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

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166 BUSINESS-TO-BUSINESS INTERNET MARKETING receiving a telemarketing call. The e-mail newsletter is likely to receive more attention and get read more often than traditional direct mail. As discussed in Chapter 4, the e-mail newsletter is in itself becoming a primary means of generating leads for b-to-b marketers. In the context of e-fulfillment, it is a remarkably efficient medium. Consider the fact that much of what you may now send in traditional printed form could be converted to e-mail newsletter format. It may not have the same appearance—today’s e-mail is predominantly raw text with no bold, underlining, bullets, or graphic images—but that is rapidly changing. E-mail programs are catching up, and it may not be long before they routinely incorporate HTML-like graphics. In addition, e-mail newsletters often have links to HTML pages so that recipients can click to a page on the Web with a more pleasing graphic design and photographs and illustrations. Even with the basic e-mail newsletter, you have an opportunity to translate marketing material into a format that is widely accepted and read. As long as the e-mail newsletter has information of perceived value and is not merely a sales pitch, prospects and customers alike will read it. Just as important, you can rapidly build an e-mail list of subscribers who, at the very least, share the commonality of being interested in your e-mail newsletter topic. Sending your e-mail newsletter periodically not only gets your message to a target audience more than once, it also positions you as an expert. And e-mail newsletters are very inexpensive. After you automate the e-mail process, the cost associated with e-mail distribution is almost insignificant. Compare that to traditional direct mail fulfillment. The reader service number itself is undergoing change in the era of the Internet. Now several trade magazine publishers are providing Internet-based reader service numbers so that inquirers can respond online. Some of these services allow an advertiser to post electronic information at a special Web address, with a link to the advertiser’s Web site. As a result, the inquiry can literally be instantly fulfilled instead of taking days, weeks, or months, as might be the case with the traditional bingo card inquiry handling process. Dell Computer (www.dell.com) created an Internet version of the reader service number that it calls an E-Value Code. Although Dell builds computer systems to individual specifications, they also know that certain preconfigured systems will be popular. Dell runs print ads showing an E-Value Code with each of these systems. The interested prospect goes to the Dell Web site and enters the E-Value Code in the appropriate
Executing E-fulfillment 167 box on a Web page, and the site instantly returns information to the prospect about that particular system. That is e-fulfillment at its simplest and its best. Other innovations promise to keep the Internet on the cutting edge of fulfillment. In May 2000, Digimarc (www.digimarc.com) announced a technology called MediaBridge that permits an invisible image to be embedded in a printed ad, brochure, or CD. Suppose the prospect is reading an ad with this invisible image. He or she can hold the ad up to a camera connected to the computer, and the invisible image will point the computer to the URL of a Web page. Print ads using this technology appeared for the first time in the July 2000 issue of WIRED. The magazine ran 30 of the ads and included an explanation with that issue. Digimarc ran a promotion giving away 25,000 PC cameras. The technology has been licensed by several other publishers as well. GoCode (www.gocode.com) uses barcode technology to achieve the same purpose. A barcode is placed in printed content, and then a barcode reader attached to the computer translates the barcode into the appropriate URL. FindtheDOT (www.findthedot.com) involves printing Power Dots in advertisements, in catalogs, and on business cards. Customers tap the Power Dot on ads of interest with a Personal Information Assistant (PIA), a little wireless hand-held device that is distributed free. The PIA wirelessly transfers the stored Power Dots to the user’s PC and initiates a recognizable e-mail response from the specific advertisers of interest. Creative use of imagery technology is also revolutionizing the visual quality of fulfillment. For example, MGI (www.mgisoft.com) offers the MGI ZOOM server, an imaging server that enables users to zoom in and examine items in very fine detail regardless of the bandwidth. The technology is being used by Internet retailers to give prospects and customers online close-ups of products. The largest technology information providers have virtually made a business out of integrating their print publications, conferences and events, and the Internet—all in an effort to consolidate information and do a better job of serving prospects and customers. IDG (www.idg.net) is a good example. IDG publishes Computerworld, Network World, PC World, and countless other magazines and books. IDG also sponsors numerous industry conferences and events, such as ICE, the Internet Commerce Expo. One of IDG’s big success stories on the Web is Network World Fusion (www.nwfusion.com). This sister Web site to the Network World
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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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