BtoB articles from February 2004

BtoB archives from February 2004

AT&T launches $200M campaign.(News)
February 9, 2004... Byline: KATE MADDOX AT&T Corp. last week launched a $200 million ad campaign to illustrate its transformation from a telephone company to a leading provider of networking and communications services. The campaign is the first...

Temp staffing takes hold in marketing.(News)
February 9, 2004... Byline: SEAN CALLAHAN Interim staffing-a fancy term for "temporary workers"-has long thrived in the accounting, human resources and information technology fields. Despite the so-called jobless recovery, nearly 200,000 temporary jobs have...

E-Mail Marketer Insight.(News)
February 9, 2004... Question: For e-mail list rentals, what's the difference between "opt-in" e-mail lists and "opt-out" lists? Answer: Many factors determine the quality of a rented e-mail list. One of the most important is the method used to build that list....

Media companies push into Asia; Foreign partnerships allow publications to reach growing industrial, IT sectors.(News)
February 9, 2004... Byline: SEAN CALLAHAN Looking to take advantage of the booming economies in China and India, no fewer than four U.S. business media companies announced new forays into those two countries in recent weeks: * On Jan. 22, Dow Jones & Co....

Case Study: Lucent touts push into services in ads aimed at telecom providers.(Vertical Insight)
February 9, 2004... Byline: JUDITH NEMES Lucent Technologies faced a huge challenge last spring when it launched an integrated marketing campaign targeting telecommunications providers. The Murray Hill, N.J.-based company, known for deployment and maintenance...

'Journal' host Wallace brings fresh perspective.(Business Media)(The Wall Street Journal This Morning)(Brief Article)
February 9, 2004... Byline: SEAN CALLAHAN For his new job as the host of the radio program "The Wall Street Journal This Morning,'' Michael Wallace agreed to throw his life into chaos. The 34-year-old father of one climbs out of bed at 1 a.m. every weekday to...

List managers forecast modest increase in e-mail.(Special Report: List Management)
February 9, 2004... Byline: CAROL KROL E-mail list rental by many accounts came to a screeching halt in 2003, as marketers remained in legislative limbo over the spam problem. But activity is expected to pick up this year, say industry watchers, who predict a...

Quick Hits; SBC Yahoo! offers small- business services.(Briefs; SBC Communications )
February 9, 2004... SBC Communications rolled out a new set of Internet services to help small businesses set up an online presence. The new SBC Yahoo! Small Business services can be integrated with SBC Yahoo! DSL and SBC Dial Business Edition. They include: SBC...

Guest Column: Honing your pitch to get your message across.(Special Report: Technology Marketing)(Column)
February 9, 2004... Byline: Sam Whitmore The nightmare began four years ago last month when the NASDAQ fell from its north-of-5000 high, never to return. Since then, many tech marketers who once laid it on thick came to appreciate the pragmatic,...

By Design: Anteo overhaul cleaner, brighter.(NetMarketing)(Brief Article)
February 9, 2004... Byline: Jeremy Esposito Company: Anteo Group, Atlanta Web site: www.anteogroup.com Agency: Atomic Fusion, Atlanta Launch date: Jan. 21, 2004 Design: Anteo Group, an ROI consulting and information technology staffing...

November 1956: Cold comfort; Hindsight A b-to-b time capsule.(Opinion)
February 9, 2004... In the middle of the Cold War, Stanley E. Cohen used Industrial Marketing's "Washington Report'' to encourage U.S. businesses to trade information with Russian companies in order to help the federal government obtain details of Soviet...

Guest Column: List selection drives results.(Special Report: List Management)(Column)
February 9, 2004... Byline: Ruth P. Stevens In any outbound one-to-one marketing campaign, the list will be your single most important variable. The list far outstrips the message, the art, even the offer in its ability to drive results. Oddly, few marketers...

ANA program to certify marketers; Courses focus on advertising, branding and media planning.(News)(Association of National Advertisers to offer Marketer Certification Program )
February 9, 2004... Byline: KATE MADDOX Aiming to set standards for marketing excellence in client-side organizations, the Association of National Advertisers this month will kick off a Marketer Certification Program. The program, offered in conjunction...

Missed opportunity; Many firms opt not to rent customer lists.(Special Report: List Management)
February 9, 2004... Byline: CHRISTINE BLANK Renting and exchanging customer lists is a missed profit opportunity for a quarter of b-to-b catalogers-and a majority of b-to-b marketers, industry observers said. "The growth of any catalog company will be...

Postal service on fast track to reform in '04.(Opinion)(United states. postal service)(Column)
February 9, 2004... Byline: John Obrecht If you want a prime example of the need for postal reform, look no farther than Cape Cod, says Gordon Hughes II, president-CEO of American Business Media. If you run out of stamps you can visit any one of 56 post...

Guest Column: CAN-SPAM alters e-mail list rental practices.(Special Report: List Management)
February 9, 2004... Byline: Regina Brady The dust is settling from the whirlwind passage of the federal CAN-SPAM Act, which went into effect Jan. 1. While most marketers have come to grips with the new law's impact on ongoing communications, many may not...

Industry Outlook: Look for telecom players to invest in infrastructure.(Vertical Insight of 2004)(Interview)
February 9, 2004... Byline: Judith Nemes BtoB: What products or services will telecom companies be seeking in 2004? Hafner: Telecom companies didn't spend much money in the last two or three years during the economic downturn. We expect upcoming spending...

Demos enhance sales; Show-and-tell technique lets marketers explain, sell complex products, services.(NetMarketing)
February 9, 2004... Byline: ROGER SLAVENS Look at last year's NetMarketing 100-our list of the best b-to-b Web sites-and you'll find that many top marketers use online demos to vividly illustrate the benefits and features of their products and services. ...

Demo dos and don'ts.(NetMarketing)(Brief Article)
February 9, 2004... Byline: Roger Slavens Here are some insights from usability expert Jakob Nielsen and Susanne Perrone, VP-marketing, Xerox E-Business: DO give them a reason to try the demo. "You need to tell them upfront what you're going to show...

Publishers target tech advertisers; Integrated programs, improved measurement touted as keys to improving demand, ROI.(Advertising)
February 9, 2004... Byline: KATE MADDOX To meet the needs of technology advertisers that are demanding better ROI, publishers are launching programs that feature new ad formats, exclusive sponsorship opportunities, integration and better measurement services....

Tech marketers hope to capitalize on expected increases in IT spending this year but remain careful with their investments.(Special Report: Technology Marketing)
February 9, 2004... Byline: Kate Maddox Technology marketers, seeing the first glimmer of a recovery after a three-year slump, plan judicious spending of their closely held marketing dollars this year. Some are pursuing closer integration and alignment of...

Veronis units merge; PBI takes over Chemical Week Associates, acquires SRI properties.(Business Media)(PBI Media purchased SRI Consulting's Chemical Business Services )
February 9, 2004... Byline: SEAN CALLAHAN Veronis Suhler Stevenson is seeking a chemical solution. Last month, media merchant bank VSS announced that financially troubled Chemical Week Associates, publisher of Chemical Week and Chemical Engineering, was...

Q&A: IBM Software Group builds brand message.(Special Report: Technology Marketing)(Interview)
February 9, 2004... Byline: KATE MADDOX IBM Software Group has a big branding challenge this year, according to Ann Rubin, director of integrated marketing communications at the IBM Corp. unit. The group handles four distinct software brands within...

Bank One b-to-b brand not likely to survive long; Analysts expect J.P. Morgan Chase's brand to prevail.(News)(Column)
February 9, 2004... Byline: PHILIP B. CLARK In 1804, Aaron Burr, a backer of J.P. Morgan Chase & Co.'s predecessor company, shot and killed Alexander Hamilton, founder of a rival bank. Two centuries later, the question is how soon before Burr's successors at...

Tech spending gaining momentum; Analysts revise 2004 estimates upward.(Special Report: Technology Marketing)(information technology )
February 9, 2004... Byline: JEREMY ESPOSITO Analysts are predicting that tech spending will begin its comeback in 2004. Although the expected recovery will not restore spending to its dot-com bubble highs, recent projections are a sign that ailing IT budgets...

20 years later, '1984' still ahead of its time.(Chasers)
February 9, 2004... It was 20 years ago when a client shot down a TV spot produced by its agency and instructed the agency to cancel the media buy. There was nothing terribly unusual about that. It happens. But the agency's big idea was bigger than most. Much...

Free e-mail newsletters from `BtoB'.(News)
February 9, 2004... BtoB publishes four e-mail newsletters to keep you up-to-date between issues of the print publication. Sign up for one or all by going to www.btobonline.com/mybtob. Daily News Alert: Breaking news, trends and research in b-to-b marketing....

Marketing ROI: What's next?(Opinion)(the trends on Return on investment)(Interview)(Column)
February 9, 2004... Byline: Pat LaPointe The marketing community is abuzz about marketing ROI. Is it the latest fad or does it have staying power? It would be easy to blame this heightened interest on the recent accounting scandals and the push for more...

MRM applications move into mainstream.(News)(Marketing Resource Management)
February 9, 2004... Byline: JEREMY ESPOSITO Facing pressure to streamline the marketing process and increase accountability, companies large and small are turning to software applications to manage their marketing activities. While a 2003 Gartner report...

Quote Unquote.(Opinion)(There's been a lot of confusion as to who AT&T is, and as to where it's going)(Brief Article)
February 9, 2004... "There's been a lot of confusion as to who AT&T is, and as to where it's going.'' -Connie Weaver, AT&T Corp. exec VP -public relations, marketing and brand on the company's decision to launch a $200 million corporate-image ad campaign, its...

Companies test waters with online video ads.(News)
February 9, 2004... Byline: KATE MADDOX New online video formats give marketers a chance to play TV-quality ads over the Internet, combining brand advertising with direct response capabilities. While the initial appeal seems to be mostly to b-to-c...

Roundtable: List managers predict pickup in business.(Special Report: List Management)(Panel Discussion)
February 9, 2004... Byline: CAROL KROL List managers are under constant pressure from clients to extract the most value from their data. The troubled economy of recent years only intensified the pressure on companies in the highly competitive list industry....

BtoB Q&A: Guerrilla marketing can build brand, relationship.(interview with Renegade Marketing's president-CEO, Drew Neisser)(Interview)
February 9, 2004... Byline: KATE MADDOX Renegade Marketing, a New York-based guerrilla marketing agency, uses a distinctive design feature on its Web site to show how it cuts through the clutter: a handsaw, complete with sawing sounds, that cuts a circle out...

Telecom industry sees growth in '04; Turbulent market, fierce competition mean opportunities for outsourcing providers.(Vertical Insight)(Industry Overview)
February 9, 2004... Byline: ROGER SLAVENS At the turn of the millennium, the telecommunications industry was soaring to new heights on the wings of major capital investments in technology and seemingly endless opportunities for global expansion. However, the...

Gaining an Edge; As companies boost their direct marketing, they're demanding more value-added services from list managers.(Special Report: List Management)
February 9, 2004... Byline: Carol Krol As the economy improves, look for marketers to step up their prospecting efforts. That should bode well for list rental companies, especially those that provide added value to clients. The decreased marketing...

Beyond the Biz; B-to-b ads weak in game-day performance.(Briefs)
February 9, 2004... B-to-b Super Bowl spots made a poor showing in an online poll conducted by AOL in the wake of the annual football and advertising extravaganza. The day after the game, with more than 1 million votes cast, the leading b-to-b ad was Staples' "It...

Goat or Gloat.(Chasers)(Brief Article)
February 9, 2004... Company: Green Valley Ranch Resort, Las Vegas Agency: In-house Market: Meeting planners Quick chase: There's too much glitz in this ad for the Green Valley Ranch, a resort in Las Vegas. Too many images rob the piece of focus. Meeting...

Cut to the Chase: Print.(Chasers)(Brief Article)
February 9, 2004... Company: 3Com, Marlborough, Mass. Agency: Protocol Direct Marketing, Deerfield, Ill. Market: CIOs, telephony managers Quick chase: You see the ads on this page in miniature. We see them in all their glory. But take our word for it. No matter...

Cut to the Chase: Television.(Chasers)(FleetBoston Financial)(Brief Article)
February 9, 2004... Company: FleetBoston Financial, Boston Agency: Hill, Holliday, Connors, Cosmopulos, Boston Market: Business executives Quick chase: In this well-produced spot for FleetBoston that appears in nine regional markets in the Northeast, the bank...

White-collar workers who came to understand offshoring.(Opinion)(now and then comparison)(Column)
February 9, 2004... Byline: Ellis Booker Back in 1989, I attended a half-day summit in Chicago on outsourcing. Staged by Andersen Consulting (now Accenture), the event featured multiple cities tied together with what was, at the time, state-of-the-art video...

Marketing departments' hiring freeze thawing.(News)(Column)
February 9, 2004... Byline: CAROL KROL The job market for marketing executives is showing scattered signs of life, as companies that had trimmed staff during the downturn begin to add personnel to support increased business. Nevertheless, the pace of this job...

Web tools enable users to build lists.(Special Report: List Management)
February 9, 2004... Byline: ROGER SLAVENS As several list management companies beef up their online, self-service Web sites, industry experts say it's becoming easier, faster and cheaper than ever for marketers to build prospect lists. "These tools really...

New Campaigns.(Advertising)(Monster worldwide and Microsoft Corp.)(Brief Article)
February 9, 2004... Monster unveils spots on Super Bowl Online career site Monster, which has advertised in the Super Bowl six consecutive times, rolled out two new 30-second spots during the Feb. 1 broadcast of Super Bowl XXXVIII. The spots, titled...