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

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234 BUSINESS-TO-BUSINESS INTERNET MARKETING TechTarget (www.techtarget.com) TechTarget is really a collection of search engines rather than a single site, but it claims to have monthly traffic of over 1.3 million IT visitors. TechTarget maintains a portfolio of Web sites in narrowly focused IT markets. Each business-to-business site features its own IT-specific search engine that provides rapid access to the most relevant site-specific results. Each site also features an experienced editorial team that aggregates, organizes, and prioritizes all the relevant site-specific content on the Web and delivers it all in one place. ZDnet (www.zdnet.com) ZDnet is a subsidiary of C|Net, which acquired ZDnet from publisher Ziff-Davis. ZDnet’s mission is to be “a premier ‘full service’ destination for people looking to buy, use, and learn more about technology.” ZDnet combines content from such publications as Inter@ctive Week, Macworld, and PC Week with content from a host of online publications and offers a significant online shopping area for prospective buyers of computers, electronics, and technology items. Marketplaces and Exchanges The business-to-business community is a place where information—lots of it—is shared by companies with common interests or goals. The providers pool their information to a publisher or consolidator, who sponsors a single location to disseminate the information. Business communities function as large electronic directories or catalogs of information for a rich variety of sources, each of which is available on or accessible through a single site. Communities also offer information providers the ability to interact with their constituency and effectively expose new audiences to the providers’ messages. In most cases, communities are free to users, as long as the users register (and therefore provide contact information that can be used by both the community and the participating information providers). Many of these communities are rapidly evolving into marketplaces or exchanges, where business is transacted between buyers and sellers. Both public and private exchanges are growing rapidly. Forrester Research (www.forrester.com) says these eMarketplaces will capture 53% of all online business trade by 2004. GartnerGroup (www.gartner.com) believes that they will account for almost $3 trillion in sales transac-
Using Business Communities and Exchanges 235 tions by 2004. Boston Consulting Group (www.bcg.com) estimates that public exchanges could represent as much as $2.5 trillion in revenue by 2004. Following are several business communities and exchanges that should be of interest to IT marketers. Business Communities and Exchanges BizProLink (www.bizprolink.com) BizProLink is a network of 135 industry-specific business-to-business communities. A typical community includes industry news, resources, a business center, a discussion center, and an eMarketplace that contains business storefronts sponsored by advertisers, as well as an online auction. BuyUSA.com (www.buyusa.com) BuyUSA is an informational marketplace launched in mid-2001 by the U.S. Department of Commerce. The site’s goal is to give a competitive edge to U.S. exporters and to international companies seeking to import U.S. products. BuyUSA provides instant access to trade partners and uses a matching system to notify users when another user is interested in an offer or wants to submit a quote. CheMatch.com (www.chematch.com) CheMatch is a global trading network for purchasers and sellers of bulk commodity chemicals, plastics, and fuel products. It incorporates a realtime, interactive trading exchange where members can trade 24 hours a day, 7 days a week. CheMatch acts as an independent third party to prequalified buyers and sellers, delivering instantaneous access to the products traded on its exchange. CheMatch offers online auctions, reverse auctions, and tenders. Community B2B (www.communityb2b.com) Community B2B is a source for comprehensive, targeted information on evaluating, purchasing and implementing electronic b-to-b technology and solutions. The site provides interactive b-to-b peer exchange and networking, and serves as a catalyst for exchanging b-to-b strategy and ideas. CommunityB2B is one of a family of technology communities run by DCI, a producer of technical conferences. Other sites include CRMCommunity.com, EACommunity.com, and DWCommunity.com.
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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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