I really like the website Motorola has launched in the US to present its government and public safety solutions. It’s quite rare to find a B2B online marketing project in general, and it’s even more rare to find a B2B website that is so well done.
The site launched last month, but there hasn’t been much buzz around it in the creative/marketing community, which is a pity because the work is beautiful and inspiring.
Emerce (in Dutch) reports about a new viral campaign launched by KLM with the claim “Join BlueBiz and win a company airplane!”. The effort aims driving members to KLM’s BlueBiz loyalty program, dedicated to medium and small enterprises. BlueBiz members can win a plane for a day in December, a KLM Cityhopper which will take 50 persons to a destination anywhere in Europe. No advertising has been employed to promote the initiative, just targeted email to Flying Dutchman members, KLM travel agents and existing BlueBiz members. The campaign has been developed by Lemz.
Email marketing is just as effective in targeting a business market as a consumer one, but there are some crucial differences. There’s a long long article on Revolution Magazine of this month to explain them. Briefly, one of the main problems it’s the lack of data (I experience it with the Company I work for as well), while segmentation and precise targeting is the key to success.
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