B2B Digital Marketing: Using the Web to Market Directly to Businesses

Index

A

a priori segmentation, 31

acquiring new customers, 54

blog marketing, 59

email marketing, 60–61, 184, 187–188

least effective digital media, 61–62

mobile marketing, 61

multimedia marketing, 59–60

in traditional marketing, 55

via blog marketing, 202

website marketing, 56–58

action plan, B2B digital marketing plan, 97–98

adapting websites for mobile, 280–285

advertising

display advertising, 167–171

online advertising, 12–13

current trends, 177

effective copy, writing, 164–166

effectiveness of, 152–153

landing pages, 174–177

payment models, 156–158

versus traditional advertising, 153–155

PPC advertising, 158–167

context-sensitive ad placement, 159–160

keywords, bidding for, 161–164

trade advertising, migrating to web advertising, 20

advertising ...