Is Net Neutrality a Big Deal?

Author:
Dinos Papanastasiou
Research Analyst

Byron Dorgan (D-N.D.) and Olympia Snowe (R-Me.), both members of the Senate Commerce Committee, have placed net neutrality as a top priority early in the new year. What exactly is net neutrality, and why does it seem so important that an amendment had to be introduced so early in the new year?

According to Wikipedia, “Net Neutrality refers to a principle that underlies the design of the Internet (or any network) as non-selective or 'neutral' about the content flowing through it.” To put it simply, this allows internet users to surf much freer along the web without proprietary content swarming their desktop while they are online. In regard to internet service providers, it regulates and prevents them from distributing proprietary content to their users.

However, there is criticism from large communications companies. Verizon's senior VP of federal government regulations Peter Davidson stated, "Net Neutrality – better named Net Regulation – is trying to solve a problem that doesn’t exist." Additionally, this amendment, according to The National Cable & Telecommunications Association may deprive innovation and creativity in distributing content. More important to the user, this amendment may prove to be a barrier for content that users actually want.

So, is Net Neutrality a Big Deal? Well, it depends on who you are asking. To the internet service providers, it is a big deal because it will regulate their control as an ISP. To others, it is a stepping stone for keeping unwanted content away from the internet.

Share Your Insight:
So are you for - or against - Net Neutrality?

B2B: Connecting Interactively

Author:
Dinos Papanastasiou
Research Analyst

The Business-to-Consumer (B2C) industry has no worries tapping in on the myriad of online shoppers and their desire to purchase. Unfortunately for Business-to-Business (B2B) organizations, they have only a fraction of the overall Internet audience. Simply emmulating their B2C counterparts by using common advertising channels such as banner advertising and sweepstakes definitely will not win a solid rapport with grateful customers. As internet growth progresses, so does the demand to maintain a visible presence on the web that generates opportunities for success.

Enter lead generation tactics. According to MarketingSherpa's third annual Business Technology Marketing Benchmark Guide, the following approaches helps business visibility and overall business rapport immensely, beginning with the most influential:

1. Free trial demo or download – 54% of software marketers and ASPs ranked free demos as highly effective B2B lead generation tactics, compared to 28% of hardware marketers and 24% of those marketing services calling them 'very effective.'
2. Webcast or webinar – 41% of business software marketers and ASPs ranked webcasts as highly effective, compared to 31% of business-to-business hardware marketers and 33% of those marketing business services.
3. White papers -- All business technology marketers rated white papers as highly effective B2B lead generation tactics, with 35% of software marketers, 36% of hardware marketers, and 31% of those marketing services calling them 'very effective.'
4. Blogs -- 35% of business software marketers and ASPs as well as 33% of those marketing business services rated blogs as highly effective.However, just 19% of business-to-business hardware marketers felt that blogs were 'very effective.'This may be because business executives are more likely to read blogs than IT professionals.
5. Podcast -- Last year, the concept of podcasting was barely on the technology marketing map. By June 2006, 22% of software marketers and ASPs called podcasts highly effective B2B lead generation tactics.By comparison, 13% of hardware marketers and only 9% of those marketing services rated podcasts as 'very effective.'

The key to online marketing success in the B2B arena is through adaptive and innovative approaches. We note that early-adopters of new media technologies are now accepted as 'pioneers' - rather than 'rogues'. We can only wonder what new innovative strategies B2B marketers will come up with next?

Share Your Insight:
What new innovative marketing strategies should B2B organizations prioritize in 2007? Will B2B audiences continue to embrace these new media strategies?