BtoB articles from January 2008

BtoB archives from January 2008

Cut to the chase.(Chasers)(Brief article)
January 14, 2008... Company: Eastman Chemical, Kingsport, Tenn. Agency: Bader Rutter, Milwaukee, Wis. Market: Houseware and appliance manufacturers Quick chase: Plastic pellets morph into the image of a colorful chameleon. This is not art for art's sake, but a way...

Online media to benefit from boost in marketing budgets.(News)(Report)
January 14, 2008... Byline: CAROL KROL B-to-b marketing budgets appear to be in good shape this year, with more than half of marketers expecting the purse strings to loosen up. While interactive tactics will gain from that increase and see the most growth,...

Understanding the difference between drip irrigation and irritation; Ask the expert.(Tools & Metrics)(dialogue with Jim Cecil at Nurture Institute)(Interview)
January 14, 2008... Jim Cecil is a Redmond, Wash.-based marketing consultant, speaker, and president and founder of the Nurture Institute, which offers training to corporate marketing teams. BtoB recently asked Cecil about trends in long-term lead nurturing. ...

HP division takes long-term lead nurturing seriously.(Tools & Metrics)
January 14, 2008... Byline: Christopher Hosford By January 2006, PolyServe, a Beaverton, Ore.-based software maker, had reached a point at which, according to Senior Marketing Manager Jeff Day, "People felt things could be improved.'' It wasn't that the...

Don't leave interested parties stranded on bad landing pages.(NetMarketing)
January 14, 2008... Byline: KAREN J. BANNAN Whether your prospect or customer is using a PC or a mobile device to read your e-mail messages, the goal is to get them to take action-in many cases, by clicking through to a landing page. Yet according to several...

Problem solved.
January 14, 2008... Web Site: Problem: Keeping Web sites from drowning in content with the explosion of video and other forms of rich media. Solution: As more marketers embrace and exploit the power of the Internet, Web sites are quickly becoming...

Can you read me now? Marketers develop new ways to ensure their content appears on a variety of mobile devices.(NetMarketing)
January 14, 2008... Byline: Karen J. Bannan An e-mail read on a BlackBerry might look very different than it would on an Apple iPhone or a Palm Treo. This is because the world of mobile e-mail is like the Wild West: There are few rules; anything goes. The...

goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)
January 14, 2008... Company: United Air Lines, Elk Grove Village, Ill. Agency: Barrie D'Rozario Murphy, Minneapolis Market: Business travelers, corporate travel managers Quick chase: The stylized image of a woman blissfully at rest with clouds drifting past her is...

Budgeting forecast; Spending for large events down; executive meetings to grow in 2008.(Events)(Report)
January 14, 2008... Byline: ERIN BIBA Budget forecasters are predicting that spending on large events will be down this year. But that's not an umbrella forecast for all types of events. Instead, marketers intend to increase financing for smaller, more...

Land Rover brews up tea party ads; Echo Award-winning campaign uses direct to communicate complex tax break to customers.(Direct & Database)
January 14, 2008... Byline: CAROL KROL When Land Rover U.S. wanted to communicate to small businesses the tax benefits of buying a new Land Rover, it used a 234-year-old event that sparked the American Revolution and led to the U.S.' independence to...

Menus That Talk uses show to be heard.(Vertical Insight: Food Service)
January 14, 2008... Byline: MARY E. MORRISON Menus That Talk, a Taylannas Inc. company, is a provider of handheld, audio-enabled menus. The devices, which are the size of a DVD case, "speak'' a menu in the language a users selects and are also labeled in...

Foodservice operaters look for labor-saving help; industry outlook.(Vertical Insight: Food Service)(Industry overview)
January 14, 2008... Byline: Mary E. Morrison Prior to joining the National Restaurant Association, where he is VP-sales and marketing for the convention division, Greg Kirrish spent much of his career as a foodservice marketer at companies including Kraft...

Agenda.(Calendar)
January 14, 2008... Feb. 4-6 The Conference on Marketing Institute for International Research Naples (Fla.) Grande Resort & Club www.iirusa.com/marketing/index.xml Feb. 12-13 Email Evolution Conference Email Experience Council and...

Virtual events and measuring ROI keys; Ask the expert.(Events)(Event Marketing Institute)(Interview)
January 14, 2008... Byline: Erin Biba Kerry Smith is president of the Event Marketing Institute, a think tank that follows trends in event marketing through research, analysis and education. BtoB asked Smith to talk about expected developments in the events...

It's time to improve America's image.(Opinion)
January 14, 2008... Byline: Dick Martin Here's my hope for 2008-that U.S. CEOs start doing something about America's lousy image around the world. Till now, they've argued it's not their problem, that their companies are not "American,'' they're "global.''...

LETTERS.(Opinion)(Letter to the editor)
January 14, 2008... What makes this a `best' profile? Matthew Schwartz's profile of Mike Paradiso, CA's VP-global media director (BtoB's Best 2007, p. 16) is striking in what it says and what it omits. Unlike other "best'' profiles, it doesn't mention...

How best to display e-mail on a handheld; Ask the expert.(NetMarketing)
January 14, 2008... The way e-mails display on handheld devices is an increasingly important topic these days. Especially in the b-to-b realm, how many business folks do you see these days with a BlackBerry in their hands? There are a number of components that can...

Cater to their 'pain points'.(Vertical Insight: Food Service)
January 14, 2008... Byline: MARY E. MORRISON In 2008, the restaurant industry will have an estimated $557 billion in sales and employ 13.1 million people-or 9.1% of the U.S. workforce-in 945,000 locations, according to the National Restaurant Association....

Marketing for the long haul; Long-term lead nurturing comes of age in a time when customer info is prime.(Tools & Metrics)
January 14, 2008... Byline: CHRISTOPHER HOSFORD For the typical b-to-b company, the need for long-term lead nurturing may be self-evident, given that nearly all b-to-b sales cycles are lengthy. But only recently has the need for nurturing been more fully...

Don't become an SEO junkie; New Channels.(Opinion)
January 14, 2008... Byline: Paul Gillin Back in my days as an editor at an Internet company, I learned to live and die by traffic. Page views, unique visitors and traffic growth were our gods, and we became very good at driving the numbers. Too good, in...

Six predictions for the new year.(Opinion)
January 14, 2008... Byline: Ellis Booker Prognostication is a funny business. One problem is selecting a reasonable time frame. Pick a date too far in the future and you're in for trouble. I still shudder at the memory of being on a radio show a few years ago...

Super Bowl advertisers create buzz.(News)
January 14, 2008... Byline: KATE MADDOX Advertisers during Super Bowl XLII must do more than pony up $2.7 million for a 30-second spot-they must be willing to commit the resources to develop marketing messages that will entertain audiences and live beyond the...

Marketers pursuing new customer-focused metrics; Chief Marketing Officer Council encourages adding Customer Affinity Index to the mix.(News)
January 14, 2008... Byline: KATE MADDOX Customercentric metrics are taking center stage this year as b-to-b marketers pursue new ways to measure customer engagement, satisfaction and, ultimately, loyalty to a brand. Measuring customer satisfaction is not...

Online network generates leads, sales.(News)
January 14, 2008... Byline: Rebekah Tsadik A new site is banking on social media to shorten sales cycles and directly link users' activity within social networks to measurable results. Peer-to-peer marketplace Salesconx Inc. marries social networking to...

Seven steps to building your social network.(News)(Interview)(Brief article)
January 14, 2008... 1. Consider your target audience. Who and how many people you're trying to reach will determine the size, type, life span and language of the social network needed. 2. Determine the site's mission, message or goal. Talent management,...

Social networks starting to click; Studies show social networking growing in the b-to-b space, even as marketers acknowledge need for measurement.(News)
January 14, 2008... Byline: REBEKAH TSADIK As b-to-c marketers dash ahead adopting new media platforms-blogs, viral videos and social networks-their b-to-b counterparts struggle with questions about the effectiveness of these same tactics. While some count...

Fire your client? Seven tips for making sure your agency is pursuing clients that meet your goals.(Opinion)
January 14, 2008... Byline: Spyro Kourtis It's too bad most agencies passively wait for RFPs to appear or search agencies to call. I believe you get a better agency-client relationship and better advertising when agencies deliberately go after the clients...

new campaigns.(Advertising)
January 14, 2008... Monster "Your Calling Is Calling'' Agency: BBDO New York Target audience: Job seekers Campaign objective: Position Monster as a resource that helps workers attain their life goals Media: TV, print, radio, online Budget: Undisclosed ...

Xerox overhauls brand image.(News)
January 14, 2008... Byline: BETH SNYDER BULIK Brother Dominic wouldn't recognize his time savior anymore. Centenarian technology company Xerox, famed for a Super Bowl campaign showing a monk copying-rather than transcribing-sacred manuscripts, is...

Outlook bright for online advertising; Analysts expect to see increased spending, creation of standard measurement practices.(Advertising)
January 14, 2008... Byline: KATE MADDOX Online advertising will continue to grow in 2008 as b-to-b marketers increase their spending on search and online video, and experiment with new social media platforms. Other top online advertising trends this year...

Dell pioneers new agency business model with WPP.(Special Report: Agency Relations)
January 14, 2008... Byline: KATE MADDOX Seeking to create an entirely new agency model to support its business goals, Dell is partnering with agency holding company WPP Group, London, to form a global integrated marketing communications agency. The new...

Managing multiple agencies; Collaboration, organization needed to keep unified message, branding.(Special Report: Agency Relations)
January 14, 2008... Byline: KATE MADDOX While some b-to-b marketers are moving toward a single-agency model to handle all their marketing communications needs, others are sticking with multiple agency relationships, recognizing that specialization of services...

Streamlining sales behind Penton reorganization.(Business Media)
January 14, 2008... Byline: MATTHEW SCHWARTZ One year after Prism Media officially acquired Penton Media for $530 million and adopted its name, the company is undergoing a major reorganization with the aim of creating new marketing vehicles. Reflecting a...

Correction.(Correction notice)
January 14, 2008... Draftfcb Chicago created the "My M&M's'' ad that was featured in Chasers (Dec. 10, page 34). The creative was incorrectly attributed to another agency.

Long or short, good writing always wins.(Chasers)
January 14, 2008... Back in the halcyon days of industrial marketing, long-copy ads or copy-dominant ads were quite common. The buyers of sophisticated, expensive products or services appreciated the wealth of information those ads put before them. In those...

QuickHits.
January 14, 2008... TNS projects 4.2% ad growth this year Total U.S. ad spending is projected to increase 4.2% this year, according to a new forecast by TNS Media Intelligence. For the first half of the year, ad spending will increase by 3.6%, followed by a...

Some see conflicts in Google-DoubleClick deal.(News)
January 14, 2008... Byline: MATTHEW SCHWARTZ As Google waits for the European Commission to decide whether to approve its $3.1 billion acquisition of Internet ad server DoubleClick, following the Federal Trade Commission's approval last month, industry...

Season brightened by snowglobe, elves and e-sweaters.(Beyond the Biz)
January 14, 2008... You remember "The Bubble Boy'' from "Seinfeld.'' In that darkly humorous episode, George Costanza is nearly strangled by a pair of gloves that the boy-who turns out to be a grown man-uses to reach through the bubble barrier after the two play...

E-mail marketers grapple with reach, relevance.(E-Mail Marketing Roundtable)
January 14, 2008... While e-mail marketers continue to wrestle with important, practical issues such as how often to contact customers, which customer segments should receive particular messages and how to make those messages as relevant as possible, they are now...

Btobonline.com.(Opinion)
January 14, 2008... poll results: Outside of search marketing, where are you spending the most online? Display (including rich media): 39% Sponsorships: 4% Lead generation: 26% E-mail: 31% Btobonline.com 1/10/08 New Poll question...