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Campaign highlights IDG’s centralized offerings for tech marketers

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One of IDG Communications’ keys to success has been a decentralized approach that gives its brands a great deal of autonomy and allows them to respond nimbly to their respective markets. That approach, though, has not made it easy for marketers to find and leverage all the assets IDG has to offer as a company, said Matt Yorke, senior VP-sales and marketing for IDG.

Now, with a multifaceted marketing program centered around an informational Web site called the IDG Knowledge Hub, the company “is putting forward an IDG message so that people realize the sum is greater than the parts,” Yorke said. “The Knowledge Hub is built in such a way that we don’t have to create a new site every time we want to do a new marketing campaign.”

After building the freestanding Web site, http://www.idgknowledgehub.com, IDG is launching a print and online advertising campaign with media that reach “high concentrations of our target audience, which is really technology marketers and agencies,” Yorke said.

The program includes print advertising in AdAge and BtoB (both published by Media Business’ parent, Crain Communications Inc.), a microsite within AdAge.com’s Marketing Intelligence Center and online display advertising units. Although IDG did not disclose its budget, “it’s safe to say that this is the biggest advertising campaign IDG has done corporately,” Yorke said.

Although IDG had a smaller campaign to raise awareness of its corporate brand last year, Yorke said it was “all about us.” The IDG Knowledge Hub, by contrast, “is a place where we would hope marketers would come on an ongoing basis for useful information on technology marketing.” The theme of the Web site is “Engagement matters.”

“There’s a lot of our own content on the site, but we also link out to other media sources that have useful information, such as BtoB, Ad Age, eMarketer and blogs from Rex Hammock, Jeff Jarvis, Paul Conley and others,” Yorke said. “We’re not afraid to push people to resources outside of our own where there may be information to help them do a better job.”

The IDG Knowledge Hub highlights some of the centralized marketing services IDG offers, including Market Fusion, a lead-generation program that combines quantifiable research, behavioral analysis and strategic content; IDG Connect, a lead-generation program that aggregates audiences across IDG’s brands; and IDG Tech Network, on online advertising network that provides one point of access to more than 100 blogs and independent technology sites, primarily outside the IDG stable.

The Knowledge Hub’s Insights section gives marketers access to research on technology trends and consumers from IDG research arm IDC, relevant stories culled from IDG brands and links to outside research, such as American Business Media’s Forrester Research studies.

“One of the key things I want to do this year is to get people to realize that IDG is not printcentric," Yorke said. "People see Computerworld, Macworld and PC World on the newsstand and might not realize how well we understand the Web as a company. The site gives us an opportunity to help change some of those perceptions by showing just how many layers of innovation we have within the organization.”

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