Service Community Letters Samples

B2B online

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BPA Worldwide has signed an agreement with BBN , an ad network ( adnetwork ) B2B comprising approximately 800 sites (70 Groups publishers) for the development of a standard measurement of hearings B2B online.

• The BPA, as the ABC or OJD, audits broadcast media (paper, digital) and helps define a certain legitimacy to the extent, especially for B2B Media (2 600 stands) .
• BBN claims an audience of 50 million buyers and decision makers in companies. The BBN network was launched in the United States in 2008 and in Britain (October 2010) by publishers and is based on 24 / 7 Real Media (bought by the WPP advertising group in 2008).

Following this agreement, buyers and sellers of advertising space will have a set of data analysis sites (" analytics"). The measure will also establish profiles transversal to all networks (markets vertical). BPA will use data from Nielsen and Bizo , which sets up targeting B2B. Bizo is known for its bizographics that profile a user according to his profession, his industry, the size of its business, his initial training, experience (seniority ) in the trade, etc.. The audience of a site can be described as focused and these dimensions.

The advertising profession is saddled with one more measure, with a methodology apart, different from that found by the measurement of other sites and networks. This complex, in-house and agencies, the work of buyers and sellers. The methodological specificity of targeting B2B was undeniable as they worked with analog mediums, and it fades when it comes to media digital.

B2B is so diverse (Honours) and changing (technological developments, terminology) that any empirical segmentation is always already inadequate. The taxonomies of products, fine asses ever, can not be that late on professional practice and must be constantly and vainly updated.

The solution is certainly not in these segmentations and taxonomies but rather in the exploitation of the queries finesse of the professional user (who uses "their" terminology and "his" syntax) and the targeting of users from the words they use. The category is now the word or group of words (phrase).

As the variety of professional practices is endless, we must turn to target, to detailed analysis to measure, operator exact observation of online behavior. For example, following the vocabulary of queries, for a brand, a trade (see the work of Stephen Levy in this area, Weborama with The Lab Marks ).

Notes on the B2B

• B2B is a category with the operational relevance dissolves in the Web and new business practices (internationalization) in the proliferation of small and tiny enterprises.
• Moreover, the separation amateurs / professionals is ineffective in many areas ( Pro-Ams ). Moreover, many artisans, for example, sourcing from the same suppliers that fans (decorating, building, cooking, mechanics, etc.)..