4.Acceptthatnotallconversationswillbepositive.Reactquicklyto errorsbutalwaysconsiderhowyourresponsesmaybemagnified inthisenvironment. 5.Shiftfocusfromdeliveringamessagetoinfluencingaconversation. 5 simple rules for effective social media marketing KKeeyyssoocciiaallmmeeddiiaassttaattss ■Adspendingonblogs,podcastsandRSS willreach$49.8millionin2006,up144.9% overadspendingoftheseuser-generated onlinemediain2005.By2010,totalad spendingonblogs,podcastsandRSSwill reach$757.0million. ■Blogadvertisingaccountedfor81.4%of user-generatedonlinemediain2005,and podcastadvertisingmadeup15.2%.By 2010,blogadvertisingwillmakeup39.7% ofuser-generatedonlinemedia,while podcastadvertisingwillcomprise43.2%. Source:PQMedia,April2006 ■Podcastingisforecasttogrowatacom- poundannualrateof101%through2010. ThenumberofpodcastusersintheU.S. willgrowfromfewerthan1millionlast yearto4.5millionbytheendofthisyear, ballooningtoanestimated56.8millionin 2010. Source:DiffusionGroup,June2005 CCEEOObbllooggggiinnggrraarree ■Corporatebloggingisbecomingmore popular,butgettingaCEOtotakeupthe digitalpenremainsrare.Just7%ofCEOs blogtoday;only18%plantohostacom- panyblogduringthenexttwoyears. Source:PRWeek/BursonMarstellerCEOSurvey,Oct.2005 WWoorrdd--ooff--mmoouutthh ■ The Internet—via blogs, message boards, social networks and more— helps b-to-b marketers put traditional word-of-mouth marketing efforts into overdrive. “The big picture is that b-to-b has always been about word-of-mouth. Customers don’t buy multi-hundred- thousand-dollar items without talking to their peers,” said WOMMA CEO Andy Sernovitz. “That hasn’t been called word- of-mouth, but it is really in essence what b-to-b marketing is all about.” Source:BtoB,June2005 TThheeyyssaaiiddiitt ■“Idon’tthinkwe’llhaveaHowardStern ofpodcasting;we’llhave1,000Howard Sterns,eachwith10,000listeners.” —AdamCurry,whoseDailySourceCodeis themostpopularpodcastontheInternet, BtoB,Feb.2006 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. Learn how to reach IT executives in just 10 minutes! SOCIAL MEDIA RESOURCES 26 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com BB _ 04-24-06 A 26,27 B2DB 4/20/2006 1:42 PM Page 1
  • 27. cusedonthetool,bytheway.Blogs couldbecomesomethingelse. Istheblogosphere toomassiveforsome tocomeinnowand getattention? Rubel:We’veseentimeand againbloggerscomeoutofnowhere andbecomeveryinfluential.Ayear ago,noonewasreading Techcrunch.com.Nowit’soneof thetop50blogsintheworld.The so-called“A”crowdlistconstantly changes.I’minthelistofthetop 100bloggersrightnow,butIdon’t expecttobethereattheendofthe year. Yourgoalshouldnotbeto becomeoneofthetop-echelon bloggersbuttobecomeoneofthe topbloggersintheareasyoucare about.Ⅺ 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 experts and network with your fellow marketers in a city near you… For more information and to register: Visit: www.BtoBonline.com and click“Events” Phone: 212-210-0151 E-mail: BtoBevents@crain.com Price: $45 in advance (credit card or check) - $55 at the door (check or cash) New York: Thursday, May 25 Grand Hyatt Hotel 7:45-8:30 am - Networking Breakfast 8:30-10:00 am - Program Phil Juliano VP of Corporate Branding and Communications Novell NetMarketing Breakfast Series Additional speakers to be announced. Peter DeLegge Internet Marketing Motorola Sponsored by: Supporting Sponsor: Sponsored by: Chicago: Tuesday, June 13 InterContinental Chicago btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 27 Howdidyouget startedblogging? Rubel:Atmylastjobat CooperKatz&Co.,Igottwodif- ferentclientsblogging.Wehad somesuccess,andIdecidedto justgetstartedmyself.Iwrite everysingleday.Istartedtoget somepressin2004anditmush- roomedwhenIwascoveredin BusinessWeek.I’mstillsur- prisedthatpeopleareinterest- edinwhatIhavetosay. Howmuchtimedo youspendonyour blogeveryweek? Rubel: Probably21to25 hours.ButI’mveryactive. Hasithadany majoreffectson yourcareer? Rubel: It’s given me signifi- cant attention, more than any- one could ever ask. It’s fueled my brand and further estab- lished my knowledge in this space. I’m sitting in this seat in large part because of that activity. Whyareb-to-b firmsnotdoing morewith blogging? Rubel:Theyare,butit’sata lowlevel.Attorneysand consultantsdoitquiteabit,but notalotofthelargerb-to-b companies.Therearequestions ofwhetherbloggingishereto stayandwhatthetimecommit- mentwillbe,butpeopleare startingtogetoverthat.Blog- gingalsohasn’treachedallin- dustryareasyet.ButIthinkev- eryverticalwillhaveitsown community. Howwill marketinglook differentinfive yearsasa consequenceof socialmedia? Rubel:It’llbelessabout pushingmessagesandmore aboutgeneratingconversations. Iwouldn’tbesurprisedifalot oftradeadvertisingmoneygoes towardblogs.Don’tgettoofo- STEVERUBEL is seniorVPat Edelman ASK THE EXPERT Note: * Individuals who have ever downloaded a podcast **Individuals who download an average of one or more podcasts per week. Source: eMarketer, February 2006 ■■ 2006 ■■ 2008 ■■ 2010 Total podcast audience* 10 25 50 Active podcast audience** 3 7.5 15 UU..SS.. PPooddccaasstt AAuuddiieennccee,, 22000066,, 22000088 && 22001100 ((iinn mmiilllliioonnss)) BB _ 04-24-06 A 26,27 B2DB 4/20/2006 7:14 PM Page 2
  • 28. BY KATE MADDOX Advertisers are embracing new online ad formats, including video and rich media, to improve the brand experience with customers and deliver relevant, useful information to businessdecisionmakers. “Marketerscontinuetoacknowledgethatin- teractiveisacriticalmediumtoengagetheircus- tomers and create deeper brand experiences,” said Greg Stuart, CEO of the Interactive Adver- tising Bureau. “We fully expect interac- tivetocontinuetoplayanever-increasing roleofimportanceformarketers.” Internet ad revenue reached a record $12.50 billion in 2005, up 30% from 2004, according to the Internet Adver- tisingBureau.Oneofthefactorsdriving the growth is the continued develop- ment of new ad formats, such as online video, and new rich media formats that allow advertisers to deliver more com- pellingcontenttocustomers. Online video ad spending in the U.S. will reach $640 million in 2007, according to research firm eMarketer. By 2009 advertisers will spend $1.50 billion on video ads online, eMarketerprojected. “Thegrowthofonlinevideocontentmakes the Internet more and more a place for brand- ing advertisers,” said David Hallerman, senior analystateMarketer. “While the big-dollar spending is going to paid search and the lion’s share of search is for directresponse,brandingadvertisersarelook- ingtofigureouthowtousevideoasanexten- sionoftheirbrandingeffortsinothermedia.” According to a report released in the last quarterof2005byDynamicLogicbasedondata aggregated from the company’s MarketNorms database from 2000 through 2005, ads with on- line video increased aided brand awareness by 6.2 percentage points and brand favorability by 3.0 percentage points, compared with a control groupthatwasnotexposedtoonlinevideoads. DynamicLogicalsoevaluatedtheeffective- ness of in-stream video ads and not-in-stream videoadsinincreasingaidedbrandawareness andbrandfavorability. According to Dynamic Logic, in-stream video ads are TV-style commercials, typically 15secondsinlength,whichplay“pre-roll,”or priortovideocontent,onaWebsite,suchasa newsorentertainmentclip. Not-in-stream ads are video clips that are embeddedinabanner,whichusersmustclick on to play. Dynamic Logic found that in- streamvideoadsincreasedaidedbrandaware- nessby5.5percentagepointsandbrandfavor- ability by 3.0 percentage points, compared withacontrolgroupthatdidnotseetheads. For not-in-stream video ads, aided brand awareness increased by 7.8 percentage points and brand favorability increased by 4.0 per- centagepoints,comparedwithacontrolgroup thatdidnotseetheads. “In-stream ads are most similar to TV ads, soyou’dexpectadvertiserstobeprettygoodat them,” said Ken Mallon,VP-product develop- mentatDynamicLogic. “Advertisers haven’t figured out the right length and how to make the content work. More research needs to be done with online videoads.” Christine Eyre, director of corporate mar- keting at Iron Mountain Digital, which devel- ops online backup and data recovery services, recently developed an online video campaign using Accela Communications’ AccelaCast on- demandrichmediaplatform. “We were trying to create awareness of LiveVault,” Eyre said. LiveVault, an online backupcompany,wasacquiredbyIronMoun- tain Digital in December, and its services are nowsoldasabrandofIronMountainDigital. The video ad featured comedian John Cleeseinahumoroussix-minutespotintended todriveuserstoawebcasttolearnmoreabout LiveVault.Itranontechnologysitesincluding ITWorld.comandComputerWorld.com. Thevideoadplayedafterusersclickedona Flash banner ad.The average viewing time for the ad was nearly four minutes, and the aver- age click-through rate was slightly more than 3%,comparedwithanindustryaverageclick- throughrateoflessthan1%. “What is different about this ad format is that it’s almost a blend of rich media advertis- ingandon-demandwebcasting,”Eyresaid. Other ad formats are providing new ways for advertisers to deliver rich infor- mationtousers. Earlier this month rich media compa- ny Klipmart Corp. introduced a new ad formatthatdisplayssixpanelsofsimulta- neously streaming online video ads. The adunitisbeingusedbyAmp’dMobileto promoteanewlineofmobilephones. Wireless phone provider Vonage has beenusingonlinevideoadssince2004,in- cludingacampaignthatranonCNET.com aimedatbusinessdecision-makers. “People do tend to interact with them, and there can be other benefits such as branding and educational purposes,” said Caroline Finch,directorofmarketingatVonage. To help improve the creation, planning and buyingofonlinevideoads,theInteractiveAd- vertising Bureau late last year released guide- lines for broadband video commercials. The IAB worked with the American Association of AdvertisingAgenciesontheguidelines. The guidelines define broadband video commercials as online ads that appear before, during and after a variety of content, includ- ing streaming video, animation, gaming and musicvideocontentinaplayerenvironment. Among the guidelines are: In-stream com- mercials may be up to 30 seconds long for pre- andmidrollcommercials;publishersmayoffer customlengthsforpostrollcommercials;anda minimum of 200 kbps is recommended for en- codedbitrates.Ⅺ Onlinevideoads, newformatsgrow Marketers take advantage of emerging technologies to better engage customers 1.Adswithonlinevideoaremoreeffectiveatraisingaidedbrand awarenessandbrandfavorabilitythanadswithoutonlinevideo. 2.Not-in-streamvideoadsaremoreeffectiveatraisingaidedbrand awarenessandbrandfavorabilitythanin-streamvideoads. 3.Theinterstitialisthemosteffectiveadformat,followedbythe full-pagead. 4.Forpartial-pageads,thelargerectangleisthemosteffectivead format. 5.Thebutton(120x90)istheleasteffectiveadformat. Source:DynamicLogic Need to know 5 simple rules for effective online advertising ONLINE ADVERTISING RESOURCES 28 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com Whatarethemost effectiveonlinead formatsthatyou areseeing? Bruner:Richmediaand searcharethemeatandpotatoes ofInternetadvertisingthese days,althoughb-to-badvertisers areusingfarlessrichmediathan consumeradvertisers.Where richmediaisusedbyb-to-bad- vertisers,weseeclickrates roughlytwiceashighonaverage asforGIForJPGads. Asforsearchmarketing,itis theultimateformoftargeting. Adsaretargetedonlytousersex- pressinganexplicitinterestinthe topic,andadvertiserspayonly whenthesearcherfollowsup withaclick.Thiscanbeparticu- larlyeffectiveforb-to-badvertis- ersworkinginvery[defined] nichefields,forwhichitmakes littlesensetoblanketlargeraudi- enceswithirrelevantmessages. Whichonlinead technologiesshow themostpromise forb-to-b advertisers? Bruner: Iexpectyouwillsee alotmoreb-to-badvertisersex- perimentingwithvideoadvertis- ingthisyear,whichisalreadyall thebuzzforconsumermarketers online.GiventhesuccessofWe- binars,theuseofmorevideoon- lineforadvertisingand educationintheonlinespace seemsinevitable.Iexpectwewill alsoseeabiguptickintheuseof onlineadvertisingoptimization, drivenbypublishersseekingto differentiatethemselvesby activelyhelpingtheiradvertisers reachtheircampaigngoals. Howdoyoubalance intrusivenesswith information? Bruner:Asineverymedium, it’sallaboutrelevance.Advertis- ingcanbeseenasintrusiveoran- noyingwhenithasnothingtodo withyourinterestsorwhenyou arefocusedonadifferentkindof taskatthatmoment.Atthesame time,itcanbeseenasawelcome, value-addedinsightwhenyou arein-marketforwhatitis promoting.Smartmedia buying—aligningtherightmes- sagewiththerightaudience—is thefoundationforthat,but emergingtechnologiescanhelp. Forexample,behavioral targetingtechnologiescanidenti- fyauserwhohasalready expressedsomeinterestinatopic oryourproductonanearliervis- it,lettingyouservethemames- sagecraftedtomovethemtothe nextstepalongtheconsideration process.Ⅺ RICKBRUNER isdirectorof researchat DoubleClick, NewYork ASKTHEEXPERT KKeeyyoonnlliinneeaaddssttaattss ■OnlineadspendingintheU.S.willreach $15.6billionthisyear,upfrom$12.9billionin 2005.Marketersareinvestingacrossthedigital marketingspectrum,includingblogs,podcasts, Webcasts,e-mail,Websitesanddatabasemar- keting,toreachbusinesscustomers. Source:eMarketer,December2005 ■ B-to-bmarketershaveshiftednearly25%of theirbudgetstodigitalmedia.Thegrowth ratesforb-to-bpublishers’marketingtactics showonlineisontherise:Ofthosesurveyed, 49% saidtheyhavebeenusingonlinemarket- ingtacticsthisyear,and55%saidtheyexpect todeployonlinemarketingby2008. Source:ForresterResearch/AmericanBusinessMedia,November2005 VViiddeeoo,,rriicchhmmeeddiiaaoonntthheerriissee ■ OnlinevideoadspendingintheU.S.will reach$640millionin2007,approachingtriple thisyear’sonlinevideoadspendingof$225 million.By2009advertiserswillspend$1.50 billiononvideoadsonline.Richmediaad spendingintheU.S.willtotal$1.26billionthis year,growingto$3.54billionin2009 Source:eMarketer,December2005 GGoooogglleeggooeessoofffflliinnee Oneofthemost-watchedonlineadstoriesof 2005wasGoogle’sfledglingmovesintosell- ingprintandradioadvertising,leveragingits automated,auction-basedmodels.“What Googleistryingtodoisbecomeaone-stop mediashop,”saidSharVanBoskirk,aForrester Researchanalyst. Source:BtoB,April2006 OOnnlliinnee//pprriinnttiinntteeggrraattee Inanexampleoftheacceleratingtrendamong mediacompaniestomergeprintandonlinead sales,TimeInc.reorganizedthesalesteamsof allitsbusinessandfinancetitles.Theneworga- nization,TimeInc.BusinessandFinanceNet- work,willbesupportedbyonesalesteamrep- resentingthemagazinebrandscombinedwith thesalesforceofCNNMoney.com. Source:BtoB,April2006 TThheeyyssaaiiddiitt “Richmediaisusedinsomanywaysthatifyou justlookatclicks,you’remissingabigpartofthe story.Richmediaanalyticsisameltingpotofre- sponse-basedanalysiswithbrandingimpact.” —AriPaparo,directorofrichmediafor DoubleClick,inBtoB,March2006 BB _ 04-24-06 A 28 B2DB 4/20/2006 1:43 PM Page 1
  • 29. ©2006 Dow Jones & Company, Inc. All Rights Reserved. Best of theWebAvenue A|Razorfish named MarketWatch the top financial site of 2005 GROUNDBREAKING “LIVE QUOTES” 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.* *Source: Internal Data For more information, contact: Randy Kilgore, Senior Vice President, Advertising | 212.597.5941 | advertising@dowjones.com AND WE’RE OFF TO A GREAT START IN 2006 Project2 3/30/06 1:08 PM Page 1
  • 30. ONLINE ADVERTISING 30 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com E-Mail Marketer Insight Find out what's on the cutting edge of e-mail marketing in the b-to-b world with feature stories and lessons learned from industry experts. Media Business Stay current in business media with feature stories, executive moves and changes, and news briefs designed for publishing executives. Daily News Alert Be the first to learn about breaking news, trends and research in business-to-business marketing. Hands-On/ Hands-On:Search Discover case studies, news briefs and event listings to put to use in your marketing efforts. Every other issue focuses on search marketing. 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 Subscribe today to stay current between issues of BtoB and Media Business Magazines. FREE E-NEWSLETTERSSame indispensable insight. Delivered directly to your e-mail inbox. OOnnlliinnee aaddvveerrttiissiinngg bbyy aadd ddiimmeennssiioonn Segment 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% Advertising & Marketing 12.1 10.6 4.9 6.8 7.0 7.2 13.8 Marketing Research & Data 21.9 31.1 28.2 32.3 34.1 34.1 12.2 Computer Hardware & Software 10.3 10.3 15.1 14.7 13.1 8.4 9.9 Finance 7.7 9.6 10.0 9.1 7.1 12.9 5.8 Equipment & Materials 3.3 2.6 2.0 1.8 2.7 3.2 4.8 Telecom & Connectivity 4.1 3.5 4.1 3.0 7.7 5.5 2.7 Human Resources 4.6 4.4 5.1 5.2 4.1 3.6 2.7 Web & E-commerce 17.0 14.9 19.3 9.9 8.8 9.1 2.4 Shipping 3.2 5.7 3.7 5.7 3.8 4.7 1.4 No Segment 0.4 1.6 0.8 1.3 1.5 1.8 1.1 Consulting & Contracting 1.1 1.1 1.1 1.7 3.1 3.9 0.9 Training & Conferences 0.5 0.5 1.0 0.2 0.4 1.0 0.9 Marketplace & Exchange 0.7 0.7 2.2 5.1 3.3 0.5 0.2 Legal Services 0.0 0.0 0.0 0.0 0.0 0.1 0.1 Dimensions 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Button No.1 (120x90) 3% 2% 2% 3% 4% 5% 5% Button No. 2 (120x60) 7 8 13 8 4 5 2 Full Banner (468x60) 24 13 11 8 7 6 4 Half Banner (234x60) 2 4 7 10 3 7 2 Large Rectangle (336x280) 3 3 3 3 1 2 3 Leaderboard (728x90) 16 19 16 16 35 23 19 Medium Rectangle (300x250) 6 9 10 5 7 11 23 Micro Bar (88x31) 3 3 6 6 7 3 3 Non-standard Dimension 7 17 11 18 12 16 18 Rectangle (180x150) 3 3 2 2 2 2 1 Skyscraper (120x600) 6 5 6 6 5 4 2 Square (250x250) 3 2 2 2 1 1 0 Square Button (125x125) 5 3 4 4 4 3 1 Unspecified 0 0 0 1 1 3 15 Vertical Banner (120x240) 1 1 1 1 1 3 1 Vertical Rectangle (240x400) 4 3 3 2 1 0 0 Wide Skyscraper (160x600) 7 5 6 5 6 8 2 OOnnlliinnee aaddvveerrttiissiinngg bbyy bb--ttoo--bb aaddvveerrttiissiinngg sseeggmmeennttss 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 Inline 89.34% 84.88% 92.78% 89.61% 92.94% 88.60% 95.28% Pop-Under 6.52 10.86 4.64 8.23 5.75 9.60 3.84 Pop-Up 3.00 2.99 2.09 1.79 1.07 1.62 0.70 Floating/Overlay 0.09 0.07 0.13 0.23 0.22 0.13 0.15 Interstitial 1.05 1.20 0.37 0.14 0.02 0.06 0.02 OOnnlliinnee aaddvveerrttiissiinngg bbyy bb--ttoo--bb aaddvveerrttiissiinngg ffoorrmmaattss Share of all b-to-b impressions Segment 2/05 4/05 6/05 8/05 10/05 12/05 2/06 Standard Image 70% 65% 68% 58% 59% 56% 48% Standard Image/Text Link 6 11 13 24 14 13 32 Flash (Generic) 23 23 18 17 26 28 20 Rich Media 1 1 1 1 1 3 1 BB--ttoo--bb uussee ooff rriicchh mmeeddiiaa vvss.. nnoonn--rriicchh mmeeddiiaa aaddvveerrttiissiinngg Share of all b-to-b impressions 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 BB _ 04-24-06 A 30 B2DB 4/20/2006 1:43 PM Page 1
  • 31. BY MARY E. MORRISON O NLINE EVENTS HAVE gained in popularity inthepastfewyearsthankstotheirrela- tively low cost and ability to put mar- keters in direct contact with customers and prospects. Now, marketers that have enjoyed somemeasureofsuccessareincreasingreturns on their Webinars and webcasts by focusing on lead generation and repurposing online eventcontent. Sopheon, a provider of product lifecycle managementsoftware,hasrunbetween30and 40Webinars in the past four years, said Dayna Anokye, the company’s business development coordinator. Working with vendor Netbrief- ings,Sopheonuseseventstotargetitsaudience ofengineersandR&Dprofessionals.TheWebi- narsfeaturePowerPointpresentationswithau- dio, and promote interaction with polls and question-and-answersegments. “In the past,Webinars were more of a nur- turing tool [for us], and now we’re flipping them over to be more of a ‘lead-gen’ tool,” Anokye said. “I think people are seeing more Webinars and are more comfortable with that format, and they’re expecting to learn about yourcompanywhentheycomein.” LEAD THE WAY Sopheonusesdatafromparticipants’registra- tionprofilesandanalyzesinformationabouthow much time users spent in the online event, what questions they asked during sessions and what commentstheymadeinpost-eventsurveys. “With theWebinars, we know that they’re there … especially if they’re asking a lot of questions,” Anokye said. “It helps us know what their pain points are in their company, andthenwehaveabetterideaofwherewecan help them directly. It provides great conversa- tionpointsforour[sales]reps.” Xerox Corp.’s office group also uses infor- mation gathered from its online events pro- gramtoqualifyanddevelopleads.Thecompa- ny has run three “magazine-style” webcasts since November 2004, working with vendor Accela Communications and partnering with publishers such as Network World. In addi- tion to marketing to the databases of its pub- lisher partners, Xerox has done extensive in- ternal promotions of the webcasts to its sales teams, educating them on how the events couldhelpgenerateandnurtureleads. Morethan2,000ITmanagershavewatched the webcasts, said Denise McLaughlin, man- ager for segment marketing programs, world- wide marketing in the Xerox office group, and more than 40% of those met the company’s criteria for a qualified lead. “We feel that we are reaching the right audience,” she said. “They’rehighlyself-selecting.They’reactually watching the broadcast for an average of 19 minutes.…[40%ofthosewhowatch]aretru- ly interested, and are in a buying and a deci- sion-making window for our technology. That’saphenomenalresult.” Integrating leads garnered from online events is crucial to success, said Elana Ander- son,VP-researchdirectoratForresterResearch. “Online events that are executed in a vacuum 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 that.Ifmygoalistogenerateleads,Ineedtode- fine how many, what quality I expect them to be, and then figure out how to track those leadsthroughfinaldetermination.” CONTENT IS KING Beforeconsideringhowtotrackanddevel- op leads, marketers must create a Web event that customers and prospects will want to view. Xerox opted for an education-heavy strate- gy, deciding early that it wanted its webcasts to be learning forums presented in broadcast- quality video—almost like watching a “60 Minutes”report,McLaughlinsaid.“Wedidn’t want it to be a heavy Xerox selling message,” she said. “We wanted … [to] bring in outside voices that we thought would attract the IT decision-makerswewerelookingtotalkto.” Ira Weinstein, senior analyst and consultant at Wainhouse Re- search, said he’s seeing a lot of companies show an interest in us- ing video. “It’s been around for a while, but people’s network con- nections continue to improve,” he said. “So the chances that your at- tendee is on a video-capable ma- chinewithenoughbandwidthare high. Video makes it more inter- esting, and it adds to the overall stickinessoftheevent.” Still, an audio-only format may be the best choice for some mar- keters. Sopheon uses only audio andPowerPointsoitcanfeaturepresentersfrom around the world, Anokye said. In addition to expertsfromindustryassociationsandconsult- ingcompanies,Sopheonhasinvitedcompanies thataren’tyetclientstoparticipate. “We get a lot of interest and high atten- dance when we have practitioners present- ing,” Anokye said. “When we have someone from Dow Corning [Corp.] or 3M presenting, the audience really is interested in what they’resharing.” The focus on creating events that are sticky is reflected in two other trends: the addition of callstoactionandthecreationofcustom,indus- try-specific platforms for online events, Wein- stein said. Calls to action, such as a button that allows participants to ask a question of presen- ters, keep users engaged. Custom platforms, suchasindustry-specificinterfaces,increasethe overallusabilityoftheevents,hesaid. Marketers are also getting savvy about reusingvaluablecontent,particularlybypost- ing the audio from webcasts or Webinars as podcasts.“Youhaveallthisrichlibraryofcon- tentnow;youhaveaninterview,asoundbyte, that might have been only two minutes,” McLaughlin said. “You can take that one little piece of interview and use it for other online advertisingormarketingpurposes.”Ⅺ Marketersalign events,strategy Webinars and webcasts effectively generate leads, valuable online content Need to know 5 simple rules for producing effective online events OOnnlliinneemmaarrkkeettiinnggttrreennddss Webseminarsarefastbecomingacost-effective alternativetotraditionalvenue-basedevents, accordingtoaWainhouseResearchsurvey: ■ Morethan61%ofrespondentsarereplac- ingtraditionalin-personeventswithWeb seminars. ■ Webseminarsarebeingusedby87%tocre- atenewmarketingprogramsandtasks. ■ Respondents reported a 32% increase, on average, in leads generated when using Web events in place of traditional marketing media. IInn--ppeerrssoonneevveennttss Butdon’tforgetin-personevents.Useofin- personeventscurrentlyranksasthemost populartrademarketingtacticamongrespon- dents,with60.2%ofb-to-bmarketersmaking useofeventmarketingin2004and2005.That wasmorethanthe48.7%ofmarketersthatre- portedusingonlinemarketing. Source:ForresterResearchstudy,December2005 TThheeddaawwnnooffvviiddeeoo Delivering video over the Web is finally be- coming a practical reality. Internet video ser- vices will generate more than $1.7 billion in revenue by 2010, according to IDC. Three business models will dominate: advertising- supported, a la carte and subscription-based services. Source:IDCStudy,April2006 TThheeyyssaaiiddiitt “Videowillbeabigfocusofoursthisyear.We aregoingouttoourclientswithanumberof videoopportunities.” —DennisShiao,directorofproduct management,Webcasts,forTechTarget,on newvideoWebcasts,inBtoB,April4 ONLINE EVENTS RESOURCES btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 31 1.Createanoverallstrategythatdetailstheobjectivesoftheonline eventprogramandwhattheprogramswilllooklike. 2.Engagethesalesorganizationearlyon.ExplainthevalueofWeb eventsandhowtheycanhelpnurtureleads. 3.Partnertoexpandthelistofprospectiveattendees.Consideras- sociationsandpublishersinthetargetedindustries. 4.Intheregistrationform,offertosendalinktothearchivedver- siontothosewhocan’tattend. 5.Makethecontentfocusedandsuccinct.Theeventtitleshouldbe specificandclear,andtheeventshouldrunnolongerthanahalf- hour.Also,considerbreakingthewebcastintochaptersthat viewerscanjumpto.Provideviewerswithanincentivetofillouta post-eventsurvey,whichcanhelpinformfutureevents’content. Howhasb-to-b marketers’useof onlineevents evolved? Downs:[Theyarebeingab- sorbed]intodailycommun- ications,usersarebecoming morecomfortablewithadvanced features,and[thereisa]contin- ueduseofarchivedeventsver- susliveevents.Formarketers, theabilitytocaptureanevent andpostitonaWebsiteforun- limitedviewingisinvaluable, andeveryoneisstartingtoreal- izethat. What’sthebestway togetstartedwith onlineevents? Downs:Iwouldrecommend startingwithaWebinar,although thelinesbetweenthetwotypesof eventscontinuetoblur.AWebi- nartypicallyconsistsofPower- Pointscombinedwithaudiovia phoneorVoIP[voiceoverInternet protocol].AWebcasttypicallyin- volvesastreamingvideocompo- nent.However,theintroduction ofWebcamsintoWebinarshas createdsomeconfusion.Theun- derlyingtechnologyandquality stilldiffer,buttothetypicaluser orattendeethisisnotunderstood. What are some effective ways to promote an upcoming online event? Downs:Themosteffective wayisstillthroughonline promotions.Weareseeingthe useofpay-per-clickthrough channelssuchasGooglecomeon thescene,whiletheuseofe-mail blastsisdyingapainfuldeath. Peoplewantthevirtualworldto besimple;[theywantto]clickon anewsletteradorbannerand completeasimpleregistration page.ThisbringsupakeyissueI oftensee,whichismakingthe registrationprocesstoocompli- cated.Thiscankillthesuccessof anevent’smarketingprogram. Askasfewquestionsaspossible andkeepittoonepage. What’sonthe horizonforonline events? Downs:Marketersneedtodif- ferentiatetheircompanyand alwaysbeonthelookoutfornew waystoimpresstheiraudience. Webeventsusedtobecoolinand ofthemselves,butnowthewow factorhasreachedaplateau.… Virtualeventtechnologycontinues toevolvewithnewfeatures— voiceovertheNet,videoand more.Watchfornewideas,and thinkofcreativewaystousewhat thetechnologycurrentlyoffers.Ⅺ STEPHANIE DOWNS ispresidentof Conferzone, Denver ASKTHEEXPERT BB _ 04-24-06 A 31 B2DB 4/20/2006 1:45 PM Page 1
  • 32. BY MATTHEW SCHWARTZ A S B-TO-B MARKETERS shift billions of dol- lars into Web marketing, online pub- lishersarescramblingtocraftnewvehi- cles to make it easier for advertisers to target ever-thinningaudiences. Advertisers have started to push for inno- vation “at the edges, with more granular nar- rowcastingand[are]tryingtoidentifynewau- diences,”saidMikeAzzara,seniorVP-Internet business at CMP Media. “We’re trying to provide intelligence to match mar- keterswiththerightprofiles.” In February, CMP launched tech- search.com, a search engine that pro- vides access to news and information fromCMP’snetworkoftechnologymag- azinesandblogs.Thetechpublisheralso launched smallbizresource.com, which is dedicated to the SMB (small and mid- size business) and SOHO (small office/homeoffice)markets. With spending on search marketing startingtoplateau,onlinepublishersare starting to run more branding cam- paigns that cater to various audiences, industryobserverssaid. THE SHIFT FROM SEARCH TO DISPLAY “There’s a shift away from search and to- ward more display ads,” said Jeff Lanctot,VP- generalmanagerofAvenueA/Razorfish,which bills itself as the largest buyer of online media. Marketers are “turning away from ‘brochure- ware’ and toward multifunction Web portals thatcanservemultipleconstituencies.” Take Office Depot, which has 100,000 in- dexed pages built into its Web site (officede- pot.com). “We’re focused on better leveraging our natural search capabilities,” said Kristin Micalizio, VP-direct sales. Office Depot has also developed several online partnerships, such as a link to tax service H&R Block. “It plays into our brand,” Micalizio said, adding that“thereisalotofroomtogetotherpartners onlineandaddtoourequation.” Another trend among online publishers: working with advertisers to integrate more rich media into their online ad campaigns. “Thereisagrowingrecognition[amongb-to-b marketers] that consumers are getting accus- tomed to a certain depth of information online and more sophistication in the ads,” Lanctot said. “There are more and more [b-to-b ad] campaigns that tease customers with text and video,andalotmoreinteractiveads.” Steve Pacheco, director of advertising at FedEx Corp., said online marketing is “not about awareness anymore but switching mar- ketingtoawayinwhichpeoplecanlearnmore about our brand and do more commerce in a personalized,relevantway.” Pacheco said FedEx will “significantly” in- creaseitsonlineadbudgetthisyearbutwould not elaborate. “It’s getting the brand in the right environment for people who might use FedExorberemindedaboutus.” During NewYork Fashion Week in Febru- aryandSeptember,forexample,FedExrepre- sentatives, known as “the purplerazzi,” snap digital shots of guests strolling down the red carpet. The purplerazzis hand the guests a card with the URL “fedexfashion.com” and alert themtogotothesiteiftheywanttodownload thepicture.Inthecenterofthatsiteisalinkto apparelfedex.com,whichprovidesdetailedin- formation on how FedEx “delivers” for the fashionfieldaswellasthecoreattributesofthe brand.FedExhassimilaronlineplayswiththe NFLandNASCAR. “If it’s relevant, it’s limitless,” said Pacheco, referring to fedexfashion.com et al. “It de- pends on how big your business is and what youhavetooffer.” B-TO-B SLOW TO WARM TO RICH MEDIA For b-to-b advertisers there’s a fine line whenitcomestoembracingrichmedia. In the b-to-b space, “you have to be careful with your audience,” said Greg Strakosch, CEO of IT media company TechTarget. “In the IT space, audiences arebecomingmuchmorereceptivetorich media and the like, but I wouldn’t say it’s universally liked. The b-to-b crowd is a little more cynical about rich media than the b-to-c crowd, but audiences are get- tingmorereceptivetotheidea.” TheWebalsooffersmarketersincreas- ingly sophisticated tools to measure the resultsoftheironlinecampaigns. “ROI obsession isn’t going anywhere,” Strakoschsaid.“Peoplewhosay[ROI]isa phasearen’tpayingattention.” But when crafting online campaigns, mar- keters must think about measurement more holistically. “It should be ‘return on objective,’ rather than ROI,” said Jim Nail, chief strategy and marketingofficeratCymfonyInc.,whichpro- vides media measurement services. “Mar- keters have to think more deeply about strate- gy and have to show their managers that they understandthelengthofthebuyingcycle.” Headdedthatwhentrackingleadgenera- tion campaigns for ROI, marketers have to make sure to weed out the weak prospects so they’re handing a high-quality list to the sales force. At the same time, advertisers have to be prepared to test and retest different distribu- tionsources,saidDanFelter,CEOofOpt-Intel- ligence and chairman of the Online Lead Gen- eration Association, a non-profit organization foundedlatelastyeartopromotebestpractices and standards among Web sites, marketers andleadgenerationproviders. “The Internet is closing the loop from im- pression to click to opening the ad to conver- sion,” Felter said. Marketers “have to know what’sgoingoneverystepofthewayandknow who you’re working with so companies don’t havetochangetheircontentonthefly.”Ⅺ Onlinepublishers castingwiderNet Working with marketers to run richer, deeper and more interactive campaigns 1.There’sanincreasingemphasison“narrowcasting”toidentify theb-to-baudienceas“contextual”targetinggiveswayto“be- havioral”targeting. 2.Searchmarketingmayhavepeaked,asmoreb-to-bmarketers pivottodevelopmoredisplayadsandbrandingcampaigns. 3.Don’tembedjustthe“latestandgreatest”informationintob-to-b marketingcampaigns.Ifthecampaignisproperlytargeted,po- tentialbuyerswillhaveanunlimitedappetiteforcontent. 4.B-to-bmarketersaremuchlessskittishthaninthepastwhenit comestousingrichmedia,suchasstreamingvideoandaudio,in theironlinemarketingcampaigns. 5.Whenassessingreturnsfromleadgenerationcampaigns,mar- ketershavetobevigilantinweedingoutweakprospectsbefore theyhandoverthelisttosalesreps. Need to know 5 simple rules for buying effective online advertising NNeewwssppaappeerrrreevveennuueessuupp Combinedadvertisingexpendituresonnews- papersandtheirWebsitesrose2.5%lastyear to$49.4billioncomparedwiththeprevious year.Thebulkofthegrowthcameonnewspa- perWebsites,wherespendingrose32%, reachingarecord$2.0billion. Source:NewspaperAssociationofAmerica,March2006 OOnnlliinneevviiddeeoooonntthheerriissee Twenty-fourpercentofInternetuserswatch onlinevideoatleastonceaweek,and46% watchonlinevideoatleastonceamonth. Also,66%ofvideoviewershavewatchedon- linevideoads,and44%ofthosehavetakenan actionbasedonwhatthey’veseen.Actions takenasaresultofwatchingonlinevideoads includevisitingaWebsite(31%)andmakinga purchase(8%). Source:OnlinePublishersAssociation,March2006 DDiiggiittaalleeddiittiioonnssfflloouurriisshh AsofJune2005,148magazineswitha combinedcirculationof1.3millionwereavail- ableinauditeddigitaleditions.Bothofthose measureswereup56%fromayearearlier. Source:Zinio,fromauditstatementsbyABCandBPAWorldwide,June 2005 BBeessttppuubblliisshheerrWWeebbssiitteess ThewinnersofAmericanBusinessMedia’s JesseH.NealAwardsforBestWebSitein2005 were:Pork,porkmag.com(VancePublishing Corp.);AviationWeek&SpaceTechnology,Avi- ationWeekIntelligenceNetwork(McGraw-Hill Cos.);andCIO,CIO.com(IDG). 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. I E E E S P E C T R U M - T H E M A G A Z I N E O F T E C H N O L O G Y I N S I D E R S WWW.SPECTRUM.IEEE.ORG/BB • FOR INFORMATION, CALL +1 212 419 7760 ONLINE PUBLISHERS RESOURCES 32 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com BB _ 04-24-06 A 32 B2DB 4/20/2006 1:45 PM Page 1
  • 33. Theonlywaytoreach3.6millionITdecisionmakers. For advertising information, call 866•203•2770 or email advertise@windowsitpro.com Theonlywaytoreach 2.5million ITdecisionmakers. ConnectingYourProductswiththeWorld’sLargestITCommunityConnectingYourProductswiththeWorld’sLargestITCommunity 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. CALL FOR A FREE IT INDUSTRY SPENDING & TRENDING MARKET RESEARCH REPORT 866•203•2770 btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 33 Advertising Age www.adage.com (212) 210-0280 92,000 Agriculture Online www.agriculture.com (515) 284-2917 262,000* Allbusiness.com www.allbusiness.com (415) 694-5000 1 million Ask.com www.ask.com (510) 985-7400 23 million Automotive News www.automotivenews.com (313) 446-6031 167,386* Aviation Week & www.aviationnow.com (212) 904-2000 172,000* Space Technology Baseline www.baselinemagmedia.com (212) 503-3500 96,000* Billboard www.billboard.com (800) 449-1402 1.2 million Bloomberg www.bloomberg.com (212) 318-2000 969,000 Business.com www.business.com (310) 586-4111 2.2 million BusinessWeek www.businessweek.com (212) 512-4611 2 million CFO www.cfo.com (212) 641-9883 335,000* Chemweek www.chemweek.com (212) 621-4900 31,051* ChicagoBusiness.com www.chicagobusiness.com (312) 649-5323 160,000 CIO Insight www.cioinsight.com (212) 503-3835 92,000* CNET Networks www.cnetnetworks.com (888) 500-2638 28 million CNN www.cnn.com (212) 275-7800 21.2 million CNNMoney www.cnnmoney.com (212) 522-8007 5.6 million Computerworld www.computerworld.com (508) 879-0700 272,000 Construction.com www.construction.com (800) 393-6343 272,000 Data Warehousing www.tdwi.org (206) 246-5059 57,000* Institute The Deal www.thedeal.com (212) 313-9200 85,000* Ebuild.com www.ebuild.com (202) 452-0800 122,000 The Economist www.economist.com (212) 541-0500 273,000 EDN.com www.edn.com (781) 734-8000 253,660* EE Times www.eetimes.com (415) 947-6649 407,619*+ Entrepreneur www.entrepreneurmag.com (949) 261-2325 6.7 million ESPN.com www.espn.com (212) 448-4850 18.7 million eWeek www.eweek.com (212) 503-4687 314,000 Fast Company www.fastcompany.com (212) 389-5305 499,000 Federal Computer Week www.fcw.com (703) 876-5100 200,000* Financial Times www.ft.com (212) 641-6646 715,000* Forbes www.forbes.com (212) 366-8900 6.1 million Globalspec.com www.globalspec.com (800) 261-2052 2.7 million* Google.com www.google.com (650) 623-4000 100.8 million Government Computer www.gcn.com (202) 772-2528 173,000* News Hollywood Reporter www.hollywoodreporter.com (323) 525-2000 632,000 IEEE www.ieee.org (212) 419-7766 252,000 INC www.inc.com (212) 389-5247 225,000 Industry Week www.industryweek.com (216) 696-7000 103,300* InformationWeek www.informationweek.com (516) 562-5000 769,032*+ InfoWorld www.infoworld.com (415) 978-3274 170,000 Investors.com www.investors.com (212) 626-7683 400,000 JupiterWeb www.jupiterweb.com (203) 662-2800 14.9 million* Marketwatch www.marketwatch.com (415) 765-8292 3 million Medical Economics www.memag.com (973) 847-5321 62,413* MSN-Microsoft sites www.msn.com (866) 415-3309 95.3 million Nation's Restaurant www.nrn.com (262) 835-2661 85,154* News Network World Fusion www.networkworld.com (800) 622-1108 197,000 NewYorkbusiness.com www.newyorkbusiness.com (212) 210-0277 110,000* New York Times www.nytimes.com (646) 698-8000 7.8 million News Corp. www.newscorp.com (212) 852-7017 5.6 million OSTG www.ostg.com (877) 825-4689 N/A PC Magazine www.pcmag.com (212) 503-3500 889,000 PC World www.pcworld.com (415) 243-0500 6.2 million* SearchSecurity.com www.searchsecurity.com (781) 657-1000 200,000* SearchStorage.com www.searchstorage.com (781) 657-1000 155,000* TechTarget sites www.techtarget.com (781) 657-1000 4 million* TechWeb sites www.techweb.com (516) 562-5000 965,427*+ Telephony www.telephonyonline.com (312) 595-1080 174,000* Time Warner Network www.timewarner.com (212) 484-8000 31.5 million USA Today www.usatoday.com (703) 854-4434 9.6 million* Variety www.variety.com (323) 965-2417 454,000 Wall Street Journal www.wsj.com (800) 366-3975 2.1 million Windows IT Pro www.windowsitpro.com (866) 203-2770 2.8 million* Workforce.com www.workforce.com (949) 255-5340 87,002 Yahoo! Search www.yahoo.com (617) 305-6032 119 million Unique monthly Publication URL Phone viewers Unique monthly Publication URL Phone viewers Source: Audience measurement (U.S. only) from comScore Media Metrix, March 2006. *Audience measurement figures self-reported. +U.S. only. ONLINEPUBLISHERSATAGLANCE BB _ 04-24-06 A 33.qxp 5/2/2006 9:48 AM Page 1
  • 34. Whataresomeofthe keytrendsyouseein b-to-bmarketingand b-to-bonlinemedia? Reidy:Digital marketing is be- coming the primary means of com- municating to the business segment. The most effective way to reach high-level decision-makers is through theWeb.This is because a) theWeb is the place where they get most of their information today; b) theWeb is the place where they spend most of their media time; and c) theWeb is where they feel they get the least- biased information. Marketing must be tailored for each segment in the decision-mak- ing process (business decision- makers, technical decision-makers, influencers, etc.) Just spending your marketing dollars in the interactive space is not enough. You must tailor your messages to the various constituencies involved. An understanding of role taxonomy (more important in mid- size/enterprise-size organizations vs. small businesses) is key. Sites like myspace.com are often cited as being key influencers to large groups.What is less well known is that communities are also critical in the b-to-b space. Networks have popped up across theWeb for the professional community and have a large impact on how parties are making purchase decisions.This is not lim- ited to lower staff employees or strictly technical workers. Increas- ingly, C-level executives are joining these communities to find out about products and also to val- idate their decisions. Whataresomeofthe effectivewaysfor b-to-bmarketersto reachtheirtarget? Reidy: Themajorityoftheb-to-b audience turns to Google ahead of Yahoo! in the search engine space as evidenced by historic search 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. Cantheintensefocus b-to-bmarketershave onmeasurementand ROI turnouttobe 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. Ⅺ ONLINE PUBLISHERS 34 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com MARTINREIDY ispresidentof ModemMedia, Norwalk,Conn. ASK THE EXPERT BB _ 04-24-06 A 34 B2DB 4/20/2006 1:46 PM Page 1
  • 35. BY KATE MADDOX I n the early days of online advertising, tradi- tional agencies struggled to figure out the rightbusinessmodeltohandlethenewmedi- um. Many broke interactive services off into a separate group or created new business units to handleinteractive.Somepursuedacquisitionsof online shops while others hired technology gu- rustoworkintheircreativegroups. Notradeshowwascompletewithoutapan- elthattriedtodefineinteractiveagencies and discuss the culture clash between Internettechiesandtraditionalcreatives. Now, as interactive becomes a stan- dard part of clients’ marketing plans, agencies are merging interactive into their overall operations and treating it asjustanothermarketingdiscipline. OGILVY CONSOLIDATES For example, Ogilvy North America lastyearconsolidatedOgilvy&Mather, its traditional ad agency, and OgilvyOne into oneorganization. “Organizationally, we have become far more360intermsofhowwe’relineduptoop- erate as a partner with clients,” said Bill Gray, co-CEO of Ogilvy North America. “We are re- ally organized to deliver one brand, the Ogilvy brand, not as separate companies but asatotal,holisticmarketingsolutionforb-to-b clients.” Ogilvy handles integrated campaigns for b-to-b clients including IBM Corp., DHL, AmericanExpressCo.andCiscoSystems. ForDHL,OgilvyprovidesWebsitedevelop- ment, e-mail marketing, rich media, microsites, landingpages,searchandviralmarketing. “They do a wonderful job of integrating the advertising all the way from above the line tobelowtheline,”saidKarenJones,VP-adver- tising, brand and promotions at DHL Express USA. “Since they are part of Ogilvy, the inter- actionis360.” Some clients work with multiple agencies tohandleinteractivemarketing. For example, IBM works with Ogilvy, which is its agency of record for global adver- tising,aswellasDigitas. “Ogilvyworksoneverythingthatincludes advertising and demand generation,” said Sher Taton, worldwide interactive marketing manageratIBM. “Digitas is our interactive agency for IBM’s Webcommunications.” Taton said both agency partners are brought in early to plan strategic marketing initiatives. “It really is a complementary rela- tionship,”shesaid. However, she added, “One of the chal- lenges is that interactive runs across many things, including e-mail and search. Since Ogilvyisouragencyfordemandgeneration,if [thework]isassociatedwithademandgenera- tioncampaign,itstayswithOgilvy.” Thatcouldincludebanneradsandlanding pages. “Beyond that point, in looking at how to make communications really work across the entire Web, that’s where the handoff takes placeandwelooktoDigitas,”Tatonsaid. There are also differences in which agency handlessearch. “When you’re talking about paid search with a media component, that is with our me- diateams[atOgilvy].Ifit’sanorganicsearch,it iswithDigitas,”shesaid. In working with multiple agencies, Taton said, it is important to foster a relationship of collaboration. LauraLang,presidentofDigitas,saidmany clients are asking the agency to provide mar- keting services for all phases of the purchase cycle,frombrandingthroughdirectresponse. “In the last year, we’ve seen a lot of b-to-b clientsask,‘HowcanIgetacustomertoactual- lyengagewithmybrand?’”Langsaid.“Driv- ing transactions is not enough for our clients. Wemustbuildbrandatthesametime.” CREATE A BRANDING EXPERIENCE Often the agency uses Web sites to create thisbrandingexperience. For client Federal Express Corp., Digitas created a Web site at www.fedexfootball.com to leverage FedEx’s NFL sponsorship and help buildbrandaffinity. The site featured player information, game stats and an opportunity to explore FedEx ser- vices. One of the features of the site was the “small shipper of the week,” which profiled FedEx small-business customers. The site also had 130 video clips featuring former NFLquarterbackBoomerEsiasonashost. Agency.com, which celebrated 10 yearsinbusinesslastyear,alsoconsolidat- ed its services in 2005 to provide more in- tegrationacrosstheagency. Rather than having separate disciplines for different areas of online advertising, it consolidateditsclientservicesgroupsothat staffersarecross-trainedinalldigitalareas. “Nowclientsarelookingacrosstheen- tirespectrumofdigitalservices,”saidYuriSal- nikoff, managing partner, NewYork, at Agen- cy.com. “They no longer look at interactive agen- ciesandthinkjustWebsites.” Agency.com’s services include online cre- ative advertising, online media planning and buying,searchenginemarketing,Websitede- sign, viral campaigns, e-mail marketing, ana- lyticsandcontentmanagement. Agency.com also merged itraffic, which had been operating as a separate agency, into theoverallagency. AGENCIES EXPAND OFFLINE Otheragenciesthatstartedoffasinteractive shops are now expanding into more offline work. AKQA, for example, which started out as an interactive and technology agency, now does offline work including print, outdoor, television, PR and events. It is also expanding into such emerging media as interactive TV andmobilemarketing. “This depth of services, across disciplines and platforms, gives us an opportunity to buildsuccessfulsolutionsforourclients,”said Ajaz Ahmed, chairman and cofounder of AKQA. “Clients are increasingly looking for a sup- plier that can join the dots of their customer experience. So that means the agency needs to have expertise in the entire purchase cycle, from awareness through interest, trial, pur- chaseandloyalty.”Ⅺ Onlineagencies pushintegration Reversing a trend, traditional shops merge interactive into overall operations 1.Involveyouragencyearlyinthemarketingstrategydevelopment process. 2.Whenworkingwithmultipleagencies,fosteranenvironmentof collaborationratherthancompetition. 3.Explorewaystouseinteractiveforallphasesofthepurchase cycle,fromawarenessthroughdirectresponse. 4.Understandyourcustomerstocreateaninteractivebrandexpe- riencewiththem. 5.Beclearonbusinessgoalsanddefinemetricsthatcan demonstratehowcampaignsachievethegoals. Need to know 5 simple rules for working with your interactive agency SSaallaarriieess,,jjoobbssoonntthheerriissee ■ AverageCEOsalariesatb-to-bagencies jumped36%in2005to$210,000,from $154,000in2004.Withbonuses,thetotal salaryattheCEOlevelwas$237,000,up25% from$189,000in2004.Inotherpositions,cre- ativedirectors,sawtheirtotalcompensation increasefromanaverage$93,000in2004to $106,000in2005.Thetotalcompensationof mediadirectorsjumpedfromanaverage $60,000in2004to$80,000in2005. ■ Hiringalsorosein2005:39%ofb-to-bagen- ciessaidtheywouldhavelargerstaffsthanin 2004(comparedwith37%ofthosesurveyed in2004);35%saidtheywouldhavesmaller staffs(comparedwith26%in2004);and26% saidtheirstaffsizewouldremainthesame (comparedwith37%in2004). Source:14thannualcompensationsurveyofadagencies,conductedby IrwinBroh&AssociatesforAdvertisingAge,November2005 ‘‘BBttooBB’’nnaammeessttooppaaggeenncciieess ■ Winnersfor2005included: LargeAgency:OgilvyNorthAmerica MidsizeAgency:SlackBarshinger SmallAgency:PJAAdvertisingandMarketing InteractiveAgency:Agency.com TThheeyyssaaiiddiitt “Thisisoneofthestrongestbusinessclimates foragenciesthatI’veseeninyears.Opportuni- tieshavebeenespeciallyplentifullatelywith largecompaniesthathistoricallyhavetarget- edlargeenterprisesbutarenowlookingtogo down-marketandtargetmidsizeandsmall businesses.” —GarySlack,chairman-chiefexperienceofficer atSlackBarshinger,inBtoB,March2006 “Adprofessionalswithinteractivemarketing experienceareinhugedemand.Thereare openingsacrossthecountry,acrosstheboard.” —RaganJones,seniorrecruiteratTalentZoo,an advertisingrecruitingfirm,inBtoB,March2006 INTERACTIVE AGENCIES RESOURCES btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 35 Whattypesof interactiveservices doyourb-to-b clientswant? Eisenberg:Manyofourb-to-b clientsarelookingtoupdatetheir Websitestotakeadvantageof newtechnologiesthatenabletar- getmarketingbasedonuserpref- erencesandbehavioraldata. Thesetechnologiesincludemore sophisticatedtrackingandana- lytics,dynamiccontentmanage- mentsystemsandpersonaliz- ationcapabilities.Theirgoalisto improvetheirabilitytocreate andnurturecustomer relationshipsatalllevelswithin theorganizationandincrease theirreturnoninvestmentonthe Web.Manylargeorganizations alsoneedtoconsolidatenumer- ous,disparateWebsitesto improveoveralluserexperience. Ourclientsarealsoveryinter- estedinexploringhowtouse mobiledevicesaspartoftheir marketingmix. Howisyouragency handlingthesenew services,suchas onlinevideoand mobilemarketing? Eisenberg:Bothtechnologies areinbigdemand,andwedoa lotofworkineach.Wehavesub- jectmatterexpertsincreative, technologyanduserexperience designwhoworktogetherto planhowthesetechnologiesare bestusedforourclients.Aswith anyonlinemarketingeffort,the useofthetechnologymustcom- plementmarketingobjectives andmakesenseincontext.We willcontinuetogrowour practicesinbothareasoverthe nextyear.Wealsomaintaina closeconnectiontoouremerging medialabthatexploresthe impactofnewtechnologiesfor marketing. Howareyou measuringROIon campaigns? Eisenberg:ROIismeasuredin thecontextofoverallcampaign objectivesandspecificobjectives foreachmediachannel.Itis approacheddifferentlyforeach campaign,usingindustry- standardtechniquesandmetrics whereappropriate. Ⅺ MELISSAEISENBERG isseniorVP-director ofWebchannelsat MRMWorldwide, SanFrancisco ASKTHEEXPERT BB _ 04-24-06 A 35 B2DB 4/20/2006 1:47 PM Page 1
  • 36. INTERACTIVE AGENCIES 36 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com A INTERACTIVEAGENCIESATAGLANCE TrSaAsAs Agency Location URL Phone 360i New York www.360i.com (888) 360-9630 360Youth(Alloy) NewYork www.360youth.com (888)360-9630 AbstractEdge NewYork www.abstractedge.com (212)352-2600 AckermanMcQueen OklahomaCity www.am.com (405)843-7777 Agency.com NewYork www.agency.com (888)374-6804 AKQA SanFrancisco www.akqa.com (405)645-9400 Ambrosi Chicago www.ambrosi.com (888)262-7624 AntFarmInteractive Atlanta www.antfarminteractive.com (404)591-1600 ApolloInteractive CulverCity,Calif. www.apollointeractive.com (800)599-7499 aQuantive(AvenueA) Seattle www.aquantive.com (206)816-8700 ArrowDesign NewYork www.aarowdesignstudio.com (212)367-8887 AspenMarketingServices WestChicago,Ill. www.aspenmarketing.com (800)848-0212 Atmosphere BBDO New York www.atmospherebbdo.com (212) 827-2500 AvenueA/Razorfish NewYork www.avenuea-razorfish.com (212)966-2300 Babcock&Jenkins Beaverton,Ore. www.bnj.com (503)629-6090 BackeCommunications Ardmore,Pa. www.backecom.com (610)896-9260 BarbarianGroup Boston www.barbariangroup.com (617)424-8887 BarkusInteractive (TedBarkusCo.) Philadelphia www.tedbarkusco.com (215)545-0616 BayshoreSolutions Tampa,Fla. www.bayshoresolutions.com (800)790-1199 BennettKuhnVarner Atlanta www.bkv.com (404)233-0332 BGTPartners Miami www.bgtpartners.com (305)438-1800 BiggsGilmore Communications Kalamazoo, Mich. www.biggsgilmore.com (269)349-7711 BlastRadius NewYork www.blastradius.com (212)925-4900 BlattnerBrunner Pittsburgh www.blattnerbrunner.com (800)545-5372 BlueDiesel Westerville,Ohio www.bluediesel.com (614)540-4226 BlueDingo NewYork www.bluedingo.com (212)358-8200 breatheInteractive(West- Wayne) Atlanta www.breatheinteractive.com (404)532-1800 BridgeWorldwide Cincinnati www.bridgeworldwide.com (513)381-1380 Buzzwerks(Hitchcock Fleming&Associates) Akron,Ohio www.hitchcockfleming.com (888)376-7601 Agency Location URL Phone CaratFusion SanFrancisco www.caratinteractive.com (415)541-2970 CarlsonMarketingGroup Minneapolis www.carlsonmarketing.com (763)212-4520 CFMDirect Oakbrook Terrace,Ill. www.cfmdirect.com (630)954-4250 Charleston|Orwig Hartland,Wis. www.charlestonorwig.com (262)563-5100 Citrus Portland,Ore. www.citrusmarketing.com (503)973-7700 ClearGauge Chicago www.cleargauge.com (312) 923-7604 ClickHere(Richards Group) Dallas www.richards.com (214)891-5700 Colle&McVoy Bloomington, Minn. www.collemcvoy.com (952)852-7500 .ComMarketing WinterPark,Fla. www.dotcommarketing.com (407)774-4606 Cramer-Krasselt Chicago www.c-k.com (312)616-9600 CriticalMass Chicago www.criticalmass.com (312)288-2500 CummingsInteractive Rockford,Ill. www.cummingsinteractive.com (815)394-0184 Definition6 Atlanta www.definition6.com (404)870-0323 Designkitchen Chicago www.designkitchen.com (312)455-0388 Digiknow Cleveland www.digiknow.com (216)292-7259 DigitalPulp NewYork www.digitalpulp.com (212)679-0676 Digitaria SanDiego www.digitaria.com (619)237-5552 Digitas Boston www.digitas.com (617)867-1000 DiMassimoCarr BrandAdvocates NewYork www.dimassimocarr.com (212)253-7500 DNAStudio LosAngeles www.dnastudio.com (310)788-1900 DraftDigital NewYork www.draftdigital.com (212)546-8000 EastWestCreative NewYork www.ewcreative.com (212)951-7220 EisnerCommunications Baltimore www.eisnerinteractive.com (410)685-3390 ElevenInc. SanFrancisco www.eleveninc.com (415)707-1111 Enlighten AnnArbor,Mich. www.enlighten.com (734)668-6678 EricMower&Associates Syracuse,N.Y. www.mower.com (315)466-1000 Extractable SanMateo,Calif. www.extractable.com (650)212-3900 Fry AnnArbor,Mich. www.fry.com (734)741-0640 BB05p36-37revise.qxp 5/1/2006 6:02 PM Page 1
  • 37. Agency Location URL Phone Gage Minneapolis www.gage.com (763)595-3800 Genex LosAngeles www.genex.com (310)736-2000 Goble&Associates Chicago www.goble-assoc.com (312)803-1900 greaterthanone NewYork www.greaterthanone.com (212)252-1999 HanftRaboy&Partners NewYork www.hanftraboy.com (212)674-3100 Harte-HanksDirect SanAntonio www.harte-hanks.com (800)456-9748 HSRBusinesstoBusiness Cincinnati www.hsr.com (513)671-3811 i33communications NewYork www.i33.com (212)448-0333 IconNicholson NewYork www.iconnicholson.com (212)274-0470 iCrossing Scottsdale,Ariz. www.icrossing.com (866)620-3780 Idea Integration Houston www.idea.com (713) 626-5242 IMOnline(IgnitedMinds) MarinadelRey, Calif. www.ignitedminds.com (310)754-3200 IMC2 Dallas www.imc2.com (214)224-1000 IntermarkInteractive Birmingham,Ala. www.intermarkinteractive.com (205)803-0000 IrisSGW(SG&W) Montville,N.J. www.sgw.com (973)299-8000 KupperParker Communications St.Louis www.kupperparker.com (314)290-2000 Laughlin/Constable Chicago www.laughlinconstable.com (312)644-1700 LeapFrog Louisville,Ky. www.leapfroginteractive.com (502)212-1390 MacquariumIntelligent Communications Atlanta www.macquarium.com (404)554-4000 Marden-Kane Manhasset,N.Y. www.mardenkane.com (516)365-3999 MargeotesFertittaPowell NewYork www.margeotes.com (212)979-6600 MastermindMarketing Atlanta www.mastermindmarketing.com (678)420-4000 MEADigital SanDiego www.meadigital.com (619)308-5266 MediaLogic Albany,N.Y. www.mlinc.com (206)243-1000 MediaWhiz NewYork www.mediawhiz.com (646)442-0074 MedicalBroadcastingCo. Philadelphia www.mbcnet.com (215)545-4444 MediumBlue Atlanta www.mediumblue.com (866)436-2583 ModemMedia Norwalk,Conn. www.modemmedia.com (203)299-7000 Molecular Watertown,Mass. www.molecular.com (617)218-6500 Agency Location URL Phone MonsterWorldwide NewYork www.monsterworldwide.com (212)351-7000 Motivo(TenUnited) Columbus,Ohio www.motivo.com (614)224-7400 MRMPartnersWorldwide NewYork www.mrmpworldwide.com (646)865-3376 NewMediaStrategies Arlington,Va. www.onlinebrandpromotion.com (703)253-0050 nurun/antfarm New York www.nurun.com www.antfarminteractive.com (404) 591-1600 OglivyOne NewYork www.oglivy.com (212)237-6768 OnetoOneInteractive Charlestown, Mass. www.onetooneinteractive.com (617)425-7300 Organic SanFrancisco www.organic.com (415)581-5300 Periscope Minneapolis www.periscope.com (612)339-2103 PhelpsGroup SantaMonica, Calif. www.phelpsgroup.com (310)752-4400 R/GA NewYork www.rga.com (212)946-4000 Refinery Hatboro,Pa. www.refinery.com (267)615-2200 RenegadeMarketingGroup NewYork www.renegademarketing.com (646)486-7700 RippleEffectsInteractive Pittsburgh www.r-effects.com (412)683-3700 RisdallAdvertising Interactive NewBrighton, Minn. www.risdall.net (651)286-6700 RPInteractive(RPA) SantaMonica, Calif. www.rpinteractive.com (310)394-4000 Sapient Cambridge,Mass. www.sapient.com (617)761-1676 SFInteractive(Butler, Shine,Stern&Partners) Sausalito,Calif. www.sfinteractive.com (415)331-6049 SharpePartners NewYork www.sharpe-partners.com (212)366-4123 SkyworksTechnologies Hackensack,N.J. www.skyworks.com (201)457-1000 Slingshot Dallas www.davidandgoliath.com (214)634-4411 StrategixInteractive Baltimore www.strategixinteractive.com (410)779-6060 T3 Austin,Texas www.t-3.com (512)499-8811 TBAGlobalEvents WoodlandHills, Calif. www.tbaglobal.com (703)528-8484 ThreespotMedia Washington,D.C. www.threespot.com (202)471-1000 Tocquigny Austin,Texas www.tocquigny.com (800)363-6566 TransUnion Chicago www.transunion.com (312)529-1000 UNrealMarketing Narberth,Pa. www.unrealmarketing.com (866)664-6805 WhiteHorse Portland,Ore. www.whitehorse.com (877)471-4200 WinningStrategies Oakland,Calif. www.winningstrategies.com (510)835-3334 btobonline.com | 2006 | BtoB’s Interactive Marketing Guide | 37 BB05p36-37revise.qxp 5/1/2006 6:02 PM Page 2
  • 38. Direct mail goes in the trash unopened. On the Internet, I rarely surf and mainly search.The fewWeb sites that I authorize to contact me uninvited do so through an RSSfeed.Idon’tseeanadunlessI’mreallyinterestedinthecontent. Don’t think this is a generational thing. I’m 48 and spent more than 20 years spilling ink as a technology journalist. I’m a bit more tech-savvy than the average consumer,butI’mnogeek. I am your customer. Maybe not now, but certainly five years from now. As the technology to keep out unwanted messages improves, you customers will find ever- more sophisticated ways to block you. Each time you figure out a way to get around that, they’ll find something else. It’s an end- lessgameofleapfrog. But now new tools are available that end that cycle. To use them, you have to re- think your role in the value chain and create channels that customers won’t want tofilter. New media is your friend.The revolution of the lasttwoyearsisthearrivalof cheap, easy-to-use devices and services that make it possible for all of us to man- age our own content. They’recrudeandawkward today, but that won’t last. And you can use them as wellasyourcustomers. Wehearalotaboutblogs, but blogs aren’t important. What’simportantispersonalpublishing,ortheabilitytocommunicateamessageto a global audience almost instantaneously. Personal publishing will permeate elec- tronicmedia,providingacounterpointtomainstreamsourcesandaddingdepthand colortotheconversation. Somemainstreammediawillembraceandco-optpersonalpublishing.Otherswill ignore it and continue their slide into the abyss. Savvy b-to-b marketers will realize that there are wide swaths of the blogosphere that are virtually empty—industrial engineering, for example—and set up their own outposts. They will gain audience andbecomemastersoftheirowncontentdomains. We hear a lot about podcasts, but podcasts aren’t important. What’s important is time-shiftedmedia.ThephenomenonthatstartedwithTiVohasspreadtodigitalaudio andwillsooncaptureportablevideo.Informationconsumerswillnolongerbebehold- entoprogramschedulesoreventheirlivingrooms.OurTVshowswilltravelwithus. For businesses, the possibilities are limitless. Training videos, new-product pro- motions and interactive manuals will be shuttled over the Internet and loaded into portable devices without our intervention. Sales reps will always have the latest col- lateral.TheCEOwilldeliveraquarterlyreportbyvideotoeverypersoninthecom- pany.Intime,speedswillimproveenoughthatwe’llparticipateinvideoconferences in real time. And this will all cost less that today’s patchwork of videotapes and overnightdeliveryservices. We hear a lot about RSS, but RSS isn’t important.What’s important is the ability to subscribe to information that really interests us. As we do, we’ll realize value we can’tevenimaginetoday. RSS will deliver highly targeted content to any device based on the criteria that wespecify.Today,peopleuseitmainlytosubscribetoblogpostsandpodcasts.Butin thefuture,theywilluseittosubscribetoideas. That’showRonBloom,CEOofPodShowInc.,seesit.PodShowismakingcelebri- ties out of ordinary people. Two years ago, few people knew Paige Heninger and Gretchen Vogelzang beyond their suburban Washington, D.C., neighborhoods. To- day,PaigeandGretchenhave300,000weeklylistenersandafatnewsponsorshipdeal from Georgia-Pacific Corp.’s Dixie division. Paige and Gretchen host MommyCast, a weekly podcast that has captivated mothers around the world. They represent a new channel that marketers can use to reach a highly en- gagedaudience. Bloom believes that peo- ple will eventually use RSS to subscribe to thoughts from others they respect. So you may elect to get my thoughts on blogging deliv- ered to you, for example, while screening out my opinion of the New York Yankees.Goodmove. These aren’t the only tools available to you, but they’re emblematic of a new class of technology that lets you easily initiate or join a conversation. The new mar- keting paradigm is to insert your company into the slice of the user’s mind that’s reserved for valuable informa- tion.Yourtoolswillbeproductplacements,how-totutorials,networkingeventsand interactivegames.Youmayeveninvitecustomerstoinventtheirowncommercials,as SonyandToyotahavedone.Youraudiencewillinteractwithyoubecausetheywant to, not because you’re in the way. And you will develop a bond with customers that’sstrongerthananythingyoueverimagined. Theseedsofthisrevolutionarebeingsowntoday.J3tlag.comisanedgytravelsite writtenbybloggerswithapassionfortravel.It’srunbyashoecompany.TheAmer- icanFamilyisaweeklypodcastaboutfamilyissues.Tolistentoit,you’dbarelyeven noticethatit’sproducedbyWhirlpoolCorp.ofwashingmachinefame. Technology reseller CDW Corp. produces five high-quality, technology-related magazines for vertical markets.The branding is so subtle you might miss it. GoDad- dy.com generated buzz by posting the 13 disallowed versions of its Super Bowl ads ontheInternetforalltosee. This is just the tip of the content marketing iceberg. Technology advances and customers’ willingness to listen to new sources of content present you with an un- precedented opportunity to stake out your claim in the new marketplace.This isn’t about buzz. It’s about value and your willingness to deliver value via channels that weren’tavailablejusttwoyearsago.Takethechallenge.I’llbeyourbestfriend. Paul Gillin is a consultant who specializes in community journalism and social media. His Web site is www.gillin.com. FUTURE 38 | BtoB’s Interactive Marketing Guide | 2006 | btobonline.com Newtechnology,new media,newparadigm BY PAUL GILLIN H 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- connectedmyselffromtraditionalmediaandmarketing.Iletmynewspapersubscriptionslapse18monthsago.WhatlittletelevisionIwatch is piped throughTiVo, sans commercials. My e-mail filter catches and discards all but the wiliest marketing messages. I can’t remember the lasttimeIlistenedtothecarradio;allmydrive-timeaudioispodcasts. BB _ 04-24-06 A 38 B2DB 4/20/2006 3:56 PM Page 1
  • 39. 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. www.btobonline.com To receive your free copy of BtoB’s Marketers Resource Guide ‘06, go to btobonline.com and click on Resources. To subscribe, call 1-888-288-5900. Advertisers, please call 212-210-0782. 06bb0146.pdf RunDate: 4/ 24 /06 Full Page Color: 4/C 06bb0146.qxp 4/19/06 12:39 PM Page 1
  • 40. 06bb0143.pdf RunDate: 4/ 24 /06 Full Page Color: 4/C 06bb0143.qxp 4/19/06 10:09 AM Page 1

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