Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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72 BUSINESS-TO-BUSINESS INTERNET MARKETING A Future Consideration for Your Web Site As the Internet shrinks the world, it is useful to keep in mind that the world speaks more languages than English. Although English predominates across the Web, a b-to-b company marketing internationally needs to consider the implications of creating its Web site in different languages. According to Jupiter Media Metrix (www.jmm.com), within just a few years, two thirds of the world’s online audience will be non- English-speaking. Forrester Research (www.forrester.com) supports this with its own prediction that 50% of all online sales will be made outside the United States by 2004. Forrester says moving toward multilingual Web sites will be an inevitable necessity. Don’t overlook this trend if you anticipate doing serious business in non-English-speaking countries. A June 2000 survey of over 150,000 European Internet users across 15 countries by Pro Active indicated that 65% of the respondents preferred sites in their own language. In fact, it seems that Europeans prefer online companies that use their own country’s suffix as opposed to .com. At some point, if you have any interest at all in broadening your business beyond the United States, you will likely need to build mirror sites that accommodate both the languages and cultural differences of other nations. Already, leading global b-to-b marketers are recognizing this important need. Take a look at the FedEx Web site (www.fedex.com) to see how a truly global company solves the problem. FedEx customizes its Web site for every country in which it delivers packages. Each country page is written in the appropriate language, carries appropriate photography of people native to that country, and lists the delivery and rate information specific to that country. The Best B-to-B Web Sites You could probably make the assumption that the best b-to-b Web sites are also the b-to-b Web sites making the best use of Internet marketing. Of course, it depends on the criteria used to select the best sites. One of the more useful lists is “The Net Marketing 200,” which can be found at www.btobonline.com, the Web site of BtoB magazine, published by Advertising Age. The September 2000 listing identified the best sites in 15 categories. See Figure 2.2 for the IBM home page. The top rated sites were
Generating and Qualifying Leads with Your Web Site 73 Category Company Web Site Agriculture/Food Monsanto Co. www.monsanto.com Automotive Cole Hersee Co. www.colehersee.com Construction Deere & Co. www.deere.com Energy and Power Enron Corp. www.enron.com Financial Services Merrill Lynch www.ml.com Health Care/Pharmaceutical Baxter Healthcare www.baxter.com Manufacturing: High Tech IBM Corp. www.ibm.com Manufacturing: Industrial General Electric www.ge.com Outsourcing ADP www.adp.com Petroleum/Chemicals Eastman Chemical www.eastman.com Professional Services KPMG Intl. www.kpmg.com Software RealNetworks www.real.com Telecom Services AT&T www.att.com Transportation/Shipping Federal Express www.fedex.com Wholesale/Retail OfficeMax www.officemax.com Figure 2.2. The IBM Web site is consistently recognized as one of the top computer technology Web sites. Clean design and simple navigation make a huge and complex site look friendly and easy to use.
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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2 BUSINESS-TO-BUSINESS INTERNET MAR
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101 Ways to Promote Your Web Site,
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