BtoB articles from October 2005

BtoB archives from October 2005

Online products.(News)(Brief Article)
October 10, 2005... BtoB encourages readers to use our Web site, www.btobonline.com, to access archives of our monthly print edition, including our Special Report lists, as well as our daily and weekly e-mail newsletters. BtoB's e-mail products include "Daily...

BENCHMARKS: Top product/services categories.(Net Marketing)(Brief Article)
October 10, 2005... August 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 354.2 12% 2 Customer surveys 334.9 11 3 Staffing 149.1...

Resources.(Jupiter Research on Net Marketing)(Brief Article)
October 10, 2005... Recent Research Ad Spending Trends: The Internet and Other Media EMarketer, October 2005 www.emarketer.com Branding: Measuring Return Using Perfect Click Path Methodology Jupiter Research, June 2005 ...

The Internet continues to reshape direct.(Special Report: Direct Marketing)
October 10, 2005... Online marketing has experienced a significant surge in ad spending this year, and b-to-b direct marketers aware of its benefits are delving deeper into the Web as a powerful marketing tool. BtoB Senior Reporter Carol Krol sat down with several...

Ask The Expert: Use online ads to bring your brand to customers.(Net Marketing)
October 10, 2005... Question: What's the best way for online advertising to effectively grab customers' attention? Answer: Stop placing ads. Instead, focus on branded, actionable interactions within interactive media. Think beyond the "messaging'' banner....

Borrowed interest better be relevant.(Chasers)
October 10, 2005... A metaphor is more efficient than a photograph. A metaphoric image tells a story, often in an instant. The challenge to borrowed interest is connecting the image to the product or brand so that the recognition process is almost seamless. When...

Cut to the Chase.(advertising contracts)(Brief Article)
October 10, 2005... Company: Hewlett-Packard Co., Palo Alto, Calif. Agency: Goodby, Silverstein & Partners, San Francisco Market: Small business Quick chase: We're not sure if this spot for the HP Compaq Business Notebooks is a tribute to individuality or to...

Goat or Gloat.(advertising contracts)(Brief Article)
October 10, 2005... Company: BT, London Agency: St. Luke's Communications, London Market: CIOs Quick chase: From the theater of the absurd comes this scene where a man in a white lab coat is chucking what appears to be a loaf of bread to a woman positioned...

CMP Media shakes up top ranks, names Weitzner CEO.(Steve Weitzner named as the new chief executive officer of CMP Media L.L.C.)
October 10, 2005... Byline: SEAN CALLAHAN CMP Media made an unanticipated announcement Sept. 26 that CEO Gary Marshall was being replaced by Steve Weitzner, who had been CMP's COO. A press release said Marshall was "leaving the company to pursue other...

Telemarketing team rings up sales for Avaya.(Special Report: Direct Marketing)(Brief Article)
October 10, 2005... Byline: CAROL KROL More than a year ago, Avaya was relying on field sales and indirect sales through business partners to connect with customers. All customers. That meant salespeople in the field were tasked with handling complex and...

Industry Outlook: Combine messaging with clinical data.(Vertical Insight: Health Care)(Interview)
October 10, 2005... Byline: Roger Slavens As general manager of product development and interactive marketing for Advanstar Life Sciences and its Mediwire Network, Andrew Weissberg is responsible for the marketing, maintenance and enhancement of doctor...

AMS revamps brand, positions as go-to resource for doctors.(Vertical Insight: Health Care)(marketing strategies of Applied Medical Services)
October 10, 2005... Byline: ROGER SLAVENS Compared to industry leaders in the medical coding, billing, transcription and practice management services field, Durham, N.C.-based Applied Medical Services (AMS) was considered a smaller player despite 25 years of...

Agency of the Year runner-up: MRM Partners Worldwide.(Special Report: Direct Marketing)
October 10, 2005... Byline: Kate Maddox MRM Partners Worldwide, the relationship marketing agency of McCann Worldgroup, has had a big growth year, winning new clients, picking up additional work from existing accounts, increasing revenue by more than 20% and...

'Registered Rep' on top of its market; Well-established title a standout among dozens of Primedia magazines bought by Wasserstein.(Business Media)(market share of Registered Representative of PRIMEDIA Inc.)
October 10, 2005... Byline: SEAN CALLAHAN Wasserstein & Co. and its investment partners announced last week that they have closed on their acquisition of Primedia's business information unit for $385 million. The unit, for the time being, will be known as PBI...

Integration spurs OgilvyOne growth.(Special Report: Direct Marketing)(OgilvyOne North America)
October 10, 2005... Byline: KATE MADDOX OgilvyOne North America has been named BtoB's Direct Agency of the Year in recognition of its new business, technological innovation, new service offerings and creative execution. OgilvyOne is the direct and...

Direct hits it big; Sales driven by direct marketing are outstripping overall sales in the U.S., attracting the welcome attention of C-level executives.(Special Report: Direct Marketing)
October 10, 2005... Byline: Carol Krol Direct marketing is sitting pretty again: Spending is up, and sales driven by direct techniques are outpacing U.S. sales overall and are projected to continue to do so. Companies will spend more than $161 billion on...

Microsoft opens up the lines of communication; Secretive tech giant reaches out with new marketing program.(News)(marketing strategies)
October 10, 2005... Byline: KATE MADDOX Software giant Microsoft Corp. has long been known as a company that tightly controls all aspects of its marketing and communications with customers, business partners, analysts and the media. Company announcements,...

CompUSA campaign touts small-business loyalty program.(News)
October 10, 2005... Byline: Carol Krol CompUSA has developed a major marketing campaign to promote its first-ever customer loyalty program for small and midsize businesses (SMB). The loyalty program, Comp- USA Network for Business, was launched earlier this...

Beyond the Biz; Will the real Martha Stewart please stand up?(News)
October 10, 2005... What do Martha Stewart, Diana Ross, Jesse Jackson, Pat Boone, Bill Murray, Terry Bradshaw, Moses Malone, Dean Martin and Ricky Martin have in common? They're all on the payroll at Publishers Press, a magazine printing company based in...

B-to-b players get game in sports ads; Some opt for pricey TV placements, while others seek sponsorship and integrated opportunities.(Advertising)
October 10, 2005... Byline: KATE MADDOX As the fall sports season gets under way, many b-to-b marketers are advertising on a variety of sports programs, from the National Football League to NASCAR to the PGA. Advertisers with deep pockets, including IBM...

How to market to physicians; Marketers must gain doctors' trust, provide useful data in multiple formats.(Vertical Insight: Health Care)
October 10, 2005... Byline: ROGER SLAVENS Doctors are a powerful group of professionals-and not just for their medical knowledge. Especially on the pharmaceutical front, physicians wield enormous influence over the success of a prescription drug. As a result,...

The answer to more effective e-mails? Asking the right questions.(Net Marketing)
October 10, 2005... Question: How can I increase the bottom-line effectiveness of my e-mail campaigns? Answer: Most e-mail marketers continue to examine only a few limited variables in their attempts to maximize the effectiveness of their e-mail campaigns....

China's opportunity, competition.(Opinion)(Editorial)
October 10, 2005... Byline: Ellis Booker With increasing regularity, your colleagues-not to mention your competitors-are walking through international terminals, boarding jets headed for China. To be sure, lots of these trips are about outsourcing, moving...

Can China's Lenovo brand in the land of Dell?(News)(marketing strategie of Lenovo Group Ltd.)
October 10, 2005... Byline: SEAN CALLAHAN Can a brand with "no'' smack in the middle of its name succeed in a world where English is increasingly the dominant language? That's one of the many branding and marketing questions facing Lenovo, the Chinese...

Professional protocol in the global marketplace.(Opinion)
October 10, 2005... Byline: ARLENE B. ISAACS We Americans live in an exceedingly casual society. We believe that addressing strangers by their first names makes them feel like part of the family. In the global marketplace, however, this presumption of instant...

Lack of trust hampering online direct marketing.(News)
October 10, 2005... Byline: GEORGE HULME Because they operate in a world plagued by spam, phishing, spyware and identity theft, direct marketers need to ensure that their data security systems and Web site privacy statements conform to the latest standards...

Analytics alone will not get job done.(Opinion)
October 10, 2005... Byline: Karen Breen Vogel Businesses with long sales cycles are sometimes mystified by the contribution their Web site can make to the company's financial results. Despite the complexities in b-to-b or considered-purchase buying...

Schwartz rejoins `BtoB' editorial staff.(Matthew Schwartz)(business to business )(Brief Article)
October 10, 2005... BtoB is pleased to announce the return of Matthew Schwartz as a reporter. Schwartz, who was a reporter for BtoB in 2000 and 2001, will write for Media Business, BtoB's monthly magazine for business publishing executives, as well as BtoB. Most...

Placing a value on brand among 'intangible' assets.(Opinion)
October 10, 2005... Byline: Jonathan Knowles Accountability is the new black for marketers. And ROI has become the Murakami Louis Vuitton bag in the marketer's wardrobe. But ROI is-at best-only half the story. From a business perspective, marketing has...

AGENDA.(News)(Calendar)
October 10, 2005... Oct. 15-19 DMA '05 Conference & Exhibition Direct Marketing Association Georgia World Congress Center Atlanta www.the-dma.org Oct. 20-21 Meeting & Event Style Show Bizbash and Meetings & Conventions Pier 94,...

Video-based online game builds awareness for 3M.(Net Marketing)(Minnesota Mining and Manufacturing Co. signs advertising contract with AKQA)
October 10, 2005... Byline: KAREN J. BANNAN 3M is a well-known brand, but few people realize that the St. Paul, Minn.-based company sells more than 50,000 different products and has seven business divisions targeting businesses as well as consumers....

The new online ads; Interactive ads that move, talk and engage have become the standard for b-to-b marketers.(Net Marketing)
October 10, 2005... Byline: Karen J. Bannan Business marketers can be among the last to use new and exciting Web technologies to reach their target audiences. The upside to that, however, is that when these advertisers do finally trot out the latest bells and...

Quick Hits; Sun, Google enter strategic partnership.(Briefs)(Sun Microsystems Inc. and Google Inc.)(Oracle Corp. acquires Siebel Systems Inc.)(American Business Media)
October 10, 2005... In another move designed to take on Microsoft, Google and Sun Microsystems announced an agreement to promote and distribute their software technologies globally. Under the agreement, Sun will include the Google Toolbar as an option in its Java...

R.H. Donnelley lets its money do the talking; Yellow Pages publisher to acquire Dex Media in bid to expand online.(News)(R.H. Donnelley Corp. agrees to acquires Dex Media Inc.)
October 10, 2005... Byline: CAROL KROL Yellow Pages publisher R.H. Donnelley Corp., Cary, N.C., announced last week that it has agreed to acquire Yellow Pages publisher Dex Media for about $4.2 billion in cash and stock. The combined company will be the...

Study looks at value of online content; CMO Council research finds professional association reports most influential.(News)(Chief Marketing Officer)
October 10, 2005... Byline: KATE MADDOX Online content plays an influential role in technology purchase decisions, according to a study by the Chief Marketing Officer Council and KnowledgeStorm, a technology content and search site. The study, "Define...

Rubber firms extend brands to gain customers, revenue.(News)
October 10, 2005... Byline: BRUCE MEYER Rubber companies are among those manufacturers finding that brand extensions can bring in royalties and, more important, new customers for their core products. Groupe Michelin and Goodyear have each launched brand...

Overseas firms target U.S. market.(News)(DHL International owned by Deutsche Post World Net)(British Telecommunications PLC)
October 10, 2005... Byline: KATE MADDOX As many U.S. companies expand their marketing presence in China, other global companies are targeting the U.S. with new marketing efforts. Two notable companies that are pumping up their marketing in the U.S. are...

UPS.(Special Issue: BtoB's Best 2005)(marketing strategies of United Parcel Service of America Inc.)
October 24, 2005... Byline: Roger Slavens The relaunch of the UPS brand in 2002 with the "What Can Brown Do for You?'' campaign did more than accentuate the company's trademark color. "It pushed to a senior audience that UPS could offer them extended...

Intel.(Special Issue: BtoB's Best 2005)(marketing strategies of Intel Corp. developed by McCann Direct Inc.)
October 24, 2005... Byline: Beth Snyder Bulik It's been a busy 12 months at Intel Corp. The company ushered in a new CEO, hired a new CMO, reorganized its business structure and overhauled its marketing department. Oh, and also hired a new advertising agency....

GE.(Special Issue: BtoB's Best 2005)(marketing strategies of General Electric Co.)
October 24, 2005... Byline: Kate Maddox General Electric Co., which launched a major rebranding campaign in 2003 with the tagline "Imagination at Work,'' extended its brand positioning this year with a new marketing push called "Ecomagination.'' The...

Dell.(Special Issue: BtoB's Best 2005)(marketing strategies )
October 24, 2005... Byline: Roger Slavens Dell Inc.'s year started off with a bang. In January, the direct-to-buyer computer maker hired former National Football League marketing guru Shawn Dennis as VP-global branding to shake up its image. Then the...

Deirdre Bigley.(Special Issue: BtoB's Best 2005)(marketing strategies for International Business Machines Corp.)
October 24, 2005... Byline: Beth Snyder Bulik Deirdre Bigley is a soccer mom. But true to career form, she is no ordinary soccer mom. This IBM VP-worldwide advertising and interactive doesn't just drive the minivan and cheer from the sidelines-she manages...

Laurie Tucker.(Special Issue: BtoB's Best 2005)(marketing strategies for FedEx Corp.)
October 24, 2005... Byline: Mary Ellen Podmolik By some measures, Laurie Tucker, senior VP-global marketing, said, 2005 has been a saner year than 2004, when she rushed to develop a marketing strategy for a newly combined FedEx Kinko's. The focus this...

Jay Fiore.(Special Issue: BtoB's Best 2005)(marketing strategies for eBay Inc.)
October 24, 2005... Byline: Beth Snyder Bulik In 2005, more than 3 million computers, 68,000 toner cartridges and 4,000 forklifts were sold through eBay Business. While sales haven't yet been tallied for 2005, it is likely that the total will surpass Bay's...

Michael Mac Donald.(Special Issue: BtoB's Best 2005)(marketing strategies for Xerox Corp.)
October 24, 2005... Byline: Sandra Swanson He's only been in his current position for one year, but Michael Mac Donald is no Xerox newbie. For nearly three decades, he's risen through the corporate ranks. Now, he's parlayed much of that experience into his...

Susanne Lyons.(Special Issue: BtoB's Best 2005)(marketing strategies for Visa U.S.A. Inc.)
October 24, 2005... Byline: Kate Maddox Susanne Lyons was named chief marketing officer at Visa USA in June 2004, the same month Visa launched its first major b-to-b ad campaign. Since then, Lyons has overseen Visa's expansion into the business segment,...

Nicole O'Rourke.(Special Issue: BtoB's Best 2005)(marketing strategies for Aetna Inc)
October 24, 2005... Byline: Matthew Schwartz Grappling with soaring medical costs continues to be a top priority for employers, which now more than ever need straight talk from health insurers about their options. For Nicole O'Rourke, VP-advertising & brand...

Ingrid Van Den Hoogen.(Special Issue: BtoB's Best 2005)(marketing strategies for Sun Microsystems Inc.)
October 24, 2005... Byline: Kim Zetter Looking around the Internet during the past two years, Sun Microsystems noticed a trend toward participatory computing-activities such as blogging and social networks-and realized not only that people had an urge to...

TV - Winner: DHL International; Agency: Ogilvy & Mather, New York.(Special Issue: BtoB's Best 2005)
October 24, 2005... We've all suffered at the hands of those who are supposed to be providing us customer service: the bank teller who brusquely posts the "next teller'' sign just as you reach the window; the store clerk who violently crams your groceries in the...

Kathy Button Bell.(Special Issue: BtoB's Best 2005)(marketing strategies for Emerson Electric Co.)
October 24, 2005... Byline: Kate Maddox Kathy Button Bell, VP-chief marketing officer at industrial manufacturer Emerson Electric, is a multitasker. During a half-hour phone interview with BtoB, she discussed Emerson's marketing strategy, called up data...

IBM.(Special Issue: BtoB's Best 2005)(International Business Machines Corp.)
October 24, 2005... Byline: Beth Snyder Bulik How does a company successfully balance brand heritage with a changing business strategy? Ask IBM Corp. The 81-year-old company has spent the past several years moving from technology product supplier to on-demand...