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[...]... fluencers North America, and brand New York advocates and develop an advocacy channel—a channel between the brand (our client) and their advocates for communication, collaboration and problem solving; and distribute their content to drive engagement with their brand Web 2.0 allows marketers to seed the Web with engaging content and nurture through search and social media the distribution and viral spreading... tion for that program on Facebook O HANDLE THEIR clients’ growing demand To handle the growing demand for mobile expanding its offerings in areas like Web 2.0, for interactive services, b-to-b agencies are expanding their offerings through marketing, Atmosphere BBDO recently hired experiential marketing and mobile marketing “We’re looking at making some acquisinew hires, acquisitions, partnerships and. .. PIXIE DUST How is your agency handling the growing demand for interactive? For over 10 years, Koroberi has helped some of the world’s leading manufacturers, service providers, and technology businesses build their brands, develop their channels, and gain market mindshare around the globe So if you’re looking for an AOR with industry understanding, technical knowledge, and the marketing magic to bring... took to YouTube to explain the February 2007 that shuns messaging Social media thus stands at an awkward for the new darlings of social networking: crisis that left thousands of travelers stranded Social networks are now springing up in transition stage: businesses overwhelmingly Facebook and LinkedIn Both networks had understand its importance but are unsure breakout years, with Facebook breachof... programs by controlling marketing messages and keeping them in sync with advertisabout making sure they are preing and public relations campaigns sented with information appropri4 Buying branded keywords makes offline and other forms of online ately and logically, and making it advertising campaigns more effective After seeing a television easy for them to contact us and bespot or reading a print ad, prospects... conversations is great for tracking trends and observing common perceptions and buzz about brands, but it tends to be less effective for understanding challenges and unmet needs You get a snapshot in time of an aggregation of comments, but about all you know about those customers is that they’re vocal online Private customer communities add dimension You can delve into brand perceptions and gain insights... agency network of and social networks Nickerson, president of Brookfield, Wis.BBDO North America 4 Select an agency that has a strong analytics practice and can help you measure performance based Bader Rutter “From social media, to HD Web to 5 Leverage your database and work with your agency to build leadNickerson said that while the agency high-level rich media content, there are a generation, CRM and. .. call for help from IT characters Ned York, includes print and online ads, direct mail ads as well as out-of-home advertising in air- and Gil, who have appeared in IBM TV spots B-to-b viral campaigns and social media are also expected to be big this year A ASK THE EXPERT Need to know 26 | Which online ad formats are proving to be most effective for b-to-b marketers? Combuechen: The most effective ad formats... Online TV shows (65%) ■ Ads embedded in video on demand (55%) ■ Interactive TV spots (43%) ■ Ads within the set-top box menu (32%) O Source: Association of National Advertisers and Forrester Research, February 2008 Monetizing video Hoping to do for video what it did for search advertising, Google launched AdSense for video in beta version in February AdSense for video uses the InVideo ads that have been... crucial element in online adverproduct specifics and also connect—or media spending accordingly 5 Set approximately 5% of your budget aside for online innovation tising CIT’s “Behind the Business” adverchat—with peers about the products and to test and learn programs (The percentage for smaller comtising campaign, for instance, features onYorke said the format enables visitors panies should be around . content with the appropriate advertis- ing for the most rewarding relationships. FOR ADVERTISERS AND TECHNOLOGY PUBLISHERS www.idgtechnetwork.com THE MEDIA NETWORK Audiences s 4ECHNOLOGYMARKETERSWHO must. for Marketers and Publishers The IDG TechNetwork, with more than 100 enterprise and consumer sites at its launch in March 2008, complements IDG media brands giving marketers and publishers access. Marketers and publishers face a common dilemma: where to place content or advertisements and what will be of most interest to the readers? With the IDG TechNetwork, marketers and publishers