IDG Offers Portfolio of Mobile Marketing Products and Services
FRAMINGHAM, MA— --International Data Group (IDG) is taking its digital marketing programs to the mobile web in a global initiative that recognizes how fast IT users are buying smartphones and tablets. IDG brands have adapted 165 products for mobile users worldwide. A dozen products and services are part of Mobile@IDG™,a set of both existing and new offerings.
Marketers’ choices with Mobile@IDG include:
· Mobile Sponsorships: Exclusive sponsorship of IDG media sites with device and demographic targeting features driven by banner ads, rich media, custom content, and social networking.
· Mobile Partnerzones: Vendor content is co-branded next to relevant IDG editorial for smartphone and tablet users.
· Mobile Nanosites: Applying what IDG has learned from its unique microsite within an ad unit called nanosite, a mobile nanosite features multimedia content, polls, and full social media sharing capabilities via Facebook, LinkedIn, and Twitter.
· Apps and Mobile Sites: IDG will create an app or mobilize a client site. For Juniper Networks, IDG has created a CIOResource app for the iPhone, iPod Touch and Android smartphone. News and information on management strategies, agility, transformation, and IT alignment are delivered daily along with short surveys which IT pros can compare their answers to responses by their peers.
· Events: An application can be created in support of a client or IDG in-person event featuring an interactive map, agenda, exhibitor and speaker search tools, collateral and premium content, and appointment requests with exhibitors. .
· Games: IDG will create a custom game for lead generation and behavioral data.
· IDG Connect White Paper Library App: Available in the Apple iTune’s store, the free app allows iPad users to search more than 6000 documents and save ones of interest to their own personal “bookshelf.” A vendor can sponsor an iZone in the app for lead generation programs. Oracle is the first iZone sponsor
· iPad Tablet Magazines: Advertisers can reach the growing iPad user population with sponsorships and rich media ad units.
In addition, marketers can add a range of sharing options with social networks, polls on questions of interest to vendors and their prospects, and QR code tie-ins to Mobile@IDG programs.
Mobile@IDG Customer Stories
Siemens IT Solutions and Services selected IDG to promote key innovations and client value in Europe and the US early this year. Mobile was a key part of the campaign that included digital and print components in Austria (Computerwelt), Germany (Computerwoche and CIO), United Kingdom (Computerworld and CIO), and United States (Computerworld and CIO).
“The comprehensive program in several countries with mobile banners, mobile advertorial, QR codes, exclusive CIO BlackBerry app sponsorship, and tablet magazine ads gave us high visibility in platforms with increasing popularity. We were extremely pleased with the results and the subsequent industry recognition underlined the growing importance of mobile platforms,” said David Burnand, head of Global Marketing Operations, Atos (Atos acquired Siemens IT Solutions and Services in July 2011).
In one month, there were more than one million mobile impressions with a click through rate of .5% and 6,800 clicks through the online and mobile advertorials. The campaign recently won a B2 award for Best Mobile Advertising by the Business Marketing Association (BMA) in the US. The award recognized Siemens IT Solutions and Services (now Atos), IDG, and IAS b2b Marketing. Siemens/Atos is also a finalist in B2B Marketing Awards 2011 in London.
HP wanted to influence IT decision makers in six European countries last year. HP’s imaging and printing group and its agency, OMG (part of Omnicom Media Group) ), chose IDG media brands to reach audiences interested in printer ROI, total cost of ownership, and green offerings. Mobile played a large part in the campaign including a Partnerzone with IDG editorial and HP white papers, case studies, and videos. A dedicated Twitter page with a question of the week spanned online and mobile environments. HP was a launch sponsor for the Computerworld BlackBerry mobile app in France, Denmark, the Netherlands, Spain, and the UK. The multi-faceted program, with results including almost 20,000 Blackberry app downloads and more than 71,000 online page views with users returning an average of 2.5 times to a Partnerzone, is a finalist for a BMA Media & Marketing award in London.
Autumn Martin, head of Digital, OMG said: "HP were keen to be first to market with an innovative mobile campaign where by users could access relevant information to their needs but also gave them the opportunity to have HP as a front of mind brand when it came to ROI for printers. With over 20,000 downloads of the app and a very high average CTR of 1.46% the campaign has clearly shown HPs success in producing media firsts in this sector.”
IDG Takes Leadership Position in Mobile Marketing
Two years ago, IDG announced marketing services and ad products for the social web. The initiative was a first for tech media. “Mobile devices are selling in large numbers around the world and an IDG Global Solutions survey earlier this year found more than two-thirds of the respondents in 16 countries say they use smartphones and 70% use them regularly to access the web and use mobile applications,” said Matthew Yorke, president, IDG Global Solutions. “With Mobile@IDG products and services we are taking the lead with clients who want innovative marketing programs that surround their prospects with very targeted solutions including sophisticated location and social integration.”
Mobile@IDG offerings will expand later this year into comprehensive social and community integration.
About International Data Group
International Data Group (IDG) is the world’s leading technology media, events and research company. IDG’s media brands – including CIO®, CSO®, Computerworld®, GamePro®, InfoWorld®, Macworld®, Network World®, PCWorld® and TechWorld® – reach an audience of more than 200 million technology buyers in 90 countries.
Online, IDG’s network features more than 450 websites spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 460 independent websites in an ad network complementary to IDG’s media brands. IDG® is also a leading producer of more than 700 technology-related events, including Macworld® 2011, E3 Expo®, DEMO®, SNW™, and IDC Directions®.
IDG’s marketing services include lead generation with IDG Connect®, custom publishing, social Web marketing with IDG Amplify® ads and IDG Social Scout™ analysis and program development, and IDG Market Fusion™ research and content optimization.
IDC®, a subsidiary of IDG, is the premier global provider of market intelligence; advisory services; and events in IT, telecommunications, and consumer technology markets. Over 1,000 IDC analysts in more than 110 countries provide global, regional, and local expertise on technology and industry opportunities and trends.
Additional information about IDG, a privately held company, is available at http://www.idg.com.
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