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

Researches competition
Integrating Online and Offline Marketing 337
Writes copy for e-mail, online advertising, and Web forms and pages
Internet Marketing Creative Specialist: Art
Helps develop Internet marketing creative strategies
Works in close collaboration with Internet marketing team
Creates graphics and graphic design for Web pages, response
forms, and online advertising
The Internet Is an Integral Part of a
Changing Marketing World
In the era of Internet direct marketing, leads may come into your marketing
pipeline from any source, qualified or unqualified. However, the
e-mail and Web response paths may turn out to be the channel through
which you acquire your highest quality leads. Eventually, it may be the
channel of preference for many prospects and customers.
If this is the trend in Internet-based lead generation, it bears careful
watching in your company. It implies that it will be more important
than ever to utilize the Internet to generate and qualify leads in
the first place, because chances are they will be better-quality leads.
Of course, it will be imperative to include a Web response path in
your direct marketing promotions as the Web becomes the preferred
method for response.
It will be increasingly common for b-to-b marketers to accept lead
generation program responses via campaign-specific URLs leading to
Web response forms and pages, or by establishing full-fledged response
centers on their Web sites. Prospects will get what they need through
electronic fulfillment on Web sites, with the availability of information
unlocks or downloads providing marketers with a distinct advantage
over competitors. In many cases, customers already purchase products
or services online, unlock purchased software or information instantly,
or subscribe to services that offer to review, cull, and deliver Internetbased
information to them.