In early 2001, CNET Networks turned the online advertising industry on its ear when it spearheaded the creation of larger, more interactive ad units for use on the Web. The idea was to cut back on the time spent producing online ad campaigns by asking websites to use a standard set of specifications, while at the same time, creating a more engaging forum for users to interact with various brands.
A short two months later, the Internet Advertising Bureau endorsed CNET's innovation by issuing guidelines for the new interactive units.
CNET has always been on the Internet's cutting edge. While it has had considerable success with changing the industry for the better, the company wanted to improve its communications efforts among its existing base of loyal advertiser partners.
CNET turned to Force 13 Marketing to develop and write a monthly e-mail newsletter and partner website. Both were designed to accomplish three goals:
- Share unbiased marketing intelligence and industry success stories
- Allow advertisers to pass on their own thoughts, and
- Keep advertisers informed on CNET developments
To assist CNET, Force 13 conducted interviews with ad industry experts, so that the newsletter would focus on topics that were important to them, rather than to CNET. Additionally, Force 13 wrote the newsletter and partner site copy (there were four "editions" — one for each of CNET's four ad sales divisions), provided a comprehensive review of the HTML newsletters, and suggested graphic design and naming changes to both components.
The newsletters have generated immediate positive results. Although official statistics are not yet available, CNET reports that calls from clients have increased significantly as a direct result of the partner newsletter program. One client called to talk with a sales rep and purchase a dedicated e-mail program because the newsletter reminded him that "CNET's newsletters kick butt."
Click here to view a full-size sample of the Marketing Scope newsletter.
Click here to view a sample article from the partner website.
