Digital Media Events
Event Date Location

2015 International CES

01/06/2015 - 01/09/2015 Las Vegas Nevada


Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Advertising and Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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Global Social Case Study: C Level Spain LinkedIn Group







Screen Shot 2014 11 18 at 6.23.25 PM Global Social Case Study: C Level Spain LinkedIn Group

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China Interview: Insight for Western Marketers

IDG Connect 0811 China Interview: Insight for Western Marketers

As the Alibaba IPO has reminded international businesses afresh of the vast potential in China, we catch up with Tait Lawton, who hails from Canada but has been working in People’s Republic for over a decade. He founded the Nanjing Marketing Group  to help Western companies get into the marketplace and now provides some useful insights for marketers worldwide.

Following the highly publicized Alibaba IPO have you noticed an increase in Western clients looking to target China?

We’ve noticed a steady increase overall, but not a large jump around the Alibaba IPO necessarily. Tough to say.

Has the attitude of Western clients looking to target China changed in the time you have been based there?

I’ve been helping Western clients with Chinese marketing for five years. I’d say they have the same basic concerns, but are more willing to accept our advice when it comes to tailoring their campaign more to the Chinese market.

We prefer to plan the China marketing campaign anew from the ground up as opposed to using more of a one-size-fits-all globalization strategy, and more people are willing to accept this now. Tough to say if it’s because of a change in the overall mind set of Western marketers or it’s just because we have more people that have been reading our articles on our blog and other websites.

How does the way Chinese consumers use technology differ from the way technology is used in your native Canada?

They haven’t gone through the same process of adoption. Since China developed so quickly, lots of people in China have just skipped whole stages of technology that Canadians, Americans and other Westerners are used to. For example, some years ago I was surprised to see that my girlfriend’s family never used a VCR and instead just went straight to using DVDs. Now, of course, people may be skipping VCRs, DVDs and even streaming on laptops and just go straight to streaming on mobile devices.

What’s most relevant for our digital marketing efforts is that there are plenty of internet users that started using the internet on mobile devices. Mobile marketing is essential. Sometimes people ask me “do you do mobile marketing?”, and I’m like “well, ya. 100% of the marketing we do is relevant to mobile. All of our SEM, SEO and social media services are relevant to mobile.”

People in China also use QR codes a lot. You’ll see QR codes for Weibo and WeChat campaigns on subway ads, restaurant menus, everywhere.

What do you think Western businesses most misunderstand about China?

For one, they may underestimate the competition and the amount they should invest to be successful. China is very competitive and for most market entry cases we see, there are Chinese competitors that are entrenched and willing to invest much much more than the foreign company planning to enter China. Chinese companies are very confident in their business opportunities and willing to invest in branding.

And Chinese advertising is not cheap, nor is marketing talent. Great Chinese marketers can make as much money as great marketers in USA or other places.

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IDG Corporate Video 2015

idg logo1 IDG Corporate Video 2015

IDG is the world’s leading media, events, and research company reaching over 280 million technology buyings in 97 countries.

IDG Communications (a subsidiary of IDG) is the largest global technology media, data and services company. It delivers personalized and contextual-based experiences for the most powerful tech buyers.

From millennial tech enthusiasts to senior executives, IDG understands and reaches them all.

Brand Publishers Are Ditching Facebook in Favor of Microsites


Brand publishers are more aware that they’re really just renting social media space on Facebook and are moving resources away from the social network.

One agency said its clients are pulling away from Facebook in “dramatic numbers”—reallocating their resources to microsites and alternate social channels like LinkedIn—after the agency’s social media managers saw a “dramatic dip” in reach for their messaging over the last 16 months. They attributed this decline to Facebook’s EdgeRank algorithm, which curates the content users see in their News Feeds.

“Brands don’t own what happens on Facebook, and as organic reach has been absolutely eviscerated, they remain aware of that,” said Forrester analyst Nate Elliott, adding that marketers have been telling him that they no longer see Facebook as a viable marketing channel.

Facebook’s complete control of content on the platform can also wreak havoc on brand campaigns developed specifically for the social network. In March 2012, Elliott said the mandatory Timeline layout change wrecked some custom brand page experiences. “Just changing one pixel can ruin the entire thing,” he pointed out.

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IDG Launches Proprietary CMS Across Network


IDG Communications is overhauling its back-end infrastructure with the launch of a new proprietary content management system it’s calling Apollo.

The CMS, officially rolling out on Tuesday, will offer editors a range of tools for multimedia storytelling and simplify access to the company’s extensive trove of content. That latter feature could be big for IDG—the company has more than 2,000 journalists, 460 sites, 200 apps and 180 print titles in its media network.

“We believe that our CMS is a critical core component to our digital strategy,” says Michael Friedenberg, CEO of IDG Communications Worldwide. “Having a modernized CMS will enable us to move and engage with our reader at a much deeper level allowing for greater flexibility, productivity, and innovation.”

Display ad viewability was also an area of emphasis for the company, says Gregg Pinsky, the company’s SVP and GM of digital services.

“In the deconstructed right rail design ads and promotion modules are spaced more widely apart and indent slightly into the body of the article to counteract banner blindness typical on traditional two column article pages,” he says. “The template lazy loads the ads, and as long as the user is scrolling the content, we continue to load additional ads at specific intervals. This not only achieves a higher viewability and engagement rate but also results in reduced page load time for a better user experience.”

Friedenberg notes the need to adapt to an environment that’s increasingly focused on video. The company currently delivers 100 million video streams per month, generating about 7 percent of its revenue come from video, with 50 percent year-over-year growth, he says

Apollo is hoping to be the latest shining-star CMS for a big publisher. Vox’s Chorus, Say Media’s Tempest and Forbes’s Falcon are a few that have garnered attention as cutting-edge content creation tools.

Say Media and Forbes have been pursuing licensing deals that could turn their CMSs into standalone revenue streams, but IDG says it’s not looking into similar opportunities right now.

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Seeking a Lead on News, Network Turns to Data-Mining Media Group

The New York Times

When Ronan Farrow, the young human rights lawyer with a Hollywood lineage, debuts as an MSNBC host on Monday, he will have some prodigious computing power backing him up.

MSNBC has struck a partnership with Vocativ, a digital news start-up, to provide the new program — “Ronan Farrow Daily” — with up to three taped video segments a week. Vocativ mines the Internet for exclusive news and other content with data-collection software traditionally used by governments and corporations.

Phil Griffin, president of MSNBC, said Vocativ’s marriage of big data and conventional reporting was an innovative approach to journalism. “It is an additional tool for us,” he said. “And who knows where it is going to go for the entire NBC News group.”

News organizations are in a mad rush to team with new companies that they hope can give them an edge in finding story leads. In forming alliances, they are also seeking to attract younger viewers who are more likely to get their news from sites like Twitter and Facebook than from the evening news.

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IDG Focuses On Digital Ad Properties While Building Out Reach


Within IDG’s $3.55 billion global revenue across all businesses last year, its share of US online revenues remained stable at 66% in fiscal year 2013 from 2012. By contrast, the company’s US print share of revenues slipped to 19% last fiscal year, from 21%. Consequently, IDG intends to concentrate on its Web strength even more this year, said Pete Longo, CEO of IDG’s vertical ad network TechNetwork and the IDG Consumer & SMB unit.

If last year revolved around laying the groundwork for expanding exchange-based businesses, particularly its private marketplaces and data-management platform (DMP), video is this year’s focal point.

“We launched in November because it made perfect sense to have dedicated site for regular programming beyond consumer and enterprise technology, and spread our wings to include more lifestyle content,” Longo said. “Although Microsoft was our launch sponsor, we also see as a way to attract marketers that are peripheral to tech, like automakers.”

Despite cultivating this new ground, IDG is still working to support its vertical ad network IDG TechNetwork. While IDG TechNetwork’s gains didn’t change much in 2013, an IDG representative claims the ad network, which has roughly 500 “network partners” across 2,000 sites has generated a “fivefold revenue increase from 2009 to 2013.”

IDG hopes to take advantage of a two-year ongoing shift in which exchange-based buying through agency trading desks has become more mainstream for marketers. It also hopes to preserve the vertical ad network model, which involves aligning with smaller sites with a similar focus and readership. That approach was considered the best answer publishers could do to blunt the effects of audience buying in 2008. But even now, the idea of the ad network is in danger of becoming anachronistic.

This is a major reason why IDG developed a DMP in 2012.

“This year is going to be a fantastic year for publishers who are using their own data,” Longo said. “2013 was the year of experimentation. The DMP helps us spot trends, it helps us better organize our advertising around specific audiences. The foundation of the network, however, gives us the scale that makes that data and the niche audience segments we create more valuable.”

Alongside the DMP and the IDG TechNetwork’s first-party data, Longo is expecting the private marketplace to do more heavy lifting for its sales team as well.

“The private marketplace deals are going to be the fastest-growing advertising program we have this year,” Longo said. “It makes sense, because advertisers want to know that they can get access to premium audiences, and they want guarantees around available placements and flexibility on pricing. Advertisers can come to us, they know we’ve got rich data and they know we’ve got valuable inventory, both on our own brands and externally via the network and our exchange reach.”

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Web Marketing Association has recognized IDG BlackBerry campaign with an award

IDG Global Solutions won a BtoB Standard of Excellence award for their Enterprise Mobile Hub Blackberry campaign. This WebAward “recognizes the standard of excellence for which all Web sites should strive. Winners at this level demonstrate that their site is above average and will receive a personalized WebAward certificate for their efforts.”

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Screen Shot 2013 10 04 at 12.04.13 PM Web Marketing Association has recognized IDG BlackBerry campaign with an award

LinkedIn Teams With IDG On Tech Groups


In its latest content initiative, LinkedIn has partnered with IDG Communications to create a series of new tech-oriented discussion groups on the professional network hosted by IDG and offering relevant sponsorship opportunities.

Under the agreement, IDG, which publishes titles including Computerworld, InfoWorld, Network World and CIO, will develop tightly focused groups around tech topics, such as business intelligence, cloud, data center, mobility, networking, security and virtualization, that include a dedicated IDG group manager, daily content and discussion posts.

The new offerings built on the LinkedIn Groups platform also allow marketers to sponsor specific groups exclusively for a year. That offer includes the use of ad placements, sponsored content and information on the expected number of group members.

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For a more detailed release on how the Tech Media Company and Social Network to Offer Premium Visibility for Advertisers … 

Direct And RTB Sales Can Co-Exist Says IDG Enterprise’s Friedenberg

Ad Exchanger

Premium direct sales and real-time biddable display advertising … can they co-exist?

IDG Enterprise thinks so. The owner of top-tier B2B media brands Computerworld, CIO, Network World and InfoWorld announced last week (see the release) that it has plunged into the exchange model in search of programmatic ad dollars.

According to IDG Enterprise CEO Michael Friedenberg, the strategy is to couple its premium owned-and-operated brand with a data-driven strategy that addresses the audience-buying desires of advertisers. The private exchange, called IDGEx, provides for programmatic real-time bidding of visitors to IDG TechNetwork’s 500+ publisher sites — using IDG Enterprise first-party audience data fed by 8 million monthly uniques.

As AdExchanger readers may recall, way back in 2011, IDG TechNetwork enlisted the services of Admeld — before it was acquired by Google — to create the first iteration of its private exchange strategy. Google remains the provider today with Data-Management Platform (DMP) services coming from BlueKai.

IDG Enterprise CEO Michael Friedenberg discussed the strategy last Friday…

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