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The B2B technology industry is rife with news and innovation. Keeping up with the pace of the B2B world, Arketi Group’s B2B Marketing News blog is a collection of interesting thinking, articles and experiences shared by Arketi’s marketing and public relations consultants.
December 2007
Friday December 14, 2007
Posted by: Arketi Group at 3:51PM EST on December 14, 2007
I'd like to thank the Technology Association of Georgia (TAG) for including the Arketi Business to Business Marketing News blog on its website. Special thanks go out to Amanda Shook for working through the process with me!
For those unfamiliar with TAG, the organization is dedicated to the promotion and economic advancement of the state's technology industry and provides leadership in driving
Tuesday December 11, 2007
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
User generated content (UGC) is not just a fad, you know that. Now here are some new numbers that show both young and old are into UGC.
Deloitte's "2007 State of the Media Democracy" survey confirmed the growing popularity of user-generated content; Millennials (age 18-24) in the survey spend about equal amounts of time consuming user-generated content and commercially produced content online:
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Some great new info from ITtoolbox about social media usage during the decision making process. This is yet another reason for B2B marketers to get into Web 2.0!
The info below comes from the July 3 MediaPost enewsletter.
A new study by ITtoolbox confirms that today's Information Technology decision-makers and influencers not only turn to traditional vendor Web sites and editorial media Web
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
This week has been particularly disturbing to the purveyors of news. If you weren’t scared you should check for a pulse or, as I’m guessing is the case, pay more attention.
In response to the continued Rupert-Murdoch-takes-over-the-mediated-world-one-outlet-a-time summer tour, on Thursday morning, members of the Wall Street Journal’s editorial staff went on strike. Odds are you didn’t notice. The
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Recently I started reading On Bended Knee: The press and the Reagan presidency by Mark Hertsgaard. After having this book for more than 8 years I decided it was time to crack it open last week while taking some R&R.
Although not finished yet, I wanted to share some interesting ideas that I think B2B marketers should consider…
Larry Speaks had a small sign on his desk throughout his tenure as
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
According to eMarketer.com podcast listeners still like radio and in fact can drive an increase in radio listening among talk and news stations.
Reporting on finding from Bridge Ratings' "Podcast Panel" the article reports that nearly 20 million US consumers will download and listen to podcasts at least once a week by 2010.
"eMarketer's own projections put the US podcasting audience at 18
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
It’s true . I have bid farewell to my mustard yellow wall. With a new employee starting on Monday a change of office has supplanted me from my yellow-facing seat to one that is much less colorful. You guessed it; I now stare at a vanilla-white wall. How boring is that?
But I can find solace in the blank slate at which I invariably stare. Much like the blank screen one encounters when beginning
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
The article below is about the recent Retail Welcome Email Subscription Benchmark Study. Although we really blog about B2B marketing here we thought these findings were interesting and should also be considered by B2B marketers.
A "Welcome" Message Keeps 'Em Coming Back
The Email Experience Council and the Direct Marketing Association announced the release of its second annual Retail Welcome
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Ipsos Media’s BE: USA 2007 - the media survey of the United State’s business elite, has some very interesting findings...but the media consumptions patterns of this top tier group were of great interests to us at Arketi Group.
This group is really turning to the Internet for business information...but the good old print magazine is still key too.
Net net, smart PR placement in business media (
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Martha Rogers writes a great piece in this week's 1to1Weekly enewsletter about the recent NYSE CEO survey...in short, customers matter!
Some may see this as a duh! finding but ask yourself as a marketer when is the last time you dug into your organization's customer experience. Many marketers tend to forget customers, if you are one now is the time to remember them.
The article is packed with
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
The last few weeks have been busy ones for us and more than a few Arketi Group clients. In fact, three clients have recently been involved in M&A activities that will only make them stronger companies.
We just wanted to take a moment to "congratulate" them on our blog. Yes they are client (in full disclosure)...so here goes!
Ariba Announces Definitive Agreement to Acquire Procuri (an Arketi
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
As a marketer there is really not much to say about this...but the majority of us here at Arketi would purchase the T-shirt to support Kapow! Coffee's bold move.
Seattle Trolley Line Has Acronym SLUT
September 18, 2007 12:59 PM EST
SEATTLE - Officially it's the South Lake Union Streetcar. Within the old Cascade neighborhood, part of the area to be served by the new line, it's popularly known
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Below is a great article from Center for Media Research's Aug. 30, 2007 Research Brief. I think it is a very solid sign that B2B marketers have been successful in finding ways to use Web2.0 technology to help market their organizations.
If you ever questioned if you should use new media in your B2B marketing mix this answers that question with a huge YES!
Business to Business New Media
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
This a.m. I had a wonderful breakfast at the Silver Skillet with measurement guru Katie Paine. This was really the first time Katie and I had a chance to really dig into what her company is doing and how we are measuring PR success. Simply put, Katie is "way smart" and presents PR measurement in a simple and doable way.
Any BtoB PR professional not seeking to find a deeper way to measure what
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
This is a great study...and it really supports what we have been saying for sometime, BtoB marketers need to be eyeing social media/Web 2.0 tools...our own research with BtoB media folks (www.arketi.com/survey) shows that the media are already using these tools and expect companies too also...have a read at what Center for Media Research's 10/31/07 Research Brief has to say about this.
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
We released this news on Monday...we think it is key for any BtoB marketer...
SURVEY OF BUSINESS JOURNALISTS BY ARKETI GROUP FINDS BLOGS AND OTHER ONLINE SOURCES GROWING IN POPULARITY
Study finds journalists believe monitoring of employee blogging ethical,
news releases are not dead
ATLANTA – October 22, 2007 – Arketi Group, an integrated marketing and public relations consultancy, today
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
The October issue of BtoB magazine reports a disturbing figure. BtoB found that 57% of marketing executives report not having a crisis plan. What’s more 53% report having experienced a business crisis that resulted in negative news coverage, declining sales or reduced profitability.
At first blush these numbers don’t seem to jive. Nearly an identical number of executives report having faced a
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
This morning I had the opportunity to attend the third annual Excalibur Awards, co-hosted by the Technology Association of Georgia (TAG). The keynote speaker, Debora Wilson, president of The Weather Channel, spoke about the highs and lows of The Weather Channel, how it has grown, and how it constantly looks for different and better technology to connect with its audiences.
As she spoke, drawing
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
What hyperlink phrase are readers of an e-newsletter more likely to click on? If you think it doesn't really make a difference, think again. MarketingSherpa recently conducted an in-house test to determine what words in a hyperlink are the most actionable, and a summary of their findings are below. Hint: if you are currently using "read more" in your e-newsletters, you definitely want to keep
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
There is not really much to say here...except KUDOS to Jennifer for creating this and sending it out to everyone in the office, and I guess to OfficeMax for a SMART viral Holiday marketing campaign!
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
John's "How to Build a B2B Brand" post on the Harvard Business blog (Nov. 20, 2007) is worth a quick read. The characteristics unearthed by the HBS research team's recent study of top B2B global brands are key for any B2B marketer's success.
They are:
1. The CEO is a willing brand cheerleader, loves the brand heritage and is a great storyteller. The CMO sees his or her purpose as helping the CEO
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
In the spirit of Chick-fil-a’s “Eat More Chikin” campaign I would like to wish everyone a happy Thanksgiving!
This holiday weekend cows and chickens get a reprieve in favor of tryptophan-laden turkey. Maybe this year we’ll see a commercial featuring the cows calling a truce with the chicken – if only for a day. Doubtful, they need to keep that brand chugging on all cylinders.
At this point I
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
At last week’s PRSAGA Phoenix Awards celebration Arketi took home four of six awards for which we were nominated. Congrats to all Arketians for their hard work and of course, congrats to our clients. If it weren’t for them, we wouldn’t be here.
Not only did we succeed in the awards ceremony, but also in the silent auction. Three Arketi employees struck gold! Rory, our Apple-loving creative
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Yesterday I did a quick blog about Apple's very funny ad highlighting Microsoft's PR lady...well, today eWeek is reporting that:
"Apple issued an enormous set of patches on Nov. 14, with 41 fixes for Mac OS X and Safari vulnerabilities that attackers can exploit to hijack systems, trigger denial-of-service and jack up their privileges.
"If that's not enough, Apple capped it off on Nov. 15 with
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Some professionals might be very offended by this ad...but I think we as a profession do need to sometimes not take ourselves so serious. If you are in PR and have not seen this ad yet stop reading this and go see the ad...
It's very funny and shows how a great ad campaign like Apple's Get a Mac can be extended in a way the continues to leverage the initial investment and support (heck
Posted by: Arketi Group at 9:56AM EST on December 11, 2007
Unless you’ve been living under a rock for the past 18 years you surely know the origin of the word “d’oh.” It’s the comically melancholy utterance coined by The Simpsons’ Homer. As reported by PRWeek, Fox has created a contest for cities named Springfield across the country. Cities are charged with submitting videos claiming why their city should earn the illustrious honor of being dubbed Homer’
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