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By Sandra Zoratti,
VP-marketing, Ricoh Co.
SPECIAL REPORT
LEAD GEN
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ABOUT US
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Download a PDF of the August 2007 Issue
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SPECIAL REPORT
Tight budgets drive creativity, innovation
As marketers work with limited budgets in a slowing economy, they are challenged to develop innovative campaigns using a mix of off- and online media to communicate their brands and positioning.
To communicate its positioning of "location intelligence," while at the same time developing a broader brand campaign, Pitney Bowes MapInfo initiated an integrated marketing program including a white paper, webinar, cover wrap, direct mail and online ads aimed at C-level executives.
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NEWS
Stark contrast in use of new media between b-to-b, b-to-c companies
While b-to-b and b-to-c marketers are both embracing new media platforms, there are some marked differences in their usage, goals and, perhaps most important, budgeting for new media, according to a joint survey by the Association of National Advertisers and BtoB.
Kate Maddox
With just a little less than a year to go before the start of the Beijing Summer Olympics, b-to-b companies are already pumping significant amounts of money, staff and other resources into their efforts for the event, which represents a tremendous marketing opportunity for global organizations.
Carol Krol
Targeting customers based on their behavior has long been a part of the marketing conversation.
Matthew Schwartz
As it prepares to celebrate its 25th anniversary in September, Gannett Co.'s USA Today is bucking the downward trend in U.S. newspaper circulation and branching out online to offer the kind of user-generated content that has growing appeal for b-to-b marketers.
Kate Maddox
The acquisition wave in the online advertising industry continued last month, as Time Warner's AOL announced plans to buy behavioral targeting ad network Tacoda for a reported $275 million and Microsoft Corp. acquired online ad exchange adECN for an undisclosed sum.
Matthew Schwartz
News Corp.'s $5.6 billion buyout of Wall Street Journal publisher Dow Jones & Co. will have a big impact on the entire media industry—and business publications in particular, industry observers say.
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OPINION
Keywords attract potential prospects, but content is what keeps them around
With webmasters vying for the next optimization trick, many sites are left lacking the most fundamental component: user experience. Countless companies optimize Web sites for keywords but forget the importance of content. Keywords attract potential prospects, but content keeps them there.
Dow Chemical Co. has a modest goal for its corporate ad campaign: to be acknowledged as the largest, most profitable and most respected chemical company in the world.
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Harte-Hanks promotes Blythe to president
Harte-Hanks—Harte-Hanks announced Dean Blythe has been promoted to president of the company. It is a position previously held by CEO Richard Hochhauser, who is retiring after 32 years at Harte-Hanks. Blythe was previously exec VP-CFO.
Dell—Dell is conducting a review to consolidate its estimated $760 million account. Omnicom Group, Interpublic Group of Cos., WPP Group, Publicis Groupe and Havas are participating in the review, according to executives familiar with the situation.
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BUSINESS MEDIA
ITtoolbox emerging as fix for marketers
ITtoolbox, a community-based Web site that has generated a good deal of buzz in b-to-b media circles, agreed late last month to a $58.9 million buyout offer from the Corporate Executive Board, a business consultancy.
Jupitermedia acquires Mediabistro.com
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EVENTS
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DIRECT & DATABASE
Microsoft uses old media to tout new
Search Master Steve is here to help. As the face of Microsoft adCenter's advertising campaign, Steve has been educating small and midsize businesses on the ins and outs of search engine marketing in ongoing print, direct mail and online ads to prospects via ad agency Wunderman, New York.
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NETMARKETING
Weight of the words
It's well-known that when it comes to search traffic, it's the quality and not the quantity that counts. Still, plenty of marketers out there eschew metrics and analysis, making blind search engine buys.
Karen J. Bannan
Dotster is one of the original domain registration services providers. Today, the company is still committed to its core service but has also expanded into site design, hosting and several other Web 2.0 services.
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Harte-Hanks promotes Blythe to president
Harte-Hanks—Harte-Hanks announced Dean Blythe has been promoted to president of the company. It is a position previously held by CEO Richard Hochhauser, who is retiring after 32 years at Harte-Hanks. Blythe was previously exec VP-CFO.
Dell—Dell is conducting a review to consolidate its estimated $760 million account. Omnicom Group, Interpublic Group of Cos., WPP Group, Publicis Groupe and Havas are participating in the review, according to executives familiar with the situation.
Campaign: “Claim Science”
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BTOB PRINT: BEYOND THE BIZ
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