Views
5 years ago

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

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

22 BUSINESS-TO-BUSINESS

22 BUSINESS-TO-BUSINESS INTERNET MARKETING Journal. He created a whole new form of “we pay for the call” marketing and changed the dynamics of the inquiry and order process forever. The toll-free number functionally reverses telephone charges so that the caller does not pay, but it does something more important than that: the toll-free number extends a marketer’s reach. It removes a physical, costly barrier to eliciting a response from a prospect or customer. Now, the individual can make a quick, easy call to any location without paying for it, and if the telemarketer is so staffed, that person can call 24/7. Think about what the 800 number really does. It means that a marketer can effectively open up the entire North American market and serve customers from anywhere, still maintaining the brand and product awareness so important to the marketer. In many cases, a marketer can even select a toll-free number that supports and enhances the brand (some examples: 1-800-CALL-ATT, 1-800-THE-CARD [American Express], 1-800-MATTRES [Dial-a-Mattress]). The 800 number is now universally recognized and accepted by all marketers, but it revolutionized mail order marketing. Mail order marketers learned that by offering an 800 number, two things happened: 1. Their number of orders via the 800 number outpulled other response paths. 2. In addition, the total number of orders from all sources generally increased as well. In other words, adding the 800 number had a residual effect: It increased the overall volume of orders coming in from all response paths. This is a principle that applies well to b-to-b direct marketing. By offering multiple response paths, you tend to increase overall response. That is because individuals tend to respond, well, individually, and by offering them many response options, you respect each individual’s desired way of responding. Some people are comfortable picking up the phone; others prefer responding via mail or fax. Still others would much rather respond over the Internet. You would be hard pressed to find any serious mail order marketer who does not offer an 800 number. Of course, you still may chuckle when you see and hear them over and over again on those silly television commercials, but they work—or you would not see them repeat-

The Age of the “e” 23 edly used. Mail order success with the 800 number led to general business success. Now the 800 number has reached mass acceptance. With mass acceptance comes the “put it everywhere” syndrome. It was not long before you began to see 800 numbers appearing frequently in print ads and television commercials. You even began to see them as customer service enhancements on consumer goods products—cereal boxes, potato chips, detergents, and the like. In effect, the 800 number has now become not only an accepted part of marketing, but an accepted part of life, part of the fabric of America, a commodity that is no longer just a marketing gimmick, but rather a necessary business tool. The Internet Address Is the New 800 Number Have you noticed that there is something different appearing at the bottom of magazine ads and at the end of television commercials? It is not an 800 number anymore, it is the URL (Uniform Resource Locator) of a Web site. Look for the “www” on ads and on TV. It is everywhere, the way the 800 number used to be. The Web address is becoming the new 800 number—at least in the minds of advertisers and their advertising agencies, and that is just one basic reason why the Internet is transforming direct marketing. It is a transformation that is destined to reach far beyond what the 800 number had to offer. Suppose Internet usage continues to grow at its current rate. That means the Internet will be the medium with the most extensive reach— perhaps even topping television. As indicated earlier, widespread acceptance and dropping access prices will dramatically accelerate this growth. What will this growth mean to b-to-b direct marketers? The use of direct marketing itself continues to grow in its own right. A Direct Marketing Association study says that direct marketing is expected to outpace total U.S. growth through 2002, growing at a rate of almost 7% annually. This same report projects that interactive marketing will grow by 54% annually through 2002, and that electronic commerce will grow by nearly 61% annually. This and other forecasts cited in this book point to the same conclusion: It will not be long before the Internet will be the undisputed king of the media world.

  • 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: 4 BUSINESS-TO-BUSINESS INTERNET MAR
  • Page 34 and 35: 6 BUSINESS-TO-BUSINESS INTERNET MAR
  • Page 36 and 37: 8 BUSINESS-TO-BUSINESS INTERNET MAR
  • Page 38 and 39: 10 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 40 and 41: 12 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 42 and 43: 14 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 44 and 45: 16 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 46 and 47: 18 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 48 and 49: 20 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 52 and 53: 24 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 54 and 55: 26 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 56 and 57: 28 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 58 and 59: 30 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 60 and 61: 32 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 62 and 63: 34 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 64 and 65: 36 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 66 and 67: 38 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 68 and 69: 40 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 70 and 71: 42 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 72 and 73: 44 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 74 and 75: 46 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 76 and 77: 48 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 78 and 79: 50 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 80 and 81: 52 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 82 and 83: 54 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 84 and 85: 56 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 86 and 87: 58 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 88 and 89: 60 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 90 and 91: 62 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 92 and 93: 64 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 94 and 95: 66 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 96 and 97: 68 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 98 and 99: 70 BUSINESS-TO-BUSINESS INTERNET MA
  • Page 100 and 101:

    72 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 102 and 103:

    74 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 104 and 105:

    76 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 106 and 107:

    78 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 108 and 109:

    80 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 110 and 111:

    82 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 112 and 113:

    84 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 114 and 115:

    86 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 116 and 117:

    88 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 118 and 119:

    90 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 120 and 121:

    92 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 122 and 123:

    94 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 124 and 125:

    96 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 126 and 127:

    98 BUSINESS-TO-BUSINESS INTERNET MA

  • Page 128 and 129:

    100 BUSINESS-TO-BUSINESS INTERNET M

  • Page 130 and 131:

    102 BUSINESS-TO-BUSINESS INTERNET M

  • Page 132 and 133:

    104 BUSINESS-TO-BUSINESS INTERNET M

  • Page 134 and 135:

    106 BUSINESS-TO-BUSINESS INTERNET M

  • Page 136 and 137:

    108 BUSINESS-TO-BUSINESS INTERNET M

  • Page 138 and 139:

    110 BUSINESS-TO-BUSINESS INTERNET M

  • Page 140 and 141:

    112 BUSINESS-TO-BUSINESS INTERNET M

  • Page 142 and 143:

    114 BUSINESS-TO-BUSINESS INTERNET M

  • Page 144 and 145:

    116 BUSINESS-TO-BUSINESS INTERNET M

  • Page 146 and 147:

    118 BUSINESS-TO-BUSINESS INTERNET M

  • Page 148 and 149:

    120 BUSINESS-TO-BUSINESS INTERNET M

  • Page 150 and 151:

    122 BUSINESS-TO-BUSINESS INTERNET M

  • Page 152 and 153:

    124 BUSINESS-TO-BUSINESS INTERNET M

  • Page 154 and 155:

    126 BUSINESS-TO-BUSINESS INTERNET M

  • Page 156 and 157:

    128 BUSINESS-TO-BUSINESS INTERNET M

  • Page 158 and 159:

    130 BUSINESS-TO-BUSINESS INTERNET M

  • Page 160 and 161:

    132 BUSINESS-TO-BUSINESS INTERNET M

  • Page 162 and 163:

    134 BUSINESS-TO-BUSINESS INTERNET M

  • Page 164 and 165:

    136 BUSINESS-TO-BUSINESS INTERNET M

  • Page 166 and 167:

    138 BUSINESS-TO-BUSINESS INTERNET M

  • Page 168 and 169:

    140 BUSINESS-TO-BUSINESS INTERNET M

  • Page 170 and 171:

    142 BUSINESS-TO-BUSINESS INTERNET M

  • Page 172 and 173:

    144 BUSINESS-TO-BUSINESS INTERNET M

  • Page 174 and 175:

    146 BUSINESS-TO-BUSINESS INTERNET M

  • Page 176 and 177:

    148 BUSINESS-TO-BUSINESS INTERNET M

  • Page 178 and 179:

    150 BUSINESS-TO-BUSINESS INTERNET M

  • Page 180 and 181:

    152 BUSINESS-TO-BUSINESS INTERNET M

  • Page 182 and 183:

    154 BUSINESS-TO-BUSINESS INTERNET M

  • Page 184 and 185:

    156 BUSINESS-TO-BUSINESS INTERNET M

  • Page 186 and 187:

    158 BUSINESS-TO-BUSINESS INTERNET M

  • Page 188 and 189:

    160 BUSINESS-TO-BUSINESS INTERNET M

  • Page 190 and 191:

    162 BUSINESS-TO-BUSINESS INTERNET M

  • Page 192 and 193:

    164 BUSINESS-TO-BUSINESS INTERNET M

  • Page 194 and 195:

    166 BUSINESS-TO-BUSINESS INTERNET M

  • Page 196 and 197:

    168 BUSINESS-TO-BUSINESS INTERNET M

  • Page 198 and 199:

    170 BUSINESS-TO-BUSINESS INTERNET M

  • Page 200 and 201:

    172 BUSINESS-TO-BUSINESS INTERNET M

  • Page 202 and 203:

    174 BUSINESS-TO-BUSINESS INTERNET M

  • Page 204 and 205:

    176 BUSINESS-TO-BUSINESS INTERNET M

  • Page 206 and 207:

    178 BUSINESS-TO-BUSINESS INTERNET M

  • Page 208 and 209:

    180 BUSINESS-TO-BUSINESS INTERNET M

  • Page 210 and 211:

    182 BUSINESS-TO-BUSINESS INTERNET M

  • Page 212 and 213:

    184 BUSINESS-TO-BUSINESS INTERNET M

  • Page 214 and 215:

    186 BUSINESS-TO-BUSINESS INTERNET M

  • Page 216 and 217:

    188 BUSINESS-TO-BUSINESS INTERNET M

  • Page 218 and 219:

    190 BUSINESS-TO-BUSINESS INTERNET M

  • Page 220 and 221:

    192 BUSINESS-TO-BUSINESS INTERNET M

  • Page 222 and 223:

    194 BUSINESS-TO-BUSINESS INTERNET M

  • Page 224 and 225:

    196 BUSINESS-TO-BUSINESS INTERNET M

  • Page 226 and 227:

    198 BUSINESS-TO-BUSINESS INTERNET M

  • Page 228 and 229:

    200 BUSINESS-TO-BUSINESS INTERNET M

  • Page 230 and 231:

    202 BUSINESS-TO-BUSINESS INTERNET M

  • Page 232 and 233:

    204 BUSINESS-TO-BUSINESS INTERNET M

  • Page 234 and 235:

    206 BUSINESS-TO-BUSINESS INTERNET M

  • Page 236 and 237:

    208 BUSINESS-TO-BUSINESS INTERNET M

  • Page 238 and 239:

    210 BUSINESS-TO-BUSINESS INTERNET M

  • Page 240 and 241:

    212 BUSINESS-TO-BUSINESS INTERNET M

  • Page 242 and 243:

    214 BUSINESS-TO-BUSINESS INTERNET M

  • Page 244 and 245:

    216 BUSINESS-TO-BUSINESS INTERNET M

  • Page 246 and 247:

    218 BUSINESS-TO-BUSINESS INTERNET M

  • Page 248 and 249:

    220 BUSINESS-TO-BUSINESS INTERNET M

  • Page 250 and 251:

    222 BUSINESS-TO-BUSINESS INTERNET M

  • Page 252 and 253:

    224 BUSINESS-TO-BUSINESS INTERNET M

  • Page 254 and 255:

    226 BUSINESS-TO-BUSINESS INTERNET M

  • Page 256 and 257:

    228 BUSINESS-TO-BUSINESS INTERNET M

  • Page 258 and 259:

    230 BUSINESS-TO-BUSINESS INTERNET M

  • Page 260 and 261:

    232 BUSINESS-TO-BUSINESS INTERNET M

  • Page 262 and 263:

    234 BUSINESS-TO-BUSINESS INTERNET M

  • Page 264 and 265:

    236 BUSINESS-TO-BUSINESS INTERNET M

  • Page 266 and 267:

    238 BUSINESS-TO-BUSINESS INTERNET M

  • Page 268 and 269:

    240 BUSINESS-TO-BUSINESS INTERNET M

  • Page 270 and 271:

    242 BUSINESS-TO-BUSINESS INTERNET M

  • Page 272 and 273:

    244 BUSINESS-TO-BUSINESS INTERNET M

  • Page 274 and 275:

    246 BUSINESS-TO-BUSINESS INTERNET M

  • Page 276 and 277:

    248 BUSINESS-TO-BUSINESS INTERNET M

  • Page 278 and 279:

    250 BUSINESS-TO-BUSINESS INTERNET M

  • Page 280 and 281:

    252 BUSINESS-TO-BUSINESS INTERNET M

  • Page 282 and 283:

    254 BUSINESS-TO-BUSINESS INTERNET M

  • Page 284 and 285:

    256 BUSINESS-TO-BUSINESS INTERNET M

  • Page 286 and 287:

    258 BUSINESS-TO-BUSINESS INTERNET M

  • Page 288 and 289:

    260 BUSINESS-TO-BUSINESS INTERNET M

  • Page 290 and 291:

    262 BUSINESS-TO-BUSINESS INTERNET M

  • Page 292 and 293:

    264 BUSINESS-TO-BUSINESS INTERNET M

  • Page 294 and 295:

    266 BUSINESS-TO-BUSINESS INTERNET M

  • Page 296 and 297:

    268 BUSINESS-TO-BUSINESS INTERNET M

  • Page 298 and 299:

    270 BUSINESS-TO-BUSINESS INTERNET M

  • Page 300 and 301:

    272 BUSINESS-TO-BUSINESS INTERNET M

  • Page 302 and 303:

    274 BUSINESS-TO-BUSINESS INTERNET M

  • Page 304 and 305:

    276 BUSINESS-TO-BUSINESS INTERNET M

  • Page 306 and 307:

    278 BUSINESS-TO-BUSINESS INTERNET M

  • Page 308 and 309:

    280 BUSINESS-TO-BUSINESS INTERNET M

  • Page 310 and 311:

    282 BUSINESS-TO-BUSINESS INTERNET M

  • Page 312 and 313:

    284 BUSINESS-TO-BUSINESS INTERNET M

  • Page 314 and 315:

    286 BUSINESS-TO-BUSINESS INTERNET M

  • Page 316 and 317:

    288 BUSINESS-TO-BUSINESS INTERNET M

  • Page 318 and 319:

    290 BUSINESS-TO-BUSINESS INTERNET M

  • Page 320 and 321:

    292 BUSINESS-TO-BUSINESS INTERNET M

  • Page 322 and 323:

    294 BUSINESS-TO-BUSINESS INTERNET M

  • Page 324 and 325:

    296 BUSINESS-TO-BUSINESS INTERNET M

  • Page 326 and 327:

    298 BUSINESS-TO-BUSINESS INTERNET M

  • Page 328 and 329:

    300 BUSINESS-TO-BUSINESS INTERNET M

  • Page 330 and 331:

    302 BUSINESS-TO-BUSINESS INTERNET M

  • Page 332 and 333:

    304 BUSINESS-TO-BUSINESS INTERNET M

  • Page 334 and 335:

    306 BUSINESS-TO-BUSINESS INTERNET M

  • Page 336 and 337:

    308 BUSINESS-TO-BUSINESS INTERNET M

  • Page 338 and 339:

    310 BUSINESS-TO-BUSINESS INTERNET M

  • Page 340 and 341:

    312 BUSINESS-TO-BUSINESS INTERNET M

  • Page 342 and 343:

    314 BUSINESS-TO-BUSINESS INTERNET M

  • Page 344 and 345:

    316 BUSINESS-TO-BUSINESS INTERNET M

  • Page 346 and 347:

    318 BUSINESS-TO-BUSINESS INTERNET M

  • Page 348 and 349:

    320 BUSINESS-TO-BUSINESS INTERNET M

  • Page 350 and 351:

    322 BUSINESS-TO-BUSINESS INTERNET M

  • Page 352 and 353:

    324 BUSINESS-TO-BUSINESS INTERNET M

  • Page 354 and 355:

    326 BUSINESS-TO-BUSINESS INTERNET M

  • Page 356 and 357:

    328 BUSINESS-TO-BUSINESS INTERNET M

  • Page 358 and 359:

    330 BUSINESS-TO-BUSINESS INTERNET M

  • Page 360 and 361:

    332 BUSINESS-TO-BUSINESS INTERNET M

  • Page 362 and 363:

    334 BUSINESS-TO-BUSINESS INTERNET M

  • Page 364 and 365:

    336 BUSINESS-TO-BUSINESS INTERNET M

  • Page 366 and 367:

    338 BUSINESS-TO-BUSINESS INTERNET M

  • Page 368 and 369:

    340 BUSINESS-TO-BUSINESS INTERNET M

  • Page 370 and 371:

    342 BUSINESS-TO-BUSINESS INTERNET M

  • Page 372 and 373:

    344 BUSINESS-TO-BUSINESS INTERNET M

  • Page 374 and 375:

    346 BUSINESS-TO-BUSINESS INTERNET M

  • Page 376 and 377:

    348 BUSINESS-TO-BUSINESS INTERNET M

  • Page 378 and 379:

    350 BUSINESS-TO-BUSINESS INTERNET M

  • Page 380 and 381:

    352 BUSINESS-TO-BUSINESS INTERNET M

  • Page 382 and 383:

    354 BUSINESS-TO-BUSINESS INTERNET M

  • Page 384 and 385:

    356 BUSINESS-TO-BUSINESS INTERNET M

  • Page 386 and 387:

    358 BUSINESS-TO-BUSINESS INTERNET M

  • Page 388 and 389:

    360 BUSINESS-TO-BUSINESS INTERNET M

  • Page 390 and 391:

    362 BUSINESS-TO-BUSINESS INTERNET M

  • Page 392 and 393:

    364 BUSINESS-TO-BUSINESS INTERNET M

  • Page 394 and 395:

    366 BUSINESS-TO-BUSINESS INTERNET M

  • Page 396 and 397:

    368 BUSINESS-TO-BUSINESS INTERNET M

  • Page 398 and 399:

    370 BUSINESS-TO-BUSINESS INTERNET M

  • Page 400 and 401:

    372 BUSINESS-TO-BUSINESS INTERNET M

  • Page 402 and 403:

    374 BUSINESS-TO-BUSINESS INTERNET M

  • Page 404 and 405:

    376 BUSINESS-TO-BUSINESS INTERNET M

  • Page 406 and 407:

    378 BUSINESS-TO-BUSINESS INTERNET M

  • Page 408 and 409:

    380 BUSINESS-TO-BUSINESS INTERNET M

  • Page 410 and 411:

    382 BUSINESS-TO-BUSINESS INTERNET M

  • Page 412 and 413:

    384 BUSINESS-TO-BUSINESS INTERNET M

  • Page 414 and 415:

    386 BUSINESS-TO-BUSINESS INTERNET M

  • Page 416 and 417:

    388 BUSINESS-TO-BUSINESS INTERNET M

  • Page 418 and 419:

    390 BUSINESS-TO-BUSINESS INTERNET M

  • Page 420 and 421:

    392 BUSINESS-TO-BUSINESS INTERNET M

  • Page 422 and 423:

    394 BUSINESS-TO-BUSINESS INTERNET M

  • Page 424 and 425:

    396 BUSINESS-TO-BUSINESS INTERNET M

  • Page 426 and 427:

    398 BUSINESS-TO-BUSINESS INTERNET M

  • Page 428 and 429:

    400 BUSINESS-TO-BUSINESS INTERNET M

  • Page 430 and 431:

    402 BUSINESS-TO-BUSINESS INTERNET M

  • Page 432 and 433:

    101 Ways to Promote Your Web Site,

Marketing-for-Dummies-3rd-Edition-2009
Internet Marketing Handbook Series - IAB UK
[PDF] Economics of Money, Banking and Financial Markets, Business School Edition, Student Value Edition {fulll|online|unlimite)
Affiliate Marketing Guide - What Is Affiliate Marketing
INTERNET MARKETING - Charles Warner's Website
Top 11 Internet Marketing Forums
The Consumer Markets Scoreboard 2nd edition
Little Known Secrets To Big Internet Profits 1 - Are You In It To Win It
[+][PDF] TOP TREND The Economics of Money, Banking and Financial Markets: Student Value Edition: Business School Edition [DOWNLOAD]
[+][PDF] TOP TREND Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) [NEWS]
Fashion Marketing: Contemporary Issues, Second edition - Pr School
Your Guide To Marketing On The Internet. - Ideas Working From Home
About For Books The Economics of Money, Banking and Financial Markets: The Business School Edition (Pearson Series in Economics (Hardcover)) Any Format
Business - Marketing, Planning And Strategy.pdf - Pc-Freak.Net
Strategic Marketing: Planning and Control, Third Edition - always yours
step one: getting ready to sell online - Lifecycle Performance Pros