President, IDG Global Solutions
Yorke has pioneered the integration of social media strategies into IDGâs broader marketing services operation.
Marketing services has become the newest buzz phrase among publishers looking to tap new revenue streams, but itâs essentially an outgrowth of traditional custom publishing divisions.
IDGâs Global Solutions group, helmed by president Matt Yorke, accommodates the companyâs global sales and marketing servicesâpredominantly focusing on IDGâs top six U.S. accounts. Within that group resides the more strategic marketing services operation that has gained notoriety for Yorkeâs championing of merging social media functionality with advertising.
The group created the Amplify service, which initially offered three or four types of ad units that pulled in the social Web. A unit for Intel, for example, included a real-time feed of tweets referencing the brand.
That strategy quickly expanded beyond the confines of an ad unit and the groupâs focus on corporate sales. âWe rebranded the group as more of a strategic marketing services platform,â says Yorke. âThe clear intent is not just about corporate sales, itâs a declaration that weâre moving into the marketing services business.â
Ad units gave way to a broader array of services, including the construction of a âsocial listeningâ platform that allows Yorkeâs team to monitor what is being said about a brand and map that data against a competitorâs brand. From there, a client could contract with IDG to build a custom content platform specifically designed to incorporate a high level social media interaction.
The strategy decidedly takes marketing services from within IDGâs stable of media brands and brings the campaigns out to the wider Web. Custom ânano-sites,â contracting with industry influencers and early adopters to campaign for a client, and seeding forums with custom content are other services.
Now, social media-related tactics drive 35-40 percent of overall revenues for the group, says Yorke.
Whatâs the next big thing? Mobile. iPad units, SMS campaigns, QR code whitepaper downloads and mobile lead-gen are all gaining speed. âThis is a break-out year for mobile,â says Yorke. âItâs not just mobile in isolation, itâs being integrated into bigger programs. These worlds are colliding.â
VITAL STATS: Social media-related elements in IDGâs marketing services projects account for 35-40 percent of the groupâs revenues.
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