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

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312 BUSINESS-TO-BUSINESS INTERNET MARKETING How To Integrate Online and Offline Media in the Internet Marketing Era A second key factor to consider is how you will integrate the Internet with other media. Your media strategy—the way you use media and the mix of media you use—may change radically in the future. Begin the transition to Internet marketing now—by making the Internet a more prominent and integral part of your media mix. Here we examine how media integration will shift from the use of traditional media to the increasing use of electronic media. Figure 11.1 is a classic example of media integration dominated by offline media. Note the following: 1. Lead Generation. Direct mail and print advertising are the primary media utilized to generate leads. Direct Mail/Advertising Lead Generation RESPONSE Reply Mail Inbound Phone Inbound Fax FULFILLMENT Traditional Mail Outbound Fax Web Site CULTIVATION Figure 11.1. Media integration chart with traditional media. Inbound E-mail/Web Outbound Phone Traditional Mail Outbound E-mail
Integrating Online and Offline Marketing 313 2. Response. Responses come in via reply mail, inbound phone calls to an 800 number, faxes of the reply device, inbound e-mail inquiries, or inbound over the Web via a Web response form. 3. Fulfillment. Fulfillment takes place using traditional direct mail or outbound fax. In some cases, the respondent can be fulfilled instantly by receiving information and/or an offer at the Web site. 4. Cultivation. The respondent’s name, address, phone number, e-mail address, and answers to qualifying questions are collected at the response stage and used to initiate a cultivation process. This process uses outbound telemarketing, traditional mail, and outbound e-mail to periodically contact and requalify the prospect. Next we examine media integration in the era of the Internet. Figure 11.2 is an updated version of the media integration chart with an emphasis on e-marketing. Note the following: LEADS FROM ANY SOURCE RESPONSE Traditional Media Electronic Media Reply Mail Inbound Phone Inbound Fax Internet Inbound E-mail Inbound Web QUALIFICATION/FULFILLMENT Traditional Media Electronic Media Outbound Phone Direct Mail Outbound Fax Internet Outbound E-mail Web Pull Web Push CULTIVATION Traditional Media Electronic Media Outbound Phone Direct Mail Outbound Fax Internet Outbound E-mail Web Pull Web Push Figure 11.2. Media integration chart emphasizing electronic media.
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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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