[ LEAD GENERATION ] Market intelligence replaces guesswork. The cross-media planning revolution.

Transcription

1 [ LEAD GENERATION ] Market intelligence replaces guesswork. The cross-media planning revolution.

2 We are drowning in information but starving for knowledge. These are the words which the American trend researcher John Naisbitt used to describe the dilemma which we face in the information age. If you search for a concrete answer to a specific question today on the Internet or in a trade journal, you are overwhelmed by a flood of information and you wind up drifting further and further away from what you are looking for. Extensive searches and endless hit lists often leave you with nothing but a feeling of deep frustration. Instead of knowledge, you are inundated with a mountain of irrelevant information. Forget about yesterday s communications strategies. The rules have changed. There is little chance that your advertising message will grab one s attention in the turbulent world of today s permanent information overload. People will only notice your message if it is delivered to the right target person in the right context. We need new cross-media communications strategies which break with longestablished tradition and succeed for that very reason. It is time to rethink. Think like a leader.

3 [ LEAD GENERATION ] Real achievers don t have to guess. They know. Lead generation involves a wealth of knowledge. You need to know: who needs which information when how to reach target individuals rather than target groups how to efficiently plan cross-media campaigns how to get the most out of your media budget The goal is to achieve an excellent return (ROI) on all of your marketing and communications expenditure. [ 2 3 ]

4 Knowing what you really need to know: the Business Efficiency Portals Vogel Business Media s Business Efficiency Portals convert information into useful information. They are the knowledge pool which companies and users can tap into. Only relevant content counts Every user leaves a trail Business Efficiency Portals are Internet information platforms which focus on specific subject areas. Companies present their expertise, their messages and their range of products/services within a high-quality editorial framework. Users are quickly able to locate specific, well-structured information which helps them in their everyday work. Users who want to access webcasts and white papers have to register in order to access this valuable information. Companies know exactly who has accessed the information that they have provided. This gives them vital information about the users, and they can initiate a direct dialogue. L ead Generation. Knowing is better than guessing. The Business Efficiency Portals are open platforms which offer a wealth of useful information. maschinenmarkt.de elektronikpraxis.de elektrotechnik.de it-business.de production expertise electronics expertise automation expertise helping IT business partners make the right decisions

5 Editorial staff Company/ advertising customer 1:1 dialogue detailed customer knowledge no spreading loss get the most out of your advertising budget BUSINESS User EFFICIENCY highly relevant information solve problems save time PORTAL Knowing is better than guessing Knowing is better than guessing THE BUSINESS EFFICIENCY PORTALS: o ffer the user/reader an efficient source of information are a highly refined and highly selective advertising platform for advertising customers Business Efficiency Portals give users fast, direct access to information which is relevant to their specific query. Users have to register to access the information, and this generates a lead. Leads reveal valuable information about the user. Companies can use this knowledge to initiate a 1:1 dialogue. Spreading Loss is minimized, and customers get the most out of their advertising budgets, because they can target specific individuals. Business Efficiency Portals are designed to maximize marketing ROI marketing. searchstorage.de searchsecurity.de searchnetworking.de expertise for storage professionals expertise for security professionals expertise for networking professionals [ 4 5 ]

6 Finding instead of searching: the key features of efficient business portals Subjecttree: quick, user-friendly navigation through specific topics Technical information: professionally edited, up-to-the-minute content by specialists for specialists My profile: personal user profile offering the following options: - set page format to suit individual preferences - save relevant information - individual setup for RSS feeds, newsletters and search agents - track own articles in forums, commentaries and blogs Filterfunctions and micro-segmentation instead of information overload. Relevant information is just a few clicks away. The focus can be narrowed down to a particular area of specialization. Services: technical forums, job fairs, trade show calendars and events. Keyword search: intelligent, cross-platform search functions provide fast access to relevant information. All topics and information on the Business Efficiency Portals are tailored to the exact needs of the target user group.

7 [ LEAD GENERATION ] Finding is better than searching. Knowing is better than guessing. [ 6 7 ]

8 Webcasts and Whitepapers generate leads Vogel Business Media uses two innovative online formats which make user actions transparent and offer a totally new approach to marketing: WEBCASTS and WHITEPAPERS. Users must register to access and download these services. The user data generates leads which are forwarded to the company. Webcast: video and audio on the net Webcasts are video and audio multi-media formats including talks, seminars, product presentations, press conferences and topic-specific seminars with moderators. Webcasts can even be accessed live. Interactive functionality maximizes user involvement. Following the live stream, the webcasts are available to registered users as downloads. Whitepapers: relevant information in a very concise format Whitepapers contain specific information about companies and products in document format including case studies, market analyses and product/application descriptions. Online banners in all standard formats Business Efficiency Portals offer the customary online advertising formats which provide the right format for every advertising message. Individually planned and efficiently implemented, designed and programmed by Vogel Business Media s design unit on request.

9 TRAINING VIDEO MP3 files interview digifilm animation AUDIO PDF file chart WebCast webcast Livestream or download, product demonstration, expert opinions and forums, Webinars, audio and video word document PHOTO text INFORMATION WhitePaper White Paper Studies, analyses, market research results, technical data, performance summaries, product applications OPTIMAL INFORMATION EXTRACTION FROM THE AVAILABLE DATA Webcasts and whitepapers are used as advertising formats and for lead generation. Registered users obtain detailed information which is relevant to them about specific topics. Companies get a valuable lead including the user s business data. Presence based on company and product entries Profiles and products are two additional marketing tools which can be stored on the Business Efficiency Portals. They contain clearly structured information about the company and its products. Users do not have to be registered to access this information. [ 8 9 ]

10 Measuring marketing success: the Lead Center As users search for information, their actions are tracked, recorded and stored in the Lead Center. The Lead Center forms the central interface for user data evaluation and provides the basis for efficient cross-media planning and effective dialogue marketing. If you know more about the customer, you can deliver your information and advertising messages more selectively, and you can track how successful you are on the Business Efficiency Portals. In other words, marketing success and ROI become measurable quantities. Target groups are narrowed down to target individuals The lead is the unmistakable digital profile of the user and provides information about his interests, his current professional focus and his contact data. L ead generation provides knowledge which creates revolutionary new opportunities in one-to-one marketing.

11 COMPANY/ ADVERTISING CUSTOMER Leads user information Advantages detailed knowledge about the user 1:1 dialogue evaluation Lead Center name profile behavior MARKETING RESULTS BECOMES MEASURABLE Transparent and comprehensible The Lead Center gives companies access to a constantly growing information pool for efficient marketing planning. The leads provide highly accurate information at the right time, and this is the starting point for one-to-one marketing. M ore knowledge means that you can plan and control all of your marketing and sales activities with greater precision. [ ]

12 Think cross-medial! The medium of choice depends on the marketing goal. Lead generation not only gives you new ways of reaching your target groups and delivering information online. Lead generation also combines the strengths of print and online media to create a whole new dimension in cross-media strategy. The best of both worlds: print and online Lead generation enables companies to strike exactly the right balance between print and online media. This is particularly important when you have to decide which information can be best presented in which medium. V ogel Business Media would be pleased to provide cross-media planning support.

13 CROSS-MEDIA STRATEGY COVERAGE Print brand, image, awareness, trends, developments General statements Print communications means: Brand communication, image campaigns, information about market developments and industry trends In other words, general information and background knowledge, wide coverage for a diverse range of readers. INFORMATION DEPTH Online product details, in-depth information, research results, trend analyses, case studies Specific topics for a defined set of users Online communications means: Presentation of multi-media content (audio/video) as webcasts, both live and on demand, for example online product application presentations, seminars, training, interviews, trade show reports, product films, etc. Presentation of useful information as a whitepaper containing a scientific treatise, study, application or product description In other words, information on specific topics for a clearly defined set of users who have an immediate need for information. Evidence shows that classic banner advertising and database entries reinforce brand and product communications. [ ]

14 We have a passion for campaigns The campaign planner was developed to increase the efficiency of the media planning process. Cross-media activities are tailored to the specific advertising strategy, and they are defined and developed in close collaboration with the advertising customer. Details which have a major impact on the outcome of your advertising activities Vogel Business Media gives you total cost transparency right from the start. The content of all your print and online advertising is carefully harmonized in the campaign planner. Budget changes and reallocations can be implemented at any time, so that you can retain your flexibility. The result is an individually designed cross-media campaign which delivers your content in the best possible way. The media mix is organized by media, target group and topics. The right format for each message.

15 [ LEAD GENERATION ] People who develop cross-media strategies for their customers with unparalleled precision. Knowing is better than guessing. [ ]

16 Would you like to know more about lead generation and the cross-media revolution? Vogel Business Medien GmbH & Co. KG Max-Planck-Straße 7/ Würzburg Vogel IT-Medien GmbH August-Wessels-Straße Augsburg Hotline: