Interactive Marketing Guide 2006(Psw Xdownx.Com)


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

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Interactive Marketing Guide 2006(Psw Xdownx.Com)

  2. 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. 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 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 for b-to-b marketing news and resourcesONLINE EDITORIAL (312) 649-5401 FAX (312) 649-5462 Editor Ellis Booker ( Managing Editor John Obrecht ( Design Director Martin Musker ( Senior Editor, NetMarketing Mary E. Morrison ( Associate Editor Tequia Burt ( Media Editor Sean Callahan ( Senior Reporters Carol Krol ( Kate Maddox ( Reporter Matthew Schwartz ( Copy Editor Richard K. Skews ( Intern Kimberly Ketover ( Chasers Captain Edmund O. Lawler ADVERTISING SALES NEW YORK Advertising Director David Bernstein ( (212) 210-0782 Account Executives Eric Gordon ( (212) 210-0737 Stacy Barrett ( (212) 210-0733 David Spindler ( (212) 210-0197 Marketing Manager Tara Curran ( (212) 210-0206 Marketing Assistant Megan Lee ( Production Manager Nicole Dionne ( (312) 649-5337 Circulation Manager Hamilton Maher ( (212) 210-0254 Online Marketing Development Manager Jeff Buddle (212) 210-0743 SUBSCRIPTION HOTLINE (888) 288-5900 THE MAGAZINE FOR MARKETING STRATEGISTS WWW.BTOBONLINE.COM VP-Publisher Robert Felsenthal ( (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 | 2006 | BtoB’s Interactive Marketing Guide | 3 BB _ 04-24-06 A 3 B2DB 4/21/2006 12:05 PM Page 1
  4. 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 | 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, 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. 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 | 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 © 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, BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 11:59 AM Page 2
  6. 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 or call 866-778-1589. 6 | BtoB’s Interactive Marketing Guide | 2006 | “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
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  8. 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. 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 | BB _ 04-24-06 A 4,5,6,8 B2DB 4/21/2006 12:00 PM Page 4
  9. 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. 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 1 Million 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. 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 Campaign Enterprise customers include: 10 | BtoB’s Interactive Marketing Guide | 2006 | 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. 11. 06bb0145.pdf RunDate: 4/ 24 /06 Full Page Color: 4/C 06bb0145.qxp 4/19/06 12:52 PM Page 1
  12. 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 Learn about our MARKET INTELLIGENCE Join us for a live webinar. For details and topics visit 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 | E-MAIL E-MAILVENDORS Listrak Lititz, Pa. (717) 627-4528 Lyris Technologies Berkeley, Calif. (800) 768-2929 Mediaplex Systems San Francisco (877) 402-7539 POPstick Inc. Boston (617) 867-0303 Postfuture Richardson, Texas (888) 419-2226 Precision Dialogue Rocky River, Ohio (440) 331-1688 Premiere Global Services Atlanta (800) 234-2546 Prospectiv Woburn, Mass. (781) 305-2100 Quris Inc. Denver (720) 836-2000 Responsys Redwood City, Calif. (650) 801-7400 Return Path New York (212) 905-5500 RightNow Technologies Bozeman, Mont. (877) 363-5678 Savicom Inc. San Francisco (415) 983-0990 Silverpop Systems Atlanta (866) 745-8767 Skylist Inc. Austin, Texas (877) 250-2922 SmartSource Burlington, Mass. (800) 239-0239 SourceLink Elkgrove Village, Ill. (847) 238-5400 StreamSend Inc. Davis, Calif. (877) 439-4078 StrongMail Systems Redwood Shores, Calif. (650) 421-4200 SubscriberMail Lisle, Ill. (630) 303-5000 TMX Communications Conshohocken, Pa. (610) 897-2500 Topica Inc. San Francisco (415) 344-0800 VerticalResponse San Francisco (866) 683-7842 WhatCounts Seattle (800) 440-7005 Xert Alexandria, Va. (703) 838-9847 Xtenit New York (646) 825-9070 Yesmail Portland, Ore. (877) 937-6245 Zustek Garden Grove, Calif. (714) 894-4274 Acxiom Digital Conway, Ark. (800) 491-9320 Arial Software Chicago (773) 764-3434 BlueHornet Networks San Diego (619) 295-1856 Bluestreak Providence, R.I. (401) 341-3300 Bronto Software Durham, N.C. (888) 276-6861 Click Tactics Waltham, Mass. (866) 402-5425 CheetahMail, an Experian company New York (212) 809-0825 Constant Contact Waltham, Mass. (866) 876-8464 CoolerEmail San Diego/ Portland, Ore. (866) 426-6537 Digital Connexxions Corp. Oakville, Ontario (905) 338-8355 Directorynet Alpharetta, Ga. (770) 521-0100 DoubleClick Inc. New York (212) 271-2542 Dynamics Direct Valencia, Calif. (661) 600-2059 E-Centives Inc. Bethesda, Md. (877) 323-6848 EchoMail Inc. Cambridge, Mass. (617) 354-8585 e-Dialog Lexington, Mass. (888) 256-7687 Eloqua Corp. Toronto (866) 327-8764 eLoyalty Lake Forest, Ill. (877) 235-6925 EmailLabs Redwood City, Calif. (866) 362-4522 ePostDirect Inc. Pearl River, N.Y. (800) 409-4443 Epsilon Interactive (formerly Bigfoot Interactive) New York (212) 995-7500 ExactTarget Indianapolis (317) 423-3928 Global IntelliSystems Boca Raton, Fla. (800) 707-7074 Got Corp. Montreal (408) 741-4944 Habeas Inc. Mountain View, Calif. (650) 694-3300 IMN Inc. Waltham, Mass. (617) 964-4400 LeadGenesys Inc. San Francisco (415) 392-0333 The Lift Network Upper Montclair, N.J. (973) 847-9013 BB _ 04-24-06 A 12 B2DB 4/20/2006 2:29 PM Page 1
  13. 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 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. 14. 1.866.966.xert 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 | $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 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 11.0 9.9 9.4 Compuserve 8.1 7.8 Earthlink BB _ 04-24-06 A 14 B2DB 4/20/2006 5:02 PM Page 1
  15. 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 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 • 06bb0074.pdf RunDate: 4/ 03 /06 Full Page Color: 4/C 06bb0074.qxp 3/7/06 9:47 AM Page 1
  16. 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 | 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. 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 • • • • 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. . For more information, contact: Kathy Elter at 845-732-7055 or Dolores Broderick at 845-732-7063 or For email information: Tamara Fitzgerald at 914-687-5823 or 2 Blue Hill Plaza, Pearl River, NY 10965 Phone: 845-620-0700 • Fax: 845-620-1885 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. 18. E-MAIL 18 | BtoB’s Interactive Marketing Guide | 2006 | 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,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-,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 (, 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. 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 • |To subscribe: •Tel: 888.288.5900 • 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. 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 | 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. 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, brings you a listing of nearly 2,300 companies in 50 product/service categories. Find that much-needed vendor today by going to Where do you find marketing vendors? | 2006 | BtoB’s Interactive Marketing Guide | 21 SEARCHENGINEMARKETINGRESOURCES Company Location URL Phone SEM services Acronym Media New York (212) 691-7051 Optimization, pay-per-click management, link-building campaigns Baltimore (410) 244-1370 Strategic direct-response and brand marketing campaigns Alchemist Media Hollywood, Calif. (323) 934-2939 Optimization, pay-per-click management Backbone Media Waltham, Mass. (781) 899-4050 Optimization, Web site development, e-mail design, keyword research, ROI tracking BeyondROI Hallandale, Fla. (800) 498-4764 Search marketing strategy consulting for small and midsize businesses Bruce Clay Moorpark, Calif. (805) 517-1900 Optimization, pay-per-click management, campaign management Santa Monica, Calif. (800) 381-5771 Pay-per-click management, paid inclusion ClearGauge Chicago (312) 923-7604 New program launch strategies, pay-per-click management, design, analytics Rockville Centre, N.Y. (800) 932-7761 Paid search management, technology services DigitalGrit Boonton, N.J. (973) 316-9696 Optimization, paid placement, paid inclusion, analytics Fathom Online San Francisco (415) 284-9100 Keyword campaign management, technology services iCrossing Scottsdale, Ariz. (866) 620-3780 Strategy, consulting, implementation, analysis Inceptor Maynard, Mass. (978) 298-1525 Optimization, paid placement, directory programs, authorized reseller of paid inclusion iProspect Watertown, Mass. (617) 923-7000 Optimization, paid inclusion, pay-per-click management, Web analytics, Web site conversion enhancement KeyRelevance Wylie, Texas (972) 429-1222 Optimization, keyword research, pay-per-click management, ROI tracking Marketleap San Francisco (888) 201-9982 Optimization, search engine paid inclusion management Medium Blue Atlanta (866) 436-2583 Visitor conversion, online PR, search engine optimization Oneupweb Lake Leelanau, Mich. (877) 568-7477 Optimization, pay-per-click management, bid management, ROI analytics Outrider St. Louis (314) 209-1005 Optimization, pay-per-click management, strategy, consulting, measurement Prime Visibility Bethpage, N.Y. (866) 774-6381 Optimization, pay-per-click management, keyword tracking Proceed Interactive Des Plaines, Ill. (888) 632-6328 Online and search affiliate marketing, design, technology, Web analytics Quigo Technologies New York (646) 289-6000 Search engine marketing, campaign management, content-targeted advertising services Resolution Media Chicago (312) 337-6450 Optimization, paid listings, consulting Bridgewater, N.J. (866) 722-9951 Pay-per-click management SiteLab International La Jolla, Calif. (858) 456-4720 Optimization, pay-per-click management, paid placement Vertive Consulting Austin, Texas (512) 342-8378 Optimization, paid listings and pay-per-click management Palo Alto, Calif. (650) 289-0701 Optimization, pay-per-click management, analytics Zunch Communications Dallas (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. 22. SEARCH 22 | BtoB’s Interactive Marketing Guide | 2006 | Company URL Phone Marketplace Clients (888)441-4466 B-to-bproducts,services,newsandinformation,FastCompany,,, GlobalSpec (518)880-0200 Engineeringpartsandcomponentstechnicalcontent ASEE,Autodesk,InformationHandlingServices(IHS)MatWeb,Solidworks Indeed (203)564-2419 Searchengineforjobs Dice,NewYorkTimes(alsoaninvestor) ThomasNet (800)699-9822 Industrialmanufacturing GeneralAirProducts,Inc.,EquipmentDirectSafetyandFirstAid Supplies,WheelingPower&IndustrialServices (408)235-1700 Travelindustry ContinentalAirlines,HyattCorp.,JetBlueAirways,Orbitz,travelagencies ThomsonFindlaw (651)687-7000 Legal,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. 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 can reach 26 million* buyers and sellers of business-to-business services every month…more than any other vertical search engine. Just the center of the business-to-business universe. Business Begins Here.™ *comScore, Media Metrix, March 2006 Powering the searches of: | 2006 | BtoB’s Interactive Marketing Guide | 23 Company Whatitdoes Whatitowns Keypartners AOL OwnsmajorportaldestinationandInternetserviceprovider Netscape,MapQuest,AIM, Google Google Searchdestinationandadvertisingprovider;products includeAdsense,Adwords, Gmail,GoogleLocalandGoogle Toolbar UrchinSoftware, KeyholeCorp.,content-targetingfirm AppliedSemantics,weblogfirmPyra GooglesitesincludingAOL,AskJeeves,EarthLink 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.,,,,,,Kanoodle,LycosandMiva IACSearchandMedia (formerlyAskJeeves), awhollyownedsub- sidiaryofIAC/Inter ActiveCorp. Offerssearchdestinationsandadvertisingsolutions(includ- ingsearch,mediaandperformancemarketingproducts) AdproductsincludeAskSponsoredListings,pay-per- clickproduct,andIACpartnermarketing,mediaand performancemarketingproducts.Websitesinclude,Bloglines,,Excite,iWon,MaxOnline- MySearch,MyWayandMyWebSearch.OwnsAskAlgo- rithmicSearchTechnology(formerlynamedTeoma). Syndicatesalgorithmicresultsandpaidlistingstopartnersin- cludingMamma,MotleyFool,,Geotrust andothers.AlsosyndicatespaidlistingsfromGoogle. LookSmart Paidlistingsanddisplayadsviadistributionnetworkand proprietaryverticalsearchsitenetworks,,LookListings,NetNanny, WiseNut;plus181verticalsearchsitesin13categories;distribution partners: InfoSpace,Cox,Dogpile,Marchex,, CNET' MIVA(formerly 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,andWindowsLiveSearchbetaat ProprietaryMSNSearchsoftware;ispilotingitsown paid-searchsolutiononMSNadCenterplatform (adCenterwillbebroadlyavailableintheU.S.sometime in2006,accordingtoMSN) PaidlistingsfromYahoo!willcontinueintheU.S.untiladCen- terislaunchedin2006. Yahoo! Leadingportaldestination;ownsYahoo!SearchMarketing. AlltheWeb,AltaVista,Inktomi,Yahoo!SearchMarketing,ESPN, InfoSpace,iVillage,,UnitedOn- line,USAToday andVIACOMproperties(,,,etc.) WHO’SWHOINPAIDSEARCH BB _ 04-24-06 A 23 B2DB 4/20/2006 1:39 PM Page 1
  24. 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 | 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. 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, 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’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)) 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 | 2006 | BtoB’s Interactive Marketing Guide | 25 BB _ 04-24-06 A 25 B2DB 4/20/2006 1:41 PM Page 1