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

376 BUSINESS-TO-BUSINESS INTERNET MARKETING
Index
@Home Network, 82
1to1 magazine, 208, 211
21st az Marketing, 108
24/7 Media, 81
80/20 Rule, 200
800 (toll-free) telephone number, 21–23
2000 Economic Impact: U.S. Direct &
Interactive Marketing Today
(Direct Marketing Association),
3
2001 E-mail Marketing Report
(eMarketer), 98
2001 List Price Index, 107
A
Aberdeen Group, 14, 98–99, 221, 277,
309
About.com, 71, 187, 226
acceptance
of business-to-business (b-to-b)
Internet marketing, xxiii, 3, 14
of e-fulfillment, 165
of e-mail marketing, 100
of Internet, xxiii, 3, 14
access issues of Internet, 5–6, 12–13
acknowledgement benefit of e-fulfillment,
176
acquiring vs. retaining customers,
212–213
Action Plan, 27, 329–337
Activate, 140
active agent technology, 179
addresses (e-mail), changing, 121
AdKnowledge, 89
Adobe Acrobat Reader, 181–182
ADP, 73
ADSL (Asymmetric Digital Subscriber
Line), 6
adVENTURE Internet Marketing
Network, 81
Advertising Age, 72, 310
advertising online, 74–96. See also
affiliate programs; banner ads;
lead generation and qualification
advertorials, 75–76
376
best practices in, 83–88
buttons, 76
click-throughs, 78, 79, 82, 84, 92
communities (online) for, 241–242
contests for, 94
conversion rates, 79, 89–90, 92
coupons, 21, 78, 94–95, 298–299
economy and, 75
e-mail for, 114, 116
extramercials, 76
“feeder” medium, 83
follow-me ads, 96
games for, 78
Graphic Interface Formats (GIFs), 78,
84, 86, 91
growth of, 74
incentive programs, 78, 94–95
information technology (IT)
companies and, 75, 93–94
innovations in, 95–96
Internet Service Providers (ISPs) for,
90
interstitials, 76
intranets for, 90
life of, 90
links in, 85, 91
media buy, extending, 87, 89
messaging plus ads, 76–77
net event promotion with, 87
newsletters (e-mail) for, 114
newsletters (e-mail) sponsorships vs.,
86, 92–93
number of impressions, 89
offline media and, 91
on-page response in, 84–85
outbound e-mail for, 114, 116
piggyback ads, 96
placement importance, 88–90
pop-ups, 76
precampaign teasing, 86–87
pricing, 89
purchasing, 89, 90
restrictions on, 91
revenue from, 74
rich media and, 78, 81–83, 84, 86, 91