BtoB

Video in play as ad vehicle

INCREASED SPENDING PLANS

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Other b-to-b marketers say they plan to increase online ad spending this year. Motorola Inc., which kicked off an integrated campaign last month, is making interactive a more central part of its overall marketing this year, said Eduardo Conrado, VP-global marketing communications at Motorola. “There is a much heavier emphasis on online. More of our marketing spend is shifting to that area,” Conrado said. “We are shifting from traditional advertising, heavy event and collateral to more interactive.” He pointed to Motorola's newest campaign, “Second Nature,” which features a microsite at www.motorola.com/secondnature aimed at police chiefs, fire chiefs and municipal CIOs. The campaign, created by BBDO, New York, includes print and online ads, direct mail and e-mail, all of which are designed to drive users to the microsite to learn about Motorola's technology solutions in a virtual city environment. “In prior campaigns, we usually created the offline assets first. For this campaign, we created the online assets first, and they are the primary delivery tool,” Conrado said. “We will continue to do that more and more.” M
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