Business-to-business internet marketing: five proven strategies for increasing profits through internet direct marketing
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Gulf Breeze, Fl.
Maximum Press
1999
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXIX, 398 S. graph. Darst. |
| ISBN: | 1885068352 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Table of Contents
About This Book xxiii
Your Members Only Web Site xxiv
What On the Web Means xxv
Introduction xxvi
Chapter 1:
Business to Business Direct
Marketing—A Crash Course 1_
Basic Principles 2
Markets, Markets Everywhere 7
What Are You Really Selling? 10
Learning a Lesson from Consumer Marketers 12
The Special Requirements of
Business to Business Direct Marketing 14
Why Audiences Are Getting Smaller 25
Program Strategies 16
Piercing Business Screens 16
Finding the Right Audience 17
Executing Cost Effective Direct Marketing Campaigns 18
Leveraging Other Marketing Efforts 18
Meeting Sales Goals 18
Establishing Objectives 19
The Marketing Pyramid 20
Putting the Marketing Pyramid to Use 21
Another Use for the Marketing Pyramid 25
Audience and Media 27
The Consumer with an In Box 28
Three Key Audience Strategies 28
1. Microsegmentation 28
2. Cross Functional Direct Marketing 29
Table of Contents Xlil
3. Relationship Direct Marketing 30
Audience Strategy and Mailing Lists 31
Using SICs to Select Lists 32
Limit Your Risk by List Testing 33
Direct Marketing Media 33
Direct Mail 33
Self Mailers 34
Packages 34
Catalogs 34
Telephone 34
Print Advertising 35
Electronic or Interactive 35
Broadcast 35
Other Media 35
Media Integration 36
Offer Development 37
The Underlying Offer 37
The Direct Marketing or Promotional Offer 38
Basic Rules for Offer Development 38
Offer Description Makes a Difference 41
Offers That Don t Work 41
The If I Build It They Will Come Offer 41
The Hey Isn t This Cool Offer 42
The You Need a Law Degree to Figure It Out
Offer 43
Creative Execution 43
Creative Work That Breaks Through 45
How to Write Winning Direct Marketing Copy 47
Adjusting the Creative Execution to Different Media 49
Direct Mail 49
Telephone 50
Print Advertising 50
Broadcast 50
Electronic/Interactive Media 51
Implementation and Analysis 52
How to Build Your Marketing Database 52
Strategies for Better Databases 54
Questions to Ask About Outside Databases/Lists 55
Why Direct Mail Still Works 56
How Long Does Direct Mail Take? 58
XiV BUSINESS TO BUSINESS INTERNET MARKETING
The Ins and Outs of Postal Service Requirements 58
First Class Mail 58
Standard Mail 59
Automation 59
Implementing Media Integration 59
Implementing Channel Marketing 61
How to Make Lead Programs Accountable 62
Chapter Summary 64
Basic Principles 64
Program Strategies 65
Audience and Media 66
Offer Development 67
Creative Execution 67
Implementation and Analysis 68
Useful Tools 69
Notes 69
Chapter 2:
The Internet Changes Everything 75
The New Paradigm—It s for Real 76
DATAMATION Converts to the Web 77
What s Really Happening on the Internet? 79
E mail 80
Newsgroups 81
The World Wide Web 82
Why All the Marketing Excitement About the Internet? 82
The Internet is Boundless 82
The Internet Makes Global Marketing a Reality 84
The Internet Reaches People with Intellect,
Power, and Money 85
The Internet Offers Increased Business Penetration 85
The Internet Provides a Unique Form of
Communications Intimacy 87
The Internet Changes the Economics of Marketing 88
The Internet Establishes a Brand New Sales Channel 88
Intranets and Extranets 89
The Transformation of Direct Marketing 91
The Internet Address Is the New 800 Number 93
Web Site Helps Start an Interactive Business 96
Table of Contents XV
Moving into the Future Means Transitioning Now 98
Where Is Business to Business Internet Marketing
Really Headed? 100
Business to Business Direct Marketing
in the Year 2002 100
The Escalation of Global Internet Marketing 102
The Worldwide Impact of the Internet 104
Expanding Markets and Territories 107
Developing Global Marketing Partnerships 108
Providing Worldwide Customer Service 108
Approach Global Marketing with Caution 108
The New Response Model: Intersponding 110
The AID A Formula 110
A Is for Awareness 110
I Is for Interest Ill
D Is for Desire Ill
A Is for Action Ill
The Nature of the Internet 112
What Is Its content? 112
What Is Its form? 112
What Is Its Delivery Format? 112
The Web Defies Logic 113
Intersponding: A New Response Model 115
Five Proven Internet Marketing Strategies 119
Chapter Summary 120
The New Paradigm—It s for Real 120
The Transformation of Direct Marketing 121
The Escalation of Global Internet Marketing 121
The New Response Model: Intersponding 122
Five Proven Internet Marketing Strategies 123
Notes 123
Chapter 3:
Generating and Qualifying
Leads with the Internet 1*5
Leads and More Leads 126
Enhancing Direct Mail with Telemarketing 127
Quantity or Quality? 128
Why Is Lead Quality So Important? 130
XVi BUSINESS TO BUSINESS INTERNET MARKETING
How to Apply Targeted Lead Generation to the Internet 131
Using the Internet Enhances Direct Mail Response 132
What s the Payback? 134
Analysis of Programs A and B 136
The Internet Can Improve Your
Entire Lead Management Process 138
Integrating E Mail into Your Lead Generation Program 139
Inbound E Mail 140
Outbound E Mail 140
Customer Communications 144
Follow ups 144
Major Announcements or Breaking News 145
E Mail Newsletters 145
E Mail Surveys 148
E Mail Discussion Groups 148
Making E Mail Work Harder 148
Using Web Response Forms 151
Web Response Forms Tighten the Process 153
The Basics of Constructing Web Response Forms 154
Multitiered Web Response Forms
Identify Prospects Specific Interests 156
Web Response Area Offers Prospects
Comprehensive Product Information 158
Using Your Web Site for Lead
Generation and Qualification 159
Not All Web Sites Are Response Oriented 160
A True Story 161
Seize the Opportunity to Set Your Web Site Apart 162
Incorporate Direct Marketing Techniques into
Your Web Site 163
Characteristics of Effective Marketing Web Sites 165
Compelling, Well Designed Home Page 165
Timely Updating 166
Intuitive Navigational Flow 166
High Value Information Content 167
Fast Response Time 167
Response Orientation 168
Respect for Privacy 168
Federal Express: A Web Site That Does It All Well 169
How Do You Get Repeat Visitors to Your Web Site? 169
Table of Contents XVll
Automated E Mail Response 170
Cookies 270
Interactive and Database Tools 171
Multimedia Experiences 171
Gimmicks and Gadgets 172
How Do You Measure the Direct Marketing
Effectiveness of Your Web Site? 172
Employing Web Site Links to Generate Leads 172
Free Links 173
Paid Links / 74
Creating and Placing Online Advertising 175
How Effective Is Banner Advertising? 176
Best Practices in Business to Business Banner
Advertising 179
Banner Ad Placement Is Critically Important 181
Other Important Facts about Banner Advertising 183
Qualified Lead Generation with Banner Advertising 184
Chapter Summary 186
Integrating E mail into Your Lead Generation
Program 187
Using Web Response Forms 188
Using Your Web Site for Lead Generation and
Qualification 189
Employing Web Site Links to Generate Leads 190
Creating and Placing Online Advertising 190
Notes 190
Chapter 4:
Using Internet Events to Promote
Products and Services 192
Are Live Events Good Marketing Investments? 192
The Typical Seminar Series 194
The Net Event 197
Replacement or Enhancement? 200
The Net Event Is Not Without Technological
Challenges 201
Types of Internet Events 203
The Online Trade Show 203
The Online Seminar or Presentation 204
XViii BUSINESS TO BUSINESS INTERNET MARKETING
The Online Meeting 205
The Online Interview 205
Developing and Hosting the Internet Event 205
Turning a Live Seminar into a Virtual Seminar 206
Guidelines for Developing and Hosting Your
Own Internet Event 209
1. Plan Your Event 209
2. Develop the Event 209
Critical Success Factors 210
3. Establish a Structure for the Event 211
4. Create the Content for the Event 211
5. Research and Add Appropriate Technologies 212
6. Determine How the Event Will Be Hosted 213
7. Program and Test the Event 214
8. Promote the Event 214
9. Evaluate the Results 214
Doing Double Duty with a Virtual Seminar 215
Promoting Events Using the Internet 216
Promoting the Net Event 219
Case Study: A Business to Business
Online Seminar Program in the Year 2002 221
Chapter Summary 223
Note 225
Chapter 5:
Executing Instant Fulfillment
on the Internet 226
Traditional Fulfillment: An Aging Process 226
The Transformation of Traditional Fulfillment 229
Direct Mail 230
Fax 230
Telephone 231
The Electronic Fulfillment Difference 232
Means of Electronic Fulfillment 235
Pulling the Prospect to You 235
1. The Web Response Area 235
2. The Web Site 236
3. E mail 237
Pushing Information to the Prospect 237
Table of Contents Xlx
The Real Benefits of Fulfillment on the Internet 240
Acknowledgment 240
Confirmation 241
Instant Fulfillment 242
Moving to Web based Information Dissemination 244
HTML Pages 245
PDFs 246
The CD/Web Connection 248
The Kiosk/Web Connection 249
Future Information Dissemination Channels 250
Creating Online Demos and Trials 254
Distributing Live Products over the Internet 256
Case Study: Top Technology Company
Transfers Fulfillment to the Web 257
Leading Response Management Firm Leverages
the Internet for Sales Lead Management and
Electronic Fulfillment 258
Chapter Summary 260
Notes 262
Chapter 6:
Generating Orders
Through the Internet 263
Expectation versus Reality 263
How Amazon.com Delivers on the
Promise of E Commerce 266
Customer Service That Sets Amazon.com Apart 268
Applying the Amazon.com Model
to the Business to Business Market 269
How E Commerce Affects Your Selling Model 271
The Retail or Mail Order Model 272
The Reseller Model 274
The Direct Selling Model 275
How to Get an E Commerce Order
Generation System Up and Running 277
Transitioning from an Existing Order
Generation System ^
Starting a New Order Generation System
on the Internet zau
XX BUSINESS TO BUSINESS INTERNET MARKETING
Should You Use a Web Hosting Service for E Commerce? 282
Taking Orders Electronically 284
Driving Traffic from the Internet to
a Traditional Order Generation Channel 285
The Business of Order Fulfillment 286
Business to Business E Commerce Capsule Case Studies 288
American Airlines (www.AA.com) 288
Dell Computer (www.dell.com) 288
emarkethive (www.emarketlive.com) 289
Grainger (grainger.com) 289
NECX (www.necx.com) 290
TuneUp (www.TuneUp.com) 291
Chapter Summary 291
Notes 293
Chapter 7:
Enhancing Customer Relationships
with the Internet 294
Building Better Customer Relationships 294
Remember the Marketing Pyramid 296
Using the Internet to Learn About
Customers and Build Better Relationships 298
2. Maintaining an Ongoing Relationship
with Your Most Valued Customers 299
2. Moving Your Other Customers up the
Marketing Pyramid 303
WebLine Communications (www.webline.com) 305
AT T InteractiveAnswers Express Service
(www.iaexpress.com) 305
Using the Internet to Solve the Channel
Customer Problem 306
Moving to the One to One Customer Relationship 308
Five Ideas for Building a One to One
Customer Relationship Program 309
1. Treat Customers Like Prospects 309
2. Ask Customers What They Want—
And Give It to Them 311
3. Explore New and Innovative Ways to
Table of Contents XXi
Encourage and Reward Customer Loyalty 311
4. Recognize the Differences Between Classes of
Customers—And Treat Customer Classes Differently 312
5. Make One to One Fun 313
Major Developer of Technical Computing Software
Meets Customer Needs on the Web 314
Building Customer Driven Extranets 315
A Checklist for Developing Customer Extranets 318
Why Enhancing Customer Relationships
with the Internet Is Worth It 320
Chapter Summary 321
Notes 323
Chapter 8:
Integrate and Escalate—How to Make
Internet Marketing Work for You 325
Politics and Profits 326
Internet Marketing Can Enhance the Position
of the Marketing Organization in Your Company 327
The Impact on Marketing 328
The Impact on the Marketing/IT Relationship 330
The Impact on Sales 330
Presenting the Case for Internet Marketing 332
Focus on the Quantifiable Business Benefits of
Internet Marketing 332
The Internet Marketing Audit 337
The Internet Marketing Action Plan 337
Your Market and Your Audiences Will
Define How You Use Internet Marketing 338
How You Integrate Media Will Change
in the Internet Marketing Era 341
Developing the Action Plan 343
Implementing the Action Plan 345
In House or Outside? 346
Staff Requirements for Internet Marketing 348
The Impact of Internet Marketing on
Traditional Marketing Programs 350
Chapter Summary 352
XXii BUSINESS TO BUSINESS INTERNET MARKETING
Notes 353
A Final Word 354
Appendix A: Other Resources 356
Web Sites Mentioned in This Book
(in order of appearance, first reference only) 356
Web Sites of Interest to the
Business to Business Marketer 360
Books of Special Relevance to
the Business to Business Marketer 366
Appendix B: Glossary 369
Appendix C: A Return on Investment Guide 376
I. Introduction 376
II. Strategic Perspective 377
III. Business Returns 378
1. Reduced Costs 379
2. Increased Revenue 381
3. Faster Time to Market 382
4. Improved Customer Satisfaction 383
IV. Costs and Implementation 384
1. Physical Costs 384
2. Planning Costs 385
3. Integration Costs 385
4. Operational Costs 386
V. Examples and Worksheet 386
VI. Conclusion 386
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| spelling | Silverstein, Barry Verfasser aut Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing Barry Silverstein Gulf Breeze, Fl. Maximum Press 1999 XXIX, 398 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing ram Industrial marketing Internet marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008431058&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Silverstein, Barry Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing Marketing ram Industrial marketing Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing |
| title_auth | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing |
| title_exact_search | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing |
| title_full | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing Barry Silverstein |
| title_fullStr | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing Barry Silverstein |
| title_full_unstemmed | Business-to-business internet marketing five proven strategies for increasing profits through internet direct marketing Barry Silverstein |
| title_short | Business-to-business internet marketing |
| title_sort | business to business internet marketing five proven strategies for increasing profits through internet direct marketing |
| title_sub | five proven strategies for increasing profits through internet direct marketing |
| topic | Marketing ram Industrial marketing Internet marketing Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Marketing Industrial marketing Internet marketing Online-Marketing |
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