BtoB articles from August 2005

BtoB archives from August 2005

Case Study: How Mezine.com maximized its search engine marketing program.(Net Marketing)(Brief Article)
August 8, 2005... Objective: Fine-tune a 3-year-old search engine marketing program to get maximum return on investment Strategy: Use best practices learned through trial and error, as well as best-of-breed search engine marketing services and software. ...

Search resources.(Net Marketing)(Brief Article)
August 8, 2005... Books Pay-Per-Click Search Engine Marketing Handbook: Low-Cost Strategies to Attracting New Customers Using Google, Yahoo! and Other Search Engines By Boris Mordkovich, Eugene Mordkovich, Lulu Press, April 2005 Search Engine...

United Technologies Corp. Success story No. 1.(Integrated Marketing Success Stories)
August 8, 2005... Byline: K.M. Campaign: "This Is Momentum" Goal: Raise awareness of the UTC corporate brand among investors, analysts and business leaders; bring UTC's seven businesses together under one consistent brand image. Duration of...

Cingular Wireless; Success story No. 4.(Integrated Marketing Success Stories)(Cingular Wireless L.L.C)
August 8, 2005... Byline: B.S.B. Campaign: Launch of combined Cingular/AT&T brand post-merger Goal: Introduce the combined Cingular/AT&T Wireless brand and communicate it as a positive change for the wireless industry Duration of campaign: October...

A marketing reading list for 2005.(Opinion)(Column)
August 8, 2005... Byline: Ellis Booker There's been a notable increase in the number of marketing-related books arriving at our Chicago office this year. Maybe this reflects the reanimated state of the U.S. economy or simply the fact that today's...

By Design: Hoover's revamps site with user in mind.(Net Marketing)(Column)
August 8, 2005... Byline: Jessica Bobula Company: Hoover's Inc., Austin, Texas Web site: www.hoovers.com Launch date: July 6, 2005 Agency: In-house with assistance from Organic Inc. Hoover's revamps site with user in mind Hoover's Inc., a...

Marketing to hospitality; To break through to meeting and hotel professionals, marketers must send the right message at the right time.(Vertical Insight: Meeting Planners/Hotel Managers)(Column)
August 8, 2005... Byline: ROGER SLAVENS Meeting planners and hotel executives have become two of the most lucrative audiences for marketers looking to break into or deepen their involvement with the hospitality and travel industry. According to the...

Making the most of market intelligence.(Opinion)
August 8, 2005... Byline: Deborah Eastman Market intelligence is often thought of as a product that you can buy. In reality, it is an ongoing process that requires a mix of internal expertise and external vendors working together to provide high-quality...

Portland drives meeting planners online to show city's strengths.(Vertical Insight: Meeting Planners/Hotel Managers)(Portland Oregon Visitors Association)(Column)
August 8, 2005... Byline: ROGER SLAVENS The Portland Oregon Visitors Association wanted to put its city on meeting planners' short lists. Though the association had a high rate of sales conversion once planners had visited the city, it wanted to...

In Direct; CMP Media acquires call center consultant.(Direct & Database)(InfoUSA announced its board has hired Lazard Ltd)(Women in Direct Marketing International gives award to Deb Zuccarini)(Primedia Business Magazines & Media launches website)
August 8, 2005... CMP Media has acquired Incoming Calls Management Institute, an Annapolis, Md.-based organization that provides educational, consulting and membership services to the call center sector. CMP currently publishes Call Center Magazine and...

Quick Hits; Events playing bigger role in marketing mix.(Briefs)(survey on marketing mix)(Landor Associates appoints Charlie Wrench)
August 8, 2005... Events continue to play an increasingly important role in the corporate marketing mix, according to a new study by the George P. Johnson Co. and the Meeting Professionals International Foundation. The study, titled "EventView '05/'06,'' was...

Quick Hits; Report addresses `global copyright pandemic'.(Briefs)(Microsoft Corp. acquire FrontBridge Technologies)(Yahoo! has partnered with Connexion)(Marchex acquires IndustryBrains)
August 8, 2005... Research firm Outsell last week released a study that indicates corporate employees are disregarding copyright rules and placing their enterprise at risk for lawsuits. The report, "The Global Copyright Pandemic: A First-Aid Kit for Publishers...

Industry Outlook: Get creative when trying to reach luxury hotels.(Vertical Insight: Meeting Planners/Hotel Managers)(Douglas Gollan of Elite Traveler)(Interview)
August 8, 2005... Byline: R.S. Marketers of fine goods and services salivate at the thought of doing business with the world's top luxury hotels. However, getting in with these lucrative customers often takes some creative and circuitous approaches. BtoB...

Microsoft resellers tap firm for channel advice; The Partner Channel helps craft marketing campaigns.(Direct & Database)(Partner Channel)(Column)
August 8, 2005... Byline: CAROL KROL InterDyn-Artis, a reseller of Microsoft Business Solutions (MBS), is counting on a "lumpy mailer'' it sent out this summer to help it expand. It is doing so with the help of the Partner Channel, an independent marketing...

MeZine.com gets specific with keywords, boosts leads.(Net Marketing)(Column)
August 8, 2005... Byline: KAREN J. BANNAN MeZine.com Inc. provides its customers-typically small to midsize b-to-b companies-with do-it-yourself Web site building tools and hosting. The Vancouver, B.C.-based company, founded in 1999, used viral marketing as...

Embrace a marketing culture.(Opinion)
August 8, 2005... Byline: Barry Kessel B-to-b can be defined, in part, by its contrasts-and similarities-to consumer marketing. The b-to-b purchasing process is characterized by being more complex and drawn out, involving multiple individuals in the...

'Aviation Week' defense title ready to fly; New magazine to focus on technology integration issues.(Business Media)(Column)
August 8, 2005... Byline: SEAN CALLAHAN Now that the media industry has stabilized, b-to-b publishers are launching new magazines again. In most cases, these new titles are niche publications serving related or newly evolving markets. Fairchild...

The keys to keywords.(Net Marketing)(tips for search engine marketing program)(Column)
August 8, 2005... Byline: Karen J. Bannan Without good research and best practices, paid search can be a little like an exercise in mind-reading: You have to figure out what your customer or prospect seeks and be in the right place at the right time. Still,...

ANA explores marketing accountability; New task force to define common terms, metrics, best practices in b-to-b, b-to-c.(News)(Association of National Advertisers)(Column)
August 8, 2005... Byline: KATE MADDOX Measurement strategies and best practices were the topics of conversation last month at the Marketing Accountability Forum hosted by the Association of National Advertisers in New York. "Accountability is the No. 1...

Kone Corp. Success story No. 3.(Integrated Marketing Success Stories)(Column)
August 8, 2005... Byline: Beth Snyder Bulik Campaign: Kone EcoSpace Goal: Raise awareness for its expanded elevator system and establish Kone as a leader within the U.S. elevator market Duration of campaign: April 2004 through end of year, with...

How to measure search efforts; Search savvy: Your questions answered.(Net Marketing)(measuring the usage of search engines)
August 8, 2005... Question: My site isn't designed around direct sales. What other metrics should I measure to evaluate my search engine marketing efforts? Answer: There are many metrics you can analyze to determine the success of search engine marketing...

Case Study: How Portland Oregon Visitors Association Got On The Map.(Vertical Insight: Meeting Planners/Hotel Managers)(Brief Article)
August 8, 2005... Objective: Establish preference with meeting planners; give prospects the Portland "experience" through content-rich messaging Strategy: Drive prospects to the association's Web site, encouraging them to explore and register Results:...

Goat or Gloat.(Chasers)(advertising campaigns)(Brief Article)
August 8, 2005... Company: Intel Corp., Santa Clara, Calif. Agency: Hanlon Brown Design, Portland, Ore. Market: Value-added resellers Quick chase: Despite a headline that offers the target audience a reward, the ad may not break through the clutter of a...

BENCHMARKS: Top product/services categories.(Net Marketing)(Brief Article)
August 8, 2005... June 2005 Ranked by total impressions of ads bought by companies in each segment. Rank Product/service segment Impressions (in millions) Share of voice 1 Software 343.0 10% 2 Customer...

Beyond the Biz: Long ago and far away, a tech network was born.(News)
August 8, 2005... CNET Networks this summer celebrated its 10th anniversary, and to mark it, the company created a Web site (http://ten.cnet.com)-sporting the tagline "The power of 10''-that looks back at the past 10 years. Probably because it was conceived by...

DHL Express USA; Success story No. 2.(Integrated Marketing Success Stories)
August 8, 2005... Byline: K. M. Campaign: "Competition. Bad for Them. Great for You." Goal: Position DHL as a top choice in U.S. shipping, competing directly against UPS and FedEx Duration of campaign: June 2004 to present Integrated elements:...

Yahoo! goes up against Google's AdSense; Yahoo! Publisher Network is extended to small and medium-size Web sites.(News)(Column)
August 8, 2005... Byline: CAROL KROL In a move that takes on Google's AdSense program, Yahoo! Search Marketing announced last week that it is extending the Yahoo! Publisher Network in the U.S. beyond large publishers to small- and midsize Web sites. ...

Direct marketing in shadow of privacy concerns, legislation.(News)(Column)
August 8, 2005... Byline: ELLIS BOOKER Marketers and industry experts at the Donnelley Group's Fifth Annual Information Privacy Forum last month in Aspen, Colo., addressed the spate of high-profile security breaches and identity theft incidents in recent...

Ask The Expert: Victim of click fraud? Consider your options, rights.(Net Marketing)(Brief Article)
August 8, 2005... Question: How do I take action to protect my rights against click fraud? Answer: Should you ever be a victim of click fraud, there are legal options available. First, examine the search engine. If fraud occurs on the engine's network...

AGENDA.(News)(Calendar)
August 8, 2005... Aug. 18-19 Blog Business Summit Palace Hotel, San Francisco www.blogbusinesssummit.com Aug. 18-19 Creative Direct Marketing Strategies Seminar Direct Marketing Association Hyatt Cambridge, Boston ...

"BtoB' seeking the best of 2005.(News)(Brief Article)
August 8, 2005... On October 24, BtoB will publish a special issue featuring the best advertising, brands and marketers of 2005. The following are guidelines for nominations: * Best Advertising of 2005: We will accept nominations for the year's best...

You have learned well, my Chasers.(advertising copy)(Column)
August 8, 2005... Back in the day, much b-to-b copywriting was as warm and engaging as an industrial spec sheet. In cold, clinical language, copy touted product features, but it rarely attempted to connect with the target audience by discussing benefits in more...

Cut to the Chase.(Chasers)(Brief Article)
August 8, 2005... Company: Philips Lighting, Eindhoven, the Netherlands Agency: DDB New York Market: Plant managers, purchasing managers Quick chase: Against the vintage strains of French cafe music, we marvel at the Eiffel Tower. According to a series of...

New Campaigns.(Advertising)(Brief Article)
August 8, 2005... Visa USA "Matrix'' Agency: BBDO New York Target audience: Small-business owners (at companies with less than $25 million in annual revenue) Campaign objective: Promote the benefits of the Visa Business card Media: TV (Bloomberg, CNBC,...

Ad spending up in '05, '06; TNS expects stronger Q4 growth as advertisers gain confidence.(Advertising)
August 8, 2005... Byline: KATE MADDOX Ad spending is expected to grow at a moderate 3.4% rate this year over 2004, reaching a total of $145.3 billion, according to a forecast by TNS Media Intelligence. For the first half of the year, ad spending grew an...

WebSideStory adds keyword bid management to analytics suite.(News)
August 8, 2005... Byline: CAROL KROL WebSideStory last week announced a new keyword bid management solution as part of its Active Marketing Suite. The San Diego-based Web analytics provider said the self-service solution combines Web analytics with...

With keyword selection, more can mean more.(Net Marketing)(marketing industry uses search engine)(Column)
August 8, 2005... Byline: Jessica Bobula Marketers looking to generate Web site traffic with search engine marketing-both organic and paid-may want to think less about individual keywords and more about phrases and keyword combinations. OneStat.com, a...

Jupitermedia banks future on stock images; Sale of search properties seen as indicator of ongoing robust b-to-b media M&A market.(News)
August 8, 2005... Byline: SEAN CALLAHAN Alan Meckler, the man who sold Internet World to Penton Media in 1998, has developed a reputation for knowing when to sell. So when Jupitermedia Corp., of which Meckler is chairman-CEO, announced last week a...

Quote/Unquote; Does your business slow down in the summer?(Opinion)(Brief Article)
August 8, 2005... "This time of year is critical to our clients. Programs executed now support closing sales in Q4 2005 and Q1 2006. Additionally, some of our larger clients use this time of year to start 2006 marketing program planning and budgeting. Jeff...

Hewlett-Packard to eliminate14,500 jobs; New CEO Hurd says sweeping restructuring designed to `create a simpler, nimbler HP'.(News)
August 8, 2005... Byline: CAROL KROL Hewlett-Packard Co. last month announced it plans to lay off 14,500 employees, or 10% of its work force, over the next six quarters in an effort to cut costs. The restructuring is expected to save HP $1.9 billion...

Agencies prepare for busy fall.(News)
August 8, 2005... Byline: KATE MADDOX Heading into the busy fall advertising season, many b-to-b marketers are planning to increase budgets and launch new campaigns to promote new products, services or positionings. TNS projects that ad spending in the...

Video news leads online push; Media companies, drawn by ad dollars, offer variety of new capabilities and content.(News)(Column)
August 8, 2005... Byline: SEAN CALLAHAN News organizations of all stripes are scrambling to tout their online video news capabilities. The reason is simple: These organizations see an opportunity to garner advertising dollars, both now and in the...

Can pay-per-call search really ring up sales? Vendors emerge to help companies get leads on the line.(News)(Column)
August 8, 2005... Byline: CAROL KROL Pay-per-call search advertising, whereby advertisers buy ads that appear in search results that drive customers to a phone number rather than a Web site, continues to gain momentum, with several companies now vying for...

Pay-per-call vendors at a glance.(News)(Directory)
August 8, 2005... Who: CallSource What: Pay-per-call tracking and measurement company URL: www.callsource.com Who: CIRXIT What: Pay-per-call technology platform for Internet Yellow Pages providers and other local search directories URL:...

Integrated Marketing Success Stories; Marketers are using new technology and techniques to align strategic business objectives with communications across a variety of media.(Omnicom Group)(Column)
August 8, 2005... Byline: Kate Maddox Integrated marketing became a buzzword in the late 1990s as companies began to incorporate online marketing into their overall marketing mix. Ad agencies promoted their ability to integrate on- and offline...