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

Using Internet Events for Marketing 159
To apply distance learning as a marketing technique to reach larger
organizations, the best solution might ultimately be establishing learning
programs within each company. Here, such products as LearningSpace
from Lotus (www.lotus.com) hold promise. LearningSpace Anytime 3.0,
introduced in mid-1999, was the first Web-based product to give users
the flexibility to learn either through self-paced materials, live interaction
with others in a virtual classroom, or collaboration with others independent
of time and place. This server software application can be accessed
either from a Web browser or the Lotus Notes client. LearningSpace has
been adopted by such organizations as Siemens Corporation, American
Express, and online business education provider UNext.com.
While distance learning has much broader applicability than marketing
alone, it is indicative of the way meetings, seminars, and conferences
are moving to the Internet…and representative of the potential of
Internet events for the b-to-b marketer.