BtoB articles from February 2007

BtoB archives from February 2007

Goat or gloat; A quick comparison of recent work by competing advertisers.(Perot Systems)(Tata Consultancy Services)(Brief article)
February 1, 2007... Company: Perot Systems, Plano, Texas Agency: In-house Market: IT management Quick Chase: The image of the skydiver and the instructor falling to earth over a shoreline far below is a compelling one. But the art director should have pulled the...

Cut to the chase.(CA)(Sage Software Inc. )(Brief article)
February 1, 2007... Company: CA, Islandia, N.Y. Agency: Draftfcb, New York, and in-house Market: IT management Quick Chase: Case histories can be effective because they can make the promise of a reward more attainable as the advertiser demonstrates how it's helped...

Don't spook target audience.(advertising)
February 1, 2007... We live with the threat of pandemics, terror attacks, identity theft and other blights. Scary times. Scary, too, are some of the b-to-b ads that can send a chill up the spine of a business decision-maker. Are these ads exploitative or are...

New campaign season under way; B-to-b marketing giants GE, Hewlett-Packard and Intel among those rolling out integrated efforts.(Advertising)
February 1, 2007... Byline: KATE MADDOX B-to-b marketers are revving up their marketing efforts in the first quarter with extensive integrated campaigns. Among those that kicked off new ad campaigns in January were CDW, General Electric Co., Hewlett-Packard...

Advertising execs embrace new media.(News)(survey on media platforms)(Survey)(Brief article)
February 1, 2007... Byline: KATE MADDOX Advertising executives are budgeting for and experimenting with new media platforms, according to a survey by the American Advertising Federation. The survey of nearly 1,000 advertising, agency and media executives...

Fox set to launch business channel in fourth quarter.(News)(Brief article)
February 1, 2007... Byline: MICHELE GREPPI The long-awaited Fox Business Channel will be launched in the fourth quarter of 2007. The announcement last Thursday came from News Corp. Chairman-CEO Rupert Murdoch, who has long yearned for such a channel, and...

Search engine marketing spending surges.(Search Engine Marketing Professional Organization's report)
February 1, 2007... Byline: CAROL KROL Spending on search engine marketing last year totaled $9.40 billion, up 62% from $5.80 billion in 2005, according to the Search Engine Marketing Professional Organization's annual State of Search Engine Marketing report,...

Maximizing pay-per-click advertising; Ask the expert.(Net Marketing: Strategies and techniques for web m)
February 1, 2007... John Marshall is the founder of ClickTracks, a Web analytics software company based in Santa Cruz, Calif. Founded in 2001, ClickTracks' clients include Nokia, AT&T, Intuit Inc., Volvo Cars of North America and General Electric Co. BtoB...

Detecting, defeating CLICK FRAUD; While the percentage of spending on paid keyword search marketing shows no signs of declining, click fraud continues to plague the industry.(Net Marketing: Strategies and techniques for web m)
February 1, 2007... Byline: Karen J. Bannan As CEO of TopTenWholesale.com, Jason Prescott occupies the unique position of being both a paid search advertising provider and a paid advertiser. He uses search engines such as Google to get traffic for his own...

Media analysis helps Expedia monitor pulse of business travel.
February 1, 2007... Byline: CHRISTOPHER HASFORD Expedia Corporate Travel has a vested interest in knowing what the public thinks about business trips. Air travel in particular is an unpleasant experience for many, and a competitive one for Expedia, with such...

Solve this: No more solutions, please.(Business to business companies)(Column)
February 1, 2007... Byline: MIKE STEFANIAK Ten or 15 years ago, you could still make the case for starting your company's brand conversation with the word "solution.'' Back then, "solution'' was a fresh way of saying you recognized the fluidity of customers'...

Viral video has become world's best focus group.(Eastman Kodak Co.)
February 1, 2007... Byline: Paul Gillin A white-haired gentleman walks onto a darkened stage and begins to speak. As whispy images of children and puppies float on a screen behind him, he talks in velvet tones of the magic of memories captured on film, those...

Little things mean a lot; `Boutique' marketing metrics fill in gaps, pinpoint needs.(internet marketing as a better marketing tool)
February 1, 2007... Byline: CHRISTOPHER HOSFORD There are any number of "boutique'' marketing tools designed to carefully parse customer behavior and prompt quick tactical shifts. These shifts may or may not result in better sales, but at least you can't say...

Briefs.(News)
February 1, 2007... ComScore Networks to measure blogs, other social media ComScore Networks announced a research and development initiative to provide measurement of social media such as blogs and online communities. As part of the research project, comScore...

Reviewing Super Bowl XLI.(advertising during sports games)(Editorial)(Column)
February 1, 2007... Byline: Ellis Booker I moved from New York to Chicago just over 21 years ago, arriving in the middle of the Chicago Bears' championship season. Along with the rest of the city, I was swept up in the certainty that "our'' team was not only...

Show notes.(Naylor acquires Convention Management Group)(1105 Media acquires Florida Educational Technology Corp.)(International Association of Exhibitions and Events changes its name to International Association for Exhibition Management and launched its new website)
February 1, 2007... Naylor acquires Convention Management Group Naylor, which provides b-to-b communications for trade and professional associations in North America, has ac-quired Convention Management Group, a full-service event management company. Financial...

Break through with integrated media; Industry outlook.(opinions of Reed Business Information Ltd.'s John Schirmer)(Interview)
February 1, 2007... Byline: Roger Slavens The ability to reach electronics engineers hinges on leveraging a complete integrated media mix, said John Schirmer, group publisher of Reed Business Information's Electronics Group. "And the ideal mix is most often...

ONLINE PUSH; Operating in a new digital landscape requires list management companies to expand services.(BtoB Special Report: List Management)
February 1, 2007... Byline: Carol Krol Every aspect of the list industry has changed as the business world has become more Web-centric. Today, list marketing goes far beyond its roots, with list managers now handling everything from renting names to...

Get physical with allergies, germs and ergonomics.(California Milk Processor Board)
February 1, 2007... Do you smell that? It's the unmistakable scent of tollhouse cookies wafting by. You must be in your momma's kitchen because you are certainly not standing at the bus stop. Not since the California Milk Processor Board was forced to abandon a...

Click fraud detection gives instant protection.
February 1, 2007... Byline: Lisa Wehr Our culture is peppered with idioms supporting preventative measures-an ounce of prevention, a stitch in time, etc. It's important to note that no one's grandmother ever told them, "Once you've overcome a problem, you can...

Airline company's latest PPC program flies past click fraud.(pay per click advertising)
February 1, 2007... Byline: KAREN J. BANNAN Nate McKelvey, CEO of private charter plane company Jets International, was engaging in pay-per-click advertising before anyone knew what to call it. By 2000, the Quincy, Mass.-based executive was buying keywords on...

Burrill joins forces with Nielsen.(Nielsen Business Media and Burrill & Co. form Burrill Life Sciences Media Group)
February 1, 2007... Byline: MATTHEW SCHWARTZ Establishing a footprint in the rapidly growing area of life sciences, Nielsen Business Media has joined forces with Burrill & Co. to form Burrill Life Sciences Media Group. The joint venture with Burrill & Co....

Focus on ROI, brand-building; Freeman says successful events must support overall company objectives.(Don Freeman)(return on investment)(Interview)
February 1, 2007... Byline: ERIN BIBA Don Freeman is chairman-CEO of Freeman, a Dallas-based company that plans, manages and executes events. In January, Freeman was given the Distinguished Member Award by the Professional Convention Management Association,...

Media notes.(Business Media)(Whitestone Communications report on the acquisitions of publishing industry)(MidOcean Partners and Wasserstein and Co. purchased Penton Media Inc.)(Nielsen Co. bought NetRatings Inc.)(Brief article)
February 1, 2007... Nielsen to acquire all of NetRatings Nielsen Co. (formerly VNU) has agreed to acquire the 40% of NetRatings that is doesn't already own. Under the terms of the agreement announced last week, Nielsen will acquire the remaining shares of...

CMOs feel the heat from the C-suite.(Red Herring Inc.'s conference)(chief marketing officers)
February 1, 2007... Byline: KATE MADDOX Senior marketers at Red Herring's CMO 2007 conference said they are gaining influence at the executive table but still face significant challenges, including growing revenue, measuring success and figuring out the best...

Quick Hits.(Rubin Response Services changed its name to Walter Karl MidWest)(AlloyRed changed its name to Rosen)(Tacoda Systems Inc.'s licensing agreement with comScore Networks Inc.)
February 1, 2007... General Atlantic buys majority stake in AKQA Digital marketing agency AKQA has sold a majority stake in the agency to General Atlantic, a private equity firm. Financial terms were undisclosed, although the asking price was said to have been...

Four simple rules for better mailing lists.(BtoB Special Report: List Management)
February 1, 2007... Byline: Joseph Pych Your success depends on your mailing lists. According to late, great direct marketer Ed Mayer, the success of every direct marketing campaign hinges 40% on mailing lists, 40% on offer and 20% on everything else. In...

List owners debate the value of postal, third-party lists.(BtoB Special Report: List Management)(Discussion)
February 1, 2007... Byline: CAROL KROL The list business continues to experience rapid change, and list owners are not immune. To better understand the challenges list owners face in generating incremental revenue from valuable customer information, BtoB...

Poor performance, back-door deals pushing list prices lower.(BtoB Special Report: List Management)(survey)
February 1, 2007... Byline: CAROL KROL While e-mail marketing as a discipline remains strong-an Alterian survey conducted at the DMA annual conference last October revealed 81% of the 540 marketers surveyed plan to increase spending on e-mail as a marketing...

'BtoB' relaunches Web site.(Opinion)(btobonline.com)(Brief article)
February 1, 2007... BtoB relaunched its Web site (btobonline.com) earlier this month. The site is now categorized by the most popular marketing topics and tactics, with editorial content on search, e-mail, direct marketing, event marketing, advertising, vertical...

'Deal' shrinks format, increases circulation.(News)
February 1, 2007... Byline: MATTHEW SCHWARTZ The Deal LLC this week rolls out a new look for its flagship newsweekly The Deal, switching from a tabloid to a magazine-size format. The Deal is one of several publications, including The Wall Street Journal,...

New breed of publishers offers marketing services; Media companies claim no conflict as they expand into traditional-agency territory.(News)
February 1, 2007... Byline: KATE MADDOX Meredith Corp.'s acquisition last month of two marketing communications agencies is the latest sign that publishers are offering more integrated marketing services to clients as well as building out divisions that can...

'Business Nation' hits prime time; New CNBC show designed to attract evening C-level audience, expand advertising base.(Consumer News and Business Channel Partnership)
February 1, 2007... Byline: MATTHEW SCHWARTZ During the past two decades, CNBC has built a solid reputation for serving C-level executives and financial professionals who rely on the network's real-time financial markets coverage. About 70% of C-suite...

Agenda.
February 1, 2007... Feb. 27 NetMarketing Breakfast BtoB magazine Hilton New York www.btobonline.com March 19-20 OMMA Hollywood Conference and Expo MediaPost Renaissance Hollywood Hotel Hollywood, Calif. ...

The practical art; A great logo needs to not only represent your company, it needs to be graphically versatile.(Column)
February 1, 2007... Byline: Andrew Bogucki At presentation day, your corporate identity firm reveals the designs for your company's new identity. Any of the logos could work, but you have to decide which logo best communicates your organization's brand. How...

Analog Devices scores big with Blackfin product awareness.(Vertical Insight: Electronics Engineering)
February 1, 2007... Byline: ROGER SLAVENS Analog Devices, a semiconductor manufacturer, has long scored high in brand and product awareness among its electronics engineering audience. In its most recent marketing research study, the company reported it scored...

Connecting with engineers.(electronics industry marketing)
February 1, 2007... Byline: ROGER SLAVENS When marketers assume that most electronics engineers are geeky and love "Star Trek,'' they're right, said Kerry McClenahan, principal of McClenahan Bruer Communications, a marketing agency with a long-standing...

'Journal' debuts brand campaign; Dow Jones flagship aims to attract younger audience, more women readers.(Wall Street Journal)
February 1, 2007... Byline: KATE MADDOX In an effort to broaden its reach to women and younger audiences, The Wall Street Journal this month unveiled its first brand campaign in 10 years. It is also the first ever to tie together all the Journal platforms,...

Can paid blog reviews pay off?(PayPerPost.com and ReviewMe.com)
February 1, 2007... Byline: MATTHEW SCHWARTZ Call them the middlemen of the blogosphere: Web sites that facilitate payments to bloggers to post reviews. Unheard of 18 months ago, these sites that match bloggers with advertisers are growing in number....

Case study.(Net Marketing: Strategies and techniques for web marketing)(Jets International)(Brief article)
February 1, 2007... How Jets International boosted its ROI Objectives: Private charter arline company Jets International needed a way to boost its paid search ROI and ferret out invalid clicks. Strategy: The company signed up with ClickFacts in August,...

PROBLEM SOLVED.(strategies and techniques for web marketing)(Column)
February 1, 2007... Problem: Are my navigational links working with or against my Web site? [Web site] Solution: Well-organized navigational links are essential for the viewer to functionally move throughout the site and read the content it provides. Any page...

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)(Brief article)
February 1, 2007... ***** Correction: In the "Goat or Gloat'' section of Chasers (Feb. 12, page 38), an incorrect photo appeared above the review of an advertisement from Perot Systems. The correct photo appears below. ***** Company: Perot Systems,...