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April 2009
Editor’s note
Editor: Joel Harrison Don’t forget email in the digital revolution
Tel: 020 7438 1373
Email: joel.harrison@b2bm.biz There’s nothing like a reliable and manageable means for most
Twitter: twitter.com/joelmharrison recession to focus the companies to utilise digital marketing.
Acting deputy editor: Meg de Jong mind, and in the case of Quite what happens to it in future, as the
Tel: 020 7438 1372 B2B marketing, our new forms of digital media evolve, and as tastes,
Email: meg.dejong@b2bm.biz attention is honing in on preferences and technology change, remains
Reporter: Leigh-Anne Sa Joe ROI, cost-effectiveness, open to question. For example, what do
Tel: 020 7438 1371 speed-to-market and Generation Y make of email? This is the question
Email: leighanne.sajoe@b2bm.biz measurability. In other words, digital. In case posed in our ‘debate’ on p18. Meanwhile, Lucy
Editorial assistant: Sean Marland you hadn’t noticed, there’s a revolution going Fisher examines some future scenarios for the
Tel: 020 7438 1378 on, and if you’re not on the bandwagon, you’re future of email, how it is likely to evolve and its
Email: sean.marland@b2bm.biz going to get left behind. New formats and potential future role.
Media development manager: David Lewis variations are popping out left right and centre, We can be certain that email will be with us
Tel: 020 7438 1376 as practitioners seek to understand and for the foreseeable future, and that it is likely to
Email: david.lewis@b2bm.biz incorporate new opportunities. be the mainstay and the bulk of most B2B
Marketing manager: Dominic Rooke-Allden But as we get increasingly caught up in the brands’ marketing activities. The challenge for
Tel: 020 7438 1379 clamour for social media, UGC, podcasts, etc. we marketers is to keep email in their sights whilst
Email: dominic.rookeallden@b2bm.biz risk forgetting about the digital channel which also following the evolution of the newer forms
Subscriptions: Robert Smith has been the mainstay of activity for the last ten of digital media. In a tough environment, those
Tel: 020 3077 0068 years: email. marketers who are unable to adopt this dual
Email: robert.smith@b2bm.biz Email is often not seen as part of the digital focus may find themselves looking for a new job.
Publishing director: James Farmer marketing revolution, partly because it’s been Joel Harrison
Tel: 020 7438 1375 around for so long, and partly as it has its fair Editor, B2B Marketing
Email: james.farmer@b2bm.biz share of cynics due to inbox overload, spam and Respond or comment via the B2B Marketing
image blocking etc. However, it’s still the most Blog at www.b2bm.biz/blog
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Tel: 020 3077 0068 The comments below were submitted via the B2B Marketing Blog to the post ‘Is there any point
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to Twitter?’ You can contribute to this discussion and others at www.b2bm.biz/blog
© Copyright Silver Bullet Publishing Ltd 2009.
All rights reserved WHAT’S THE POINT OF TWITTER? HERE ARE SIX POINTS...
No part of B2B Marketing may be reproduced, stored in retrieval
systems, or transmitted in any other form, or by any other means,
I've been spending more and more time on 5. Fertilising the existing network – a nice, light
electronic, mechanical, photographic, recording or otherwise Twitter and I'm starting to wonder if it's way to keep in touch with clients, suppliers...
without the prior written permission of the publisher. The contents
of B2B Marketing are subject to reproduction in information storage
worth it. A few things I use Twitter for: 6. Spreading 'Link Love' – every backlink helps...
and retrieval systems. 1. Listening – a good way to see what people Helping our clients do any and all of the
ISSN 1477-4895 are saying about a given topic. above – we can listen, pimp, ask and network
2. 'Pimping' content – letting people know on their behalf. That all sounds pretty useful. But
APRIL 2009: VOLUME 6 ISSUE 4 about a new piece of content; hoping they I'm still not sure it's worth the time investment
Total average net circulation per issue: 8098 read, retweet; and so on... (or why would I feel so guilty?) Time will tell.
Audit period July 2007 to June 2008 3. Asking questions – you can get some quick Today, I can imagine simply switching it off and
insights from knowledgeable people. never looking back. But one day soon, that
4. Extending my network – we had one real might be unimaginable.
new business lead through Twitter and a few Doug Kessler
contacts I've found really valuable. Creative director, Velocity Partners
Subscriptions SET YOUR OBJECTIVES BEFORE YOU START USING TWITTER
B2B Marketing is only available by subscription.
One year: £125 Twitter has two primary benefits – recommendations from the network.
Two year: £200 (20% discount) relationship building and signposting. This I can follow market developments and
can be for professional, personal or brand dialogue; understand issues that prospects are
How to subscribe promotion purposes. seeking to address and look to build a
Go online to www.b2bm.biz/subscriptions The key is to define for what reason relationship by helping them out. Using Twitter
By telephone on 020 3077 0068 you're in the game and build your networks search is also increasingly valuable.
accordingly. The downside is that you do have to sift
Design: Idego Media Ltd On a professional front my network keeps through a lot of drivel to find the nuggets.
design@idegomedia.co.uk me abreast of the latest developments. I can Jonathan Betts
also throw out a question and get Marketing director, Science Warehouse
Printing: Warners
≤
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B2BM APRIL 09 – www.b2bm.biz
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