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

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92 BUSINESS-TO-BUSINESS INTERNET MARKETING Analyze the results of online advertising campaigns as you would any other media. Don’t just look at click-throughs, look at responses, sometimes called conversions. Technology is available to track “view-throughs” as well. View-throughs represent individuals who view the ad but don’t click on it. Various research studies done on view-through visitors suggest that they are, in fact, good prospects, because they remember a company’s advertising and return to the site at a later time. Newsletter Sponsorships: For B-to-B Marketers, It Could Be the Better Way to Advertise One of the fastest-growing areas of the Internet is e-mail newsletters. (We’ll talk more about them in the next chapter.) An important aspect of these newsletters is that more and more of them accept advertising, commonly called sponsorships. E-mail newsletters are often free to the subscriber, but they include a limited amount of advertising from sponsors to offset the distribution cost. Advertising is usually in the form of a small segregated area at the top or bottom of the newsletter, or sometimes embedded into the newsletter text. The ad is typically a text-only ad set off by itself, but it almost always contains a link to the advertiser’s landing page, response form, or Web site home page. Some newsletters permit advertisers to sponsor an entire issue of a newsletter so that no other ad is seen in that issue, only the sponsor’s. If the e-newsletter publishes an HTML version, your sponsorship could be very much like an online banner or button. Newsletter sponsorships often tend to pull a higher click-through rate than banner ads, as well as a higher conversion rate. My agency has tested newsletter ads against banner ads and consistently found this to be the case for b-to-b lead generation. With a cost that is generally equivalent to banners, newsletter ads are an attractive media buy. You may have to pay more for special placement in the newsletter, but if it positions your ad higher in the newsletter, it could pay off in an increase in click-throughs and conversions. Writing these little ads is a challenge, though, because marketers are typically restricted to a small number of words. There are some distinct advantages to this type of advertising: Advertising that appears in an e-mail newsletter, even though it is text only, is almost guaranteed to be read. This is because news-
Generating and Qualifying Leads with Online Advertising 93 letter subscribers tend to read the newsletter carefully; otherwise, they would not subscribe to it. As they read the newsletter, they cannot help but come across the sponsor’s ad. Although most e-mail newsletters are free to subscribers, and their publishers typically ask for nothing more than an e-mail address, the newsletters cover certain very narrow topics. Because of this targeted content, readers self-qualify as a legitimate targeted audience. Newsletter publishers can certainly give you circulation figures, but they typically will not release specific data about any subscribers. In some cases, newsletter publishers will share subscriber data with you in aggregate form so that you know more about the types of readers. Some newsletters might also rent their subscriber lists. A newsletter ad can become even more effective when it incorporates a link to a specific Web response form or other Web page that further promotes the advertiser’s product or service. Many e-mail programs provide the ability to directly link to Web pages, but to accommodate those that do not, it is wise to include the complete link address (including http://www if it is a Web link). Industry reports suggest over and over again that such links from newsletter ads are very effective. Some newsletters are a hybrid between e-mail and HTML, and with these, there are additional advertising possibilities that may prove effective. Here, you can place a text-only ad in the e-mail newsletter, but you can also place a more graphic ad in the newsletter’s HTML version. You may also be able to sponsor an entire column or page in the HTML newsletter. Advertising Tip: Don’t Forget Those Search Engines and Directories A potential online advertising opportunity that’s easy to overlook is search engine advertising. Information technology (IT) marketers who use this strategy successfully place ads on search engine pages that relate directly to their products or services. For example, a maker of a database product might place an ad that appears when a visitor searches
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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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101 Ways to Promote Your Web Site,
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