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

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394 BUSINESS-TO-BUSINESS INTERNET MARKETING promoting events for building, 155, 156 rental e-mail lists, 106–109 Opt-in News, 99 opt-in (permission) marketing, 97–98, 100, 104 opt-out and outbound e-mail, 104–105 Oracle, 149, 269 Oracle Exchange, 238 Oracle Internet Seminars/eBusiness Network, 138 Orbitz, 190, 271 order generation systems, 289–300. See also e-commerce catalogs (electronic), 182, 290–291 costs of, 293 couponing, 21, 78, 94–95, 298–299 credit cards and, 296–297 Customer Relationship Management (CRM) and, 291–292 database technology for, 290 digital certificates, 297 e-fulfillment, 189–193, 299–300 Electronic Commerce Modeling Language (ECML), 297 fulfillment, 299–300 global Internet marketing, 29–30 infrastructure for, 291 Internet for, 17 Internet Service Providers (ISPs) for, 294–295 management of, 293–294 mobile commerce (mCommerce), 297 outsourcing, 299 payment options, 296–297 personalization, 292 Recency-Frequency-Monetary (RFM) criteria, 290 secure transactions, 275, 296–297 services and products for, 293 shipping, 292 shopping cart capability, 291 staff for, 293 starting a system, 292–294 taking orders electronically, 296–298 taxes and, 297–298 traditional systems and, 298–299 transitioning from existing system, 289–292 wallet services, 296–297 Web hosting services for, 294–295 Web servers for, 294 Web sites for, 296 OrderZone, 271 Organisation for Economic Cooperation and Development, 190, 325 outbound e-mail, 102–116. See also e-mail marketing; newsletters (e-mail) advertising in, 114, 116 alerts with, 110 announcements with, 110 before, during, after approach with, 110 building lists, 105–106 buying opt-in lists, 106–108 cautions about opt-in lists, 105, 121 cost per action (CPA), 107 cost per thousand records (CPM), 107 costs of end user, 102 customer communications with, 109 direct mail vs., 102–103, 108 discussion groups, 116 event-driven e-mail, 110 follow-ups with, 109–110 legislation on, 103 mass mailings (blasts, broadcasts), 108 merge purge, 108 opt-in lists, 105–108 opt-out and, 104–105 permission (opt-in) marketing, 97–98, 100, 104 privacy issue, 103, 105, 123 rental e-mail lists (opt-in lists), 106–109 responses to, 108–109, 115 risks, limiting, 104–105 segmentation of lists, 107–108 serial e-mail, 110 services and products for, 108, 115 surveys with, 115, 197–198 unsubscribing and, 104–105 viruses and, 103 outsourcing e-mail marketing, 116 in-house vs., 333–334 order generation systems, 299 P Pacific Rim market, 28 paid advertising opportunities of communities, 241–242
paid links on Web sites, 71 paradigm shift, 7–20 Participate.com, 244 partnerships, 248–273. See also affiliate programs; channel partners Application Service Providers (ASPs), 249 business communities and exchanges as, 235–239, 271 buyers and, 272 buying channels, 270 centralizing lead processing, 250 compatibility, accentuating, 250 cooperation vs. capitulation, 250 “coopetition,” 248 direct marketing support for, 251–252 e-mail for, 252, 266 examples of, 261–263, 267–269 extranets for, 252, 267 future of, 270–273 global Internet marketing and, 31 infomediaries as, 187, 272–273 lead processing centralization, 250 linking communications for, 266 links to Web sites for, 252 overview, 41 purchase page links and, 270 repeating purchases and buying channel comfort, 270 “strategic alliances,” 249 supplies and, 272 traditional partnering, 249–252 turnkey programs, 250–251 Uniform Resource Locators (URLs) for, 251 Web-izing partnerships, 266 Web sites and, 266 Passport, 296–297 payment options, 296–297 PayNow, 296 PC Computing, 8 PC Connection, 305 PC Week, 8 PC World, 167, 233 PDF files, 181–182 penetration of business communities with Internet, 15–17 PeopleSoft Marketplace, 238–239 PeopleSupport, 206 Peppers & Rogers Group, 117, 209, 211–212 Index 395 Performics, 258 Permison, Jack, 116 permission (opt-in) marketing, 97–98, 100, 104 Personal Information Assistant (PIA), 167 personalization. See one-to-one marketing personalization.com, 211 Personalization Consortium, 62 perspective for e-commerce, 275–282 PIA (Personal Information Assistant), 167 piggyback ads, 96 Pitney Bowes, 98 Pivotal, 221 placement importance of advertising, 88–90 placement services for banner ads, 80–81 Placeware, 133, 135, 138, 141 PlanetIT, 233 planning Internet Marketing Action Plan, 27, 329–337 net events, 146 promoting events, 152–153 sponsored community, 245–247 plug-ins for net events, 139, 149 PointCast Inc., 171 popularity of newsletters (e-mail), 111 pop-ups, 76 portals as communities, 225–230 Postmaster Direct, 108, 118 Poynter Institute, 59 precampaign teasing, 86–87 prerecorded seminars, 143 “presence awareness,” 340 Priceline, 232 pricing of advertising, 89 print advertising for promoting events, 155 privacy issues of e-commerce, 275 of e-mail marketing, 103, 105, 123 of Internet, 4–5 of outbound e-mail, 103, 105, 123 privacy policy on Web sites, 62 private access in Web response forms (WRFs), 54 Pro Active, 72 Procter and Gamble, 19 Prodigy, 8, 90, 225
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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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