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Business to Business Internet Marketing

Business to Business Internet Marketing

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Published by: arron1fr on Dec 14, 2009
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Although kiosks are primarily used in a retail environment, their time
may be coming as a viable b-to-b marketing tool that puts even more
prospects in touch—literally—with your products.
Interactive kiosks with touch screens are now in use as informa-
tional vehicles in malls, retail stores, and airports. A shopper with no
computer skills can walk up to a mall kiosk and locate stores. In the
retail store, the shopper can locate departments and read about the day’s
sale items.

Now there is a growing trend for kiosks to be Web enabled. A kiosk
can be designed to house local versions of Web sites and pages so that a
connection to the Internet is unnecessary. Web-enabled kiosks suggest a
host of future possibilities for business-to-business marketers. They may
be particularly effective in reaching the growing SOHO (Small Office
Home Office) shopper.
In fact, the Internet is now being used to enhance the traditional
in-store retail experience. According to a report in BusinessWeek e.biz
(June 4, 2001), Kmart installed 3,500 kiosks at its stores and found
that, five months later, 20% of online customers at BlueLight.com
(www.bluelight.com) came from in-store shoppers. The report says
that after adding kiosks to its stores, retailer REI found customers
who make online and in-store purchases spend more money than just
in-store shoppers.

186BUSINESS-TO-BUSINESS INTERNET MARKETING

Internet-enabled kiosks are making their move not only in stores,
but in places where businesses can reach business people—like airports.
Typically, these are kiosks that are really enhancements to phone ser-
vice, offering business travelers the ability to send a fax or check e-mail,
but it may not be long before they also allow travelers to request infor-
mation online or even place orders for products online.
Telecommunications carriers are also using touch screens with tele-
phones and mini-kiosks to enhance telephone service. These interactive
devices may not be Internet enabled today, but they could be in the
future. The technology to turn kiosks into freestanding Web stations is
already here—it is just a matter of implementing it. Airlines are already
offering online kiosks for e-ticketing at airports, and e-mail access at
airports is becoming more common.
It will not end there. The Internet is making its appearance in the
most interesting, and sometimes unusual, places. Some bank ATMs of-
fer Web browsing. Web pages are popping up in office building eleva-
tors and even restrooms.

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