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

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144 BUSINESS-TO-BUSINESS INTERNET MARKETING The Online Webcast This event is really a television or radio program broadcast over the Internet. It typically features a panel discussion or several speakers who offer short presentations, followed by a question-and-answer session, most often conducted via teleconference. The Online Meeting The online meeting can be anything: a sales meeting, user group conference, analyst meeting, press conference, and so on. A number of companies now routinely use the Internet for sales meetings and press conferences, and several companies have even experimented with online annual meetings. The Online Chat An online chat is a variation on the Web event that eliminates the slide show and allows an expert to informally converse with participants. This is conceptually the same as a teleconference, but it uses the Internet to facilitate the interaction instead of a telephone. Participants log into a chat room and ask questions of the expert. The expert answers the questions and free form commentary from all participants can occur as a result. Some participants prefer anonymity. Typically these sessions run anywhere from 30 to 60 minutes. Crossing Over with Online Events A developing trend is the increasing connection between offline and online events. Trade shows, for example, are moving toward not just promoting live events on the Internet, but sometimes running live Webcasts from the event, or posting videos of the event on the Web soon after its conclusion. Live seminar programs are also being captured on video and archived for Web use. For example, the Direct Marketing Association (www.the-dma.org) held two live seminars, one on e-commerce and one on e-mail marketing, in several cities during the spring of 2000. In late June, once these seminars were no longer offered live, the DMA sent an e-mail to members promoting the seminars again, this time as online seminars. The DMA had adapted the live seminars, added chat rooms so that classmates could converse and bulletin boards to connect with the instructors, and offered them as on-demand Web events at a 20% discount for both.
Developing and Hosting the Internet Event Using Internet Events for Marketing 145 Before you rush off to cancel all of your live seminar programs, do yourself a favor: Test the online event on a limited basis with your target audiences. Admittedly, it is almost a no-brainer when it comes to comparing the costs/results from an online seminar to that of a live seminar program. A seminar held on the Web looks like the clear winner, but although the Internet event may seem to hold great promise, it is important to know if your audience will be accepting of this new marketing format. Today, the Internet event seems to have its greatest appeal for audiences such as technical professionals—IT managers, networking managers, software developers, and the like—but as Internet usage increases, usage of Internet events is steadily increasing. As a result, such events could become attractive replacements for live events targeting any business audience. The Internet event should also be a particularly attractive venue for senior executives, who often do not have the time to attend an event in person. If you want to reach a high-level audience via the Internet, compare the pros and cons of a virtual event to these other live formats: The Teleconference, or Teleforum. This format is basically a seminar held via the telephone. It typically lasts about an hour, rather than the traditional half-day event, and is offered early in the morning so that executives can grab a cup of coffee and listen, perhaps with The Wall Street Journal at hand, before the responsibilities of the day distract them. With the right speakers and topic, the teleforum is a very powerful format—perhaps even more attractive than virtual events for high-level decision makers. If appropriate, teleforums can be enhanced by directing the listener to a URL to view Web-based content during the event. The Executive Roundtable or Briefing. This variation of the seminar is a small live event with a restricted invitation list. It is usually open to senior executives by invitation only from the sponsoring company’s CEO. The executive roundtable is positioned as an opportunity to participate in a discussion with peers. Sometimes the invitation to such an event is as exclusive as the event itself—it may be engraved, hand addressed, or even include an executive gift.
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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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