ISBA Publishes List Of Guidelines For Internet Marketing

The Incorporated Society of British Advertisers (ISBA) is to publish a list of guidelines for strategic marketing on the internet. Called Guide To The Internet – A Practical Guide For Marketers, its aim is to lead the way in the promotion of good practice and self regulation within new media.

The guide was written by Matt Hobbs, senior e-business consultant for IBM Global Services and Wai Kwok, senior strategic marketer for pres.co. Direct marketing groups, new media and press action groups have been involved in the project in order to best represent the needs of the marketer.

Hobb explained: “IBM is delighted to be part of the ISBA initiative and hopes that the guide provides a starting point for marketing teams in their bid to extend their company’s reach, create customer and brand loyalty, and speed market delivery ahead of their competition. The aim of [the guide] is to take e-business from a concept to a set of guidelines for practical implementation.”

The latest research from Forrester Research estimates $1.4 trillion transactions will be conducted over the internet by 2003; marketers are increasingly using the net as a tool within their strategy but so far no guidelines have been established.

Director of marketing services at ISBA, Jackie Marlow, believes the guide will be invaluable to senior marketing professionals who have lost their way amid new media jargon. “The content of the report cuts through the jargon and speaks to senior professionals in a language they are used to dealing with.”

Incorporated Society of British Advertisers: 0171 499 7502