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

More documents

Recommendations

Info

330 BUSINESS-TO-BUSINESS INTERNET MARKETING Do you currently use, or do you plan to use within 12 months: Participation in Web communities ❑ ❑ A Web community of your own ❑ ❑ Participation in affiliate programs ❑ ❑ An affilitate program of your own ❑ ❑ Does your Web site or extranet currently have, or do you plan to add within 12 months: Web response pages or response forms ❑ ❑ An Internet-integrated database component for capturing/tracking visitor data ❑ ❑ Web database capability to dynamically generate personalized pages on-the-fly ❑ ❑ Automated e-mail response capability ❑ ❑ Cookie technology for visitor tracking ❑ ❑ Electronic (online) fulfillment ❑ ❑ Electronic solutions center: matching products/services to customer or prospect needs ❑ ❑ Internet-enhanced customer marketing: private access customer areas or extranets ❑ ❑ Electronic commerce: order entry, processing, tracking ❑ ❑ Support of partners via the Internet, if appropriate ❑ ❑ Figure 11.3. Internet marketing audit checklist. (continued from previous page) ing, but first, we need to address two important factors that will have an impact on your plan. Developing the Action Plan Although each Internet Marketing Action Plan will be unique to a marketing organization’s specific needs, these are the basic steps to follow in developing your own action plan. 1. Assess your Internet marketing readiness. Now is the time to evaluate your organization’s Internet marketing capabilities. You need to be ready to transition to Internet-based marketing now. Use the Internet Marketing Audit Checklist to assess your readiness. Do not let the assessment process deter you. The fact is that most of the business-to-business marketing world is just begin-
Integrating Online and Offline Marketing 331 ning to apply Internet marketing in a disciplined, integrated way. The important thing is to understand your current state of readiness and recognize where you are today—and where you will need to be. 2. Prepare your management for the Internet-dominated future. The Internet has already captured top-of-mind awareness amongst senior management at many companies. You should have little resistance to the adoption of Internet marketing, but you will need to be an advocate. Make sure your management understands the value of Internet marketing and recognizes its inevitability. Share Internet marketing information from authoritative sources with your management. Make sure they know what their competitors are doing. Use the resources in Appendix A for your research. If you are in a position to do so, serve on or chair a committee in your organization that is charged with developing a strategic plan for using the Internet as a business, not just a marketing tool. Chances are, management is already on a course to use the Internet strategically as part of the company’s overall business plan—so you can take advantage of that business condition to benefit your own marketing program. With senior management already aware of and planning for the ascension of the Internet, you have a rare opportunity to position Internet marketing and electronic commerce as a logical subset of your organization’s entire Internet business plan. By riding the plan’s coattails, you can push Internet marketing a lot further, a lot faster. Organizational acceptance and support of Internet marketing will be your ultimate reward. 3. Develop the action plan. Some organizations are more technologically ready than others are, and some marketers may be further ahead than you are. Although business-to-business marketers are leading the charge, different companies are in different stages of readiness or implementation. After all, Internet marketing that is measurable is, for many, a new concept. As with any good marketing plan, your Internet marketing action plan should include – Objectives: general and specific, – Products and services to be promoted,
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:
Page 148 and 149:
Page 150 and 151:
Page 152 and 153:
Page 154 and 155:
Page 156 and 157:
Page 158 and 159:
Page 160 and 161:
Page 162 and 163:
Page 164 and 165:
Page 166 and 167:
Page 168 and 169:
Page 170 and 171:
Page 172 and 173:
Page 174 and 175:
Page 176 and 177:
Page 178 and 179:
Page 180 and 181:
Page 182 and 183:
Page 184 and 185:
Page 186 and 187:
Page 188 and 189:
Page 190 and 191:
Page 192 and 193:
Page 194 and 195:
Page 196 and 197:
Page 198 and 199:
Page 200 and 201:
Page 202 and 203:
Page 204 and 205:
Page 206 and 207:
Page 208 and 209:
Page 210 and 211:
Page 212 and 213:
Page 214 and 215:
Page 216 and 217:
Page 218 and 219:
Page 220 and 221:
Page 222 and 223:
Page 224 and 225:
Page 226 and 227:
Page 228 and 229:
Page 230 and 231:
Page 232 and 233:
Page 234 and 235:
Page 236 and 237:
Page 238 and 239:
Page 240 and 241:
Page 242 and 243:
Page 244 and 245:
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: 280 BUSINESS-TO-BUSINESS INTERNET M
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 ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?