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

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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
search engines and directories for, 89, 93–94 skyscrapers and boxes, 76–77, 87, 96 success of, 75, 95–96 superstitials, 76 sweepstakes for, 94 targeting audiences with, 88–90 testing, 86, 90–91, 91 time-to-market quickness, 87–88, 90, 326–327 tracking, 91 vertical online ads, 75 view-throughs, 92 Webcasts, 96 Webmercials, 76 Web response forms (WRFs) in, 85 Web sites for, 89, 90, 91 Web sponsorships, 77–78 advertorials, 75–76 affiliate programs, 252–263. See also partnerships adding programs selectively, 256 Amazon.com, 252–253, 254 banner ads for, 87 benefits for everyone, 258–259 business-to-business affiliate programs, 253–254 channel partners and, 265 choosing programs, 255 commitment to, 260 creating own program, 257–260 defined, 96, 252, 286 details, working out, 259 e-commerce operation for, 257–258 evaluating programs, 256 examples of, 261–263 finding programs, 255 legal agreements for, 259–260 legitimacy, verifying, 255 problems with, 254, 256 servicing your affiliates, 260 testing programs, 256 tips for, 255–256 Web site visitors’ needs and, 256 affluent users, contacting with Internet, 14–15 aftermarket selling technique, 201 AgileBrain, 243 Akamai Technologies, 140 ALC, 108 alerts with outbound e-mail, 110 Index 377 Allegis, 221 AllMeetings, 152 AltaVista, 69, 226 Amazon.com Customer Relationship Management (CRM), 65, 210 e-commerce and, 18, 301 partnering, 252–253, 254, 270, 286 American Express, 296 America Online. See AOL America Online/Roper Starch Cyberstudy, 3 AMR Research, 192 analysis tools of Web sites, 68–69 animation in e-mail marketing, 118 announcements with outbound e-mail, 110 Annuncio, 221 AOL (America Online) advertising online, 79, 90 CD/Web connection, 184 community (online), 224, 225 e-commerce and, 9, 10 partnering, 270 Application Service Providers (ASPs), 30, 249 Applix, 221 Arbitron Internet Information Services, 96 Ariba, 243 articles in newsletters (e-mail), 114 Asera, 264 Asia Pacific market, 29 Ask Jeeves, 71, 226 Aspect, 203 ASPs (Application Service Providers), 30, 249 Associate-It, 255 associate programs. See affiliate programs Association of Support Professional, The, 212 Astound, 141 Asymmetric Digital Subscriber Line (ADSL), 6 AT&T, 5, 73, 90, 140 AT&T Wireless, 270 AT&T WorldNet Service, 225 auction model of e-commerce, 285 auctions as communities, 230–232, 285 AudienceNet, 76
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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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