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

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94 BUSINESS-TO-BUSINESS INTERNET MARKETING on database, relational database, RMDB, so on. The ads can be either banners or text ads; text ads reportedly outpull banners, but it’s worth a test. Large search engines are expensive, so purchase space selectively. A report in the e-newsletter B2B Marketing Biz (www.b2bmarketing biz.com) showed just how important search engines can be. Zapdata (www.zapdata.com), a company that provides sales leads, extensively tested all forms of online advertising, including banners, opt-in e-mail, newsletter sponsorships, and search engine free and paid listings. Search engine optimization was the tactic that outperformed them all. Straightforward banners with free offers also worked well, but Zapdata was just as impressed with the response achieved by newsletter sponsorships. Online buying guides and directories present additional opportunities for marketers. Incentive Programs: Another Form of Online Advertising A growing area of online advertising is incentive programs. These programs reward the prospect or customer for providing information, taking an action, or making a purchase. This phenomenon deserves its own section because it is proving for some marketers to be a way to increase advertising click-throughs, acquire prospects, and even increase customer loyalty. Incentive programs come in a variety of flavors, with the most common incentives being sweepstakes and contests, volume deals, and price breaks, according to Forrester Research. Also becoming increasingly popular on the Internet are online coupons and other forms of “instant payback” programs. Contests and sweepstakes are growing at a rapid rate, being legitimized by big name marketers. For example, in December 1999, Compaq Computer Corp. (www.compaq.com) cut a deal with Promotions.com (formerly Webstakes) to create custom sweepstakes-style promotions to run on Compaq’s Online Services site. As for online coupons, Forrester Research reports that they can send banner ad click-through rates as high as 20%. In fact, a study by NPD Online Research released in November 1999 showed that almost a third of the Internet population used online coupons in October, up from 23% early that year. The top two sites where coupons were being obtained, according to the survey, were Coolsavings (www.coolsavings.com) and ValuePage (www.valuepage.com). There is even a place where you can
Generating and Qualifying Leads with Online Advertising 95 search out a free offer in the category of your choice—it is called The Free Forum Network (www.freeforum.com). There are a wide variety of incentive programs, some initiated by marketers themselves. As you might expect, there are also numerous organizations on the Internet that specialize in online incentive programs. Here are just a few of the leading ones: ClickRewards (www.clickrewards.com) ClickRewards, operated by Netcentives, Inc., appropriated the frequent traveler miles concept and applied it to the Web. Hence, they offer ClickMiles for shopping at participating Web sites. These ClickMiles can be converted into frequent traveler miles on a one-forone basis in several leading airline and hotel programs, as well as for other types of rewards. MyPoints (www.mypoints.com) With over 8 million members and over 200 advertisers and partners participating in MyPoints and MyPoints BonusMail (e-mail advertising), MyPoints offers “rewards points” for purchase. Points may be redeemed for a variety of products and services from some 50 rewards providers. MyPoints also offers completely customized private-label loyalty rewards programs used by such companies as American Express GTE and ZDnet. In 2000, MyPoints announced that it would acquire another leading online incentive company, Cybergold. Then, in June 2001, United Airlines announced it would acquire MyPoints. Although United said it would allow MyPoints to operate as a separate subsidiary, the incentive company would clearly be linked with United’s Mileage Plus frequent traveler program. Online Advertising Is Undergoing Continuous Innovation The dynamic nature of the Internet means that online advertising will be ever changing. New strategies, techniques, and tools will continue to be introduced in an effort to improve the effectiveness of online advertising. The good news is that new forms of online advertising are already proving their effectiveness. In July 2001, The Interactive Advertising Bureau (www.iab.net) cited three different studies that attested to the success of new, larger online ads. One survey of 8,750 Web users showed
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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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