IDG Enterprise evolves with new marketing services capabilities

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Media company IDG Enterprise, which has offered marketing services for almost a decade, continues to evolve in response to tech marketers' need to reach audiences with sophisticated digital media habits. Already this year, IDG's b-to-b unit, which includes CIO, Computerworld, CSO, Infoworld and Network World, has introduced two new marketing services products. The programs, BrandPost and Social Shout Out, address the rising demand from marketers for native advertising opportunities. “BrandPost provides the same blog experience as our editorial blogs; however the content is provided by the sponsor,” said Michael Friedenberg, president-CEO of IDG Enterprise. “Entries can be written on any approved topic, appear alongside a site's traditional blogs and will be promoted throughout the site.” All posts have a link to a disclaimer that makes it clear that the IDG Enterprise editorial team does not participate in the writing or editing of BrandPosts, he said. With Social Shout Out, IT solution providers are invited to share their message or promote content, such as a white paper or video, via a tweet distributed through IDG Enterprise-branded Twitter accounts. The sponsored nature of the tweets is designated with the hashtag #spon. In November, IDG Enterprise also opened a new marketing services division, called Alliance Advisory Services. The unit is focused on helping customers communicate the value of multivendor partnerships using tools from across IDG Enterprise's marketing services portfolio, including demand generation, awareness programs, development of content and communities, and video and webcasts, Friedenberg said. He added that the team can act in a consultative role to facilitate partner relations. “The ecosystem of partnerships within the high-tech industry is being remade as companies are going to market by aligning their solutions,” Friedenberg said. “While companies have partnership dollars available, they are not always being used in the optimal matter.” Dell Inc. and VMware Inc. have partnered to deliver a desktop virtualization managed service and several storage virtualization solutions. One component of their Alliance Advisory Services program is a “Knowledge Vault” on virtualization for small and midsize businesses that showcases Dell and VMware's thought leadership on the topic through video, PowerPoint presentations, webcasts and resource centers, Friedenberg said. Alliance Advisory Services is organized as a separate division within IDG Enterprise, but back-office functions such as demand generation and fulfillment are handled by experts who manage these processes for the whole company, he said. In February, Michael Latchford, previously senior director of international sales for sibling unit IDG Global Solutions, was appointed VP-alliance programs to spearhead the sales efforts.
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