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

80 BUSINESS-TO-BUSINESS INTERNET MARKETING
You should approach the creation and placement of banner advertising
in much the same way you would implement a traditional direct
response advertising campaign:
Set advertising goals and measurable objectives.
Establish budget parameters.
Determine your target audience.
Research available media targeting that audience.
Develop a media schedule.
Create the advertising.
Place the advertising.
Measure the effectiveness.
Analyze the results.
Refine the advertising program.
Of course, that is easier said than done. With traditional media,
some b-to-b marketers execute and place their own advertising; others
would not think of it. In this case, you are probably better off using
skilled outside resources, such as interactive agencies, for banner advertising
because it requires specialized expertise in media placement
and creation.
There are several electronic media placement services, some of which
might be useful for the b-to-b marketer to investigate. Perhaps the most
prominent of these services is DoubleClick (www.doubleclick.net).
DoubleClick uses its network of Web sites to place advertising that you
pay for only if you actually get click-throughs, responses, or sales.
DoubleClick also offers extensive testing and reporting services, but the
company generally represents consumer-oriented Web sites with the highest
traffic—and therefore the highest cost. As an aside, DoubleClick is
expanding aggressively into other forms of Internet marketing. In mid-