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

More documents

Recommendations

Info

168 BUSINESS-TO-BUSINESS INTERNET MARKETING publication requires separate registration. Web site visitors must complete an eight-page qualification form to gain access to the content, but the form is hardly a barrier: The Web site garnered 94,000 registered users in just its first 18 months. All of this Web activity caused IDG to develop its own search and access service, IDG.net, which now permits registered users to personally navigate over 140 Web sites. IDG’s integrated use of traditional publications, Web sites, conference events, e-mail newsletters, and online surveys is a model for the future of b-to-b Internet marketing. This whole concept of involving the online “reader” in a literal web of communications is a significant trend in the information technology market that applies to all b-to-b marketers. E-fulfillment is a logical alternative to direct mail and fax fulfillment for numerous reasons, not the least of which is the incredible cost-saving potential. Not only does e-fulfillment drastically reduce the cost of fulfillment, it also removes the time-to-market factor. E-fulfillment can quite literally happen instantly, at least on the Web. A prospect comes to a Web site, completes a Web response form, and clicks the Send button. With e-fulfillment, information can appear as an instant direct response to the request. There is no time lapse. Nothing has been available to the b-to-b marketer that even comes close to such an idea. What is even more significant is the relative ease with which it can be implemented. Means of E-fulfillment E-fulfillment can be implemented in two basic ways: pull and push. Pulling the Prospect to You The Web Response Area In Chapter 2, we discussed the effectiveness of Web response forms. A Web response area with a Web response form is the termination point for a campaign-specific URL. The inquirer visits the URL and finds information about the offer and the product or service being promoted, along with a Web response form. The Web response form can really function as a gateway to a company’s e-fulfillment process. Here is an example. Suppose a pros-
Executing E-fulfillment 169 pect receives a direct mailing from a company promoting a line of modems designed for small business usage. The informational offer is a white paper, promotionally enhanced with the offer of a discount on the modems for an order placed within the next 30 days. The direct mail heavily promotes a special URL as the primary response path. When the prospect visits the URL, there is a Welcome page that includes links to pages with brief information about each of the available modems. Each page shows a picture of the product and highlights its specific benefits and features. At this URL, there is also a qualifying form that the visitor must fill out to get the white paper. The form has certain required fields. After these fields are completed and the form is sent, the visitor can receive the white paper via ordinary mail. However, the visitor also has the option of receiving the fulfillment electronically because the completed form leads to a page that allows the visitor to unlock or download the white paper. Now what about that discount offer? This can be fulfilled in a number of ways. After the visitor completes and sends the form, a discount coupon can be dynamically generated. By linking the visitor’s ZIP code with a directory of resellers, the names and addresses of several dealers can be generated on the fly—so the visitor can actually be directed to the closest reseller. With the addition of electronic commerce, the visitor could also use a credit card to purchase any of the modems online at the discounted prices—right from an order page. Alternatively, the visitor can be given an 800 number to ask questions, place an order, or inquire about where to purchase the products locally. Internet telephony promises an even more intriguing slant to this kind of e-fulfillment. In this scenario, e-fulfillment can include an interactive online conversation with a live sales representative. If visitors have questions while navigating the site, they can be answered on the spot, through the computer itself, or via a connection between the computer and the prospect’s telephone. The Web Site Your corporate Web site can also be used to pull a prospect to your site with an e-fulfillment center. In the preceding example, the incoming URL would terminate at a special electronic door into the e-fulfillment center of your corporate Web site. The e-fulfillment center is a designated area of a corporate site, set up to collect leads and generate information in response to inquiries. In this area, the visitor would locate
Page 3 and 4:
BUSINESS-TO-BUSINESS INTERNET MARKE
Page 5 and 6:
BUSINESS-TO-BUSINESS INTERNET MARKE
Page 7 and 8:
Publisher: Jim Hoskins Manager of F
Page 9 and 10:
Acknowledgments For helping me crea
Page 11 and 12:
Table of Contents Table of Contents
Page 13 and 14:
Table of Contents xi Automated E-ma
Page 15 and 16:
Table of Contents xiii Real Estate
Page 17 and 18:
Table of Contents xv Maintaining On
Page 19 and 20:
Table of Contents xvii Office.com (
Page 21 and 22:
Table of Contents xix DellHost ....
Page 23 and 24:
About This Book About This Book xxi
Page 25 and 26:
Introduction The original edition o
Page 27:
sively. Large businesses are moving
Page 30 and 31:
2 BUSINESS-TO-BUSINESS INTERNET MAR
Page 32 and 33:
Page 34 and 35:
Page 36 and 37:
Page 38 and 39:
10 BUSINESS-TO-BUSINESS INTERNET MA
Page 40 and 41:
Page 42 and 43:
Page 44 and 45:
Page 46 and 47:
Page 48 and 49:
Page 50 and 51:
Page 52 and 53:
Page 54 and 55:
Page 56 and 57:
Page 58 and 59:
Page 60 and 61:
Page 62 and 63:
Page 64 and 65:
Page 66 and 67:
Page 68 and 69:
Page 70 and 71:
Page 72 and 73:
Page 74 and 75:
Page 76 and 77:
Page 78 and 79:
Page 80 and 81:
Page 82 and 83:
Page 84 and 85:
Page 86 and 87:
Page 88 and 89:
Page 90 and 91:
Page 92 and 93:
Page 94 and 95:
Page 96 and 97:
Page 98 and 99:
Page 100 and 101:
Page 102 and 103:
Page 104 and 105:
Page 106 and 107:
Page 108 and 109:
Page 110 and 111:
Page 112 and 113:
Page 114 and 115:
Page 116 and 117:
Page 118 and 119:
Page 120 and 121:
Page 122 and 123:
Page 124 and 125:
Page 126 and 127:
Page 128 and 129:
100 BUSINESS-TO-BUSINESS INTERNET M
Page 130 and 131:
Page 132 and 133:
Page 134 and 135:
Page 136 and 137:
Page 138 and 139:
Page 140 and 141:
Page 142 and 143:
Page 144 and 145:
Page 146 and 147: 118 BUSINESS-TO-BUSINESS INTERNET M
Page 246 and 247:
Page 248 and 249:
Page 250 and 251:
Page 252 and 253:
Page 254 and 255:
Page 256 and 257:
Page 258 and 259:
Page 260 and 261:
Page 262 and 263:
Page 264 and 265:
Page 266 and 267:
Page 268 and 269:
Page 270 and 271:
Page 272 and 273:
Page 274 and 275:
Page 276 and 277:
Page 278 and 279:
Page 280 and 281:
Page 282 and 283:
Page 284 and 285:
Page 286 and 287:
Page 288 and 289:
Page 290 and 291:
Page 292 and 293:
Page 294 and 295:
Page 296 and 297:
Page 298 and 299:
Page 300 and 301:
Page 302 and 303:
Page 304 and 305:
Page 306 and 307:
Page 308 and 309:
Page 310 and 311:
Page 312 and 313:
Page 314 and 315:
Page 316 and 317:
Page 318 and 319:
Page 320 and 321:
Page 322 and 323:
Page 324 and 325:
Page 326 and 327:
Page 328 and 329:
Page 330 and 331:
Page 332 and 333:
Page 334 and 335:
Page 336 and 337:
Page 338 and 339:
Page 340 and 341:
Page 342 and 343:
Page 344 and 345:
Page 346 and 347:
Page 348 and 349:
Page 350 and 351:
Page 352 and 353:
Page 354 and 355:
Page 356 and 357:
Page 358 and 359:
Page 360 and 361:
Page 362 and 363:
Page 364 and 365:
Page 366 and 367:
Page 368 and 369:
Page 370 and 371:
Page 372 and 373:
Page 374 and 375:
Page 376 and 377:
Page 378 and 379:
Page 380 and 381:
Page 382 and 383:
Page 384 and 385:
Page 386 and 387:
Page 388 and 389:
Page 390 and 391:
Page 392 and 393:
Page 394 and 395:
Page 396 and 397:
Page 398 and 399:
Page 400 and 401:
Page 402 and 403:
Page 404 and 405:
Page 406 and 407:
Page 408 and 409:
Page 410 and 411:
Page 412 and 413:
Page 414 and 415:
Page 416 and 417:
Page 418 and 419:
Page 420 and 421:
Page 422 and 423:
Page 424 and 425:
Page 426 and 427:
Page 428 and 429:
Page 430 and 431:
Page 432 and 433:
101 Ways to Promote Your Web Site,
show all

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

Create successful ePaper yourself

Delete template?

Save as template?