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

More documents

Recommendations

Info

384 BUSINESS-TO-BUSINESS INTERNET MARKETING instant fulfillment benefit of, 177–178 integrated marketing and, 167–168, 312, 313, 314 intersponding and, 38–40 invisible images (embedded) for, 167 links for, 165 marketing intelligence from, 178 newsletters (e-mail) for, 165–166 offline media and, 167–168 order e-fulfillment, 189–193, 299–300 pull technology for, 168–170 push technology for, 170–175, 179 reader service numbers, 161–162, 166–167 requalifying prospects, 173 self-service with, 179, 208–209, 218–219 services and products for, 191–193 telephony for, 169, 206–207, 287 trials (online) for, 188 Uniform Resource Locators (URLs) for, 165, 169, 170 Web response forms (WRFs) for, 52, 54, 168–169 Web sites for, 169–170 Egghead.com, 117, 189 800 (toll-free) telephone number, 21–23 80/20 Rule, 200 EIPs (enterprise information portals), 20 e-learning, 139, 157–159 Electrom.com, 293 Electronic Commerce Modeling Language (ECML), 297 electronic malls and global marketing, 29–30, 284 e-mail channel partners support with, 266 Customer Relationship Management (CRM) with, 109, 197–198 e-fulfillment with, 165, 170 global marketing and, 29, 30 integrated marketing and, 316–317 Internet and, 9–11, 16, 17 net events and, 133, 136 partnerships support with, 252, 266 promoting events with, 154, 155 e-mail marketing, 97–123. See also lead generation and qualification; newsletters (e-mail); outbound e-mail acceptance of, 100 addresses, changing, 121 animation in, 118 autoresponders for, 120 back end for, 121 caps, avoiding, 122 conciseness for, 122 copywriting tips, 122 cost-effectiveness of, 99 direct mail vs., 100, 102–103, 108 formatting, 122 “forward to a colleague,” 120 global (international) e-mail, 121 growth in, 98–100 HyperText Markup Language (HTML) format, 93, 112, 113, 117–118 inbound e-mail, 101 innovations in, 118–119 integrating into marketing programs, 100–101, 123 Internet Service Providers (ISPs), 101, 103 LifeFX, 119 management systems for, 119 MessageMates, 118 negative responses to, 121 one-to-one marketing, 113, 117, 121 outsourcing, 116 permission (opt-in) marketing, 97–98, 100, 104 privacy issue, 103, 105, 123 responses to, 121 rich media in, 118, 119 services and products for, 116–117 sound in, 118 spamming (unsolicited e-mail), 4, 10, 17, 97, 102, 103, 123 subject line of, 122 “tell a friend,” 120 testing, 122–123 text format, 111, 113, 117, 118, 122, 166 tone of, 122 tools for, 121 viral marketing, 119–120 Web sites and, 122 Zaplets, 118–119 eMarketer, 2, 7, 75, 98, 192, 195 embedded invisible images for e-fulfillment, 167 EMC, 248
Emerging Interest, 119 “E-Metrics Report” (net.Genesis), 69 employment statistics of Internet, 3 Enews, 261–262 Engage, 76, 79, 81 Enliven, 82, 83 Enron Corp., 73 enterprise information portals (EIPs), 20 EntryPoint, 171 ePage, 204 E.piphany, 204 Epsilon Data Management, 7 Escalate, 254 eShare Technologies, 204 eStation, 297 European market, 28, 32 European Union Data Protection Directive, 103 event-driven e-mail, 110 EventWeb, 152 eWallet, 171 eWeek, 8 Exactis.com, 117 exchanges. See communities and exchanges Excite, 69, 71, 226–227, 244 exclusive information in net events, 147 executive retreats vs. net events, 146 expanding markets, 31 Expedia, 190, 301 Exportall, 237 eXtensible Markup Language (XML), 181 external links caution, 70 extramercials, 76 extranets for channel partners, 267 for Customer Relationship Management (CRM), 217–220 for e-commerce, 8, 20 for global Internet marketing, 31 for partnerships, 252, 267 for sponsored community, 245 Eyeblaster, 96 eye rests, 57 F facsimile transmission for fulfillment (traditional), 164 FairMarket, 231 fear, uncertainty, doubt (FUD) factor, 319 Index 385 Federal Computer Week, 277 Federal Express, 72, 73, 191, 291 Federal Trade Commission (FTC), 4–5 “feeder” medium, 83 FindMRO.com, 271 FindtheDOT, 167 FirePond, 221 Flash, 82 Flo Network, 118 Focusing on You (IBM) program, 198–199, 214 follow-me ads, 96 follow-ups, 109–110, 315, 316–317 Ford, 236 format of Internet, 34 formatting e-mail marketing, 122 Forrester Research, 4, 72, 74, 94, 230, 234, 252, 276, 277, 340 Fortune, 279 “forward to a colleague,” 120 freebies access to Internet, 13 banner ads, 81 communities, services offered, 241 Web sites for leads, 58, 69–70 Free Forum Network, The, 95 FreeMarkets, 231–232 frequent buyer programs, 196 FTC (Federal Trade Commission), 4–5 FUD (fear, uncertainty, doubt) factor, 319 fulfillment (traditional), 160–165. See also e-fulfillment direct mail for, 164 e-fulfillment vs., 160–165 facsimile transmission for, 164 integrated marketing and, 312, 313, 314 reader service numbers, 161–162, 166–167 speed of information delivery, importance, 163 telephone for, 164–165, 287 time-sensitive information, 180 transformation of, 163–165, 177, 180 unqualified inquiries, 162–163 fun for one-to-one marketing, 216 G games as advertising, 78 Gartner Group Inc. on communities, 234–235
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:
Page 310 and 311:
Page 312 and 313:
Page 314 and 315:
Page 316 and 317:
Page 318 and 319:
Page 320 and 321:
Page 322 and 323:
Page 324 and 325:
Page 326 and 327:
Page 328 and 329:
Page 330 and 331:
Page 332 and 333:
Page 334 and 335:
Page 336 and 337:
Page 338 and 339:
Page 340 and 341:
Page 342 and 343:
Page 344 and 345:
Page 346 and 347:
Page 348 and 349:
Page 350 and 351:
Page 352 and 353:
Page 354 and 355:
Page 356 and 357:
Page 358 and 359:
Page 360 and 361:
Page 362 and 363: 334 BUSINESS-TO-BUSINESS INTERNET M
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?