BtoB - January 16, 2012 - (Page 3)

IN THIS ISSUE January 16, 2012 NEWS Positive outlook for online ad spending Forecasts suggest ad spending will grow in 2012, despite still sluggish economy. Page 10 ANA ramps up ICANN domain name protest BY SEAN CALLAHAN Media companies flock to mobile Web Publishers increase mobile content to connect with digital audiences. Page 12 Email remains a strong marketing tool New studies show that email marketing budgets and open rates increased in 2011. Page 13 DEPARTMENTS Advertising . . . . . . . . . . . . . . .10 Business Media . . . . . . . . . . .12 Direct & Database . . . . . . . . .13 Reader Comments/Polls . . . .6 Opinion . . . . . . . . . . . . . . . . . . . .6 Quick Hits . . . . . . . . . . . . . . . . . .4 Tools & Metrics . . . . . . . . . . . .14 For a new subscription or change of address, call (877) 320-1724 or fax (313) 446-6777. Single-copy sales: (313) 446-0450. Single copy: $5. Subscription rates: One year—$59, two years— $99; Canada—$69 (includes GST); all other foreign— $89. Canadian Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40012850. GST No. 136760444. Canadian return address: 4960-2 Walker Road, Windsor, ON N9A6J3. Printed in U.S., effective Jan. 1, 1997. Address all circulation correspondence to BtoB’s Detroit address. B to B (ISSN 1530 - 2369) is published monthly except for semi-monthly in May and November and no issue in January, August and December by Crain Communications Inc. at 360 N. Michigan Ave., Chicago, Ill. 60601-3806, (312) 649-5401. Offices at 1155 Gratiot, Detroit, Mich. 48207-2997, (313) 446-6000; 711 Third Ave., New York, N.Y. 10017-4036, (212) 210-0100; 6500 Wilshire Blvd., Los Angeles, Calif. 90048-4947, (323) 651-3710; National Press Building, Washington, D.C. 20045-1801, (202) 662-7200. Fax: Chicago—(312) 649-5462; New York—(212) 2100700; Los Angeles—(323) 655-8157. Telex: Chicago— 687-1241; New York—64-0207. Copyright 2012 by Crain Communications Inc. All rights reserved. Periodicals Postage Paid at Chicago and at additional mailing offices. Postmaster: Send address changes to BtoB, Circulation Dept., 1155 Gratiot, Detroit, Mich. 48207-2912. Vol. 97, No. 1 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. On Jan. 9, the ANA released a plan that would permit the application process to begin but would allow organizations and companies to have the opportunity to place their brands—without cost—on a temporary “do not sell period to develop practical and reliable solutions to the challenges that have been repeatedly raised,” said ANA President-CEO Bob Liodice, in a statement. ICANN’s gTLD program executive director, CMO Council will give marketers the option list.” But even this gesture, which of reserving so-called brand the ANA described as “construc- gTLD’s, such as .cocacola or .cisco, or gTLD’s such as .laptop or .insurtive,” was not without an edge. “Destructive and costly litiga- ance. It’s an option the ANA and tion can hopefully be avoided if other marketing groups, which ICANN accepts this proposal and have banded together to create the if all parties work together in good Coalition for Responsible Internet faith during the first application Domain Name Oversight, appar- “[CMOs] see the pricing as predatory.” Donovan Neale-May, ently do not want—at least not in the form currently proposed. And most marketers definitely don’t want to pay $185,000 to go through the application process for a gTLD. “[CMOs] see the pricing as predatory,” said Donovan Neale-May, executive director of the CMO Council, which has not taken a position on the new gTLDs but has been urging its members to plan for the program’s launch. In December, the ANA issued a press release applauding the Federal Trade Commission’s ICANN, page 18 AP Photo/Charlie Riedel Social media matures with added players, new metrics BY CHRISTOPHER HOSFORD B-to-b marketers still in Super Bowl lineup BY SEAN CALLAHAN www.btobonline.com ONLINE For b-to-b marketing news and resources “ advertising orgy”—that’s how Al Ries, An chairman of branding consultancy Ries & Ries, described the Super Bowl. And even b-to-b marketers are invited. But Ries said companies that reserve ad space for the game and stop there are missing out on the spectacle’s marketing power. “The Super Bowl is a bad advertising investment,” he said, “but it’s a hell of a good PR investment.” Super Bowl XLVI, which will air on NBC on Feb. 5, has sold out all of its advertising slots. Thirty-second spots reportedly sold for an average of $3.5 million each. Advertisers during the game will include at least two b-to-b marketers: domain name registrar Go Daddy Operating Co. and job site CareerBuilder. “Both Go Daddy and CareerBuilder have broad appeal to a large audience, even though they are b-to-b companies,” said Jim Gregory, CEO of branding consultancy CoreBrand. Go Daddy’s strategy surrounding the game has been straightforward. For the past eight years, it has submitted an ad featuring a buxom woman, such as racecar driver Danica Patrick, to the network carrying the Super Bowl. When the network rejected the ad, as expected, Go Daddy publicized the “censorship” and generated media coverage. This year, the company even got coverage Super Bowl, page 15 Last year saw a maturing of the social media marketing space, with the arrival of new players, more advertising options and advances in metrics. While the full impact of Google+, introduced in June, has yet to be determined, it’s fair to assume the power of the search giant will make it a significant player. The new social site already has more than 50 million users, and it’s being leveraged by the world’s top two search engines (Google and YouTube), plus Google’s paid search and mail dominance, Maps, image organizer Picasa, Android mobile OS, Chrome browser and leading analytics solution. THE PROMISE OF GOOGLE+ G+ is much more than a copycat, according to social media and content strategist Jay Baer. Marketers will continue to use the big three social sites of Facebook, LinkedIn and Twitter, Baer said on his Convince & Convert blog, but, “if Plus gets any sort of real momentum among end-users—and I firmly believe it will—Google’s unique ability to finally tie search and social together in one package will force the hand of business, making Google+ the place to be for interaction between companies and their customers.” The power of social media was never demonstrated more powerfully than in its ability last year to mobilize groups toward a common cause. In the purely social sphere, Facebook in particular was given credit for helping organize real revolution in the Middle East. The flash mob phenomenon, first cited in 2003, not only helped spur social change this year but was also used for business purposes. Video marketing company Pixability Inc. organized a social marketing flash mob as part of Social, page 16 ‘BtoB’to host Digital Edge Live conference BtoB is introducing one of its most ambitious live conferences to date with Digital Edge Live, an allday program of b-to-b marketing insight, research and case studies set for March 20 in San Francisco. “Staying on top of the latest digital trends is not only a business imperative to keep brands relevant and vital in today’s competitive marketplace but also is essential for marketers’ own professional development,” said Bob Felsenthal, BtoB publisher. Digital Edge Live will include presentations on social marketing, mobile marketing and top trends in content marketing. Jeremiah Owyang, industry analyst and partner-customer strategy at Altimeter Group, will be the featured keynote speaker. CMO ROUNDTABLE The program will include a CMO roundtable featuring top marketers from leading b-to-b companies discussing pressing issues that face marketers today, as well as panels that will provide mobile strategies for b-to-b companies (Jumpstart Your Mobile Marketing Efforts), offer advice on structuring your company around the new generation of knowledge-empowered customers (Building a Social Business) and provide tips on developing successful content marketing strategies (Creating Content for a Digital World). The agency side will be represented at Top 10 Digital Trends, a panel of senior executives from b-to-b agencies who will sound off on the future of digital marketing. SOCIAL MARKETING AWARDS The program will also include a luncheon, honoring the winners of BtoB’s third annual Social Media Marketing Awards competition. Panel presenters include Chris Boorman, senior VP-education and enablement and CMO, Informatica; Sharon Crost, global online marketing/social media manager, Hitachi Data Systems; Alex Flagg, manager-social media and digital content enablement, HP Enterprise Business; Tom Haas, CMO, Siemens; Jeff Klainberg, director-mobile strategy, American Express OPEN; Petra Neiger, senior manager-social marketing, Cisco Systems; Laura Ramos, VPDigital Edge, page 16 btobonline.com | November 7, 2011 | BtoB | 3 http://www.btobonline.com http://www.btobonline.com

Table of Contents for the Digital Edition of BtoB - January 16, 2012

BtoB - January 16, 2012
B-to-b learns from b-to-c e-commerce experience
Large share of marketers boosting spending, especially online
Mobile apps, social integration, content are key trends
ANA ramps up I CANN domain name protest
B-to-b marketers still in Super Bowl lineup
'BtoB' to host Digital Edge Live conference
Social media matures with added players, new metrics
Quick Hits
Reader Comments/Polls
Opinion
Positive outlook for online ad spending
Advertising
Media companies flock to mobile Web
Business Media
Email remains a strong marketing tool
Direct & Database
Tools & Metrics

BtoB - January 16, 2012

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