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

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310 BUSINESS-TO-BUSINESS INTERNET MARKETING ciency and maximize results. That’s why, despite the turmoil caused by changing fortunes and a weakening economy, b-to-b marketers have not run away from the Internet, rather they have run toward online and offline integration. No lesser a world-class IT marketer than IBM is proving the point. IBM combined TV, print advertising, direct mail, and online media to support its Global Business Intelligence Solutions Group in a major worldwide integrated campaign with a $30 million budget, reported Advertising Age in September 1999. Advertising in business magazines and newspapers was carefully woven together with direct response television, radio, and banner ads on select Web sites, supported by a 250,000piece mail drop. In 2001, according to The Wall Street Journal, IBM increased its ad budget by 17% to support its software products. A new IBM campaign launched in March 2001 spent 15% or more in online advertising, double the norm, says The Journal. If you consider the Internet to be one of your arsenal of marketing weapons, rather than the sole weapon, your chances of success will be that much greater. It is likely that, someday, the Internet will become the most powerful weapon available to you, but not many b-to-b marketers would be ready to risk abandoning every other form of marketing just yet. How, then, can you most effectively integrate online and offline marketing today? Your Market and Your Audiences Will Determine How You Integrate Online and Offline Marketing As this book points out, Internet marketing is emerging as an inevitable way of doing business for b-to-b marketers. Yet, if you have ever done targeted marketing, you know that audiences drive the effectiveness of direct marketing activities. That is why it is essential to understand where your market is today, and how accepting your audiences are of Internet marketing. First consider the market you are in. How actively do your competitors utilize Internet marketing? (You will find out a lot about that, just by visiting their Web sites.) How do they speak to their audiences? Would you classify your target audience as early adopters of Internet technology or laggards? How your various target audiences and con-
Integrating Online and Offline Marketing 311 stituencies respond to Internet marketing is a key consideration. You are probably familiar with the technology adoption curve, popularized by Geoffrey Moore (www.chasmgroup.com) in his landmark technology marketing books Crossing the Chasm and Inside the Tornado. The curve basically defines the stages of acceptance of a technology product. Every product has a group of people who are its early adopters— individuals who will try the product before anyone else and, potentially, lead the market in the product’s initial usage and ultimate acceptance. There is also a segment of the product’s potential audience that will be far more conservative in adoption, lagging behind and, in some cases, never using it. Although the Internet itself is now in a stage of mass adoption, you need to apply the technology adoption curve to your target audiences. Which audiences will be very accepting of Internet marketing—the early adopters? Which audiences will be less receptive or even resistant to Internet marketing? Information technology professionals—software developers and programmers, for example—will obviously be early adopters, but what about other business audiences? Where do sales and marketing people fit in your target industries? Financial managers and purchasing agents? Human resources managers? CEOs? Which industries are more likely to accept Internet marketing? Which size companies? The fact is, no one can be absolutely certain, because Internet marketing is still relatively new. That means you may need to do some solid research to determine how your audiences will react to Internet marketing. Closely follow the practices of your competitors and your industry. Watch where they are focusing their efforts. Also, keep a close eye on the traditional media that target your prospect and customer audiences. Are they reporting about the Internet and the Web more frequently? Do they have companion Web sites that serve your audiences? Are there other Webbased information providers beyond your competitors who target your audiences? Are Internet marketing conferences springing up in your target industries? These are all strong signals that Internet marketing is, if not already accepted by your target audiences, rapidly gaining acceptance. It will just be a matter of time before Internet marketing is commonplace, but you may have an opportunity right now to decide whether you will lead or follow with Internet marketing in your specialized area. Which will it be?
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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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