BtoB articles from April 2006

BtoB archives from April 2006

Ask the Expert.(Online Publishers)
April 1, 2006... What are some of the key trends you see in b-to-b marketing and b-to-b online media? Reidy: Digital marketing is becoming the primary means of communicating to the business segment. The most effective way to reach high-level...

Ask the Expert.(Online Advertisers)
April 1, 2006... What are the most effective online ad formats that you are seeing? Bruner: Rich media and search are the meat and potatoes of Internet advertising these days, although b-to-b advertisers are using far less rich media than consumer...

The emerging role of alternative channels.(Editor's Note)(Editorial)
April 1, 2006... Byline: Ellis Booker Welcome to BtoB's 2006 Interactive Marketing Guide. Our annual publication offers sections on e-mail, search, Web sites, online advertising, online events, publisher sites and interactive agencies. Each section...

Need to know; 5 simple rules for effective online advertising.(Brief article)
April 1, 2006... 1. Ads with online video are more effective at raising aided brand awareness and brand favorability than ads without online video. 2. Not-in-stream video ads are more effective at raising aided brand awareness and brand favorability than...

Ask the Expert.(Melissa Eisenberg of MRM Worldwide)(Interview)(Brief article)
April 1, 2006... What types of interactive services do your b-to-b clients want? Eisenberg: Many of our b-to-b clients are looking to update their Web sites to take advantage of new technologies that enable target marketing based on user preferences and...

Need to know; 5 simple rules for creating a customer-friendly Web site.(Brief article)
April 1, 2006... 1. Personalize your site. Let site visitors "self-select'' when they arrive at your home page so they can find the most relevant parts of the site for them; for instance, "I'm a physician'' or "I'm a pharmaceutical rep.'' 2. Use rich...

Online publishers casting wider Net; Working with marketers to run richer, deeper and more interactive campaigns.
April 1, 2006... Byline: Matthew Schwartz As b-to-b marketers shift billions of dollars into Web marketing, online publishers are scrambling to craft new vehicles to make it easier for advertisers to target ever-thinning audiences. Advertisers have...

E-mail back in the media mix; Deliverability still a concern, but marketers forge ahead, focus on integrated message.(E-mail)
April 1, 2006... Byline: CAROL KROL Twelve months ago, the e-mail marketing world was beset with such roadblocks as spam and deliverability issues. The problem was bad enough that many marketers decided it wasn't worth risking their reputations and simply...

Need to know; 5 ways to "pilot" perfect landing pages for e-mail.(E-mail)(internet marketing)(Brief article)
April 1, 2006... 1. Make one person responsible for the entire campaign. Just because e-mail messages and Web landing pages exist in different media doesn't mean they are separate. When an e-mail recipient clicks on a link, they expect continuity. Most don't...

New technology, new media, new paradigm.(Future)(internet marketing)
April 1, 2006... Byline: Paul Gillin Hear me, marketers, for I am your worst nightmare. Although I could be your best friend. Over the past year, I have almost completely disconnected myself from traditional media and marketing. I let my newspaper...

Need to know; 5 simple rules for effective search engine optimization.(Search)
April 1, 2006... 1. Consider target keywords carefully. They should always be at least two or more words long; too many sites will be relevant for a single word. 2. Position keywords strategically. The page's HTML title tag is most important. Failure to...

How can b-to-b use `social media'? While new channels attract buckets of buzz, questions remain about their ROI.(Social Media)(marketing and their effectiveness)
April 1, 2006... Byline: Paul Gillin A little more than a decade after the first personal online diary appeared on the Internet, social media had a breakout year in 2005. But whether the phenomenon-known variously as social media, word-of-mouth marketing...

Resources.(Social Media)(internet advertising's sales and revenue)
April 1, 2006... Key social media stats Ad spending on blogs, podcasts and RSS will reach $49.8 million in 2006, up 144.9% over ad spending of these user-generated online media in 2005. By 2010, total ad spending on blogs, podcasts and RSS will reach...

Need to know; 5 simple rules for producing effective online events.(Online Events)(Brief article)
April 1, 2006... 1. Create an overall strategy that details the objectives of the online event program and what the programs will look like. 2. Engage the sales organization early on. Explain the value of Web events and how they can help nurture leads. ...

Ask the Expert.(E-mail)
April 1, 2006... Why should marketers launch e-mail acquisition campaigns? Mallin: First, most marketers are anxious to grow their e-mail databases since the online portion of their business is key to their sales growth strategy. Adding to your e-mail...

Resources.(Online Events)(survey of online marketing)
April 1, 2006... Online marketing trends Web seminars are fast becoming a cost-effective alternative to traditional venue-based events, according to a Wainhouse Research survey: More than 61% of respondents are replacing traditional in-person events...

Resources.(Online Advertisers)(growth of online advertising expenditure)(growth of spending on online video)
April 1, 2006... Key online ad stats Online ad spending in the U.S. will reach $15.6 billion this year, up from $12.9 billion in 2005. Marketers are investing across the digital marketing spectrum, including blogs, podcasts, Webcasts, e-mail, Web sites and...

Online video ads, new formats grow; Marketers take advantage of emerging technologies to better engage customers.(Online Advertisers)
April 1, 2006... Byline: KATE MADDOX Advertisers are embracing new online ad formats, including video and rich media, to improve the brand experience with customers and deliver relevant, useful information to business decisionmakers. "Marketers...

E-mail Marketer Insight.(E-mail)
April 1, 2006... What qualifications should I look for when hiring an e-mail marketing manager? Answer: It was inevitable. Your quarterly e-newsletter is now monthly. A lone e-mail promotion to "test the waters'' has mushroomed into a weekly event. Your...

Roundtable participants.(Roundtable)
April 1, 2006... Martyn Etherington, VP-marketing, Tektronix Inc. David J. Moore, Chairman-CEO, 24/7 Real Media Jon Raj, VP-advertising, Visa USA Bruce H. Rogers, VP-marketing, Forbes.com David Rosenblatt, CEO, DoubleClick Terry Suppers,...

Moving into the mainstream; BtoB's' panel of experts discusses a variety of interactive marketing tactics, and how they fit together as an essential part of business success.(Roundtable)(Discussion)
April 1, 2006... BtoB: How has interactive spending changed this year from last? Why are these shifts happening? Suppers: While the level of interactive spending has not varied much for us in recent years, our intelligence and insight into the...

Search spending spree continues; Concerns over click fraud don't slow enthusiasm for search engine marketing.(Search)
April 1, 2006... Byline: CAROL KROL The juggernaut that is search marketing shows no signs of slowing in 2006, according to the statistics that pour in regularly from research and measurement providers. The numbers, from ad dollars being spent to the...

Need to know; 5 simple rules for buying effective online advertising.(Online Publishers)(Brief article)
April 1, 2006... 1. There's an increasing emphasis on "narrowcasting'' to identify the b-to-b audience as "contextual'' targeting gives way to "behavioral'' targeting. 2. Search marketing may have peaked, as more b-to-b marketers pivot to develop more...

Need to know; 5 simple rules for working with your interactive agency.(Interactive Agencies)(Brief article)
April 1, 2006... 1. Involve your agency early in the marketing strategy development process. 2. When working with multiple agencies, foster an environment of collaboration rather than competition. 3. Explore ways to use interactive for all phases of...

Marketers align events, strategy; Webinars and webcasts effectively generate leads, valuable online content.(Online Events)
April 1, 2006... Byline: Mary E. Morrison Online events have gained in popularity in the past few years thanks to their relatively low cost and ability to put marketers in direct contact with customers and prospects. Now, marketers that have enjoyed some...

Online agencies push integration; Reversing a trend, traditional shops merge interactive into overall operations.(Interactive Agencies)
April 1, 2006... Byline: Kate Maddox In the early days of online advertising, traditional agencies struggled to figure out the right business model to handle the new medium. Many broke interactive services off into a separate group or created new business...

Plan customer-specific marketing; Savvy visitors crave personalized experiences on company Web sites.(Web Sites)
April 1, 2006... Byline: Mary E. Morrison Not long ago, a Web site was considered good if it presented information in a clean, easy-to-find way. Sites that allowed visitors to execute transactions were deemed advanced, and if the site could handle customer...

Need to know; 5 simple rules for effective social media marketing.(Social Media)(Brief article)
April 1, 2006... 1. Enlist services that "listen" to the blogosphere and monitor how your company, its products and services are being discussed. 2. Uncover influencers in these specialized communities and seek ways to involve them in your product...

HP leverages deep customer insight with opt-in e-mail newsletter.(B to B Special Report: Technology Marketing)
April 3, 2006... Byline: BETH SNYDER BULIK The "voice of the customer'' means more to Hewlett-Packard Co. than just a marketing consulting catchphrase. It's the first step in an evolving opt-in marketing methodology that is showing big returns for the...

Survey: Lack of direct contact with customers.(B to B Special Report: Technology Marketing)
April 3, 2006... Byline: Christopher Kenton It's shaping up to be another tough year for marketers. The demand for more visibility into the marketing pipeline and greater accountability for producing revenue continues to grow, pretty much at the same rate...

Firm showcases owner's personality with podcasts.(Net Marketing)
April 3, 2006... Byline: KAREN J. BANNAN John Costigan Cos. trains C-level sales executives on the finer points of selling. The Cary, N.C.-based company's biggest sell is a live training event in which the company's president, John Costigan, cold-calls a...

Simple best practices for great podcasts.(Net Marketing)(Brief article)
April 3, 2006... Byline: John January Question: What makes a great podcast? Answer: Podcasts can appeal to such highly specific audiences that what may seem like utter nonsense to you and me could be highly relevant and engaging to a given podcast's...

How to reach showbiz execs; Growing industry open to technology, financial, globalization solutions.(Vertical Insight: Entertainment)
April 3, 2006... Byline: ROGER SLAVENS There truly is no business like show business, according to Tony Uphoff, VP-general manager and publisher of The Hollywood Reporter. "The entertainment industry works like no other industry out there,'' Uphoff...

Help prospects deal with big changes.(Vertical Insight: Entertainment)(Peter Koeppel)(Interview)
April 3, 2006... Peter Koeppel is the founder and president of Koeppel Direct, a Dallas-based agency that specializes in marketing, campaign management, creative strategies and direct response TV media buying. Koeppel's agency has helped Fortune 500 companies,...

Using podcasts to build brands; Marketers turn to audio to establish personal relationships with customers.(Net Marketing)(EMM Group)
April 3, 2006... Byline: KAREN J. BANNAN Trini Amador, senior VP-marketing at EMM Group, a company that targets CMOs and other senior-level marketing managers, recently launched a podcast campaign. EMM Group sent out Apple iPod Shuffle digital audio...

How John Costigan Cos. uses podcasts to better reach-and serve-customers; Case Study.(Net Marketing)(Brief article)
April 3, 2006... Objective: John Costigan Cos. needed a way to show-rather than just tell-new prospects about sales training sessions with its charismatic president. Strategy: The company, in conjunction with its public relations firm, Nine One Nine...

Directory: Market Research Vendors.(B to B Special Report: Market Research)
April 3, 2006... Ameritest/CY Research Albuquerque, N.M. (505) 856-0763 www.ameritest.net Charles Young, president-CEO Services: Advertising research ARS Group Evansville, Ind. (812) 425-4562 www.ars-group.com ...

'Farm Journal' wins 2005 Grand Neal Award; IDG, Ziff Davis, `Advertising Age' are also big winners in annual ABM competition.(News)(American Business Media's Grand Neal Award)
April 3, 2006... Byline: MATTHEW SCHWARTZ Farm Journal, the flagship publication of Farm Journal Media, captured American Business Media's Grand Neal Award last month at the 52nd Annual Jesse H. Neal National Business Journalism Awards. The awards...

In Direct.(Direct & Database)(Brief article)
April 3, 2006... Draft Chicago consolidates services Draft Chicago announced the consolidation of its account groups under one account services organization. The agency has also promoted William Gorski to chief account services officer, from exec VP and...

PEOPLE.(appointments)(Brief article)
April 3, 2006... Chip Reingold to executive creative director, Modem Media West, from the same title at Modem Media Europe. Also, Chris Clarke to executive creative director, Modem Media Europe, from the same title at Wheel, a U.K. digital agency. Greg...

Offline domination still a world away for Google; Auction-based print, radio services draw small advertisers, but have yet to develop mass.(News)(Google Inc.)
April 3, 2006... Byline: KRIS OSER Google's introduction of an auction-based print ad service and an automated radio ad-buying company left many buyers and sellers fretting that the search giant could dominate offline media the way it holds sway online....

Quick Hits.(Briefs)(United States. Postal Service awards its website redesign contract to AKQA)(Slack Barshinger opens new office in California)(DoubleClick Inc. agrees to buy Falk eSolutions)
April 3, 2006... USPS awards AKQA interactive work The U.S. Postal Service has awarded AKQA an interactive design contract for USPS.com. Under the contract, AKQA will redesign the USPS Web site to improve the online experience for customers. The agency will...

Assessing DVRs' impact on TV ads; Advertisers reallocate budgets, consider alternatives as viewers embrace DVRs.(Advertising)(Association of National Advertisers and Forrester Research)(digital video recorders)
April 3, 2006... Byline: KATE MADDOX In the age of TiVo and on-demand television, in which users can fast-forward through commercials or skip them entirely, advertisers are rethinking their use of traditional 30-second TV spots. According to a joint...

Measurement calls for more resources.(News)
April 3, 2006... Byline: KATE MADDOX While marketing performance measurement is a high priority for marketers, many companies are still not investing heavily in the people, technology and processes necessary to handle the increasing amounts of data and...

Survey: Marketers' salaries essentially flat.(News)
April 3, 2006... Byline: MATTHEW SCHWARTZ A downturn in the salary of midlevel marketers has caused a slight dip in the overall salaries and compensation for marketers this year compared with 2005, according to a new report. The survey was conducted by...

Hiring on the rise; Companies compete to add and retain marketing pros, especially online specialists.(HIRING AND RECRUITMENT OF MARKETING EMPLOYEES.)
April 3, 2006... Byline: CAROL KROL Happy days may be here again for marketing executives as hiring in Fortune 500 marketing departments is on the rise. But with that good news comes the challenge of keeping talented marketing pros on board once they are...

New Campaigns.(Sandler O'Neill and Partners L.P.,Sandler O'Neill and Partners L.P.'s advertising efforts)(Brief article)
April 3, 2006... Hewlett-Packard Co. and Intel Corp. "Itanium+Integrity'' Agency: Goodby, Silverstein & Partners, San Francisco Target audience: IT decision-makers Campaign objective: Show how Itanium-based HP Integrity servers deliver flexible...

Researchers learn more from what people do than say; Marketers focus on behavior with help from anthropologists and documentary filmmakers.(B to B Special Report: Market Research)(Omnicom Diversified Agency Services)(Perceptive Sciences)(Survey)
April 3, 2006... Byline: KATE MADDOX In an age of instant online surveys, e-mail polls and Web-based research, some marketers are finding there is no substitute for studying the actual behavior of customers to gain marketing insight. While behavioral...

Microsoft research paves way for 'People Ready'.(B to B Special Report: Market Research)
April 3, 2006... Byline: KATE MADDOX Microsoft Corp. had a big challenge for its business marketing efforts in 2006: develop a value proposition for the business segment that would encompass new products being rolled out, as well as an overall messaging...

SmartBrief banks success on associations; Publisher of electronic newsletters says solid relationships with industry associations set it apart from other vertical players.(Business Media)(Emma Email Marketing)(International Business Machines Corp.)
April 3, 2006... Byline: MATTHEW SCHWARTZ Soon after Emma Email Marketing was launched in 2002, Annie Kinnaird, director of business development, started to run the company's ads on several association Web sites. She was less than satisfied with the...

Goat or Gloat.(Chasers)(Siebel Systems Inc.)(Sage Software Inc. (Irvine, California))(Brief article)
April 3, 2006... Company: Siebel Systems, San Mateo, Calif. Agency: N/A Market: IT, sales management Quick chase: A bland image and a headline that essentially says nothing fail to launch this ad for Siebel CRM OnDemand. The chart comparing Siebel's performance...

Cut to the Chase.(advertisements by Manpower Inc. (Milwaukee, Wisconsin) and Hewlett-Packard Co.)(Brief article)
April 3, 2006... Company: Manpower Inc., Milwaukee Agency: Grey Worldwide, New York Market: Corporate executives, HR executives Quick chase: On one hand, Manpower is appealing to individuals looking for permanent and temporary job opportunities in leading...

Getting a jump on March madness.(Chasers)
April 3, 2006... Amid the madness of March, b-to-b advertisers turned out in strong numbers to compete for attention during the NCAA Men's Basketball Tournament, which has become one of the more vaunted and expensive venues in televised sports. Some advertisers...

Ballmer ties one on, a Hilfiger that is, at N.Y. event.(STEVE BALLMER'S (CEO OF MICROSOFT CORP)fashion sense)(XEROX CORP. uses high-speed custom motorcycle for advertising new high-speed printing system)(KABC, a los angeles TV station, rejected a TV ad from the Nevada Development Authority)
April 3, 2006... Byline: Mary Morrison STEVE BALLMER, CEO OF MICROSOFT CORP., clearly has many talents, but he freely admits his fashion sense leaves something to be desired. "I am not a generally fashionable guy,'' Ballmer told the assembled audience at...

Greco bullish on prospects for b-to-b; Direct Marketing Association president-CEO sees strong ad spending and sales this year.(Direct & Database)(John A. Greco Jr.)(Interview)
April 3, 2006... Byline: CAROL KROL John A. Greco Jr. has been president-CEO of the Direct Marketing Association since July 2004. The association, which comprises both direct and interactive marketers, has been through several changes since Greco succeeded...

Guided by Voices; Marketers are using a variety of market research techniques to keep open the lines of communication with customers.(B to B Special Report: Market Research)
April 3, 2006... Byline: Kate maddox As b-to-b companies place more emphasis than ever on the voice of the customer, market research is playing a central role in product development, corporate positioning, advertising and other marketing communications...

The foggy ethics of blogging.(Opinion)(Wal-Mart Stores Inc.)
April 3, 2006... Byline: Paul Gillin Controversy erupted in the blogosphere last month over The New York Times' March 7 revelation that Wal-Mart had tried to influence bloggers to write positive things about the company by feeding those tips, news flashes...

ISYS takes advantage of Google.(B to B Special Report: Technology Marketing)(Isys/Biovation)
April 3, 2006... Byline: CAROL KROL Denver-based ISYS Search Software markets an enterprise-level search engine software application used on networks, desktops and laptops. Its biggest challenge? Getting prospective buyers to evaluate its tool. "In...

Problem Solved.(management of web blogs and email marketing)(analysis of web site designs)
April 3, 2006... Byline: Brian Kaminski Problem: Getting started using Web analytics to improve my e-mail marketing. Solution: Optimizing the integration between your e-mail marketing and Web analytics platforms enables you to more efficiently target...

SAS wins MLB account, uses testimonial ads to land clients.(software marketing using edorsment advertising)
April 3, 2006... Byline: ROGER SLAVENS Business intelligence software vendor SAS Institute has been targeting the broad entertainment industry for many years. "Entertainment and sports in particular are enormous markets, with strong brands and huge...

Remix the media mix.(Opinion)(Brief article)
April 3, 2006... Byline: Michael Koziol `New media'' is not so new anymore. In fact it is not new at all. Perhaps it is "young'' relative to more traditional media such as television, print and radio; however, in terms of adoption, acceptance and impact on...

Microsoft blogger finds job prospects, improves corporate image.(B to B Special Report: Technology Marketing)
April 3, 2006... Byline: PAUL GILLIN Recruiting is a people profession. For Heather Hamilton, a staffing programs manager at Microsoft Corp., the blogosphere was just another way to meet people. Hamilton finds candidates to fill marketing jobs at...

Quick Hits.(News Briefs)
April 3, 2006... OPA study finds online video viewership up Online video viewing is a regular practice for Internet users, according to a study by the Online Publishers Association. The study, "From Early Adoption to Common Practice: A Primer on Online...

Media Notes.(American Association of Advertising Agencies introduces new service)(CMP Media L.L.C. creates a new division)(American Business Media )(Brief article)
April 3, 2006... ABM, Four A's create standardized ad RFP American Business Media and the American Association of Advertising Agencies introduced a standardized form for requests for proposals (RFP) that can be used by media buyers and sales teams to built...

Tech Tools.(Tools & Metrics)(Interactive Advertising Bureau)(Web Analytics Association)(Chief Marketing Officer Council)
April 3, 2006... Survey shows better measurement wanted An overwhelming 86% of marketing executives are dissatisfied with their ability to measure and track marketing performance, according to the fifth annual marketing performance management survey by...

Web is key, but measurement still lacking.(News)
April 3, 2006... Byline: KATE MADDOX Marketing executives view the Web as central to their businesses and are increasing Web spending, but most say they still have room for improvement in measuring the performance of Web marketing, according to a report...

How to put on a better show; Event marketers embrace technology to enhance `relationship networking'.(Tools & Metrics)
April 3, 2006... Byline: PAUL GILLIN B-to-b marketers struggling with flat to declining trade show attendance may have a lifeline. A new class of lead management services is reshaping the ways in which buyers and sellers connect at industry events....

Following up with leads should be part of event goals.(Tools & Metrics)(Brief article)
April 3, 2006... Byline: Paul Gillin Customer relationships shouldn't begin and end in a show floor booth, but too often that's what happens, event marketing experts say. To be effective, contact needs to be established well in advance of a trade show and...

Getting to Tech.(B to B Special Report: Technology Marketing)(Brief article)
April 3, 2006... Tech marketers need to balance the effectiveness of online advertising and direct contact with customers Technology marketers have a well-deserved reputation for adopting new marketing automation and customer intelligence systems ahead of...

Taking the long view of Vista.(Windows Vista operating system delayed)(Brief article)
April 3, 2006... Byline: Ellis Booker When Microsoft Corp. revealed last month that its much-anticipated, much-delayed Windows Vista operating system would be delayed again, longtime Microsoft watchers like myself took the news in stride. "What, Microsoft...

Microsoft through the years: Key product and marketing initiatives.(B to B Special Report: Market Research)(International Business Machines Corp.)(Microsoft Corp.)(Brief article)
April 3, 2006... 1975: Bill Gates and Paul Allen sell BASIC, the first computer language program for a personal computer, to Microsoft's first customer, MITS 1977: FORTRAN-80, Microsoft's second language product, is introduced 1981: IBM introduces its...

Up with 'people'; Microsoft unveils `People Ready' marketing concept supported by a $500 million global campaign.
April 3, 2006... Byline: CAROL KROL Microsoft Corp. CEO Steve Ballmer unveiled the company's "People Ready'' software vision to a roomful of business executives and customers in New York last month, part of a sweeping realignment of the company's global...

E-mail marketing gains ground with integration.(News)
April 3, 2006... Byline: CAROL KROL Integration of e-mail marketing messages with other media channels has become a top priority for b-to-b marketers this year because it has the potential to dramatically increase response rates. Brian Price, executive...

Corrections.
April 3, 2006... EDN was inadvertently left off a list of the Top 100 trade publications ranked by 2005 revenue that ran in the Top Trades Special Report (March, page 45). EDN should have been ranked 26th, with $27,670,816 in ad revenue and 1,916 ad pages,...

How SAS is expanding its list of entertainment customers.(Vertical Insight: Entertainment)(SAS Users Group International)(Brief article)
April 3, 2006... Objective: Business intelligence software vendor SAS wanted to expand its client roster in the entertainment vertical. Solution: SAS identified that there was a fit between what it offered and what Major League Baseball's Web site, MLB.com,...

How microsoft improved its recruiting with the help of an employee Weblog.(B to B Special Report: Technology Marketing)(Microsoft)(Brief article)
April 3, 2006... Objective: Make better hires in the marketing department by emphasizing company culture as a strength and toning down some negative public images. Strategy: Launch a Weblog covering personal as well as business matters. Sound off on...

Using google to compete with google.(B to B Special Report: Technology Marketing)(Survey)
April 3, 2006... Objective: Getting prospective buyers to evaluate ISYS' enterprise search software. Strategy: Use Google's AdWords to reach prospects; invest in analytics to refine marketing. Results: Increased the number of weekly Web site visits to...

how HP made its e-mail more relevant to customers.(B to B Special Report: Technology Marketing)(Hewlette- Packard co.)(Brief article)
April 3, 2006... Objective: Move from mass permission-based e-mail marketing to more customized and customer-focused opt-in marketing to build closer customer relationships. Increase the number of responses and the quality of the communications. Strategy:...

Agenda.(Calendar/Datebook)
April 3, 2006... April 5 BtoB NetMarketing Breakfast Fairmont Copley, Boston www.btobonline.com April 19 IDC Marketing Performance Measurement Summit IDC Millennium Broadway Hotel, New York www.idc.com April 19-21 ...