BtoB Media Business - September 2012 - (Page 12)

SALES & MARKETING Sales & Marketing New data points IDG Enterprise’s Premium Data Services enables marketers to retarget online campaigns AD VANTAGES Giving clients more choices ancy Walsh is exec VP of Reed Exhibitions, which produces 500 events in 39 countries and 44 markets. In May, the company introduced a new pricing model for its exhibition booths— called RX Choice—that is based on location, attributes and timing rather than BIO square footage. Nancy Walsh spoke with Walsh Media Business about the change. Exec VP, Reed ExhibiMedia tions Business: Why did Reed Exhibitions change the pricing structure for its exhibition booths? Nancy Walsh: The driving force behind RX Choice is customer value. We recognized that the old pricing approach assumed that all space is created equal, and we know that customers don’t perceive it that way. MB: How has the change affected your sales and marketing strategy? Walsh: The new approach has changes for our entire organizational culture. Our RX Choice model represents a new way of thinking and a new approach to handling customers. We needed to retrain our sales staff to consult with customers and help them find a location and price that best meets their needs. Our communications has also been retooled to reflect this new approach. MB: How have your customers responded to the change? Walsh: We have gotten a very good response. Most of our metrics are up—in terms of re-sign, in terms of new customers and in terms of satisfaction of loyalty. There were things to learn in the beginning in terms of communicating (the changes to cus—M.S. tomers). L Premium Data Services offers two prodooking to expand its reach for media ucts: Brand Scale and Target Scale. buyers and command a larger share of Brand Scale enables marketers to tailor marketers’ budgets, IDG Enterprise has their online advertising campaigns on both introduced Premium Data Services. IDG Enterprise and IDG TechNetwork sites. The software program, rolled out in June, For example, they can target users who are inis designed to help technology marketers more terested in a particular facet of technology— precisely target their online advertising cam- such as mobile, security or virtualization— paigns. It combines the advertising technolo- and extend their messages across both advergy of the IDG TechNetwork—which features tising venues based on that taxonomy. more than 450 tech websites and blogs—with With Target Scale, marketers can target their first- and third-party data to profile visitors to ad campaigns based on such third-party data as IDG Enterprise sites. company size, industry and purchase intent. IDG Enterprise, whose assets include “We’re basically layering on third-party data cio.com, computerworld.com, infoworld.com to extend the reach of the specific audience tarand itworld.com, garnered 25 million page gets,” Friedenberg said. “That’s when we’re then views in July, according to Omniture. able to cut the data based upon demographic and “By extending data, psychographic informawhat we’re now able to tion, and align that to the provide is a retargeting efindividual, or the cookie or fort where, when somethe IP address. one comes to our site and “You have to underthen leaves our site and stand the premium audigoes somewhere that reence that is coming to sides within the IDG your website, how the TechNetwork, we’re able audience is engaging Michael Friedenberg, president-CEO, IDG Enterprise to align our advertisers’ your brand, and then messages to that individual as they’re traveling leverage that in a manner that is productive across the network,” said Michael Friedenberg, both for your advertiser and reader, and that’s president-CEO of IDG Enterprise. “What that what we’re doing.” provides the advertiser is additional alignment Since Premium Data Services’ debut, IDG Enand allows them a deeper understanding of terprise has tracked a two- to three-times greater who they’re interacting with and who their ads click-through rate for technology marketers that are aligning with.” are using the program compared with those runTo participate in the retargeting program, ning traditional marketing campaigns on IDG advertisers must commit 60% of their budgets Enterprise sites, Friedenberg said. “If you’re to IDG Enterprise websites. aligning the message to the individual at greater “You just can’t buy the retargeting of our granular detail, that should have greater releaudience without first investing in our premi- vance and that’s higher click-through.” um sites,” Friedenberg said. “By linking those Dave Rowe, media director at b-to-b advertogether, that is absolutely essential because in tising agency Doremus, said he would considno way would we want to cannibalize our au- er using Premium Data Services for some of his dience.” technology clients. He added: “The beauty of content is that it “It can assure buyers that, when they’re really is the starting point—where a user’s en- using this targeting technology, they don’t gagement begins—and then it’s a matter of have to worry about reaching a less-qualified understanding where they go based upon the prospect because it’s the exact same people specific content. But I don’t think that content who have visited [IDG Enterprise] websites,” is necessarily now the proxy to understand all he said. “You’re just reaching them in this new audience buying.” environment.” BY MATTHEW SCHWARTZ N “You just can’t buy the retargeting of our audience without first investing in our premium sites.” 12 | Media Business | September 2012 | mediabusinessonline.com http://www.cio.com http://www.computerworld.com http://www.infoworld.com http://www.itworld.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2012

BtoB Media Business - September 2012
Table of Contents
Upfront
Cover Story
Budgeting for 2013
Sales & Marketing
M&A
Production
People
Benchmarks
Endnote

BtoB Media Business - September 2012