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

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332 BUSINESS-TO-BUSINESS INTERNET MARKETING – The competitive environment, – Market opportunities, – Marketing program strategy, – Audience characteristics and selection criteria, – Media usage and integration, – Offer development, – Creative execution, – Lead qualification, lead fulfillment, and response management, – Lead and sales tracking, – Response and results analysis, – Measurement criteria, – Technical requirements for implementation, – Staffing and organizational needs, and – Program budgets and schedules. Implementing the Action Plan The action plan should allow for a transitional stage, a period of time during which you consciously move your marketing programs more and more toward Internet marketing. Recognize that your plan should be flexible and may need to undergo continuous refinement and modification as conditions in your market change. Refer to the Internet Marketing Audit Checklist and work toward turning the “no” answers into “yes” answers over time. Be sure your company is in a position to support current and future Internet marketing initiatives. If possible, help your company develop criteria for the acquisition of technology that will be required to implement Internet marketing on a broad scale. Lobby for assistance from outside resources
Integrating Online and Offline Marketing 333 and outsourcing of Internet services if needed to support Internet marketing initiatives. Use the media integration plan outlined earlier to capitalize on the Internet trajectory. Start to integrate the Internet with your use of traditional media if you have not already done so. Test the effectiveness of the Internet as a lead generation and qualification medium. Compare and contrast Internet marketing campaigns with traditional media campaigns. Closely monitor Internet usage and evaluate results. Increase your reliance on the Internet as time progresses, especially if prospects and customers seem receptive to Internet marketing. Let your audiences drive your use of the Internet—ask them how they wish to receive information and if the Internet is the medium they most prefer. Ask them for permission to use e-mail to communicate with them, and determine if they have an interest in having Web pages delivered directly to their desktops. Survey your customers regularly on their acceptance of Internet marketing. Establish promotional guidelines that require consideration of the Internet in every marketing program. Do not execute any marketing program that does not have an Internet marketing component, and always take the time to spread the news internally (and externally if appropriate) of your Internet marketing successes. In-House or Outside? As part of your Internet marketing action plan, you will want to decide whether or not you will be in a position to implement programs in-house or with the assistance of outside resources. To help you make that decision, it is probably a good idea to identify the deliverables and analyze each in relation to your in-house capabilities. Figure 11.4 is just one example of such an analysis. You will note that some deliverables are handled with a combination of in-house and outside resources. It is likely that your situation will change and that at times you may have to outsource only part of the responsibility for some Internet marketing deliverables. Suppose you decide to run a virtual seminar, for example. If that event includes streaming sound or video, you may want to use an outside resource—a Web hosting service that has the server capacity and capability of handling streaming media. This may be a more desirable solution than burdening your in-house Web server. Also keep in mind that it may take more than one outside resource to meet your needs at any given time. A Web hosting service would be a good resource for the technical imple-
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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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