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

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170 BUSINESS-TO-BUSINESS INTERNET MARKETING information about the modems and request the white paper or take advantage of the discount offer. Online ordering could also be offered in the e-fulfillment center. The response path to an e-fulfillment center is not as focused as with a Web response form, but it provides you with the ability to handle fulfillment in a centralized place while exposing the visitor to a broader line of products. E-mail E-mail itself can act as a pull–push medium. After you begin to correspond with a prospect or customer via e-mail, you have established an ongoing dialog. As part of that dialog, you can encourage the individual in the context of e-mail to visit a Web site to get more information or to sign up for an e-mail newsletter. Advertisers who place their promotional messages in e-mail newsletters are for the most part advertising a Web site address. B-to-b Internet marketers can make excellent use of e-mail in support of pull Web site areas by continuously reinforcing URLs in the body of e-mail messages. One innovator in this area is MindArrow (www.mindarrow.com), whose interactive eBrochures arrive via e-mail. The company’s Virtual Prospecting system delivers a company brochure via e-mail and then analyzes which elements are most popular with viewers. The system has the ability to notify salespeople as to when prospects are reading the brochures and can track how long they looked at them and which products they found to be of interest. Internet marketing trend-setter IBM is utilizing its own interactive e-brochures in a move to e-fulfillment, according to a June 2001 report in BtoB magazine (www.btobonline.com). The company is sending e-brochures that contain streaming audio and Flash graphics via e-mail to clients and resellers, and urging resellers to pass them along. IBM sales reps use the e-brochures to support their efforts, and IBM puts the brochures on CDs and distributes them at trade shows. Pushing Information to the Prospect Pushing simply means taking information and sending it, or pushing it, to the prospect or customer. In that respect, e-mail is the simplest kind of push technology a marketer can use. Any promotional e-mail delivered to a prospect or customer is, in effect, pushed to the individual’s
Executing E-fulfillment 171 mailbox. However, it is really the regular delivery of such e-mail, as with e-mail newsletters sent on a periodic basis, that turns e-mail into a push vehicle. Push technology is most often defined as the process of pushing Web pages to someone’s computer. The acknowledged pioneer of push is PointCast Inc., which was acquired in May 1999 by Launchpad Technologies, developer of the eWallet consumer shopping utility and an Idealab! Company. The acquisition led to the formation of a new company combining PointCast and eWallet called EntryPoint (www.entrypoint.com). In the Fall of 2000, Entrypoint merged with Internet Financial Network to become Infogate (www.infogate.com). Infogate is a free, advertising-supported service that provides a personalized bar that sits on a user’s desktop. Infogate offers instant access to news and information, e-commerce, resources, and search capabilities. A customized ticker delivers headline news and stock data to the desktop. The push concept is not without its problems and controversies. In fact, by mid-1998, several push technology vendors had gone out of business, and of the remaining companies, some had moved away from the push label. One of the reasons push may have run into trouble was that it ran into a technology wall. Early derivations of push were slow and intrusive. Because most targeted end users were in corporations or other organizations, information was sent across the Internet through a corporate network to the end user’s desktop. The problem was that large files were being transferred, in some cases several times a day, to a corporate end user. If many corporate end users were using a push service, it was the corporate network that had to handle the load. Despite these apparent shortcomings, push technology has been somewhat rejuvenated by new and improved products and services. In its new market-driven form, push technology could once again be an important way of reaching prospects, customers, and other constituents on an automatic, ongoing basis. How would you apply push technology to your own electronic fulfillment? Instead of offering prospects or customers a few promotion pages to review when they visit your Web site or sending a periodic e-mail newsletter to their electronic mailboxes, you could deliver personalized Web pages with highly valued information to prospects and customers on a regular, complimentary basis. Prospects or customers would not have to go anywhere to gain access to the information they want—it would simply appear on their computer desktops.
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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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