SPECIAL REPORT

 

Mobile apps, social integration, content are key trends.

Kate Maddox

As b-to-b marketers usher in the new year, they have even more ways to create innovative, engaging programs to connect with their target audiences.

Outlook 2012.

Despite being beset by continued economic woes and global turmoil, 40.8% of b-to-b companies will boost their marketing budgets this year, according to BtoB's "2012 Outlook: Marketing Priorities and Plans" survey.

 

NEWS

 

B-to-b learns from b-to-c e-commerce experience.

Sean Callahan

Retail e-commerce is big and getting bigger.

ANA ramps up ICANN domain name protest.

Sean Callahan

As the Internet Corporation for Assigned Names and Numbers' plan to launch a new program of generic top-level domains was scheduled to begin accepting applications on Jan. 12, the Association of National Advertisers' drumbeat against the plan continued.

Social media matures with added players, new metrics.

Christopher Hosford

Last year saw a maturing of the social media marketing space, with the arrival of new players, more advertising options and advances in metrics.

B-to-b marketers still in Super Bowl lineup.

Sean Callahan

“An advertising orgy”—that's how Al Ries, chairman of branding consultancy Ries & Ries, described the Super Bowl. And even b-to-b marketers are invited.

CMO Close-up with John McDonald, VP-marketing, British Airways.

John McDonald is VP-marketing at British Airways, which launched a new ad campaign last fall called “To Fly. To Serve,” created by Bartle Bogle Hegarty, London.

 

ISSUE ALERT - OPINION

 

Reasons to feel upbeat about 2012.

John Obrecht

Despite the spreading economic crisis in Europe and continued sluggishness in some U.S. markets, I see several reasons for optimism about the prospects this year for marketers and the media that serve them.

Beware of brandjacking.

Corporate marketers have long been tasked with protecting a company's brand, but new developments in the online landscape are vastly complicating that job. Two in particular merit your attention.

Essential lessons for marketers in 2012.

Jeffrey Hayzlett

If we've learned anything in business and life it's that change is constant. Just when we get comfortable, things change. And change is uncomfortable; it even makes people afraid.

Seven trends to keep in mind.

Dennis Reilly

This year will see technology, digital content, mobile devices and social networks seamlessly work together to transform b-to-b brand experiences and enable significant improvements in sales effectiveness.

 

BUSINESS MEDIA

 

Making the most of mobile.

Sean Callahan

The statistics are gathering like a storm. In December, eMarketer released a study indicating that mobile has surpassed print readership. Mobile usage increased 30% in 2011, to 65 minutes per day, compared with just 44 minutes for magazine and newspaper reading, which were down a combined 12%.

ABM's Pettit believes worst is over for b-to-b.

Sean Callahan

Clark Pettit joined American Business Media as president-CEO in 2010.

 

DIRECT & DATABASE

 

Triggered direct mail adds to marketing choices.

Christopher Hosford

Marketing automation is often characterized by triggered responses such as an automatic email sent as a result of a Web interaction, download or request for information.

Engagement essential for mobile marketing.

Paran Johar is CMO at mobile ad network Jumptap Inc., whose recent MobileSTAT report detailed performance metrics of mobile devices and their impact on specific verticals.

Life Technologies drives revenue by optimizing online campaigns.

Christopher Hosford

Growing brand loyalty while increasing online traction is no small task, and biotechnology company Life Technologies, which offers products and services that help researchers accelerate life sciences research, is one company experiencing that challenge.

 

NETMARKETING

 

ANA ramps up ICANN domain name protest.

Sean Callahan

As the Internet Corporation for Assigned Names and Numbers' plan to launch a new program of generic top-level domains was scheduled to begin accepting applications on Jan. 12, the Association of National Advertisers' drumbeat against the plan continued.

 

ADVERTISING

 

CDW campaign heads North.

Kate Maddox

From frozen computers to hackers trying to get on Santa's “nice” list, the North Pole has IT issues that would give any CIO a headache.

Facebook discounts ads with Facebook destinations.

Menlo Park, Calif.—Facebook offered advertisers a cost-per-click discount of up to 45% in the fourth quarter of 2011, provided those clicks directed users to other Facebook pages, according to a report by Facebook marketing agency TBG Digital.