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Download a PDF of the May 2007 Issue
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SPECIAL REPORT
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NEWS
CMOs under pressure to develop new skills
Facing intense pressure and high expectations from top management, CMOs are developing new cross-functional skills to survive the hot seat.
Carol Krol
Anxious to be where their clients' online budgets are flowing, traditional ad agency conglomerates are racing to acquire or align themselves with search marketing agencies.
Richard Karpinski
Google and Yahoo—already generating massive revenue with search-driven text ads—appear poised to swallow the online advertising market whole.
Carol Krol
Almost half (42.9%) of b-to-b marketers' total budgets go to direct response communications, while 16.1% is allocated to brand advertising and 13.7% to trade shows, according to the Direct Marketing Association's first benchmarking survey focused exclusively on the b-to-b space.
Kate Maddox
The ad:tech conference in San Francisco last month was reminiscent of the dot-com bubble days, with thousands of advertising and agency executives debating new media, how to measure it and which models will succeed.
Kate Maddox
Responding to a request by the Interactive Advertising Bureau for audits of their Internet audience measurement services, comScore and competitor Nielsen//NetRatings said they are taking steps to open up their methodologies and processes to review by third parties.
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OPINION
Partnerships mean more than a logo for the Web site
Log on to just about any technology company's Web site and the odds are you will find a link somewhere near the top labeled "Partners." Follow that link and it will take you to a page filled with logos.
Steve Richardson
Of the many elements that go into creating a successful marketing campaign, the qualitative research aspect is often rushed—and, worse yet, sometimes ignored altogether.
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2007 Media Power 50: Advertising venues adapt as habits change
This year's Media Power 50 selections reflect the changing ways that b-to-b companies are getting their marketing messages out to customers and prospects.
Naples, Fla.—B-to-b sales representatives need strong financial incentives and not just a bonus to condition themselves to the surge in digital media sales, according to Bob Carrigan, president of technology publishing giant IDG Communications.
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BUSINESS MEDIA
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EVENTS
Debating face-to-face
Growth in the exhibition industry slowed last year according to a March report from the Center for Exhibition Industry Research (CEIR). For the fourth year in a row, the industry experienced a modest boost; however, the 4.8% increase for 2006 was slightly less than the 5.8% growth seen in 2005.
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DIRECT & DATABASE
iPass changes over to direct
In February last year, iPass acquired its third company in three years. In three short years, it had gone from a company with a single-product focus—global dial-up connectivity for IT professionals—to one with multiple products for the IT community.
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NETMARKETING
Show & tell
Cisco Systems recently celebrated a momentous anniversary: It's been creating and offering video-on-demand customer and product information to its employees for 10 years. Nearly three years ago, the company expanded its use of video by creating and posting video case studies to its Web site as well.
Kate Maddox
B-to-b marketers are finding that using video in email can help deliver their messages to audiences more effectively, as long as they follow a few simple rules.
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2007 Media Power 50: Advertising venues adapt as habits change
This year's Media Power 50 selections reflect the changing ways that b-to-b companies are getting their marketing messages out to customers and prospects.
Naples, Fla.—B-to-b sales representatives need strong financial incentives and not just a bonus to condition themselves to the surge in digital media sales, according to Bob Carrigan, president of technology publishing giant IDG Communications.
Kate Maddox
Facing intense pressure and high expectations from top management, CMOs are developing new cross-functional skills to survive the hot seat.
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BTOB PRINT: BEYOND THE BIZ
Changing times lead to changing gimmicks
Google's going low-tech, expanding its reach into the print world. No, we're not talking about the search gigantor selling magazine ads with its auction-style model. We're talking about the company's debut of Gmail Paper. As Gmail's Web site says, "Everyone loves Gmail.
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CHASERS: FEATURE
Ads should reflect diverse workplace
Selecting the right audience is a critical step in enabling readers to identify an ad as a source of information relating to their job interests. It's done with a picture or a headline—preferably both—and it says, "Hey, this is for you."
The editors of BtoB take a close look at b-to-b advertising.
The good and the bad in advertising from the editors of BtoB.
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