* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download business-to-business online direct marketing
Bayesian inference in marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Food marketing wikipedia , lookup
Online shopping wikipedia , lookup
Neuromarketing wikipedia , lookup
Social media marketing wikipedia , lookup
Internal communications wikipedia , lookup
Target audience wikipedia , lookup
Sports marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing research wikipedia , lookup
Youth marketing wikipedia , lookup
Target market wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing strategy wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Green marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING What is Different about B2B Direct Marketing More complex: Long buying cycle. Multiple parties involved. Decision drivers are more rational. Better economics: Low volume, high value. Multi-channel marketing: Resistance from traditional sales/marketing. Channel conflict. Requires integration with communication and distribution strategy. About Internet B2B Marketing It is people who buy. Relationship management is the objective. The greatest, direct marketing tool ever: Cheap, fast, interactive, global. It is all things to all markets: It communicates. It provides research. It generates, qualifies and manages leads. It transacts. It manages relationships. About Internet B2B Marketing (cont.) It communicates: Easy, universal, access to company information. Push/pull strategies: • Passive or active. Easy to integrate with other communication channels. It researches: Online focus group. Website instant surveys. Consumer panels with message boards. About Internet B2B Marketing (cont.) It fulfills: E-mail newsletter. Web response URL. Customizable contents: • • • • Instant acknowledgement. Interactive confirmation. Involvement. Cheaper, faster and better. About Internet B2B Marketing (cont.) It generates leads: Response capture on the Website. Web based media (banner ads, newsletters, link deals). E-mail inquiry qualification. Lead hand-off and tracking via e-mail: • Web based management and tracking tool. About Internet B2B Marketing (cont.) It transacts: B2B mail order is the simplest e-commerce model. E-commerce as part of distribution strategy: • Offload other channels from handling repetitive, low value, “channel ready” product lines. • Incentive to low-value customers to shop online. • Provide custom commerce intranets for high-value customers. Superb customers service is the beginning of the ongoing relationship Source: Ruth P. Stevens, IPnetwork and Direct Marketing Association.