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

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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-
Generating and Qualifying Leads with Online Advertising 81 2001, the company announced the acquisition of MessageMedia, one of the leading e-mail marketing firms. Engage (www.engage.com) focuses its approach on ROI by using sophisticated media planning and behavioral targeting models to pinpoint banner ad effectiveness. Engage has the ability to determine the geographic location of a user’s computer and, as a result, has helped pioneer “local” advertising on the Internet. The adVENTURE Internet Marketing Network (www.adventure.com) claims to be a true direct marketing network, offering advertisers targeting by site, affinity group, and network. The B2BWorks ad network (www.b2bworks.net) focuses on business-to-business and features leading Web sites and e-mail newsletters from more than 70 industries. The advertising network 24/7 Media (www.247media.com) markets advertising and sponsorship programs along with e-mail marketing services. VentureDirect’s B2BfreeNet (www.b2bfreenet.com) integrates direct mail, Web site advertising, and e-mail into a single media buy. An IT marketer with a b-to-b focus could run the same promotions across all media, reaching targeted audiences in 23 different industries. There are also numerous Internet media buying services, such as WebConnect (www.webconnect.com), as well as services that bring together Web site owners who want to exchange free banner ads, such as Microsoft’s LinkExchange (www.adnetwork.linkexchange.com). The online advertising environment is undergoing significant change. In some cases, Web users may view banner ads and online advertising in general as nothing more than an annoyance, because they can sometimes slow down a page from loading and be distracting. In a corporate environment, advertising can even consume precious bandwidth. As a result, a new industry is evolving: ad-blocking software. If filtering products that actually block ads from downloading gain in popularity, it could create new concerns for online advertisers. There are also some interesting innovations in online advertising that could extend the life of banner ads. Will Rich Media “Save” Banner Advertising? If anything will “save” banner advertising, it is likely to be rich media. Rich media—the ability to build sound, motion, and interactivity into
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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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